XADM Digital Marketing

Moravian Business College Olomouc
summer 2021
Extent and Intensity
1/2/0. 4 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
doc. Ing. Roman Kozel, Ph.D. (lecturer)
Ing. Martina Sasínková, Ph.D. (seminar tutor)
Ing. Peter Šedík, Ph.D. (seminar tutor)
Mgr. Šárka Štveráková (seminar tutor)
Ing. Tomáš Jelínek, Ph.D. (seminar tutor)
Guaranteed by
Ing. Martina Sasínková, Ph.D.
Moravian Business College Olomouc
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to introduce the concepts, features and differences of digital marketing tools and their effective use in different sizes of organizations. The course will not only explore new modern tools and concepts, but also to "contextualize" classical marketing theoretical disciplines such as marketing communication, marketing research or public relations to the environment of the Internet. The course also aims at familiarizing students with the modern, up-to-date concept of marketing and with the options, techniques and tools that digital marketing brings to practice.
Syllabus
  • 1. Introduction to digital marketing - key features, history and development, important milestones; the principles of success and efficiency of digital marketing tools; the legislative framework of digital marketing communication
    2. Marketing communication on the Internet - important principles, differences, specifics; characteristics of online marketing, digital communication tools; communication plans
    3. Advertising on the Internet (search engines, PPC systems, display, etc.)
    4. Web sites, e-commerce (optimization, SEO, basic rules, trends, marketing principles)
    5. Direct marketing on the Internet - e-mailing
    6. Social networks and their use in marketing and advertising
    7. Public relations in the Internet environment
    8. Content marketing (content creation and marketing use, tribe marketing)
    9. New forms of marketing communication - multimedia, video, animation, etc.
    10. Other tools and online marketing trends (mobile marketing, viral marketing, buzz marketing, WOM marketing, affiliate marketing, advergaming)
    11. Analyses and measurement of the success of digital marketing communication
    12. Marketing research on the Internet
    In the course, the following methods are used: the information-receptive, reproductive, heuristic and simulation methods. Practical experience is developed mostly by means of interactive and practical methods and up-to-date technologies and suitable SW tools (e.g. for the analysis of marketing campaigns effectiveness).
Literature
    required literature
  • RYAN, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page Publishers, 2016. ISBN 978-07-494-7843-8. info
  • CHARLESWORTH, Alan. Digital Marketing. London: Routledge, 2014. ISBN 978-04-158-3482-7. info
  • MONTGOMERY, K. C. Generation Digital: Politics, Commerce, and Childhood in the Age of the Internet. Cambridge MA: The MIT Press, 2009. ISBN 978-02-621-3478-1. info
    recommended literature
  • KUMAR, A. and R. BEZAWADA. Effects of Consumers' Social Media Participation on Consumer Behavior: A Marketing Perspective. In: AYANSO A. and K. LERTWACHARA. Harnessing the Power of Social Media and Web Analytics. Hershey: IGI Global, 2014. ISBN 978-14-666-5194-4. info
  • CHAFFEY, Dave a Paul Russel SMITH. Emarketing Excellence: Planning and Optimizing your Digital Marketing, Routledge. New York: Routledge, 2013. ISBN 978-04-155-33379-. info
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
  • Enrolment Statistics (recent)
  • Permalink: https://is.mvso.cz/course/mvso/summer2021/XADM