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Lecturer(s)
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Course content
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Strategies of Internet presence, responsive web Wordpress and web pages design Project preparation organization´s presentation on the Internet Web analytics and Google analytics PPC Social media and organization´s presence on Social networks Video and presentation on the WWW, YouTube Project presentation
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Learning activities and teaching methods
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- Presentation preparation (report) (1-10)
- 10 hours per semester
- unspecified
- 35 hours per semester
- Contact hours
- 20 hours per semester
- Individual project (40)
- 40 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| appropriate knowledge of marketing basics and basic knowledge of internet marketing |
| Skills |
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| ICT skills on the level of ECDL |
| Competences |
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| N/A |
| N/A |
| learning outcomes |
|---|
| Knowledge |
|---|
| to have knowledge in the field of web creation in a organisation, of basic web analytics and of marketing communication on the internet, including PPC and other advertising forms |
| Skills |
|---|
| to create web presentation with available software, connect it with an instrument for web analytics and prepare PPC and other advertising activities |
| to use social media within the marketing communication |
| Competences |
|---|
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Seminar |
| E-learning |
| Self-study of literature |
| Individual study |
| Students' portfolio |
| Project-based instruction |
| Skills |
|---|
| Seminar |
| Individual study |
| Students' portfolio |
| Competences |
|---|
| Seminar |
| Individual study |
| Students' portfolio |
| assessment methods |
|---|
| Knowledge |
|---|
| Project |
| Skills demonstration during practicum |
| Continuous assessment |
| Skills |
|---|
| Skills demonstration during practicum |
| Project |
| Continuous assessment |
| Competences |
|---|
| Project |
| Continuous assessment |
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Recommended literature
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Eger, Ludvík; Petrtyl, Jan; Kunešová, Hana,; Mičík, Michal; Peška, Martin. Marketing na internetu. 1. vydání. 2015. ISBN 978-80-261-0573-2.
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Janouch, Viktor. Internetový marketing. 2. vyd. V Brně : Computer Press, 2014. ISBN 978-80-251-4311-7.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Krug, Steve. Nenuťte uživatele přemýšlet!. 2010. ISBN 9788025129234.
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Losekoot, Michelle. Vyhnánková, Eliška. Jak na sítě: Ovládněte čtyři principy úspěchu na sociálních sítích. 2019. ISBN 9788075550859.
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Prokop, M., Adamec, J. Jak uspět na internetu.. Praha: Blue Vision, 2016. ISBN 978-80-87672-56-6.
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