UBKINSNK24 Internetový marketing

Faculty of Philosophy and Science in Opava
Winter 2021
Extent and Intensity
0/0/0. 3 credit(s). Type of Completion: z (credit).
Mgr. Kamil Matula (seminar tutor)
Guaranteed by
Mgr. Kamil Matula
Institute of The Czech Language and Library Science - Faculty of Philosophy and Science in Opava
Basic knowledge of Internet
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course follows actual trends of the marking in digital environment (e-marketing, digital marketing), especially internet marketing. Basics of marketing are presented to students with focus on possibilities and challengies of internet services. The best practices and recommendations discussed in the course can be use in practice. Mobile marketing, e-business, business inteligence and social media marketing are presented too.
Learning outcomes
After completing the course, student will be able to:
create simple digital marketing strategy;
use and choose from variety of internet advertisiment services;
analyse web and marketing projects;
specify metrics for project evaluation;
create and manage marketing campaing on social media.
  • History, terminology of digital marketing
  • Marketing
  • Internet advertisiment
  • Methods and tools used in internet marketing
  • Persvasion - technologies and design
  • Managerial view and metrics
  • Web projects analysis
  • Social media marketing
    required literature
  • MATULA, Kamil. Internetový marketing: distanční studijní opora. Opava: Slezská univerzita v Opavě, Filozoficko-přírodovědecká fakulta v Opavě, 2019. 83 pp. info
  • JANOUCH, Viktor. Internetový marketing: prosaďte se na webu a sociálních sítích. Brno, 2010. ISBN 978-80-251-2795-7. info
    recommended literature
  • CHAFFEY, D. a P. R. SMITH. . Emarketing exellence: Planing and optimizing your digital marketing. Abingdon: Routledge, 2013. ISBN 978-0-415-53335-5. info
  • Miller, Michael. Internetový marketing s YouTube Průvodce využitím on-line videa v byznysu. Brno, 2012. info
  • KOTLER, P. a KOL. Moderní marketing. 4. evropské vydání. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. info
  • HLAVENKA, J. Internetový marketing. Praha : Computer Press, 2001. ISBN 80-7226-498-2. info
Teaching methods
Lecture with interactions; Lecture supplemented with the discussion; Lecture with analysis of audiovisual records; Semestral work presentation
Assessment methods
Individual semestral project on given topic; Active participation in lectures and seminars; Study of literature; Oral defense of the prepared semestr work
Language of instruction
Further comments (probably available only in Czech)
Study Materials
Information on the extent and intensity of the course: 8 hod/sem.
Teacher's information

  • Enrolment Statistics (recent)
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