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Lecturer(s)
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Course content
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- establishment and setup of Business Manager; - orientation in the BM environment; - setting up and running an advertising account; - campaign creation; - specifics of individual types of campaigns (purposes); - Ad groups and targeting options - interests, behavioral signals, custom audiences, similar audiences, Facebook pixels, dynamic ads; - campaign management, optimization and evaluation. Study
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Learning activities and teaching methods
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Lecturing, Demonstration, Exercises on PC, Dealing with situational issues - learning in situations
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 64 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisite for passing the course is knowledge of the subject Digital Communication 1 and Digital Communication 2. |
| Prerequisite for passing the course is knowledge of the subject Digital Communication 1 and Digital Communication 2. |
| learning outcomes |
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| knowledge of the principles of operation of Business Manager |
| knowledge of the principles of operation of Business Manager |
| knowledge of the specifics of individual types of campaigns (purposes) |
| knowledge of the specifics of individual types of campaigns (purposes) |
| knowledge of ad targeting options |
| knowledge of ad targeting options |
| knowledge of campaign management and optimization options |
| knowledge of campaign management and optimization options |
| knowledge of campaign evaluation options |
| knowledge of campaign evaluation options |
| Skills |
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| establish and set up Business Manager |
| establish and set up Business Manager |
| create and operate an advertising account |
| create and operate an advertising account |
| create a campaign in that environment |
| create a campaign in that environment |
| optimize the campaign according to target groups |
| optimize the campaign according to target groups |
| evaluate the campaign |
| evaluate the campaign |
| teaching methods |
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| Knowledge |
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| Demonstration |
| Demonstration |
| Exercises on PC |
| Exercises on PC |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Lecturing |
| Lecturing |
| assessment methods |
|---|
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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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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Schaefer, Mark W. Social media explained. Louiseville, 2018. ISBN 9780692062067.
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Sponder, M.; Khan. G. F. Digital analytics for marketing. New York, 2018.
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Yang,Song. Social network analysis : methods and examples. Los Angeles, 2017. ISBN 9781483325217.
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