MPH_ZIMA Internet Marketing Basics

Faculty of Economics and Administration
Spring 2017
Extent and Intensity
2/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Hana Demelová (lecturer)
Ing. Hana Demelová (seminar tutor)
Ing. Anida Krajina, Ph.D. (seminar tutor)
Ing. Dušan Mladenović, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 16:20–17:55 P103
  • Timetable of Seminar Groups:
MPH_ZIMA/01: Tue 18:00–19:35 P103, A. Krajina, D. Mladenović
MPH_ZIMA/02: Wed 16:20–17:55 S401, A. Krajina, D. Mladenović
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 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40, only registered with preference (fields directly associated with the programme): 0/40
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to make the participants familiar with the specifics of marketing in internet environment. The course contains sligtly linked lectures and seminars, related to each other and following each other. Their aim is to provide the listener with complex and strategic point of view of the internet marketing. At the beginning the course deals with internet as a medium. The following topic presents internet projects and their optimization for search engines and users. This topic is related to content, to the targets of a website, the analysis of a web and its analysis and testing, which are useful for verification of initial settings. Consequently the course deals with social media and PPC ads. In the end there will be a discussion about e-mail campaigns.
At the end of the course a student will:
- understand basic principles and specifics of internet marketing
- be familiar with the basics of creating a website
- undestand the principles of optimization for search engines and identify key words
- know the principles of webcopywriting
- be familiar with the PPC campaigns and specifics of individual tools (social media, e-mail marketing etc.)
Syllabus
  • - The basics of internet marketing - internet and its specifics, current trends, classic x internet marketing,
  • - internet projects (particularly websites) as the basic components of internet marketing, strategic approach to internet projects, technical aspects of creation of the websites, formal and legal aspects of websites, rapidity and responsive design,
  • - basics of SEM and SEO, settings suitable for users, off-line x on-line models of buying decision process, internet analysis of a competition, Keyword Analysis, the importance of target group, personas,
  • - content marketing and copywriting, design, behavioral aspects of content,
  • - on-line brand building,
  • - web testing (CrazyEgg, A/B etc.), technics making the conversion rate higher
  • - basics of Google Analytics,
  • - on-page and off-page SEO, basics of linkbuilding, why is quality more important than quantity, the usage of software in SEO, - the role of social networks in internet marketing (focusing on Facebook),
  • - PPC ads - AdWords, Sklik and Facebook, their comparison and principles of campaigns
  • - display ads, retargeting,
  • - e-mail marketing - the principles of creating successful e-mails, copywriting in e-mail marketing
  • - CRM on internet - Marketing Automation Systems,
  • - PR on internet, long-term relationships with customers and the public
Literature
    required literature
  • ŘEZÁČ, Jan. Web ostrý jako břitva : návrh fungujícího webu pro webdesignery a zadavatele projektů. 1st ed. Jihlava: Baroque Partners, 2014, 211 s. ISBN 9788087923016. info
  • JANOUCH, Viktor. Internetový marketing : prosad'te se na webu a sociálních sítích. Vyd. 1. Brno: Computer Press, 2010, 304 s. ISBN 9788025127957. info
    recommended literature
  • ŠENKAPOUN, Pavel. Webcopywriting pro samouky: průvodce moderního marketéra a podnikatele po webovém obsahu. Vydání první. Brno: Zoner Press, 2015, 207 stran. Encyklopedie Zoner Press. ISBN 978-80-7413-176-9.
  • CHAK, Andrew. Submit now: designing persuasive websites. 1st ed. Indianapolis, IN: New Riders, c2003, xxii, 342 p. ISBN 0735711704.
  • KRUG, Steve. Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability. 3rd ed. New York: New Riders, 2014, 216 pp. ISBN 978-0-321-96551-6. info
  • KAUSHIK, Avinash. Web analytics : an hour a day. Indianapolis: Sybex, 2007, xxxiii, 44. ISBN 9780470130650. info
Teaching methods
The most important are the lectures and active participation in the seminars.
Assessment methods
To be able to take the exam a student needs to get enough points from seminars. The final exam is conducted via ROPOT. The questions are related to what has been done in the lectures and seminars. A students needs to answer at least 60 % of all questions successfully. Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught each semester.
Information on course enrolment limitations: Předmět je určen studentům libovolného oboru. Jediným předpokladem je zájem o internetový marketing.
The course is also listed under the following terms Spring 2016, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2017, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2017/MPH_ZIMA