IM147 Digital Marketing and PR – theory and practice

Faculty of Arts
Autumn 2017
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. Mgr. Jana Horáková, Ph.D. (lecturer)
Mgr. Dominik Jícha (lecturer)
Mgr. Alina Matějová (lecturer), doc. Mgr. Jana Horáková, Ph.D. (deputy)
Mgr. Ondřej Myšák (assistant)
Guaranteed by
doc. Mgr. Jana Horáková, Ph.D.
Department of Musicology – Faculty of Arts
Contact Person: Bc. Jitka Leflíková
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Thu 17:30–19:05 N51
Prerequisites
Active interest in marketing and PR.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25, only registered with preference (fields directly associated with the programme): 0/25
fields of study / plans the course is directly associated with
there are 10 fields of study the course is directly associated with, display
Course objectives
Upon completion of the course, the student will understand the theoretical basics of digital marketing and public relations. The student will understand the intersections of both disciplines and will use the gained knowledge and skills. Tasks that verify the degree of theoretical knowledge and skills acquisition will be realized in the "sharp traffic" of online platforms and channels of Theory of Interactive Media
Learning outcomes
The student will be able to:
Understand the interdependence of individual marketing activities
Understand the complexity of the individual in marketing work
Understand "non-existent" marketing and its continuous development
Identify differences between strategy, tactics, and operations in marketing management
Apply their theoretical knowledge to practical tasks

Practical tasks:
SWOT analysis
Content strategy for Facebook + daily administration Facebook
Content strategy for Instagram + daily administration TIM Instagram
Content marketing - analysis, a content strategy, realization (unique content TIM)
Media relation - database-contacts, press releases and communications
Event marketing related to TIM (strategy, organization and implementation)
Construction of the student website TIM (work in CMS Umbraco)
Strategy, analysis and implementation of SEO for website TIM
Syllabus
  • Marketing
    What -definition
    When - Developments, Channels, and Data
    Where - business relationships
    Who - personalities

    Introduction to Digital Marketing
    People on the Internet
    Online population in the Czech Republic
    Trend measurement
    How people use the Internet in the Czech Republic
    4-screens concept
    Cookie vs. People based data
    Daily space for marketing on the Czech Internet

    Fundamentals of marketing management
    Hierarchy
    Idea (Product / Service)
    Strategy (STP)
    Tactics (marketing mix)

    How to Consider Internet Advertising
    Operations (media mix)
    Paid vs. unpaid advertising
    Paid PPC ads
    Traffic Sources
    Estimate and measure traffic sources

    How to Consider Internet Advertising II.
    Brand vs. performance
    User path (AIDA, Touchpoints, STDC)
    Key Performance Indicators (KPI)
    Where can we be seen (typically?)
    How it all looks in practice

    Introduction to Public relations
    Definition
    Target groups
    Tools
    Types of PR
    "PR vs. Marketing vs. Advertisement,"
    Measurable goals
Literature
  • SÁLOVÁ, Anna, Zuzana VESELÁ, Jana ŠUPOLÍKOVÁ, Lucie JEBAVÁ and Jiří VIKTORA. Copywriting : pište texty, které prodávají. 1. vydání. Brno: Computer Press, 2015, 232 stran. ISBN 9788025145890. info
  • Marketingová komunikace a public relations : výklad pojmů a teorie oboru. Edited by Jan Halada. První vydání. Praha: Univerzita Karlova v Praze, nakladatelství Karolinum, 2015, 118 stran. ISBN 9788024630755. URL info
  • HEJLOVÁ, Denisa. Public relations. První vydání. Praha: Grada Publishing, 2015, 250 stran. ISBN 9788024750224. URL info
  • Online marketing. 1. vyd. Brno: Computer Press, 2014, 212 s. ISBN 9788025141557. info
  • TOMANDL, Jan. Jak účinně oslovit média : media relations v podnikání, správě, kultuře i neziskovém sektoru. Vyd. 1. Brno: Computer Press, 2011, 296 s. ISBN 9788025134573. info
  • KAUSHIK, Avinash. Webová analytika 2.0 : kompletní průvodce analýzami návštěvnosti. Vyd. 1. Brno: Computer Press, 2011, 456 s. ISBN 9788025129647. info
Teaching methods
The theoretical part of the course is conducted in the form of an interactive curriculum in the IS. The practical part of the lessons takes place in the form of team tasks after consultations with the teachers.
Assessment methods
The evaluation is based on the student's selected semestral activities and individual assignments. Attendance 75% (3 allowed absences).)
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
  • Enrolment Statistics (recent)
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