UINK120 Internet marketing

Faculty of Philosophy and Science in Opava
Winter 2015
Extent and Intensity
0/6/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Světlana Hrabinová (lecturer)
Mgr. Kamil Matula, Ph.D. (lecturer)
Guaranteed by
PhDr. Bc. Jindra Planková, Ph.D.
Institute of Computer Science – Faculty of Philosophy and Science in Opava
Prerequisites (in Czech)
Úspěšné zvládnutí a ukončení předmětu "Internetový marketing".
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 goal of the course is to introduce internet marketing, its history, development and its various forms. The student should gain a good overview of paid as well as free publicity options for web projects. Students' presentations should introduce current real-life examples as well as discuss future trends.
Syllabus
  • 1. History, terminology
    2. Marketing theory
    3. Technological introduction to how the Web works
    4. Local and global online advertising systems
    5. Managerial approach, measurement
    6. Success analysis
    7. Link building
    8. Copywriting
    9. Social network marketing
Literature
    recommended literature
  • GEDDES, B. Advanced Google AdWords. Indianapolis, 2014. ISBN 978-1-118-81964-7. info
  • ESLINGER, T. Mobile magic: the Saatchi & Saatchi guide to mobile marketing. Hoboken, 2014. ISBN 978-1-118-85518-8. info
  • FUNK, T. Advanced social media marketing: how to lead, lunch, and manage a succesful social media program. New York, 2013. ISBN 978-1-4302-4407-. info
  • BEDNÁŘ, V. Marketing na sociálních sítích: Prosaďte se na Facebooku a Twitteru. Brno, 2011. ISBN 978-80-251-3320-0. info
  • . JANOUCH, V. Internetový marketing: Prosaďte se na webu a sociálních sítích. Brno, 2010. ISBN 978-80-251-2795-. info
Teaching methods
Interactive lecture
Lecture supplemented with a discussion
Lecture with a video analysis
Interactive lecture
Assessment methods
Grade
Exam
Seminar work
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
Attendance, active participation, completion of all homework, in-class presentation, satisfactory completion of final project.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2015, recent)
  • Permalink: https://is.slu.cz/course/fpf/winter2015/UINK120