OPF:PEMBKEMA E-marketing - Course Information
PEMBKEMA E-marketing
School of Business Administration in KarvinaWinter 2019
- Extent and Intensity
- 12/0/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Martin Klepek, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer) - Guaranteed by
- Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D. - Timetable
- Fri 11. 10. 9:45–11:20 B307, Fri 8. 11. 9:45–11:20 B307, Fri 29. 11. 9:45–11:20 B307
- Prerequisites (in Czech)
- FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && ROCNIK(3)
- Course Enrolment Limitations
- The course is only offered to the students of the study fields the course is directly associated with.
The capacity limit for the course is 44 student(s).
Current registration and enrolment status: enrolled: 0/44, only registered: 0/44 - fields of study / plans the course is directly associated with
- Managerial Informatics (programme OPF, B_SYSINF)
- Marketing (programme OPF, B_MAR)
- Business Economics and Management (programme OPF, B_EKOMAN, specialization Marketing and Trade)
- Course objectives
- The course aims to introduce students to basic concepts in the field of e-marketing with an emphasis on new marketing approaches that appear with the development of technology, introduce processes and methods that practitioners in today's rapidly changing environment of digital technology use and to highlight not only the effectiveness of these activities, but also on their importance as a complementary part of traditional marketing tools.
- Syllabus
- 1. Introduction to E-marketing, definition of basic concepts
2. The development and current state of form and methods of marketing in an interactive environment.
3. Price strategies and tactics in the context of E-Marketing
4. Creation of product ecosystems
5. Selected online marketing communication tools
6. Process of customer acquisition on the Internet
7. Mobile Marketing
8. Presentation of the company via a website
9. Social media and customer engagement online
10. Creation and management of corporate profile on a social network
11. Analysis of customer and marketing research on the Internet
12. Managing customer relationships online
13. Complex formation of online marketing campaigns
- 1. Introduction to E-marketing, definition of basic concepts
- Literature
- required literature
- JANOUCH, V. Internetový marketing: Přilákejte zákazníky a maximalizujte zisk. Brno: Computer Press, 2014. ISBN 978-80-251-4311-7. info
- CHAFFEY, D. a P. R. SMITH. . Emarketing exellence: Planing and optimizing your digital marketing. Abingdon: Routledge, 2013. ISBN 978-0-415-53335-5. info
- STOKES, R. eMarketing: The essential guide to online marketing. Quirk eMarketing. 2013. ISBN 978-0-620-56515-8. info
- recommended literature
- Kolektiv autorů. Online marketing: Současné trendy očima předních expertů. Brno: Computer Press, 2014. ISBN 978-80-251-4155-7. info
- SUCHÁNEK, P. E-commerce - Elektronické podnikání a koncepce elektronického obchodování. Praha, 2012. ISBN 978-80-86929-84-2. info
- FOX, V. Marketing ve věku společnosti Google: Využijte ve svém byznysu plný potenciál on-line vyhledávání. Brno: Computer Press, 2011. ISBN 978-80-251-3357-6. info
- . JANOUCH, V. Internetový marketing: Prosaďte se na webu a sociálních sítích. Brno, 2010. ISBN 978-80-251-2795-. info
- Teaching methods
- One-to-One tutorial
Skills demonstration
Seminar classes
Students' self-study - Assessment methods
- Grade
Written exam - Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM. - Teacher's information
- Compose and present a seminar paper about the application of modern e-marketing methods in a selected company.
Compose a seminar paper about the application of modern e-marketing methods in a selected company. The paper is controlled by the tutor before the exam. Final written exam to verify the knowledge of the whole scope of the subject.
- Enrolment Statistics (Winter 2019, recent)
- Permalink: https://is.slu.cz/course/opf/winter2019/PEMBKEMA