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Lecturer(s)
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Sasínková Martina, Ing. Ph.D.
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Course content
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- basics of social media marketing, advantages and disadvantages, user behavior, targeting; - copywriting, ways of communication, conversation making; - types of social media and their specifications (Facebook, Twitter, YouTube, LinkedIN, Pinterest. blogs, etc.); - Facebook applications, social microsites; - Facebook Ads; - Internet memes and their use in marketing; - branding, building a personal brand; - measurement in social networks; - work with online tools and software; - idea making, search for inspiration, search; - storytelling and gamification; - creation and sale of promotion strategy in social networks.
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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
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 54 hours per semester
- Term paper
- 10 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Exercises on PC |
| Exercises on PC |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| 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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Čtěte, pokud chcete dobýt Instagram. Brno: Zoner Press, 2018. ISBN 978-80-7413-368-8.
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BERGH, Joeri van den. Jak cool značky zůstávají hot: marketing zaměřený na mladou "generaci Y". Brno: BizBooks, 2012. ISBN 978-80-265-0002-5.
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Burgess, Jean etc. The Sage handbook of social media. Los Angeles. Los Angeles: SAGE reference, 2018.
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Coles, Linda. Social media for business: foolproof tips to help you promote your business or your brand. Milton: Wiley, 2018. ISBN 978-0-730-34577-0.
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EVANS, Liana. Social media marketing: strategies for engaging in Facebook, Twitter & other social media. Indianapolis: Que, 2010. ISBN 978-0-7897-4284-1.
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FOG, Klaus et al. Storytelling: Branding in Practice. Springer, 2010. ISBN 978-3540883487.
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Hanlon, Annmarie. Digital marketing: strategic planning & integration.. Los Angeles: SAGE, 2019. ISBN 978-1-5264-2667-3.
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HORŇÁKOVÁ, Michaela. Copywriting: podrobný průvodce tvorbou textů, které prodávají. Brno: Computer Press, 2011. ISBN 978-80-251-3269-2.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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KAPUTA, Catherine a Michal ČAKRT. Staňte se značkou!: osobní branding, aneb, jak si chytří lidé budují značku, která jim zajistí úspěch. Praha: Management Press, 2011. ISBN 978-80-7261-234-5.
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Kyncl, Robert; Peyvan, Maany. Streampunkeři. Brno: Host, 2018. ISBN 978-80-7577-565-8.
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QUALMAN, Erik. Socialnomics: how social media transforms the way we live and do business. Hoboken: Wiley, 2011. ISBN 978-0-470-63884-2.
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Quesenberry, Keith A. Social Media: marketing, advertising, and public relations in the consumer revolution. Lanham: Rowman & Littlefield, 2019. ISBN 978-1-5381-0135-3.
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SAFKO, Lon a David K. BRAKE. The social media bible: tactics, tools, and strategies for business success. Hoboken: Wiley, 2012. ISBN 9978-1118269749.
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Sálová, Anna. Kreativní copywriting. Brno : Computer Press, 2018. ISBN 978-80-251-4909-6.
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Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno : Computer Press, 2019. ISBN 978-80-251-4959-1.
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SOLIS, Brian. Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Hoboken: Wiley, 2011. ISBN 978-1118003763.
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SOLIS, Brian. The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution. Hoboken: Wiley, 2011. ISBN 978-1118077559.
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Sponder, M.; Khan. G. F. Digital analytics for marketing. New York, 2018.
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STERNE, Jim a Jiří FADRNÝ. Měříme a optimalizujeme marketing na sociálních sítích. Brno: Computer Press, 2011. ISBN 978-80-251-3340-8.
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TURNER, Jamie a Reshma SHAH. How to make money with social media: an insider's guide on using new and emerging media to grow your business. Upper Saddle River: FT Press, 2011. ISBN 978-0-13-210056-4.
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WARNER, Bernhard. #Fail: The 50 Greatest Social Media Screw-Ups And How To Avoid Being The Next One. Lulu.com, 2012. ISBN 978-1471615238.
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