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Lecturer(s)
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Course content
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1. Introduction to the topic ? history of social media marketing, general overview of marketing and social networks. 2. Strategy ? strategic framework. 3. Marketing planning ? SEE ? THINK ? DO ? CARE model. 4. Branding, building a personal brand. 5. Target group, personas ? reasons for engaging in social networks. 6. Copywriting. 7. Basics of social media marketing, advantages and disadvantages. 8. Types of social media in detail. 9. Online advertising with a focus on social networks and measurement. 10. Working with online tools and software. 11. Idea making. 12. Storytelling. 13. Sales promotion strategy on social media.
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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 |
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| Knowledge |
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| 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 |
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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 |
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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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ATHERTON, Julie. Strategie sociálních médií: praktický průvodce tvorbou marketingové strategie pro sociální média. Brno: Lingea, 2022. ISBN 978-80-7508-715-7.
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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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FUCHS, Christian. Social media: a critical introduction. Thousand Oaks, California: SAGE, 2014. ISBN 9781446296868.
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GIL, Carlos. Konec marketingu: ovládněte trh prostřednictvím svých zákazníků na sociálních sítích. Praha: Grada, 2021. ISBN 978-80-271-1296-8.
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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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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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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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SHAUN, Judd. Social media marketing 2022: The updated version to grow your business by planning successful strategies to use in the social network world mastering YouTube, Facebook, Instagram, TikTok. [Spojené státy americké?]: [Independently published], 2022. ISBN 9798837439704.
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SPONDER, Marshall a KHAN, Gohar F. Digital analytics for marketing. New York: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-19067-2.
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