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Lecturer(s)
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Mičík Michal, 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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Course content
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The Internet: basic characteristics and services, communication, ethics. Internet marketing, framework See-Think-Do-Care, advantages, disadvantages, specifics of the marketing mix. Company websites and online presentations. Presentation of companies on the Internet, classic, mobile and responsive web. Information about web design, AI tools. Customers on the Internet, user statistics for the world and the Czech Republic. Search engine marketing, SEO, on-page and off-page factors. PPC, Google Ads, Sklik, affiliate marketing. E-commerce, e-shopping, marketing research on the Internet, ethic and statutory restrictions of marketing on the Internet. E-mail marketing, RTB, viral marketing, mobile marketing. Marketing on social media, Facebook, Instagram, YouTube. E-learning as a method of education and service for customers. Introduction to marketing research on the Internet. 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 to 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 |
| Skills |
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| evaluate the company's website design advertising on the Internet design an e-shop compare brand communication on social media |
| to use heuristic analysis to evaluate websites |
| Competences |
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| N/A |
| to be knowledgeable in Internet communication trends |
| 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 |
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| Knowledge |
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| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
| Test |
| Written exam |
| Skills |
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| Group presentation at a seminar |
| Seminar work |
| Skills demonstration during practicum |
| Competences |
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| 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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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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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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