SubjectsSubjects(version: 950)
Course, academic year 2023/2024
Online Marketing - AB501028
Title: Online Marketing
Guaranteed by: Department of Economics and Management (837)
Faculty: Central University Departments of UCT Prague
Actual: from 2023
Semester: both
Points: 6
E-Credits: 6
Examination process:
Hours per week, examination: 2/2, C+Ex [HT]
Capacity: winter:30 / 30 (unknown)
summer:unknown / unknown (unknown)
Min. number of students: unlimited
Language: English
Teaching methods: full-time
Teaching methods: full-time
For type: Bachelor's
Note: course can be enrolled in outside the study plan
enabled for web enrollment
you can enroll for the course in winter and in summer semester
Guarantor: Štěpánek Petr Ing. arch.Ing. Ph.D.
Is interchangeable with: B501028
This subject contains the following additional online materials
Literature -
Last update: Botek Marek Ing. Mgr. Ph.D. (20.01.2020)

R: CHAFFEY, D., SMITH P. Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. New York: Routledge. 2017.

R: HEINZE, A. et. all. Digital and Social Media Marketing. York: Routledge, 2017.

R: KOTLER, P. Marketing 4.0: Moving From Traditional to Digital. John Wiley & Sons, 2017.

R: WAITE, R. Online Business Startup: The Entrepreneur's Guide to Launching a Fast, Lean and Profitable Online Venture. Rethink Press Limited, 2015.

A: RYAN, D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page, 2016.

Syllabus -
Last update: Botek Marek Ing. Mgr. Ph.D. (20.01.2020)

1. Introducing to online marketing – definition, new tools and trends. Moving from traditional to digital marketing -transactional marketing, relationship, content and emotional marketing communication.

2. Marketing 4.0 in the digital economy, technologies development – internet, mobile phones, display advertising. Internet, internet as a sale tool, customer-service, communication, cost reduction and brand building tool.

3. Online marketing strategy – business planning, situation analysis, marketing strategy and tactics, proposals and change, online revenue models and controlling. Transformation to digital business and online marketing. E-shops and bidding strategy.

4. Online marketing mix – price, place, product, promotion, people, processes, physical evidence, partnership. Omnichannel marketing.

5. Online communication models – new website creation, launching. Current website auditing, design and topics. Google Analytics. e-CRM and database marketing - information processing models, relationship to customer lifecycle marketing, database and marketing automation, technologies, profiling, personalization, email marketing, control mechanism and statistics, cleaning the database and creating data for online campaign.

6. Human centric marketing- customer lifecycle communications – client segmentation, client insights creating, targeting and online positioning. Brand attraction.

7. Digital customer – customer buying process. customer profiles, reaching online customer, online relationship and loyalty. Communities and Social Networks. Motivation factors and customer insight, expectations.

8. Designing digital experiences - online corporate design, online value proposition, dynamic design and personalization, content strategy, interaction and mobile design and responsivity.

9. Social Media marketing – benchmarking, setting goals, social listening and online reputation management, content stories, social media optimization. Facebook, Twitter, LinkedIn, Google+, Snapchat.

10. Traffic building - search engine (Google, Seznam), SEO (search engine marketing) optimization, copywriting and its techniques.

11. Online advertising – emailing, text advertising, graphic banners and PPC search marketing. Video advertising, catalogues, geo marketing. Display Advertising, banner advertising, native advertising. Retargeting, programmatic purchase.

12. Online Public Relations – basic rules, celebrity PR and blogging (vloger, youtuber), online partnership, viral marketing. Celebrity PR, Product PR and Corporate PR. Online media relations. Online brand strategy.

13. Managing online communication campaign –reviewing online marketing capabilities, implementing social CRM, budgeting for online marketing, business case for online marketing investment, change management for online transformation, marketing with analytics, campaign automation, implementing new channels system. Data quality and business security.

14. Neuromarketing and modern marketing techniques – online marketing research, online event marketing, Viral, Guerilla, Flash Mob, Ambient Marketing, Gaming.

Course completion requirements -
Last update: JILKOVAT (11.02.2021)

Credit: activity in seminars and ongoing tasks (30%), Case Study - Marketing analysis of the selected business entity and online communication strategy (70%)

Exam: Theoretical mastery of the topics covered (in the range of lectures, exercises and required reading), including practical application on specific examples will be tested by a written exam.