Course detail

Digital Marketing and Social Media

FP-BDMSEAcad. year: 2025/2026

The emphasis is placed on the practical use of digital marketing instruments and social networking applications within the launch of innovative products to market.
The significant aspect is also the application of system-analytical methods leading to a product line innovation and optimization of product and sevice attributes. The main aim is to enhance the competitiveness of a company within the SME business.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

Ing. David Schüller, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Intermediate knowledge of marketing concepts and principles at the average level of higher education is a prerequisite for the course - Digital Marketing and Social Media.

Rules for evaluation and completion of the course

Students will be evaluated for the written project (max. 50 points) and oral examination ( colloquium - max. 50 points)

Credit will be given for the project and presentation focused on:
- Optimization of digital marketing tools and social networks in terms of launching innovative products to market
- Application of system-analytical methods leading to innovation and optimization of product lines and innovative attributes of each product or service in order to increase the competitiveness of the business entity.

The test will focus on the acquisition of knowledge and skills taught in the course issues. System-engineering approach combined with a creative solution to the given examples will be primarily evaluated.

Lectures:
Attendance at the lecture is not compulsory.

Exercise
Participation in the exercises is compulsory. However, it is possible to have 3 unexcused absences. For further absences from the exercises, an electronic excuse slip must be entered into the system.


Part of the course will be devoted to project consultation and part will be given to students for independent teamwork on projects. A maximum of 60 points will be allowed for the projects as part of the assessment.

The remaining 40 points can be earned by students in a professional discussion on topics covered during the course.

 

Aims

The aim of the course is to learn the tools of digital marketing and social networking applications in connection with the promotion and sale of products within the SME business. Another aim is to teach students to apply systematic and analytical methods to innovate product lines and optimizing the various attributes of innovative products and services with an emphasis on increasing the competitiveness of the business entity.
Students will gain the knowledge of specific approaches for the application of digital marketing and social networking for business purposes. Students will be able to use the relevant business tools and optimize digital marketing tactics and strategies using the necessary programs with a view to the efficient allocation of limited resources.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014. (EN)
POYNTER, Ray. The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons, 2010. (EN)

Recommended reading

FLORES, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2013. (EN)
RICHARDS, Michael. Social Media:Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn and Instagram. CreateSpace Independent Publishing Platform, 2015. ISBN 978-1507764862. (EN)

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme BAK-ESBD Bachelor's 1 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

  1. Quality Function Deployment – House of Quality for SaaS
    Translating customer needs into product and marketing requirements for SaaS using the QFD method.

  2. STDC Framework and Customer Behaviour in the Digital Environment
    The See–Think–Do–Care model for understanding customer behaviour and planning digital marketing activities.

  3. Customer Journey Map
    Mapping the customer journey, touchpoints, and customer emotions in the digital environment.

  4. Digital Persona Twin
    A data-driven digital persona used for marketing personalization and customer behaviour prediction.

  5. SEO Fundamentals – On-Site, Off-Site, and Technical Factors
    Optimization of content, structure, and technical quality of websites for search engines.

  6. Web Quality and Technical Marketing (Google Lighthouse)
    Evaluation of website performance, accessibility, and SEO using Google Lighthouse.

  7. Web Analytics (Google Analytics)
    Analysis of website traffic and user behaviour using Google Analytics.

  8. Key Digital Marketing Metrics
    Core digital marketing KPIs and their evaluation.

  9. Social Media Marketing
    Strategies and content for social media platforms (Facebook, Instagram, TikTok, LinkedIn).

  10. Video Marketing
    Creation and use of marketing videos for digital platforms.

  11. Paid Social Media Advertising (Meta Business Suite)
    Creation, targeting, and evaluation of paid advertising campaigns on social media.

  12. User Behaviour Analysis on Websites (Microsoft Clarity)
    Tracking user behaviour using heatmaps and session recordings.

  13. How to Create an Effective Social Media Contest – A Practical Guide
    Designing and running social media contests to increase user engagement.

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

1. Example for the specific use of digital marketing and social networking for marketing research in practice
2. Process of creative thinking in the process of establishing and developing their own e-shop and business development based on the optimization of the supply of products and related services on the website
3. Demonstration of a specific use global online distribution channels for selling products - Amazon in practice
4. Possibilities of electronic payments via a payment gateway - a practical demonstration of the PayPal payment system and GoPay
5. Demonstration of specific use Search Engine Marketing - editing and optimization of form and content of the website to increase their visibility and appropriate automated processing in web search engines
6. Demonstration of a specific use Online Keyword Advertising on Google Adwords; reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (CTR), cost per click CPC (cost per impression), pay per click PPC (pay per view) and others; e-mail marketing
7 - 8. Demonstration of specific use of Google Analytics and Google Trends in practice - new customer acquisition, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics
9.Ukázka specific application of digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
10. Example of the use of effective tools of social networks - Youtube, Facebook, Google+, Pinterest, Second Life
11. Examples of the use of effective tools of social networking on mobile devices - Instagram
12. Use of effective tools for brand building in the environment of social networks and digital marketing
13. Concrete solutions Example (case study) - Identification and use of effective tools of digital marketing and social networking with regard to the use of scarce resources to business

Elearning

eLearning: currently opened course