PEMBPEMA E-marketing

School of Business Administration in Karvina
Winter 2016
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
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.
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 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.
  • 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
    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
Written exam
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
Compose and present a seminar paper about the application of modern e-marketing methods in a selected company. Attendance in seminars 50 %.
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.
The course is also listed under the following terms Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: