FSS:ZURb1233 Marketing on social networks - Course Information

ZURb1233 Marketing on social networks

Extent and Intensity

1/1/0. 3 credit(s). Type of Completion: z (credit).
Taught in person.

Teacher(s)

Mgr. Tomáš Svoboda (seminar tutor)
Mgr. František Šudřich (seminar tutor)

Guaranteed by

Mgr. Jaroslav Čuřík, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies

Timetable

Wed 18:00–19:40 AVC

Prerequisites (in Czech)

ZURb1106 News writing

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 8/30, only registered: 0/30

fields of study / plans the course is directly associated with

there are 35 fields of study the course is directly associated with, display

Course objectives

Developing or strengthening its own "brand" - whether in the public or private sector - is increasingly intertwined with the virtual internet environment. The object of the course is to introduce students to the basics of marketing on social networks, especially Facebook, Twitter, Instagram and Youtube. They will also get an overview of the formats that are suitable for social networks, their targeting and their distribution into a portfolio of individual social networking profiles. It will also familiarise itself with the possibilities of live input and transmission, normal and crisis communication with readers/viewers/social media followers.

Learning outcomes

The seminar brings students basic information about marketing on social networks and gives them the basis for possible work in social media marketing. The course participants will gain practical knowledge and skills that they can use in strengthening their own brand on social networks, gaining new target groups and new customers. Upon successful completion of the course, they will master the management of company profiles, learn the benefits and threats of today's media world, increasingly tied to social networks.

Syllabus

• - 15 Sep - Introductory seminar - Introduction, organisation of work, method of evaluation
• - 22 Sep - Introduction to marketing - Introduction to marketing, basic marketing concepts, marketing and communication models, branding and brand building, brand analysis, market environment analysis.
• - 29 Sep - Introduction to social media - Why social networking, portfolio profiles, business profiles, competitors, language, management tools
• - 6. 10. - Marketing Strategy - Brand positioning and targeting, building brand equity, communication channels, target audiences, personas, marketing strategy, marketing plan, marketing objectives.
• - 13. 10. - How soc. networks work - Algorithm, analysis, evaluation, publishing behaviour, audience response
• - 20 Oct. Content Marketing - Forms of communication on social networks, principles of content creation on social networks, target group orientation, specific forms of content, publishing plan, content typology
• - 27 October Content marketing - visual components of communication - Visuality of content, perception, importance of colour, means of expression on social media.
• - 3. 11. Instagram - Introduction to social media. networks, formats, fan acquisition, practical examples
• - 10. 11. 11. Facebook, Twitter - Introduction to social media. networks, formats, fan acquisition, practical examples
• - 11/17 Community and crisis communication - Community building and its importance, communication vs. presentation, haters, trolls, crisis communication.
• - 11/24 Paid forms of social media promotion - Basic concepts, forms of paid promotion and collaboration, techniques, influencer marketing
• - 1. 12. Advertising on social networks - Campaigns, planning, costs, legal and ethical limits
• - 26. 5. Conclusion

Literature

required literature
• LOSEKOOT, Michelle and Eliška VYHNÁNKOVÁ. Jak na sítě : ovládněte čtyři principy úspěchu na sociálních sítích. Vydání první. V Brně: Jan Melvil Publishing. 325 stran. ISBN 9788075550842. 2019. URL info
• KAWASAKI, Guy and Peg FITZPATRICK. Umění sociálních médií : silné tipy pro silné uživatele. Translated by Marek Čtrnáct. Tetčice: Impossible. 160 stran. ISBN 9788087673300. 2017. info
• BEDNÁŘ, Vojtěch. Marketing na sociálních sítích : prosaďte se na Facebooku a Twitteru. Vyd. 1. Brno: Computer Press. 197 s. ISBN 9788025133200. 2011. info
• Facebook e-learning courses, dostupné na https://www.facebookblueprint.com/student/catalog.

Teaching methods

The seminar is divided into theoretical and practical part. Lectures, seminars, presentations. Practical tasks and projects with connection to practice. Management of selected social profiles. Developing teamwork. Students apply the acquired knowledge in practice.

Assessment methods

The course will be successfully completed by students who will complete the assigned short-term and long-term tasks and will actively participate in lectures (attendance at least 75 percent)

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course is taught each semester.

Teacher's information

During the course, all the important additional information and documents associated with the course (its beginning, organisation and completion) are to be published in the study materials folder in the Information System (IS). ***

• Enrolment Statistics (Autumn 2021, recent)
  
• Permalink: https://is.muni.cz/course/fss/autumn2021/ZURb1233