Lecturer(s)
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Pilík Michal, doc. Ing. Ph.D.
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Koutný Lukáš, Mgr.
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Vaněk Miloslav, Ing.
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Course content
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- New prospects in marketing strategy development (4Ps in 21st century, Consumers in the Twenty-First Century, Dynamic environment, Social marketing strategy, New strategic marketing models) - Internet and its marketing usage (The Internet role in transformation marketing, The Internet marketing evolution, Elements of Internet marketing, E-Commerce, E-business, E-marketing, The Internet marketing models, Segments of E-marketing, E-retailing and its advantages and disadvantages) - Consumers and their behavior on the Internet (Five markets for e-business, Barriers for the Internet acceptation, Consumer behavior in the Internet) - E-mail marketing and ethical aspects of e-marketing (Directive 2002/58/EC of the European parliament and of the council concerning the processing of personal data and the protection of privacy in the electronic communications sector (Directive on privacy and electronic communications), Permission marketing, Opt-in and opt-out marketing, Ethical aspects of e-marketing) - Relationship marketing and its development in e-world (Relationship marketing defined, E-Customer relationship management, On-line relationship marketing) - Database marketing (Marketing database, Problems with database marketing adoption) - Product strategies on the Internet (Product on the Internet, Product strategies on the Internet, Differences between tangible and intangible on-line products) - On-line branding strategies (Key on-line brand trends, Branding strategies on the Internet, Co-branding) - E-marketing strategy: Product and price in e-world (Creating customer value on-line, E-marketing enhanced product development, A taxonomy for Internet products, The Internet changes pricing strategies, Buyer and Seller perspectives, Pricing strategies) - The Internet as a distribution channel (Distribution channel overview, Types of intermediaries, Classifying on-line channel members, Distribution channel metrics) - E-marketing communication (Internet advertising, Marketing public relations (MPR), Sales promotion offers, Direct marketing, Trends in Internet marketing communication) - Other e-marketing forms and its significance for marketing (Viral marketing, Mobil marketing) - Lectures and practical application with professionals
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Demonstration
- Participation in classes
- 26 hours per semester
- Term paper
- 20 hours per semester
- Preparation for examination
- 44 hours per semester
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prerequisite |
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Knowledge |
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Knowledge of basic marketing, management and Internet services |
Knowledge of basic marketing, management and Internet services |
learning outcomes |
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describe what digital marketing is and what function it plays in today's marketing |
describe what digital marketing is and what function it plays in today's marketing |
characterize the digital marketing environment and its individual components, with an emphasis on the differences between B2C and B2B online markets |
characterize the digital marketing environment and its individual components, with an emphasis on the differences between B2C and B2B online markets |
identify the online buying behaviour of customers in B2C markets |
identify the online buying behaviour of customers in B2C markets |
describe in detail the individual elements of the online marketing mix in their classic structure - e-product, e-price, e-distribution, e-promotion |
describe in detail the individual elements of the online marketing mix in their classic structure - e-product, e-price, e-distribution, e-promotion |
on the basis of the above points, prepare a basic online marketing strategy (with a focus on digital media and social networks) |
on the basis of the above points, prepare a basic online marketing strategy (with a focus on digital media and social networks) |
define digital marketing trends for the period |
define digital marketing trends for the period |
Skills |
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prepare the online marketing strategy of the company |
prepare the online marketing strategy of the company |
apply the procedures for setting a digital marketing strategy |
apply the procedures for setting a digital marketing strategy |
design an appropriate corporate online marketing mix to meet the needs of the B2C online market |
design an appropriate corporate online marketing mix to meet the needs of the B2C online market |
improve the company's online marketing communication in the B2C market |
improve the company's online marketing communication in the B2C market |
teaching methods |
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Knowledge |
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Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Monologic (Exposition, lecture, briefing) |
Monologic (Exposition, lecture, briefing) |
Lecturing |
Demonstration |
Demonstration |
Lecturing |
assessment methods |
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Conversation |
Conversation |
Oral examination |
Written examination |
Written examination |
Oral examination |
Recommended literature
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Internet marketing : strategy, implementation and practice. 3rd ed. New York : Pearson Education, 2006. ISBN 9780273694052.
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HARRIS, L.; DENNIS, CH. Marketing the e-Business. London, 2002. ISBN 0-415-25601-1.
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HART, S. Marketing Changes. London, 2003. ISBN 1-86152-673-3.
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RANCHHOD, A. Marketing Strategies: A Twenty-first Century Approach. Essex : Pearson Education Limited, 2004. ISBN 0-273-65192-7.
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Strauss, Juraj. E-marketing. 4th ed. Upper Saddle River, N.J : Pearson/Prentice Hall, 2006. ISBN 0-13-148519-9.
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Stuchlík, Petr. Marketing a reklama na internetu. 1. vyd. Praha : Grada, 1998. ISBN 8071696307.
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Stuchlík, Petr. Marketing na Internetu. 1. vyd. Praha : Grada, 2000. ISBN 8071699578.
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URBAN, G. Digital marketing strategy. Text and cases. Upper Saddle River, N.J, 2004. ISBN 0-13-183177-1.
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