XPH_ADMT Digital Marketing and Novel Marketing Techniques

Faculty of Economics and Administration
Spring 2023
Extent and Intensity
0/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Prateek Kalia, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Olga Prygara, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenović, 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
Prerequisites (in Czech)
SOUHLAS
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of this course is to make the student more familiar with specifics, strategies, and tactics of marketing in nowadays internet environment. The course structure has been crafted in such a manner to navigate individuals through important steps whilst crafting an online marketing strategy and digital appearance. It consists of lectures, which are theoretically going to cover a variety of topics, and seminars, which are going to help you to practically develop a certain set of basic skills. The ultimate goal is to provide students with a strategic context of Internet marketing. At the very beginning, the course deals with online marketing strategies and market research as a backbone marketing concept. Thereafter comes a set of topics that are of fundamental value for internet marketing: keyword analysis, SEO, Online Advertising, and PPC. Once keywords are discovered, the course will cover topics related to content creation and distribution: Content marketing strategy and copywriting. Afterward, marketing tools that are strongly bonded with ICT developments are going to be covered: email marketing, Social media marketing, Mobile and video marketing, user design, and experience (UX).
Learning outcomes
Students who complete this course successfully will be able to:
Understand the basic principles, specifics, and methods of digital marketing and online market research
Analyze keywords and get familiar with SEO
Plan, organize, launch, and measure online advertising campaigns - PPC
Develop content strategy, create and distribute content
Use email as a marketing channel
Employ social media, mobile, and video marketing in order to achieve strategic goals
Understand the steps behind interface design which are related to marketing and business goal
Having followed this course, the students should be better equipped to understand how the firm can achieve competitiveness online and utilize online market opportunities. One of the major goals is to bring practical and industry-relevant insights from external lecturers.
Syllabus
  • Classes take place Monday-Friday (usually) in the mornings. The site visits and learning outside the classroom takes place in the afternoons. Culture/social activities will take place in the afternoons/nights. The following topics will be covered throughout the course:
  • Digital Marketing Strategy & Market Research
  • Keywords Analysis
  • Search Engine Optimization
  • Basics of Online Advertising
  • Search Advertising; Content Marketing
  • Copywriting
  • Email Marketing
  • Social Media Strategies and Channels
  • Mobile and Video Marketing
  • UX
  • CRM
  • Program changes reserved.
Literature
    required literature
  • STOKES, Rob. eMarketing: The essential guide to marketing in a digital world. Online. 5th. Quirk Education Pty (Ltd)., 2013. ISBN 978-0-620-56515-8. info
Teaching methods
The course is taught in the form of interactive lectures and workshops. The lectures are devoted to theoretical knowledge covering the objectives of the subject. Case studies are solved and discussed during the workshops. Students are also familiar with the methods, techniques, and tools needed to implement digital marketing in practice.
Assessment methods
The students are supposed to work on a group project and present it on the very last day of summer school. The evaluation of the lecturer together with the peer evaluation will take place in order to brainstorm and make a final decision.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught only once.
Information on the per-term frequency of the course: Summer school.
The course is taught: in blocks.
Teacher's information
Please join our Facebook page: https://www.facebook.com/groups/MarketingESF
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