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Lecturer(s)
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Course content
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1.-2. Introduction to advertising systems. 3.-4. Terminology, principles and strategies of campaign management approaches. 5.-6. Introducing Google Ads. 7.-8. Seznam Sklik presentation. 9.-11. Preparation of an advertising campaign in the Google Ads systém. 12.-13. Preparation of an advertising campaign in the Sklik system.
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Learning activities and teaching methods
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Lecturing, Demonstration, Exercises on PC, Dealing with situational issues - learning in situations
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 64 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisite for passing the course is knowledge of the subject Digital Communication 1 and Digital Communication 2. |
| Prerequisite for passing the course is knowledge of the subject Digital Communication 1 and Digital Communication 2. |
| learning outcomes |
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| knowledge of terminology, principles and strategy approaches to campaign management |
| knowledge of terminology, principles and strategy approaches to campaign management |
| knowledge of the features of the Google Ads system |
| knowledge of the features of the Google Ads system |
| knowledge of the principles of an advertising campaign in the Google Ads system |
| knowledge of the principles of an advertising campaign in the Google Ads system |
| knowledge of the Seznam Sklik system features |
| knowledge of the Seznam Sklik system features |
| knowledge of advertising campaign principles in the Seznam Sklik system |
| knowledge of advertising campaign principles in the Seznam Sklik system |
| Skills |
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| conduct advanced and comprehensive digital campaigns in given advertising systems |
| conduct advanced and comprehensive digital campaigns in given advertising systems |
| interpret data from advertising systems |
| interpret data from advertising systems |
| evaluate efficiency of campaigns |
| evaluate efficiency of campaigns |
| set the criteria of evaluation of campaigns |
| set the criteria of evaluation of campaigns |
| explain the features and advantages of particular systems |
| explain the features and advantages of particular systems |
| teaching methods |
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| Knowledge |
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| Dealing with situational issues - learning in situations |
| Lecturing |
| Lecturing |
| Dealing with situational issues - learning in situations |
| Demonstration |
| Demonstration |
| Exercises on PC |
| Exercises on PC |
| assessment methods |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Florés, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Houndmills, Basingstoke, Hampshire, 2014. ISBN 9781137340689.
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Golden, Matt. Social media marketing: unlock the secrets of Yout Tube, Facebook adverising, Linkedln, Pinterest, Twitter and Instagram. USA, 2019. ISBN 9781795683494.
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CHAFFEY, Dave a ELLIS-CHADWICK, Fiona. Digital marketing. Eighth edition. Harlow: Pearson, 2022. ISBN 978-1-292-40096-9.
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CHAFFEY, Dave a SMITH, P. R. Digital marketing excellence: planning, optimizing and integrating online marketing. Sixth edition. London: Routledge, Taylor & Francis Group, 2023. ISBN 978-0-367-44401-3.
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MUELLER, Marie Elisabeth a RAJARAM, Devadas. Social media storytelling. London: Routledge, 2022.
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RINDFLEISCH, Aric a MALTER, Alan J. Marketing in a digital world. Review of marketing research. Bingley: Emerald Publishing Limited, 2019. ISBN 9781787563391.
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WARNER, Charles; LEDERER, William a MOROZ, Brian. Media selling: digital, television, audio, print and cross-platform. Fifth edition. Hoboken: Wiley Blackwell, 2020. ISBN 978-1-119-47739-6.
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