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Lecturer(s)
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Course content
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- Introduction to advertising systems - Keyword Analysis and Search Network (Google Ads) - Audience and content network (Google Ads) - Sklik and Ads Editor - Google Analytics and ad evaluation
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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
- Home preparation for classes
- 80 hours per semester
- Participation in classes
- 10 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisite for passing the course is a general knowledge of the role of digital communication in the communication mix. |
| Prerequisite for passing the course is a general knowledge of the role of digital communication in the communication mix. |
| learning outcomes |
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| knowledge of terminology, principles and strategy approaches to campaign management |
| knowledge of terminology, principles and strategy approaches to campaign management |
| knowledge of the features of the Google Ads system |
| knowledge of the features of the Google Ads system |
| knowledge of the principles of an advertising campaign in the Google Ads system |
| knowledge of the principles of an advertising campaign in the Google Ads system |
| knowledge of the Seznam Sklik system features |
| knowledge of the Seznam Sklik system features |
| knowledge of advertising campaign principles in the Seznam Sklik system |
| knowledge of advertising campaign principles in the Seznam Sklik system |
| Skills |
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| conduct advanced and comprehensive digital campaigns in given advertising systems |
| conduct advanced and comprehensive digital campaigns in given advertising systems |
| interpret data from advertising systems |
| interpret data from advertising systems |
| evaluate efficiency of campaigns |
| evaluate efficiency of campaigns |
| set the criteria of evaluation of campaigns |
| set the criteria of evaluation of campaigns |
| explain the features and advantages of particular systems |
| explain the features and advantages of particular systems |
| 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 |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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BELCH, George E. &Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 2015. ISBN 978-981-4575-11-9.
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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 YouTube, Facebook advertising, LinkedIn, Pinterest, Twitter and Instagram. 2019. ISBN 9781795683494.
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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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LAMMENETT, Erwin. Praxiswissen Online-Marketing. 2019. ISBN 978-3658251345.
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ŘEZÁČ, Jan. Web ostrý jako břitva. Jihlava, 2014. ISBN 978-80-87923-01-6.
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