Technical University of Liberec
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for academic year 2023/2024
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Course: Online Marketing and Social Networks

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Course title Online Marketing and Social Networks
Course code KMG/OMS
Organizational form of instruction Lecture + Seminary
Level of course Master
Year of study not specified
Semester Summer
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
Lecturer(s)
  • Burešová Jitka, Ing. Ph.D.
  • Dvořáček Filip, Ing.
Course content
Lectures (topics): 1. Internet history, internet environment and marketing, e-commerce, internet marketing, e-marketing, digital marketing, online marketing and online customer. 2. Web pages: design, clarity, credibility, select the correct URL, SEO, copywriting, content marketing. 3. Web search engine, price comparison website, online catalog, Google AdWords. 4. Online marketing strategy: See, Think, Do, Care, effective online communication models. 5. Online marketing communication tools: online direct marketing, online PR, online WOM. 6. Internet advertising: backlinks, banner advertising, viral marketing, PPC systems. 7. Online marketing research: qualitative and quantitative research in the online environment. 8. Online purchase and sale, e-shops: online and offline sale, Customers value when shopping online, online purchase in B2B, B2C and B2G. 9. Google analytics: tools, important metric, conversion. 10. Marketing via social media: definition of social media, cathegory of social media, users of social media, social marketing, social sites - diferences between communication on the social media and in the real life. 11. Facebook: history, fan pages, groups, paid advertising. 12.Facebook: PR, sales promotion, WOM, direct marketing, loyalty and factors that influence it, metric and optimization. 13. Instagram, YouTube, Twitter, Pinterest, Google+, Blogy, discussion forums. 14. Satisfaction and customer loyalty in the online environment: factors that influence satisfaction and loyalty, online satisfaction and loyalty, benefit for offline satisfaction and loyalty. Seminars: 1. Introduction seminar, definition of online marketing, assignment of semestral work. 2. Web pages: case study. 3. Online marketing communication tools. 4. Online firm communication: case study. 5. Social media as a tool of marketing communication. 6. Measuring of satisfaction and loyalty in the online environment. 7. Presentation of semestral works.

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing)
Learning outcomes
The aim of the subject is to students with online marketing tools, online marketing, web pages, web search engine and social medias, which it can be used for marketing reason, with online marketing communication strategy and methods which measuring satisfaction and loyalty on the internet.

Prerequisites
unspecified

Assessment methods and criteria
Oral exam

Participation on seminars exam:written - minimum 66 %
Recommended literature
  • BEDNÁŘ, V. Marketing na sociálních sítích: prosaďte se na Facebooku a Twitteru. Brno: Computer Press, 2011. ISBN 978-80-251-3320-0.
  • Burešová Jitka. Online marketing: Od webových stránek k sociálním sítím. Praha, 2022. ISBN 978-80-271-4928-5.
  • JANOUCH, V. Internetový marketing. Brno: Computer Press, 2011. ISBN 978-80-251-2795-7.
  • MILLER, D., et al. How the World Changed Social Media. London: UCL Press, 2016. ISBN 978-1-910634-47-9.
  • SHIH, C. Vydělávejte na facebooku. Brno: Computer Press, 2010. ISBN 978-80-251-2833-6.
  • Tereza Semerádová, Petr Weinlich. Marketing na Facebooku a Instagramu: Využijte naplno organický dosah i sponzorované příspěvky. Brno. 2019.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Technical University of Liberec, date of update: 22.03.2025 23:50. Data created for academic year 2023/2024