BKH_DIMA Digital Marketing

Faculty of Economics and Administration
Autumn 2023
Extent and Intensity
0/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dušan Mladenović, 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
Timetable
Fri 13. 10. 12:00–15:50 P102, Sat 21. 10. 12:00–15:50 P102, Sat 25. 11. 16:00–19:50 P102
Prerequisites (in Czech)
( BKH_ZAMO Marketing in business || BKR_MACR Marketing - Tourism ) && FORMA(K)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to make the student familiar with specifics, strategies and tactics of marketing in nowadays internet environment.

The content of the course is a organized as a set of block lectures that follows a predetermined sequence, to some extent overlap and gradually provide students with a comprehensive and strategic view of Internet marketing.

The introductory part of the course deals with the Internet as a channel and a medium. The next topic is Internet projects and their optimization for search engines and end users. This problematic is also closely related with the content, web-sites' main goals, analysis and testing, which are needed to verify the appropriateness of the developed settings. Subsequently, the course deals with social media, PPC etc. The closing part of the course is devoted to e-mail campaigns.
Learning outcomes
Students who complete this course successfully will be able to:

- Understand basic principles, specifics and methods of internet marketing
- Understand essentials of web-sites and organization of web pages
- Discover and analyze keywords and get familiar with off-onsite SEO
- Understand the main principles of copy-writing and content creation
- Plan, organize,launch and measure online advertising campaigns (PPC)
- Acquainted with the creation of campaigns on the Internet and the specifics of individual tools and channels (PPC advertising, social media, e-mail marketing, etc.)
Syllabus
  • Topics to be covered throughout the semester:
  • - Digital Marketing Strategy & Market Research
  • - Keywords Analysis
  • - Search Engine Optimization - Onsite and Offsite SEO
  • - Basics of Online Advertising
  • - Search Advertising – PPC
  • - Content Marketing Strategy
  • - Copywriting
  • - Email Marketing
  • - Social Media Strategies and Channels
  • - Mobile and Video Marketing
  • - UX
  • - CRM Online
  • - Analytics & Measurement
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
    recommended literature
  • CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Eight edition. Harlow, England: Pearson, 2022, xxv, 534. ISBN 9781292400969. info
  • MARTÍNEZ LÓPEZ, Francisco J., Rafael ANAYA SÁNCHEZ, Rocío AGUILAR ILLESCAS and Sebastián MOLINILLO JIMÉNEZ. Online brand communities : using the social web for branding and marketing. Cham: Springer, 2016, viii, 253. ISBN 9783319248240. info
  • DODSON, I. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken: Wiley, 2016, 400 pp. ISBN 978-1-119-26570-2. info
  • ŘEZÁČ, Jan. Web ostrý jako břitva : návrh fungujícího webu pro webdesignery a zadavatele projektů. Vydání druhé. Český Těšín: House of Řezáč, 2016, 211 stran. ISBN 9788027006441. URL info
  • 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
  • HOLIDAY, Ryan. Growth hacker marketing : a primer on the future of PR, marketing and advertising. New York: Portfolio/Penguin, 2014, xxix, 111. ISBN 9781591847380. info
  • JANOUCH, Viktor. Internetový marketing : prosad'te se na webu a sociálních sítích. Vyd. 1. Brno: Computer Press, 2010, 304 s. ISBN 9788025127957. info
  • KAUSHIK, Avinash. Web analytics : an hour a day. Indianapolis: Sybex, 2007, xxxiii, 44. ISBN 9780470130650. info
  • CHAK, Andrew. Submit now : designing persuasive web sites. Berkley: New Riders, 2003, xxii, 342. ISBN 0735711704. info
Teaching methods
Active participation and lectures attendance are essential for the successful competition of the course.
Assessment methods
The final examination takes place in the form of an online questionnaire. Generally, the questions comes from the topics discussed. The student must successfully answer at least 60% of the questions in order to pass the course.

Course Grading

A 90 – 100% Excellent.
B 83 – 89% Very Good.
C 75 – 82% Good.
D 67 – 74% Satisfactory.
E 60 – 66% Marginal.
F Below 60% Failing.

Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with "F" and the dean is allowed to initiate a disciplinary action, which might lead to the termination of the studies.
In the case of a planned internship abroad, students may register for the course in an earlier/later year than when it is recommended in their curriculum. Students will also receive credit for the course if they take a course with similar content and scope in a foreign country. The usual name of the equivalent course at partner universities is Digital marketing. Students may consult the course equivalency with the guarantor prior to or within the first 14 days of the semester.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught each semester.
Information on the extent and intensity of the course: tutorial 12 hodin.
Teacher's information
https://www.facebook.com/groups/MarketingESF/
The course is also listed under the following terms Autumn 2022, Autumn 2024.
  • Enrolment Statistics (Autumn 2023, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2023/BKH_DIMA