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Lecturer(s)
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Šula Tomáš, PhDr. PhD.
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Kazík Martin, Mgr.
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Course content
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History, Basic terms, E-Marketing in view of Marketing Mix, Web presentation - basic rules, Technologies, Comparison of internet with other mass-media, E-Commerce (B2B, B2C, C2C, A2C, E2E), Electronic Sign, Domains, E-metrics, How to create web presentation, Fight of IT vs. Marketing communications, Application of graphic manual onto web presentation, Making your web presentation more visited, News systems, What to do before launching.
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Activating (Simulation, games, dramatization), Exercises on PC, Practice exercises, Teamwork
- Participation in classes
- 28 hours per semester
- Home preparation for classes
- 14 hours per semester
- Preparation for course credit
- 14 hours per semester
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| 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 |
|---|
| Exercises on PC |
| Activating (Simulation, games, dramatization) |
| Practice exercises |
| Practice exercises |
| Exercises on PC |
| Activating (Simulation, games, dramatization) |
| Teamwork |
| Teamwork |
| Lecturing |
| Lecturing |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Exercises on PC |
| Exercises on PC |
| assessment methods |
|---|
| Knowledge |
|---|
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Written examination |
| Written examination |
| Oral examination |
| Oral examination |
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Recommended literature
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Caroline Tagg. Exploring Digital Communication: Language in Action (Routledge Introductions to Applied Linguistics). Routledge, 2015. ISBN 978-0415524933.
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Damian Ryan. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page, 2014. ISBN 0749471026.
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Dave Chaffey. Digital Marketing. Pearson, 2015. ISBN 978-1292077611.
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Ian Dodson. Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. John Wiley & Sons, 2016. ISBN 978-1119265702.
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Kosiur, D. Understanding Electronic Commerce. Redmond : Microsoft Press, 1997. ISBN 1572315601.
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Lindstrom,M. Brand sense. New York, 2005. ISBN 978-0-7432-6784-7.
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Miller, M. Youtube for Business. 2009. ISBN 978-0-7897-3797.
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Pelsmacker, Patrick de. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Sterne, J. What makes people click : advertising on the web. Indianapolis : Que, 1997. ISBN 0789712350.
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