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Lecturer(s)
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Course content
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- PPC advertising systems; - display advertising; - optimization of web presentations; - seo optimization; - optimization of PPC camouflage; - new tools for communication on the Internet; - measuring the success of communication; - evaluation of campaigns, determination of KPI's; - integration of digital tools into the overall marketing communication of the subject.
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Learning activities and teaching methods
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- Home preparation for classes
- 85 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| The prerequisite for completing the course is knowledge of the subject KUMK/MP3DK. |
| The prerequisite for completing the course is knowledge of the subject KUMK/MP3DK. |
| learning outcomes |
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| define the role of SEO activities in the context of marketing communication |
| define the role of SEO activities in the context of marketing communication |
| explain the importance of SEO for digital communication |
| explain the importance of SEO for digital communication |
| enumerate basic research methods in the field of digital communication |
| enumerate basic research methods in the field of digital communication |
| describe the usability of mailing tools |
| describe the usability of mailing tools |
| identify the role of product search engines in the digital communication mix |
| identify the role of product search engines in the digital communication mix |
| Skills |
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| design SEO activities for the website |
| design SEO activities for the website |
| use mailing services in digital communication |
| use mailing services in digital communication |
| identify potential problems in web development through research methods |
| identify potential problems in web development through research methods |
| determine the applicability of commodity search engines in the context of marketing communication |
| determine the applicability of commodity search engines in the context of marketing communication |
| establish procedures to increase the efficiency of digital communication |
| establish procedures to increase the efficiency of digital communication |
| teaching methods |
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| Knowledge |
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| Exercises on PC |
| Exercises on PC |
| E-learning |
| E-learning |
| Individual work of students |
| Individual work of students |
| assessment methods |
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| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
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Recommended literature
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Daniel Rowles. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. 2013. ISBN 0749469382.
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Flores, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2019. ISBN 9781137340689.
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Geddes, Brad. Advanced Google AdWords. Indianapolis: Sybex, a Wiley Brand, 2014. ISBN 978-802-5141-557.
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Kolektiv autorů. Online marketing. Brno : Computer Press, 2014. ISBN 978-802-5141-557.
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Schmittauer, Amy. Vlog Like a Boss: How to Kill It Online with Video Blogging. Academy Elite, 2017. ISBN 978-1946114167.
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Steve Krug. Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition). 2014. ISBN 978-0321965516.
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