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Lecturer(s)
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Course content
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1.-2. Introduction to advertising systems. 3.-4. Terminology, principles, and strategies for campaign management. 5.-7. Introduction to Google Ads. 8.-9. Introduction to Seznam Sklik. 10.-11. Preparing an advertising campaign in Google Ads. 12.-13. Preparing an advertising campaign in Sklik.
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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 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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BUREŠOVÁ, Jitka. Online marketing: od webových stránek k sociálním sítím. Praha: Grada Publishing, 2022. ISBN 978-80-271-1680-5.
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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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Florés, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Houndmills, Basingstoke, Hampshire, 2014. 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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HEGGDE, Githa a SHAINESH, G. Social media marketing: emerging concepts and applications. Singapore: Palgrave Macmillan, 2018. ISBN 9789811053238.
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Janouch, Viktor. Internetový marketing. Brno : Computer Press, 2014. ISBN 978-80-251-4311-7.
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KINGSNORTH, Simon. Strategie digitálního marketingu: komplexní přístup k budování strategie pro on-line marketing. Brno: Lingea, 2022. ISBN 978-80-7508-714-0.
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KOTLER, Philip; KARTAJAYA, Hermawan a SETIAWAN, Iwan. Marketing 5.0: technology for humanity. Hoboken: John Wiley, 2021. ISBN 978-1-119-66851-0.
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ŘEZÁČ, Jan. Web ostrý jako břitva. Jihlava, 2014. ISBN 978-80-87923-01-6.
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SEMERÁDOVÁ, Tereza; WEINLICH, Petr; ŠVERMOVÁ, Pavla; LAMR, Marián; SUKOVÁ, Lenka et al. Jak na digitální marketingovou strategii firmy. Liberec: Technická univerzita v Liberci, 2021. ISBN 978-80-7494-564-9.
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