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Lecturer(s)
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Manda Drahomír, doc. Ing. Ph.D.
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Course content
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the Internet: basic characteristics and services, communication, etiquette marketing on the Internet - specifics, advantages, disadvantages company websites and online presentations Internet user, online customer search engine marketing, SEO Internet advertising, affiliate marketing e-commerce, e-shopping, marketing research on the Internet, ethic and statutory restrictions of marketing on the Internet e-mail marketing, viral marketing, mobile marketing marketing in social networks
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Learning activities and teaching methods
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Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Project-based instruction, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Seminar classes, Students' self-study
- Contact hours
- 26 hours per semester
- Presentation preparation (report) (1-10)
- 10 hours per semester
- Preparation for formative assessments (2-20)
- 16 hours per semester
- Individual project (40)
- 13 hours per semester
- unspecified
- 5 hours per semester
- Undergraduate study programme term essay (20-40)
- 34 hours per semester
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| prerequisite |
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| Knowledge |
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| to provide knowledge of marketing and management basics |
| Skills |
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| to manage basic user internet work |
| Competences |
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| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to understand online promotion of company and its products, understand e-commerce and possibilities of on-line marketing research |
| to consider up-to-date Internet marketing trends |
| Skills |
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| to take advantage of basic information about marketing on the Internet and its practical use |
| to use marketing mix on the Internet |
| to apply principles of company Internet presentations |
| to implement promotion for an e-shop |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
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| Lecture supplemented with a discussion |
| Multimedia supported teaching |
| Interactive lecture |
| Self-study of literature |
| Lecture |
| Skills |
|---|
| Practicum |
| Discussion |
| Individual study |
| Students' portfolio |
| Self-study of literature |
| Competences |
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| Discussion |
| Students' portfolio |
| Individual study |
| assessment methods |
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| Knowledge |
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| Written exam |
| Skills |
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| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
| Self-evaluation |
| Competences |
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| Seminar work |
| Group presentation at a seminar |
| Continuous assessment |
| Self-evaluation |
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Recommended literature
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Bailey, Matt. Internet Marketing: An Hour a Day. Indianapolis: Wiley Publishing, 2011. ISBN 978-0470633748.
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Belew, Shannon. The art of social selling finding and engaging customers on Twitter, Facebook, LinkedIn, and other social networks. 2014. ISBN 978-0-8144-3333-1.
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Kotler, Philip, Kartajaya, Hermawan a Setiawan, Iwan. Marketing 4.0: moving from traditional to digital. Hoboken: Wiley, 2017. ISBN 978-1-119-34120-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Qualman, Erik. Socialnomics: How social media transforms the way we live and do business. Hoboken, 2010. ISBN 978-0-470-63884-2.
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Reynolds, Jonathan. E-Business: A Management Perspective. Oxford, 2010. ISBN 978-0-19-921648-2.
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Roberts, Mary Lou; Zahay Debra. Internet Marketing: Integrating Online and Offline Strategies. South-Western College Publishing, 2012. ISBN 978-1133625902.
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