Course detail

Digital Marketing and Social Media

FP-BDMSEAcad. year: 2026/2027

The course focuses on the practical use of digital marketing tools and social media in the development of entrepreneurial projects, particularly in the environment of small and medium-sized enterprises and start-ups. Students gain an understanding of the digital marketing environment, user behaviour in online contexts, and the possibilities of using digital communication channels to support entrepreneurial activities.

The course emphasizes the practical application of marketing tools. Students analyze the digital market environment, work with data from analytical tools, and design marketing approaches for introducing innovative products or services to the market. The course also includes working with digital platforms, social media, and web analytics tools that enable the evaluation of marketing activities and support data-driven decision-making.

The course develops students’ ability to apply digital marketing tools in the creation and implementation of entrepreneurial projects, analyze the digital environment, and effectively communicate with users in online environments.

Language of instruction

English

Number of ECTS credits

5

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

Course Completion and Assessment

Student assessment is based on a combination of a written exam and a semester project focused on the practical application of digital marketing tools.

Assessment Structure:

  • Written Exam (Test) – 80% of the final grade

  • Semester Project – 20% of the final grade

Semester Project

Throughout the semester, students will work on a project focused on the practical use of digital marketing tools within a selected business or commercial context. The project aims to develop practical skills in digital marketing and the ability to analyze and apply digital tools in real market conditions. Completion of the project is a prerequisite for receiving credit.

The project includes:

  • Analysis of the digital market environment and online competition.

  • Application of selected digital marketing tools.

  • Proposal of online marketing activities for a chosen product, service, or business project.

  • Utilization of analytical tools and interpretation of digital data.

Projects are presented during the semester and evaluated based on the quality of the analysis, the practical application of digital marketing tools, and the ability to interpret and utilize digital data.

Written Exam (80%)

The final exam is conducted in the form of a written test. The test verifies knowledge and understanding of key topics covered during the course, particularly in the areas of digital marketing, social media, the digital market environment, and the use of analytical tools.

Course Organization

Lectures Attendance at lectures is not mandatory.

Seminars (Exercises) Attendance at seminars is mandatory. Students are allowed a maximum of three unexcused absences. Any further absences must be excused through the University Information System. A portion of the seminars is dedicated to project consultations and supervised individual or team work on the semester projects.

Individual Study Plan Students with an individual study plan must meet the same requirements as other students: completion of the semester project and passing the written exam.

Erasmus Students For students participating in the ERASMUS program, the course may be recognized based on the successful completion of a content-equivalent course at a partner university.

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Aims

Course Objectives

The objective of the course is to develop students’ practical skills in the use of digital marketing tools and social media in a business environment, particularly in the context of small and medium-sized enterprises and start-ups. Emphasis is placed on the application of digital marketing tools in the analysis of the digital market environment, communication with users, and supporting the introduction of products or services to the market.

The course further develops students’ ability to analyze the digital environment, work with data from digital analytical tools, and use digital platforms and social media to support entrepreneurial activities. Students become familiar with the practical use of digital marketing tools and learn to interpret data from the online environment to support marketing decision-making.

Learning Outcomes

After completing the course, the student will be able to:

  • analyze the digital marketing environment and identify relevant online channels for communication with users
  • use selected digital marketing tools and social media in an entrepreneurial context
  • work with data from digital analytical tools and interpret the results of digital environment analysis
  • design online marketing activities to support an entrepreneurial project or product
  • apply digital marketing tools with regard to the efficient use of available resources

Study aids

Prerequisites and corequisites

Not applicable.

Basic literature

Dave a Fiona ELLIS-CHADWICK. Digital marketing: strategy, planning & disruption. 8. vydání. Harlow: Pearson, 2022. 543 s. ISBN 978-1-292-40096-9. (EN)
KINGSNORTH, Simon. Digital marketing strategy: an integrated approach to online marketing. 3rd ed. London: Kogan Page, 2022. 386 p. ISBN 978-1-3986-0595-4. (EN)

Recommended reading

KOTLER, Philip, Hermawan KARTAJAYA and Iwan SETIAWAN. Marketing 6.0: The Future Is Immersive. Hoboken, New Jersey: John Wiley & Sons, 2024. 256 p. ISBN 978-1-394-21281-1. (EN)
SETHI, Punaita. Digital Marketing 2.0: Strategic Implementation of AI and Automation. 1st ed. London: Routledge, 2024. 284 p. ISBN 978-1-032-49544-6. (EN)

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. Flywheel Framework and Customer Behavior in the Digital Environment
    The See–Think–Do–Care model for understanding customer behavior and planning marketing activities.

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

  3. Digital Persona Twin
    A data-driven digital persona used for marketing personalization and prediction of customer behavior.

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

  5. SEO Fundamentals – On-site, Off-site, and Technical Factors
    Optimizing website content, structure, and technical quality for search engines.

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

  7. Web Analytics (Google Analytics)
    Analyzing website traffic and user behavior using Google Analytics.

  8. User Behavior Analysis on Websites (Microsoft Clarity)
    Monitoring visitor behavior using heatmaps and session recordings.

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

  10. Social Media Marketing
    Content creation and communication strategies for social networks (Facebook, Instagram, TikTok, LinkedIn).

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

  12. Paid Advertising on Social Media (Meta Business Suite)
    Creating, targeting, and evaluating advertising campaigns on social media.

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

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

  1. Flywhee a STDC Framework Workshop
    Application of the See–Think–Do–Care model to analyze user behavior and define digital marketing activities for a selected product or entrepreneurial project.

  2. Customer Journey Mapping Workshop
    Creating a digital customer journey map, identifying key touchpoints and analyzing user emotions across different stages of the user journey.

  3. Digital Persona Twin Workshop
    Designing a data-driven digital persona based on market research and available digital data to support marketing decision-making.

  4. House of Quality Workshop (QFD for SaaS)
    Applying the House of Quality method to translate user needs into product and marketing requirements.

  5. SEO Optimization Workshop
    Analyzing website structure, content, and keywords and identifying opportunities for improving on-site and off-site SEO.

  6. Website Performance and Technical SEO Lab (Google Lighthouse)
    Evaluating website performance, accessibility, and technical SEO using Google Lighthouse.

  7. Web Analytics Data Lab (Google Analytics)
    Analyzing website traffic, user behavior, and traffic sources using Google Analytics.

  8. User Behavior Analysis Data Lab (Microsoft Clarity)
    Analyzing heatmaps and session recordings to identify usability issues and user interaction patterns.

  9. Digital Marketing KPI Lab
    Identifying and evaluating key performance indicators for digital marketing campaigns.

  10. Social Media Content Studio
    Designing a content strategy and creating a content plan for selected social media platforms.

  11. Video Marketing Studio
    Developing a concept for a marketing video and adapting video content for digital platforms.

  12. Paid Social Media Advertising Studio (Meta Business Suite)
    Designing and configuring a paid social media campaign including targeting and budget allocation.

  13. Social Media Contest Design Studio
    Designing and presenting a social media contest aimed at increasing engagement and user interaction.

 

Professional Knowledge

The student understands the principles of digital marketing and customer behavior (Flywheel, STDC), knows the structure of the digital customer journey and its key touchpoints, understands the principles of SEO (on-site, off-site, technical), is familiar with basic tools for web analytics and user behavior analysis (Google Analytics, Microsoft Clarity), is oriented in key digital marketing metrics (KPIs), and understands the principles of social media and video marketing including paid advertising.

Professional Competencies

The student is able to design a digital marketing strategy using the STDC framework and Customer Journey, create and apply a Digital Persona Twin for marketing personalization, translate customer needs into product and marketing requirements (QFD), optimize a website in terms of SEO and technical quality, analyze data from tools (Google Analytics, Clarity) and interpret the results, and design and evaluate social media campaigns including paid advertising.

Professional Skills

The student practically uses tools (Google Analytics, Lighthouse, Microsoft Clarity, Meta Business Suite), creates content for social media and marketing videos, proposes specific data-driven marketing solutions, evaluates campaign performance using KPIs, designs social media contests aimed at increasing engagement, and presents and defends proposed marketing solutions.

Self-study

50 hours, optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Individual preparation for an ending of the course

41 hours, optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.