|
Lecturer(s)
|
|
|
|
Course content
|
1. History of digital communication. 2. Basic concepts of digital communication. 3. Digital communication from a marketing mix perspective. 4. Web presentation. 5. Technology. 6. Comparison of the Internet with other mass media. 7. PPC advertising systems. 8. Display advertising. 9. Optimization of web presentations. 10. SEO, mailings, commodity search engines. 11. Measuring the success of communication. 12. Campaign evaluation, setting KPI's. 13. Integration of digital tools into the overall marketing communication of the entity.
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Exercises on PC, Practice exercises
- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 85 hours per semester
- Preparation for examination
- 30 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set |
| Prerequisities are not set |
| Skills |
|---|
| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
|---|
| Knowledge |
|---|
| digital communication tools |
| digital communication tools |
| the role of websites in marketing communication |
| the role of websites in marketing communication |
| content processing of the web presentation |
| content processing of the web presentation |
| technical processing of the web presentation |
| technical processing of the web presentation |
| web analytics |
| web analytics |
| Skills |
|---|
| name the basic tools of digital communication |
| name the basic tools of digital communication |
| orient yourself in professional terminology |
| orient yourself in professional terminology |
| identify the basic elements in the creation of a web presentatio |
| identify the basic elements in the creation of a web presentatio |
| set goals for web presentations |
| set goals for web presentations |
| define the web presentation in the marketing communication system |
| define the web presentation in the marketing communication system |
| teaching methods |
|---|
| Knowledge |
|---|
| Monologic (Exposition, lecture, briefing) |
| Practice exercises |
| Practice exercises |
| Monologic (Exposition, lecture, briefing) |
| Exercises on PC |
| Exercises on PC |
| assessment methods |
|---|
| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
|
Recommended literature
|
-
55 tipů a návodů pro úspěšný e-shop. [Praha]: Dognet, 2022. ISBN 978-80-89969-21-0.
-
Cooper, Mate; Gee, Kim. Vytvoř si (ku:l) web. Brno : Computer Press, 2015. ISBN 978-802-5145-869.
-
ČAJKOVÁ, Hanka. Tvorba vydělávajícího webu: krok za krokem. Bratislava: Dognet, 2021. ISBN 978-80-89969-15-9.
-
Golden, Matt. Social media marketing: unlock the secrets of Yout Tube, Facebook adverising, Linkedln, Pinterest, Twitter and Instagram. USA, 2019. ISBN 9781795683494.
-
Janouch, Viktor. Internetový marketing. Praha. 2020.
-
ŘEZÁČ, Jan. Web ostrý jako břitva. Jihlava, 2014. ISBN 978-80-87923-01-6.
-
VÁZQUEZ-HERRERO, Jorge; NEGREIRA-REY, María-Cruz a LÓPEZ-GARCÍA, Xosé. El Profesional de la Informació.
|