|
Lecturer(s)
|
|
|
|
Course content
|
- history; - basic concepts; - e-marketing from the point of view of the marketing mix; - web presentation - basic rules; - technology; - comparison of the Internet with other mass media; - e-commerce (B2B, B2C, C2C, A2C, E2E); - electronic brand, domains, e-metrics; - how to create a web presentation; - IT Vs. marketing communications; - application of a graphic manual to a web presentation; - how to increase traffic to your website; - intelligence systems; - What to do before launching a website.
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Exercises on PC, Practice exercises
- Participation in classes
- 26 hours per semester
- Preparation for examination
- 42 hours per semester
- Home preparation for classes
- 52 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 |
|---|
| Practice exercises |
| Practice exercises |
| Exercises on PC |
| Exercises on PC |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
|---|
| Exercises on PC |
| Exercises on PC |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
|
Recommended literature
|
-
Cooper, Mate; Gee, Kim. Vytvoř si (ku:l) web. Brno : Computer Press, 2015. ISBN 978-802-5145-869.
-
Flores, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2019. ISBN 9781137340689.
-
Golden, Matt. Social media marketing: unlock the secrets of Yout Tube, Facebook adverising, Linkedln, Pinterest, Twitter and Instagram. USA, 2019. ISBN 9781795683494.
-
ŘEZÁČ, Jan. Web ostrý jako břitva. Jihlava, 2014. ISBN 978-80-87923-01-6.
-
Viktor Janouch. Internetový marketing. 2014. ISBN 9788025143117.
|