Digital Marketing

  • Credits: 5
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: winter
  • Year: 1
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

Students gain an overview of the subject in digital marketing channels and the possibilities of their use in the company's marketing mix. The course identifies digital communication channels and deals with the most used ones. The student gains theoretical knowledge and practical experience with the purchase of Internet media space, approaches to search engine optimization, content and performance management of social networks, affiliate marketing and other digital marketing channels.
The graduate of the course will be oriented in the possibilities of digital marketing communication, will master the concepts of digital marketing, will be able to communicate with agencies and suppliers of digital marketing services and will be able to set a comprehensive digital strategy to fulfill a defined business plan.
The application of the graduate of the course is in a wide range of companies that present themselves even partially on the Internet, that use the Internet for sales and marketing communication, or that obtain information on the Internet for strategic decisions.

Indicative content

The course identifies available digital channels and explains approaches to their use for digital marketing. The student acquires orientation in the current possibilities of creating an online presence, display advertising, content distribution across available digital channels, search engine marketing, marketing in advertising networks (GDN), search engine optimization (SEM) and native advertising. The course also focuses on programmatic purchasing, RTB (real-time-bidding) networks, affiliate marketing, e-mailing, data mining, processing and application of big data for the needs of digital marketing and the automation of marketing processes.

Support literature

1. KUCHTA, Martin. Digitálny marketing : marketingová komunikácia na internete. Recenzenti: Jakub Horváth, Peter Hacek. - 1. vydanie. - Bratislava : Vydavateľstvo EKONÓM EU v Bratislave, 2022. - 184 s. ISBN 978-80-225-4974-5.
2. DRÁBIK, Peter a kol.. Marketingová komunikácia a digitálne media. Recenzenti: Miroslav Karlíček, Jakub Horváth. - 2. rozšírené, modifikované vydanie. - Bratislava : Vydavateľstvo EKONÓM EU v Bratislave, 2023. ISBN 978-80-225-5114-4.
3. KINGSNORTH, Simon. Strategie digitálního marketing. 1. Vydanie. Vydavateľstvo Lingea, 2022. – 384 s. ISBN 978-80-750-8714-0.
4. CHAFFEY, Dave - ELLIS-CHADWICK, Fiona. Digital Marketing. Vydavateľstvo PEARSON Education Limited, 2022. 560 s. ISBN 978-12-924-0096-9.
5. WINDY, Jennifer. Digital Marketing Strategy. Vydavateľstvo Jennifer Windy, 2021. 192 s. ISBN 978-17-748-5147-0.

Syllabus

1. Marketing communication on the Internet 2. Identification of digital channels of marketing communication 3. Internet media space and ways of its purchase 4. Search engines and organic position in search (SEO) 5. Search engines and paid position in search (PPC) 6. Social networks as a media channel 7. Content marketing 8. Native advertising 9. Programmatic buying and RTB (real-time-bidding) 10. Affiliate marketing 11. Email marketing 12. Tools for automation in digital marketing 13. Trends in digital marketing

Requirements to complete the course

20 % - continuous assignments
20% - semestral test
60 % - final exam

Student workload

Total study load: 130 hours
Participation on lectures: 26 hours
Participation on seminars: 26 hours
Preparation for seminars: 13 hours
Continuous assignments: 26 hours
Preparation for semestral exam: 13 hours
Preparation for final exam: 26 hours

Language whose command is required to complete the course

Slovak, English

Date of approval: 06.03.2024

Date of the latest change: 06.03.2024