Lecturer(s)
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Course content
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- Introduction - Basics of FB + IG Ads and promotions and traffic campaign - E-commerce and FB + IG Ads - B2B with regard to FB + IG Ads and other social networks (Linkedin) - Google Analytics and ad evaluation
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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 |
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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 |
Recommended literature
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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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Flores, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2019. 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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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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