Tomas Bata University in Zlín
Study programmes & Course catalogue
for academic year 2025/2026
Tomas Bata University in Zlín
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Course title -
Course code KUMK/KSOME
Organizational form of instruction Seminary
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 3
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Březíková Radka, Ing.
Course content
1. Introduction to the topic - history of social media marketing, general overview of marketing and social networks. 2. Strategy - strategic framework. 3. Marketing planning - SEE - THINK - DO - CARE model. 4. Branding, building a personal brand. 5. Target group, personas - reasons for engaging in social networks. 6. Copywriting. 7. Basics of social media marketing, advantages and disadvantages. 8. Types of social media in detail. 9. Online advertising with a focus on social networks and measurement. 10. Working with online tools and software. 11. Idea making. 12. Storytelling. 13. Sales promotion strategy on social media.

Learning activities and teaching methods
  • Preparation for course credit - 20 hours per semester
  • Term paper - 25 hours per semester
  • Home preparation for classes - 22 hours per semester
  • Participation in classes - 8 hours per semester
prerequisite
Knowledge
No prerequisites are specified.
No prerequisites are specified.
Recommended literature
  • Čtěte, pokud chcete dobýt Instagram. Brno: Zoner Press, 2018. ISBN 978-80-7413-368-8.
  • ATHERTON, Julie. Strategie sociálních médií: praktický průvodce tvorbou marketingové strategie pro sociální média. Brno: Lingea, 2022. ISBN 978-80-7508-715-7.
  • Coles, Linda. Social media for business: foolproof tips to help you promote your business or your brand. Milton: Wiley, 2018. ISBN 978-0-730-34577-0.
  • FUCHS, Christian. Social media: a critical introduction. Thousand Oaks, California: SAGE, 2014. ISBN 9781446296868.
  • GIL, Carlos. Konec marketingu: ovládněte trh prostřednictvím svých zákazníků na sociálních sítích. Praha: Grada, 2021. ISBN 978-80-271-1296-8.
  • Hanlon, Annmarie. Digital marketing: strategic planning & integration.. Los Angeles: SAGE, 2019. ISBN 978-1-5264-2667-3.
  • Quesenberry, Keith A. Social Media: marketing, advertising, and public relations in the consumer revolution. Lanham: Rowman & Littlefield, 2019. ISBN 978-1-5381-0135-3.
  • Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno : Computer Press, 2019. ISBN 978-80-251-4959-1.
  • 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.
  • SPONDER, Marshall a KHAN, Gohar F. Digital analytics for marketing. New York: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-19067-2.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Tomas Bata University in Zlín, date of update: 22.12.2025 23:51. Data created for academic year 2025/2026