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Lecturer(s)
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Libicher Miroslav, Mgr. Ph.D.
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Course content
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Course Content: 1) Introduction and Course Overview 2) Marketing and Marketing Communication: Key Concepts and Definitions 3) Digital Content Marketing: Navigating Journalism and Promotion 4) Marketing Communication vs. Other Forms of Communication 5) Theoretical Foundations of Digital Marketing 6) Planning in Marketing Communication 7) Digital Marketing Tools I: SEO and Search Engine Advertising (SEA) 8) Digital Marketing Tools II: Display Advertising and Email Marketing 9) Social Media Marketing: Theoretical Frameworks 10) Social Media Marketing Tools I: Paid Advertising 11) Social Media Marketing Tools II: Organic Content Management and Influencer Marketing 12) Social Media Marketing Tools III: Customer and User Communication 13) Measuring Performance and Digital Analytics Tools
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Learning activities and teaching methods
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Lecture, Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Work with Text (with Book, Textbook), Group work
- Homework for Teaching
- 26 hours per semester
- Semestral Work
- 13 hours per semester
- Attendace
- 13 hours per semester
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Learning outcomes
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The course introduces students to the theoretical foundations and practical tools of digital marketing. Special emphasis is placed on social media marketing communication and content creation. Instruction combines lectures on theoretical concepts with practical application training, aiming to prepare students to handle core online marketing activities. Upon completing the course, students will gain a foundational theoretical overview and acquire practical skills related to the end-to-end execution of online campaigns. They will be able to characterize marketing communication, including all its core elements, obtain a basic overview of current digital marketing tools and procedures, and create, manage, and evaluate promotional campaigns across major social media platforms.
Upon completing the course, students will be able to: - Demonstrate familiarity with the theoretical foundations and tools of contemporary digital marketing. - Characterize the specific characteristics and components of marketing communication in digital environments. - Design and create marketing content tailored for social media communication. - Plan, manage, and evaluate promotional campaigns across major social media platforms. - Apply practical procedures to the end-to-end execution of digital marketing campaigns.
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Prerequisites
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Students are capable of reading academic texts in English.
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Assessment methods and criteria
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Student performance, Seminar Work, Final project
The course is completed with a credit and a colloquium. To obtain the credit, students are required to maintain regular attendance (a maximum of two absences is permitted) and participate in a seminar group project. In small groups, students will select the format and topic for a marketing campaign, working independently throughout the semester while consulting their progress with the instructor. Subsequently, they will present and defend the completed project during the colloquium. The project also includes written supporting documentation with a scope of 3 to 5 standard pages.
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Recommended literature
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HANDLEY, A. Everybody Writes.
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Chaffey D., Ellis - Chadwick. Digital Marketing.
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Kingsnorth S. Digital Marketing Strategy.
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KOTLER, P.; ARMSTRONG, G. Principles of marketing.
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LIEB, R. Content Marketing.
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