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Lecturer(s)
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Course content
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1.-2. Basic facts and statistics from the social networking environment. 3.-4. Importance of social networks. 5.-6. Basic advertising formats and their advantages or disadvantages. 7.-8. Trends on social networks. 9.-10. Selected case studies. 11.-13. Creative process of developing social media campaigns.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Exercises on PC, Dealing with situational issues - learning in situations
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| knowledge of the principle of operation of social media |
| knowledge of the principle of operation of social media |
| knowledge of the principles of copywriting on social media |
| knowledge of the principles of copywriting on social media |
| knowledge of the specifics of individual social media |
| knowledge of the specifics of individual social media |
| knowledge of the specifics of branding on social media |
| knowledge of the specifics of branding on social media |
| knowledge of the principles of storytelling and gamification |
| knowledge of the principles of storytelling and gamification |
| Skills |
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| create a social microsite |
| create a social microsite |
| measure the effectiveness of communication on social networks |
| measure the effectiveness of communication on social networks |
| work with online tools on social networks |
| work with online tools on social networks |
| create a promotion strategy on social networks |
| create a promotion strategy on social networks |
| create advertising messages for social networks |
| create advertising messages for social networks |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Dealing with situational issues - learning in situations |
| Exercises on PC |
| Exercises on PC |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Dealing with situational issues - learning in situations |
| Skills |
|---|
| Exercises on PC |
| Exercises on PC |
| assessment methods |
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| Knowledge |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BUREŠOVÁ, Jitka. Online marketing: od webových stránek k sociálním sítím. Praha: Grada Publishing, 2022. ISBN 978-80-271-1680-5.
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Cooper, Mate; Gee, Kim. Vytvoř si (ku:l) web. Brno : Computer Press, 2015. ISBN 978-802-5145-869.
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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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G. SHAINESH. Social Media Marketing: Emerging Concepts and Applications. 2018. ISBN 9789811053221.
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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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Janouch, Viktor. Internetový marketing. Brno : Computer Press, 2014. ISBN 978-80-251-4311-7.
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ŘEZÁČ, Jan. Web ostrý jako břitva. Jihlava, 2014. ISBN 978-80-87923-01-6.
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SHAUN, Judd. Social media marketing 2022: The updated version to grow your business by planning successful strategies to use in the social network world mastering YouTube, Facebook, Instagram, TikTok. [Spojené státy americké?]: [Independently published], 2022. ISBN 9798837439704.
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