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Lecturer(s)
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Mičík Michal, doc. Ing. Ph.D.
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Eger Ludvík, doc. PaedDr. CSc.
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Prantl David, Ing. Ph.D.
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Rotenbornová Jana, Ing.
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Turchyn Liuba, magistr kand.ekon.věd, dipl.spec.
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Course content
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Definition of internet marketing / digital marketing, impact of technology on the development of internet marketing, mtg mix on the internet, specifics of mtg mix on the internet, See- Think - Do - Care, AI - introduction, prompt engineering. Digital marketing strategy, digital marketing strategy development, online market and competitor analysis, setting goals and KPIs in online marketing, segmentation and targeting in digital environment. Company presentation on the Internet, web hosting, domain, company website, responsive website, SEO, on-page and off-page factors, keywords and their analysis, technical aspects of SEO, web development process. Internet users, customer segmentation and the use of AI tools, statistics on CR, customer behavior, application of cohort theory, content marketing. Internet advertising, breakdown of digital advertising, content advertising, PPC, remarketing and retargeting, marketing funnel, email marketing, creating effective email campaigns. Website testing, key metrics and their interpretation, A/B testing, usability analysis, FG, card sorting, eyetracking etc., online dashboards, demonstration of AI tools application. E-business, e-commerce, world, EU, Czech Republic, e-commerce breakdown, E-shop, especially focusing on B2C, application of basic recommendations, cross-selling and up-selling, personalization in e-commerce. Social media and SM communication, overview of main social platforms, web 2.0, social networking strategies, SM marketing and trust building, examples from the Czech Republic. Brand communities on social media, brand building and relevant tools on the Internet, UGT theory, research studies from the Czech Republic, influencer marketing. The importance of video in digital marketing, types of video content and their use in different stages of the marketing funnel, YouTube campaign, video preparation - storyboard. Basic information on affiliate marketing, introduction to mobile marketing, use of AI tools. The future of internet marketing, Marketing 6.0, ethical and privacy issues in digital marketing. A range of practical examples are used in the teaching, and active participation in seminars is important and is assessed by the lecturer. A scoring system allows for preferential evaluation. Seminar work is focused on the application of knowledge on a real example of company presentation on www and social media.
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Learning activities and teaching methods
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Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Project-based instruction, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Seminar classes, Students' self-study
- Contact hours
- 39 hours per semester
- Presentation preparation (report) (1-10)
- 10 hours per semester
- Preparation for formative assessments (2-20)
- 20 hours per semester
- Undergraduate study programme term essay (20-40)
- 22 hours per semester
- Individual project (40)
- 13 hours per semester
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| prerequisite |
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| Knowledge |
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| to use basic konowledge of marketing management |
| Skills |
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| to apply basic ICT skills |
| Competences |
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| to orient oneself in ICT use into practice |
| learning outcomes |
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| Knowledge |
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| to take advantage of basic information about marketing on the Internet and its practical use |
| to apply principles of company Internet presentations |
| to understand online promotion of a company and its products |
| to understand e-commerce |
| to understand possibilities of on-line marketing research |
| to consider up-to-date Internet marketing trends |
| to use relevant AI tools to prepare communication campaigns |
| Skills |
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| evaluate the presentation of the company on the Internet design an advertising campaign on the Internet design an e-shop, map the competition compare brand communication on social media |
| to use heuristic analysis to evaluate websites |
| know how to use relevant AI tools for digital marketing applications |
| be able to prepare a proposal of the marketing strategy for a firm with a focus on digital marketing |
| Competences |
|---|
| N/A |
| to be knowledgeable in Internet communication trends |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture supplemented with a discussion |
| Multimedia supported teaching |
| Project-based instruction |
| Self-study of literature |
| Students' portfolio |
| One-to-One tutorial |
| Interactive lecture |
| Discussion |
| Seminar classes |
| Skills |
|---|
| Seminar |
| Students' portfolio |
| Skills demonstration |
| Competences |
|---|
| Students' portfolio |
| Individual study |
| assessment methods |
|---|
| Knowledge |
|---|
| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
| Test |
| Written exam |
| Skills |
|---|
| Group presentation at a seminar |
| Seminar work |
| Skills demonstration during practicum |
| Competences |
|---|
| Group presentation at a seminar |
| Self-evaluation |
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Recommended literature
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Burešová, Jitka. Online marketing: Od webových stránek k sociálním sítím. Praha, 2023. ISBN 978-80-271-1680-5.
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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Janouch, Viktor. Internetový marketing, přilákejte návštěvníky a maximalizujte zisk. Brno, 2020. ISBN 978-80-251-5016-0.
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Kingsnorth, Simon. Digital marketing strategy : an integrated approach to online marketing. Second edition. 2019. ISBN 978-0-7494-8422-4.
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Knihová, Ladislava. AI marketing playbook : jak ChatGPT a umělá inteligence mění svět marketingu. První vydání. 2024. ISBN 978-80-271-5226-1.
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Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 6.0 : budoucnost ve znamení zážitků. První vydání. 2025. ISBN 978-80-271-5321-3.
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Sauro, Jeff; Lewis, James R. Quantifying the user experience : practical statistics for user research. 2nd edition. 2016. ISBN 978-0-12-802308-2.
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Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu : využijte naplno organický dosah i sponzorované příspěvky. 1. vydání. 2019. ISBN 978-80-251-4959-1.
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Stříteský, Václav. Marketing management. Vydání první. 2023. ISBN 978-80-7400-897-9.
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