Course: Marketing on the Internet in English

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Course title Marketing on the Internet in English
Course code KMO/AMINT
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Tlučhoř Jan, Ing. Ph.D.
Course content
- 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

Learning activities and teaching methods
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
prerequisite
professional knowledge
to provide knowledge of marketing and management basics
professional skills
to manage basic user internet work
general eligibility
N/A
N/A
N/A
learning outcomes
professional knowledge
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
professional skills
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
general eligibility
N/A
N/A
N/A
teaching methods
professional knowledge
Lecture supplemented with a discussion
Multimedia supported teaching
Students' self-study
Lecture with practical applications
Self-study of literature
Lecture
professional skills
Practicum
Discussion
Individual study
Students' portfolio
Students' self-study
general eligibility
Discussion
Students' portfolio
Individual study
assessment methods
professional knowledge
Written exam
professional skills
Skills demonstration during practicum
Seminar work
Group presentation at a seminar
Self-evaluation
general eligibility
Seminar work
Group presentation at a seminar
Continuous assessment
Self-evaluation
Recommended literature
  • další zdroje upřesněny v Courseware předmětu.
  • Bailey, Matt. Internet Marketing: An Hour a Day. Indianapolis: Wiley Publishing, 2011. ISBN 978-0470633748.
  • Qualman, Erik. Socialnomics: How social media transforms the way we live and do business. Hoboken, 2010. ISBN 978-0-470-63884-2.
  • Reynolds, Jonathan. E-Business: A Management Perspective. Oxford, 2010. ISBN 978-0-19-921648-2.
  • Roberts, Mary Lou; Zahay Debra. Internet Marketing: Integrating Online and Offline Strategies. South-Western College Publishing, 2012. ISBN 978-1133625902.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Retail Management (1) Economy 3 Winter
Faculty of Economics Retail Management (2015) Economy 3 Winter