Digital Marketing

Syllabus

Seminars: 1. Managerial understanding of the use of current multimedia in marketing and business of the company with a focus on competitiveness and visibility. Definition and reminder of basic terms in relation to the customer, respectively. audience. 2. Identification and specification of the selection and applicability of digital marketing elements. Preparation for the elaboration of a semester project within the taught subject. 3. The most used typologies of strategies for digital marketing - examples of implemented campaigns from practice. Selection of a strategy for implementation in a semester project. 4. The role of multimedia in digital marketing. Identification of key digital media suitable for a semester project with emphasis on the use of digital marketing in the online space. 5. Vision, goals and message of digital marketing strategy. Practical examples of implemented strategies in practice. 6. Search Engine Marketing and its role in the design part of the company's digital marketing strategy. Relationships between Search Engine Marketing and Search Engine Optimization. Methods of adapting the marketing strategy for visibility in the online space. 7. Video as a part of the presentation of digital marketing company - examples from practice. The primary and secondary role of video in digital marketing strategy, and its applicability depending on the form, phase, value path. 8. Social media and social networks as an element of digital marketing of society. Opportunities and threats arising from the use of social networks as the primary tool of digital marketing. Application of selected tools within social media and social networks for a semester project. 9. Ongoing evaluation. Identification of the suitability of the use of mobile marketing as an element of digital marketing. Technical limitations in use. Applicability to various products - practical examples. Discussion on the possibilities of using mobile marketing in connection with the solved semester project. 10. The most commonly used analytical procedures for digital marketing. The appropriateness of measuring the campaign as part of the strategy - setting KPIs using SMART goals and the customer's value path. Procedures for evaluating the effectiveness of digital marketing tools and company strategy. 11. Digitization of society. Analysis of opportunities and threats arising from digitization. Virtual reality and augmented reality as modern tools of digital marketing. Demonstration of practical examples. 12. IoT and IoE as part of the company's digital marketing strategy. Presentation of the company's digital image, placement options, protection of sensitive data. Presentation of semester projects. 13. Presentation of semester projects. Semester evaluation. Feedback from listeners.