Course: Introduction to on-line MKT

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Course title Introduction to on-line MKT
Course code UMJL/A6UOM
Organizational form of instruction Seminar
Level of course unspecified
Year of study not specified
Semester Summer
Number of ECTS credits 3
Language of instruction English
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Dujka Petr, Mgr.
Course content
- Online marketing in the modern age - Planning and Strategy in Online Marketing - Building a website. Inhouse and Outsourcing. - Copywriting - Search - SEO - Display Ads, PPC, Remarketing - Content Marketing - Email Marketing - Affiliate Marketing - Social Media Marketing - Analytics, Measuring Performance and Results in Online Marketing

Learning activities and teaching methods
Dialogic (Discussion, conversation, brainstorming), Activating (Simulation, games, dramatization), Exercises on PC, Practice exercises, Teamwork
  • Participation in classes - 30 hours per semester
  • Preparation for course credit - 30 hours per semester
  • Home preparation for classes - 30 hours per semester
prerequisite
Knowledge
Basic knowledge of marketing. C1 level of English according to the Common European Framework of Reference for Languages.
Basic knowledge of marketing. C1 level of English according to the Common European Framework of Reference for Languages.
learning outcomes
The student understands basic terminology, concepts and activities related to online marketing. The student is able to understand a web creation process, e-shop creation, the student understands the role of search engines, social platforms, paid advertising, content marketing, emailing, work with visitor/customer in the online environment. The student understands the basics of measuring and evaluating effectiveness in online marketing.
The student understands basic terminology, concepts and activities related to online marketing. The student is able to understand a web creation process, e-shop creation, the student understands the role of search engines, social platforms, paid advertising, content marketing, emailing, work with visitor/customer in the online environment. The student understands the basics of measuring and evaluating effectiveness in online marketing.
teaching methods
Practice exercises
Practice exercises
Teamwork
Teamwork
Dialogic (Discussion, conversation, brainstorming)
Exercises on PC
Activating (Simulation, games, dramatization)
Activating (Simulation, games, dramatization)
Exercises on PC
Dialogic (Discussion, conversation, brainstorming)
assessment methods
Conversation
Conversation
Analysis of the student's performance
Analysis of the student's performance
Recommended literature
  • Guillebeau, Chris. The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Futur. Currency, 2012. ISBN 978-0307951526.
  • Kotler, Philip T., Gary Armstrong. Principles of Marketing. Pearson, 2017. ISBN 978-0134492513.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester