Digital Marketing and Social Media

• 13 hrs lectures
• 26 hrs exercises

The aim of the course is to learn the tools of digital marketing and social networking applications in connection with the promotion and sale of products within the SME business. Another aim is to teach students to apply systematic and analytical methods to innovate product lines and optimizing the various attributes of innovative products and services with an emphasis on increasing the competitiveness of the business entity.
Students will gain the knowledge of specific approaches for the application of digital marketing and social networking for business purposes. Students will be able to use the relevant business tools and optimize digital marketing tactics and strategies using the necessary programs with a view to the efficient allocation of limited resources.

Intermediate knowledge of marketing concepts and principles at the good level of higher education is a prerequisite for the course - Digital Marketing and Social Media.

• FLORES, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2013.
• RICHARDS, Michael. Social Media:Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn and Instagram. CreateSpace Independent Publishing Platform, 2015. ISBN 978-1507764862.

• POYNTER, Ray. The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons, 2010.
• KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014.

1. Definition and framework of digital marketing and social networking for business purposes; the use of digital marketing for the purposes of marketing research (obtaining relevant information)
2. The establishment and development of SME business based on optimization of the supply of products and related services on the website
3. Using global online distribution channels for selling products - Amazon.
4. Searching the Internet
- website indexing,
- work of search robots
- search algorithms
- search Trends (synonyms, keywords, search phrases)
- Fulltext search
5. - 6. Search Engine Marketing
- Search Engine Optimization
- competition analysis in online environment
- methodology for creating, modifying and optimizing the form and content of web pages
- identifying keywords and key phrases from an SEO perspective
- identification of target segments according to their behavior on the Internet
7. Online Keyword Advertising on Google Adwords and Sklik - reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (effective rate of ad clicks), cost per click CPC (cost per click advertising), pay per click PPC (pay per click advertising) and others; e-mail marketing
8 - 9. Acquisition of new customers, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics in an environment of Google Analytics and Google Trends
10. Digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
11. Marketing Social Networking - a general introduction to the topic;
the most widely used social networks and their applications in marketing - Youtube, Facebook, Instagram
12. PPC advertising on Facebook and Instagram - Ad Manager
13. Identification and use of effective tools of digital marketing and social networking with regard to the use of limited resources in the SME business

1. Example for the specific use of digital marketing and social networking for marketing research in practice
2. Process of creative thinking in the process of establishing and developing their own e-shop and business development based on the optimization of the supply of products and related services on the website
3. Demonstration of a specific use global online distribution channels for selling products - Amazon in practice
4. Possibilities of electronic payments via a payment gateway - a practical demonstration of the PayPal payment system and GoPay
5. Demonstration of specific use Search Engine Marketing - editing and optimization of form and content of the website to increase their visibility and appropriate automated processing in web search engines
6. Demonstration of a specific use Online Keyword Advertising on Google Adwords; reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (CTR), cost per click CPC (cost per impression), pay per click PPC (pay per view) and others; e-mail marketing
7 - 8. Demonstration of specific use of Google Analytics and Google Trends in practice - new customer acquisition, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics
9.Ukázka specific application of digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
10. Example of the use of effective tools of social networks - Youtube, Facebook, Google+, Pinterest, Second Life
11. Examples of the use of effective tools of social networking on mobile devices - Instagram
12. Use of effective tools for brand building in the environment of social networks and digital marketing
13. Concrete solutions Example (case study) - Identification and use of effective tools of digital marketing and social networking with regard to the use of scarce resources to business

Students will be evaluated for the written project (max. 50 points) and oral examination ( colloquium - max. 50 points)

Credit will be given for the project and presentation focused on:
- Optimization of digital marketing tools and social networks in terms of launching innovative products to market
- Application of system-analytical methods leading to innovation and optimization of product lines and innovative attributes of each product or service in order to increase the competitiveness of the business entity.

The exam will focus on the acquisition of knowledge and skills taught in the course issues. System-engineering approach combined with a creative solution to the given examples will be primarily evaluated.

Within the course the tools and applications of digital marketing and social networking will be introduced in the context of the SME business. The course will be focused on team projects which main objective will be the use and optimization of digital marketing and social networks tools in the case study. Further emphasis will be placed on system-analytical methods in the process of product innovation and their launch to markets. Part of the course time will be given to project consultation and within the rest of time students will work on their team projects.

Lectures: not compulsory attendance

Seminars: compulsory attendance (3 absences are allowed)

Students will be evaluated for the written project (max. 50 points) and examination (test - max. 50 points)