On-line Marketing
| Code | Completion | Credits | Range | Language |
|---|---|---|---|---|
| 32BE-P-OMAR-01 | Z,ZK | 6 | 2P+2C | English |
- Garant předmětu:
- Ladislava Knihová
- Lecturer:
- Ladislava Knihová
- Tutor:
- Ladislava Knihová
- Supervisor:
- Institute of Management Studies
- Synopsis:
-
This online marketing course provides a deep dive into the evolving landscape of digital marketing, with a significant emphasis on AI-driven strategies and understanding consumer behaviour in the digital realm. It begins with exploring modern marketing techniques, emphasising the transformative role of artificial intelligence. Subsequent modules cover essential topics such as digital marketing research, search engine marketing, and innovative content marketing, including AI and podcasting. The course also delves into the art of storytelling in marketing, the nuances of AI-enhanced video and mobile marketing, and effective social media strategies. It addresses the impact of influencer and affiliate marketing, rethinks email marketing through newsletters and explores display and programmatic advertising. Additionally, it focuses on managing digital public relations and goodwill, leveraging analytics and AI for performance measurement, and concludes with creating an integrated digital marketing plan. This comprehensive curriculum is designed to arm participants with the knowledge and skills to successfully navigate the complex online marketing ecosystem.
- Requirements:
-
To earn credits for this course, students are required to design and present a digital marketing campaign as their Final Credit Project. It involves creating a comprehensive campaign plan, which they will present to their peers. During the presentation, students must demonstrate their knowledge and correct use of professional marketing terminology. The assessment criteria will focus on the campaign's creativity, strategic approach, and the student's ability to effectively communicate their ideas and utilize marketing concepts learned throughout the course. This project is designed to test the student's understanding and application of digital marketing principles in a practical, real-world scenario.
- Syllabus of lectures:
-
01_OM_Modern & AI-Driven Online Marketing
02_OM_Understanding Customer Behaviour in the Digital
03_OM_Digital Marketing Research
04_OM_Search Engine Marketing (SEM)
05_OM_Content Marketing with AI and Podcast Marketing Techniques
06_OM_Crafting Compelling Narratives: The Power of Storytelling in Marketing
07_OM_OM_AI-Enhanced Video & Mobile Marketing
08_OM_Social Media Marketing
09_OM_Influencer and Affiliate Marketing
10_OM_Newsletters & Beyond: Rethinking Email Marketing
11_OM_Display and Programmatic Advertising
12_OM_Digital Public Relations and Goodwill Management
13_OM_Analytics and Performance Metrics & AI
14_OM_Creating an Integrated Digital Marketing Plan
- Syllabus of tutorials:
-
01_OM_Seminar_ChatGPT - Tonality in Conversation with Generative Language Models
02_OM_Seminar_Journey into the Soul of the Digital Customer: Understanding Today's Online Shoppers
03_OM_Seminar_ Digital Marketing Research: Dive into Data
04_OM_Seminar_ SEO: Optimize a Web Page with SEO Techniques
05_OM_Seminar_ Fascinating World of Podcast Marketing
06_OM_Seminar_ Storytelling: Crafting a Christmas Story for a Product Launch
07_OM_Seminar_Brand Narrative: Mastering Short-Form Video Storytelling
08_OM_Seminar_ Craft Your Social Media Campaign
09_OM_Seminar_ Influencer Marketing Bootcamp: The Challenges of working with Influencers
10_OM_Seminar_ Crossing the Limits of Newsletters: Innovative Concept of Email Marketing
11_OM_Seminar_Overcoming Banner Blindness and Ad Fatigue
12_OM_Seminar_ Press Release Mastery: Crafting Compelling Press Releases
13_OM_Seminar_Methodological Preparation of Students’ Final Credit Projects
14_OM_Seminar_Students’ Final Credit Projects Presentations
- Study Objective:
-
The Online Marketing course aims to equip participants with the skills and knowledge to navigate the rapidly evolving digital marketing landscape, emphasizing the integration of artificial intelligence and a deep understanding of digital consumer behaviour. Participants will learn about the latest online marketing trends, the importance of digital marketing research, and how to leverage search engine marketing, including SEO and paid advertising. The course also covers innovative content marketing strategies, such as AI-enhanced content creation and podcast marketing, the art of storytelling in marketing, and the nuances of video and mobile marketing with AI. Additionally, it delves into effective social media engagement strategies, influencer and affiliate marketing dynamics, and innovative email marketing approaches with a focus on newsletters. It addresses the fundamentals of display and programmatic advertising, teaches effective digital public relations and online reputation management, and highlights the use of analytics and AI in measuring marketing performance. Ultimately, the course guides participants in creating an integrated digital marketing plan, blending theoretical insights with practical applications to prepare them for success in the digital marketing field.
- Study materials:
-
KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2024. Marketing 6.0: the future is immersive. Hoboken, New Jersey: Wiley. ISBN 978-1-119-83521-9.
HARVARD BUSINESS REVIEW PRESS (ed.), 2023. HBR guide to AI basics for managers. Boston, Massachusetts: Harvard Business Review Press. HBR guides. ISBN 978-1-64782-443-3.
HD30.2 .H325 2023
KNIHOVÁ, Ladislava, 2024. AI Marketing Playbook: Jak ChatGPT a umělá inteligence mění svět marketingu. 1. vyd. Praha: Grada Publishing a.s. ISBN 978-80-271-5226-1.
TM - Teacher's Materials
- Note:
- Time-table for winter semester 2023/2024:
-
06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon Tue Wed Thu Fri - Time-table for summer semester 2023/2024:
-
06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon Tue Wed Thu Fri - The course is a part of the following study plans:
-
- B-EM-P prezenční studium od 20/21 (compulsory elective course)
- B-EM-P prezenční studium od 21/22 (compulsory elective course)