IM148 Digital Marketing a PR – theory and practice

Faculty of Arts
Spring 2018
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Mgr. Jana Horáková, Ph.D. (lecturer)
Mgr. Dominik Jícha (lecturer)
Mgr. Alina Matějová (lecturer), doc. Mgr. Jana Horáková, Ph.D. (deputy)
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
IM147 Digital Marketing and PR
Completing the course IM147
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 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50, only registered with preference (fields directly associated with the programme): 0/50
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

Manage basic PPC ads on Facebook
Implement the Google Tag Manager system
Implement remarketing codes (basic FB pixels)
Implement web analytics (Google Analytics)
Identify differences between marketing, branding and PR concepts
Understand basic concepts in content marketing, SEO and web analytics
Understand the basic principles of PPC
Syllabus
  • Branding
    History
    Definition and today's view
    Measurement

    Content marketing
    Definition
    5 good content marketing rules
    Storytelling
    Advantages and disadvantages
    Examples

    The basics of online advertising
    Developed paid advertising
    Ad formats
    Ad targeting
    Unpaid ad
    Measurement

    Fundamentals of PPC Ads on Facebook
    Facebook Pixel
    Business Manager
    Facebook Insights
    Restrict Ads

    Fundamentals of SEO
    History and development
    Page rank
    On-page factors
    Off-page factors

    Web analytics basics
    Web analytics, history and constraints
    Importance of web analytics in digital marketing
    Implementing and working with Google Analytics.
    UTM links
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.
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