Digital Marketing

Relations:

It is not possible to register for the course 32BE-P-DIMA-01 if the student is concurrently registered for or has previously completed the course 32BC-P-DIMA-01 (mutually exclusive courses).

Course guarantor:

Ladislava Knihová

Lecturer:

Ladislava Knihová

Tutor:

Ladislava Knihová

Supervisor:

Institute of Management Studies

Synopsis:

The Digital Marketing course offers a comprehensive exploration of todays dynamic marketing landscape, with a strong emphasis on AI-driven strategies and consumer behaviour in the digital realm. Students will explore modern marketing practices, including digital marketing research, search engine marketing, and AI-enhanced content creation such as podcasting and storytelling. The course further examines video and mobile marketing supported by AI, innovative approaches to social media, and the growing impact of influencer and affiliate marketing. It also addresses email marketing in the form of newsletters, display and programmatic advertising, and the management of digital public relations and reputation. Leveraging analytics and AI for performance measurement, the course concludes with the design of an integrated digital marketing campaign. This curriculum equips students with the knowledge and practical skills needed to navigate and succeed in the fast-evolving digital environment.

Requirements:

To complete the course, students must fulfil two requirements:

Credit:

Students are required to design and present an integrated digital marketing campaign as their Final Credit Project. Assessment will focus on:

- creativity and originality of the campaign,

- clarity and logic of the strategic approach,

- correct use of professional marketing terminology,

- ability to communicate ideas effectively,

- application of digital marketing concepts, including AI-driven tools.

Examination:

A written/oral exam testing knowledge of the topics covered in the course and the correct use of professional marketing terminology.

Syllabus of lectures:

01_DIMA_Modern & AI-Driven Online Marketing

02_DIMA_Understanding Customer Behaviour in the Digital

03_DIMA_Digital Marketing Research

04_DIMA_Search Engine Marketing (SEM)

05_DIMA_Content Marketing with AI and Podcast Marketing Techniques

06_DIMA_Crafting Compelling Narratives: The Power of Storytelling in Marketing

07_DIMA_AI-Enhanced Video & Mobile Marketing

08_DIMA_Social Media Marketing

09_DIMA_Influencer and Affiliate Marketing

10_DIMA_Newsletters & Beyond: Rethinking Email Marketing

11_DIMA_Display and Programmatic Advertising

12_DIMA_Digital Public Relations and Goodwill Management

13_DIMA_Analytics and Performance Metrics & AI

14_DIMA_Creating an Integrated Digital Marketing Campaign

Syllabus of tutorials:

01_DIMA_Seminar_ChatGPT - Tonality in Conversation with Generative Language Models

02_DIMA_Seminar_Journey into the Soul of the Digital Customer: Understanding Today's Online Shoppers

03_DIMA_Seminar_From Questions to Insights: Building a Survey for Marketing Success

04_DIMA_Seminar_SEO: Optimize a Web Page with SEO Techniques

05_DIMA_Seminar_Fascinating World of Podcast Marketing

06_DIMA_Seminar_Storytelling: Crafting a Christmas Story for a Product Launch

07_DIMA_Seminar_Brand Narrative: Mastering Short-Form Video Storytelling

08_DIMA_Seminar_Craft Your Social Media Campaign

09_DIMA_Seminar_Influencer Marketing Bootcamp: The Challenges of Working with Influencers

10_DIMA_Seminar_Crossing the Limits of Newsletters: Innovative Concept of Email Marketing

11_DIMA_Seminar_Overcoming Banner Blindness and Ad Fatigue

12_DIMA_Seminar_Press Release Mastery: Crafting Compelling Press Releases

13_DIMA_Seminar_Methodological Preparation of Students Final Credit Projects

14_DIMA_Seminar_Students Final Credit Projects Presentations

Study Objective:

The Digital Marketing course aims to equip students with the knowledge and practical skills to succeed in the rapidly evolving digital environment. The main objectives are:

- to understand current digital marketing trends and consumer behaviour online,

- to apply AI-driven tools in content creation, targeting, and analytics,

- to develop strategies across SEO/SEM, social media, influencer, affiliate, email, video, and mobile marketing,

- to manage digital PR and brand reputation effectively,

- to measure and optimise campaign performance using analytics and AI,

- and ultimately, to design and present an integrated digital marketing campaign that combines creativity, strategy, and data-driven insights.

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 2025/2026:

	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	roomDEJ:408 Knihová L. 16:00–17:30 (lecture parallel1) Dejvice roomDEJ:408 Knihová L. 17:45–19:15 (parallel nr.101) Dejvice
Thu
Fri

Time-table for summer semester 2025/2026:

Time-table is not available yet

The course is a part of the following study plans:

• B0413P050061 Ekonomika a management (profesní studijní program) - počínaje od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ101 Marketing) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ102 Personální management) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ103 Řízení firemních procesů) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ104 Účetnictví) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ105 Manažerská informatika) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ106 Obchodní podnikání) od ZS 2023/2024 (compulsory elective course)