Lecturer(s)
|
|
Course content
|
- 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.
|
Learning activities and teaching methods
|
unspecified
|
prerequisite |
---|
Knowledge |
---|
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 |
---|
Student získá rozšířené znalosti v oboru digitální komunikace a oborech přidružených. Znalosti je možné aplikovat jak v teoretických tak v praktických prácí. |
Student získá rozšířené znalosti v oboru digitální komunikace a oborech přidružených. Znalosti je možné aplikovat jak v teoretických tak v praktických prácí. |
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 |
---|
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 |
---|
Knowledge |
---|
Exercises on PC |
Exercises on PC |
Individual work of students |
Individual work of students |
E-learning |
E-learning |
assessment methods |
---|
Written examination |
Written examination |
Oral examination |
Oral examination |
Recommended literature
|
-
Daniel Rowles. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. 2013. ISBN 0749469382.
-
Florés, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Houndmills, Basingstoke, Hampshire, 2014. ISBN 9781137340689.
-
Geddes, Brad. Advanced Google AdWords. Indianapolis: Sybex, a Wiley Brand, 2014. ISBN 978-802-5141-557.
-
Kolektiv autorů. Online marketing. Brno : Computer Press, 2014. ISBN 978-802-5141-557.
-
Schmittauer, Amy. Vlog Like a Boss: How to Kill It Online with Video Blogging. Academy Elite, 2017. ISBN 978-1946114167.
-
Steve Krug. Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition). 2014. ISBN 978-0321965516.
|