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).
In-person direct teaching

Teacher(s)

Mgr. Daniel Zeman (lecturer), Mgr. Jaroslav Čuřík, Ph.D. (deputy)
Mgr. Jaroslav Čuřík, Ph.D. (lecturer)

Guaranteed by

Mgr. Jaroslav Čuřík, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Mgr. Boris Rafailov, Ph.D.
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies

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 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30, only registered with preference (fields directly associated with the programme): 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

Abstract

Social media is not just a promotional tool – it is a structure of power, culture, and social expectations. This course aims to present social media marketing not only as a set of techniques, but as a complex social phenomenon that influences behavior, values, and public opinion. Together, we will analyze algorithms and communities, deconstruct the roles of influencers, examine misinformation, digital addiction, and user psychology, as well as the ethical and legal limits of promotion. We will not shy away from controversy – from greenwashing to the influence of social media on democracy.

Learning outcomes

The course offers a critical view of marketing in the social media environment. In addition to practical skills (strategy, content, targeting, crisis communication), it also focuses on social impacts: algorithms, the influence of influencers, disinformation, digital addiction, and the ethics of paid promotion. Students will gain the ability to create effective and responsible campaigns with regard to the current social context.

Key topics

• | 17 September | Introduction: Why study social networks critically? Introduction to the course, organisation, expectations, assessment. Why is marketing on social networks more than just promotion? Introduction to media ecology, digital capitalism, the power of platforms and users.
• | 24 September | Platforms as institutions of power Algorithms, censorship, shadowbanning, monopolisation of digital space. Who determines what is displayed? Who is the ‘audience’ and how is it formed?
• | 1 October | Influencers, authenticity and commodification of the self Social capital and the digital self. How does a personality become a product? Ethical issues related to influencers, fake followers, children as influencers.
• | 8 October | Social networks vs. democracy: disinformation and polarisation The role of networks in elections, information bubbles, micro-targeting, Cambridge Analytica, the role of platforms in spreading lies and hatred.
• | 15 October | Corporate activism and brand ethics Can brands be political? Greenwashing, pinkwashing, performative activism. Where does marketing end and manipulation begin?
• | 22 October | Mental health, FOMO and digital addiction What impact does content have on the psyche? TikTok and anxiety, Instagram and body image, the influence of comparison, proposals for healthier content strategies.
• | 29 October | Case study: A campaign that failed Analysis of an unethical, ineffective or socially problematic campaign. What went wrong and why? Who is responsible?
• | 5 November | Marketing in times of crisis: war, pandemic, climate change How do brands (not) respond to crises? Crisis marketing vs. opportunism. Social media as a mirror and a tool for activism.
• | 12 November | AI, deepfakes and the future of content How is generative AI changing the world of content and authenticity? Who owns the output? How can we influence trust in what we see?
• | 19 November | The ethics of paid promotion and native advertising Where does information end and advertising begin? Advertising regulation, hidden collaborations, influence on children and vulnerable groups.
• | 26 November | Alternatives and digital minimalism Are there alternatives to Instagram and TikTok? Examples of fairer platforms, open source, community networks, digital detox and slow media.
• | 3 December | Workshop: Designing a campaign with impact Final assignment: design a communication strategy for a brand that respects ethical and social values.
• | 10 December | Presentation and joint reflection Presentation of projects, discussion, final evaluation and reflection Translated with DeepL.com (free version)

Study resources and literature

recommended literature
• ZUBOFF, Shoshana. The age of surveillance capitalism : the fight for a human future at the new frontier of power. First edition. New York: Public Affairs, 2019, x, 691. ISBN 9781610395694. info
• LOSEKOOT, Michelle and Eliška VYHNÁNKOVÁ. Jak na sítě : ovládněte čtyři principy úspěchu na sociálních sítích. Vydání první. V Brně: Jan Melvil Publishing, 2019, 325 stran. ISBN 9788075550842. URL info
• KAWASAKI, Guy and Peg FITZPATRICK. Umění sociálních médií : silné tipy pro silné uživatele. Translated by Marek Čtrnáct. Tetčice: Impossible, 2017, 160 stran. ISBN 9788087673300. info
• BEDNÁŘ, Vojtěch. Marketing na sociálních sítích : prosaďte se na Facebooku a Twitteru. Vyd. 1. Brno: Computer Press, 2011, 197 s. ISBN 9788025133200. info
• VAN DER LINDEN, Sander. Foolproof : why we fall for misinformation and how to build immunity. First published. London: 4th Estate, 2023, 358 stran. ISBN 9780008466718. info
• KLEIN, Naomi. Doppelganger : a trip into the mirror world. First published. Great Britain: Allen Lane, an imprint of Penguin Books, 2023, x, 399. ISBN 9780241621318. info

Approaches, practices, and methods used in teaching

The course is based on a combination of lectures, discussions, case studies and workshops. Students will try their hand at creating an ethically grounded campaign, critically evaluating content and working with current tools. The outcome will be a campaign proposal that is not only effective but also socially responsible.

Method of verifying learning outcomes and course completion requirements

The course will be successfully completed by students who actively participate in lectures (attendance of at least 80 percent) and submit the final assignment.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course is taught annually.
The course is taught every week.

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 2026, recent)
  
• Permalink: https://is.muni.cz/course/fss/autumn2026/ZURb1233