Course syllabus MAS - Electronic Marketing (FBE - SS 2019/2020)


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Course code:
MAS
Course title in Czech: Electronic Marketing
Course title in English:
Electronic Marketing
Semester:
SS 2019/2020
Mode of completion and number of credits:
Exam (4 credits)
Mode of delivery and timetabled classes:
full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Level of course:
bachelor
Course type: required
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
Czech
Course supervisor:
Ing. Stanislav Mokrý, Ph.D.
Course supervising department:
Faculty:
Faculty of Business and Economics
Teachers:
Ing. Stanislav Mokrý, Ph.D. (examiner, instructor, lecturer, supervisor)
Ing. Michal Pšurný (examiner, instructor)
Prerequisites:
Marketing I or now Marketing I
 
Timetable in this semester:
Day
From-tillRoomTeacherEntry
Frequency
Capacity
Tuesday
15.00-15.50Q27M. PšurnýSeminarEvery week24
Tuesday
16.00-16.50
Q27
M. Pšurný
Seminar
Every week
24
Wednesday
11.00-12.50
Q02
S. MokrýLectureEvery week170
Wednesday
15.00-15.50
Q27
Seminar
Every week24
Wednesday
16.00-16.50
Q27
Seminar
Every week24
Thursday
11.00-11.50
Q27M. Pšurný
Seminar
Every week
24
Thursday
12.00-12.50
Q27
Seminar
Every week
24
 
Aim of the course and learning outcomes:
Students of this course will learn about various possibilities of electronic marketing. They will work with many tools which are used in this field of marketing. After completing this course students should be able to use specific tools of electronic marketing in practice.
 
Course content:
1.
Introduction to electronic marketing (allowance 2/0)
2.
Websites and their marketing tasks (allowance 4/2)
3.
SEO -- Search Engine Optimization (allowance 2/1)
4.Content marketing (allowance 2/1)
5.
PPC campaign (allowance 2/3)
6.
Measurement and analysis of a website traffic (allowance 2/2)
7.
Social networks (allowance 2/1)
8.
E-mail marketing (allowance 2/1)
9.
Video and visual advertising (allowance 1/1)
10.
Affiliate marketing (allowance 1/0)
11.Online surveys (allowance 1/0)
12.
Mobile marketing (allowance 1/0)
Learning activities and teaching methods:
Type of teaching method
Daily attendance
lecture
28 h
seminar
14 h
consultation
0 h
preparation for exam
20 h
preparation for regular testing
5 h
preparation of presentation3 h
elaboration and execution of projects
17 h
writing of seminar paper25 h
Total
112 h
 
Assessment methods:
Preliminary pass: Students are continuously working on solving practical problems in the form of a team project. In total, they can gain 20 points for the semester project. To gain a preliminary pass of a team project, it must be earn at least 10 points (50%). Together with this prerequisite, Google Digital Garage certification and at maximum two absences at a seminar are necessary to gain a preliminary pass.

Extra points: Six extra bonus points can be earned for activity at seminars. This activity is not pre-requisite for the preliminary pass.

The points earned on the seminars are summarized together with the points gained from the exam test and can affect the final score.

The final examination is based on a theoretical test and a practical part. For the theoretical part, the student can get a total of 40 points. To pass the test successfully, 60% of the points (i.e. 36 points) is necessary from the theoretical part. To pass the practical part it is necessary to gain the evaluation "fulfilled".

Scale:
<60 - 56> .. A;
(56-52> .. B;
(52-44 > .. C;
(44-40> .. D;
(40-36> .. E;
less than 36 F.

The subject can not be studied during studying abroad.
 
Assessment criteria ratio:
Requirement type
Daily attendance
Total
0 %
 
Recomended reading and other learning resources:
Basic:
JANOUCH, V. Internetový marketing. 2nd ed. Brno: Computer Press, 2014. 376 p. ISBN 978-80-251-4311-7.
KAUSHIK, A. Webová analytika 2.0: kompletní průvodce analýzami návštěvnosti. 1st ed. Brno: Computer Press, 2011. 456 p. ISBN 978-80-251-2964-7.
STERNE, J. Měříme a optimalizujeme marketing na sociálních sítích. Brno: Computer Press, 2011. 280 p. ISBN 978-80-251-3340-8.
PROCHÁZKA, T. -- ŘEZNÍČEK, J. Obsahový marketing. 1st ed. Brno: Computer Press, 2014. 224 p. ISBN 978-80-251-4152-6.

Recommended:
TONKIN, S. -- WHITMORE, C. -- CUTRONI, J. Výkonnostní marketing s Google Analytics. 1st ed. Brno: Computer Press, 2011. 432 p. ISBN 978-80-251-3339-2.
ENGE, E. The art of SEO. 688 p. Theory in practice. ISBN 978-1-449-30421-8.
CHAFFEY, D. -- SMITH, P R. Emarketing excellence: planning and optimizing your digital marketing. 4th ed. Abingdon, Oxon: Routledge, 2013. 613 p. ISBN 978-0-415-53337-9.
ALBERT, B. Measuring the user experience: collecting, analyzing, and presenting usability metrics. 301 p. ISBN 978-0-12-415781-1.
Optimize: how to attract and engage more customers by integrating SEO, social media, and content marketing. 241 p. ISBN 978-1-118-16777-9.
HORŇÁKOVÁ, M. Copywriting: podrobný průvodce tvorbou textů, které prodávají. 1st ed. Brno: Computer Press, 2012. 252 p. ISBN 978-80-251-3269-2.

Course listed in study plans for this semester:
Track SBMO Marketing and Trade, full-time form, initial period SS 2017/2018
Track SBMO Marketing and Trade, full-time form, initial period WS 2018/2019
 
Course listed in previous semesters: WS 2019/2020, SS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017, SS 2015/2016 (and older)
Teaching place:
Brno


Last modification made by Ing. Jiří Gruber on 02/19/2020.

Type of output: