Internet Communication
- Credits: 4
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 1
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
Knowledge:
• communication strategies in the digital environment
• knowledge of social media platforms as business tools
• analytical tools for evaluation of efficiency of Internet communication
Skills:
• to search information on the Internet
• user communities targeting on social networks
• to create a professional profile on social networks
• to create virtual teams
• to analyze the efficiency of Internet communication
Competences:
• ability to develop and apply effective communication strategies in a digital environment
• to use managerial approaches to create business presentations on the Internet
• ability to design and use analytical tools to evaluate Internet communication
Indicative content
Lectures:
1. Internet communication – introduction.
2. Digital environment and social media. Enterprise social networks.
3. Information search and knowledge sharing.
4. Development and use of multimedia.
5. The role of information technology in e-commerce.
6. Application of communication strategies I.
7. Application of communication strategies II.
8. CMS platforms.
9. Analytical tools for evaluation of the Internet communication.
10. Application of analytical tools of efficiency evaluation of Internet communication.
11. Digital platforms for virtual communication.
12. Virtual cooperation and virtual teams.
13. Trends in Internet Communication.
Seminars:
1. The importance of Internet communication in the managerial work. Introduction – requirements.
2. A professional profile on social media networks.
3. Vertical and horizontal analysis of social networks.
4. Information search tools. Knowledge sharing – team work.
5. E-commerce: a case study.
6. Native advertising on social networks. Presentation of team work.
7. Blogging, microblogging. Copywriting. Presentation of team work.
8. Raising brand awareness in the digital environment. Employer branding in the digital environment. Application on examples.
9. Indicators of the efficiency of the use of advertising space on the Internet.
10. Evaluation of the efficiency of Internet communication using analytical tools.
11. Test.
12. Virtual teams in a company. Webinars: a case study.
13. Assessment of students.
Support literature
Elementary literature:
1. DWIVEDI, A. – McDonald, R. E.: Examining the efficacy of brand social media communication: a consumer perspective. In: Journal of Marketing Theory and Practice. 2020, Vol. 28, Iss. 4, pp. 373-386.
2. VLAD, D. E.: Concepts of Quality Connected to Social Media and Emotions. Springer Gabler, 2020. ISBN 978-3-658-28867-9 (eBook)
3. DOLEGA, L. – ROWE, F. – BRANAGAN, E.: Going digital? The impact of social media marketing on retail website traffic, orders and sales. In: Journal of Retailing and Consumer Services, 2021, vol. 60.
4. KRUPA, M.: E-shop od nápadu po úspech. Bratislava: Wolters Kluwer, 2018, 304 s. ISBN 978-8081688621.
5. PŘIKRYLOVÁ, J. a kol.: Moderní marketingová komunikace. Praha: Grada Publishing. 2019. ISBN 978-80-271-2649-1
6. SZARKOVÁ, M. et al.: Social Networks in Human Resources Management in the Industrial Revolution 4.0 and 5.0 and Their Evolutionary Trends. České Budějovice: Vysoká škola evropských a regionálních studií, 2021. 110 s. ISBN 978-80-7556-083-4
Supplementary literature:
7. SONNIER, G. P. – McALISTER, L. – RUTZ, O. J.: A Dynamic Model of the Effect of Online Communications on Firm Sales. In: Marketing Science, 2011, vol. 30, No. 4, pp. 702-716.
8. ČERNÝ, M.: Elektronické podnikanie. Bratislava: Vydavateľstvo EKONÓM, 2016. 149 s. ISBN 978-80-225-4295-1.
9. OLEXOVÁ, C.: Online reputácia uchádzačov o zamestnanie. In: Personálny a mzdový poradca podnikateľa. Žilina: Poradca podnikateľa, 2019. ISSN 1335-1508, 2019, č. 2-3, s. 89-91.
10. SÜRAL, I.: Characteristics of a sustainable Learning and Content Management System (LCMS). In: Procedia – Social and Behavioral Science. 2010, Vol. 9, pp. 1145-1152.
Syllabus
Lectures: 1. Internet communication – introduction. 2. Digital environment and social media. Enterprise social networks. 3. Information search and knowledge sharing. 4. Development and use of multimedia. 5. The role of information technology in e-commerce. 6. Application of communication strategies I. 7. Application of communication strategies II. 8. CMS platforms. 9. Analytical tools for evaluation of the Internet communication. 10. Application of analytical tools of efficiency evaluation of Internet communication. 11. Digital platforms for virtual communication. 12. Virtual cooperation and virtual teams. 13. Trends in Internet Communication. Seminars: 1. The importance of Internet communication in the managerial work. Introduction – requirements. 2. A professional profile on social media networks. 3. Vertical and horizontal analysis of social networks. 4. Information search tools. Knowledge sharing – team work. 5. E-commerce: a case study. 6. Native advertising on social networks. Presentation of team work. 7. Blogging, microblogging. Copywriting. Presentation of team work. 8. Raising brand awareness in the digital environment. Employer branding in the digital environment. Application on examples. 9. Indicators of the efficiency of the use of advertising space on the Internet. 10. Evaluation of the efficiency of Internet communication using analytical tools. 11. Test. 12. Virtual teams in a company. Webinars: a case study. 13. Assessment of students.
Requirements to complete the course
team semester work, semester test
written exam
The team for processing the semester work consists of 3 members and the selection of team members will be done randomly. The evaluation of the semester work is performed as a team. All team members receive the same rating.
• elaboration and presentation of team semester work - 20 %
• semester test - 10 %
• activity - 10 %
• final written exam - 60 %
Student workload
• participation at lectures – 26 hours
• participation at seminars – 26 hours
• preparation of team semester work – 13 hours
• preparation for semester test – 13 hours
• preparation for final written exam – 26 hours
Total: 104 hours
Language whose command is required to complete the course
Slovak
Date of approval: 06.03.2024
Date of the latest change: 22.02.2023