Předmět Digital Marketing (MUMM / PDGME)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu MUMM / PDGME - Digital Marketing, Fakulta managementu a ekonomiky ve Zlíně, Univerzita Tomáše Bati ve Zlíně (UTB).

Materiál	Typ	Datum	Počet stažení

Obsah

- New prospects in marketing strategy development (4Ps in 21st century, Consumers in the Twenty-First Century, Dynamic environment, Social marketing strategy, New strategic marketing models)- Internet and its marketing usage (The Internet role in transformation marketing, The Internet marketing evolution, Elements of Internet marketing, E-Commerce, E-business, E-marketing, The Internet marketing models, Segments of E-marketing, E-retailing and its advantages and disadvantages)- Consumers and their behavior on the Internet (Five markets for e-business, Barriers for the Internet acceptation, Consumer behavior in the Internet)- E-mail marketing and ethical aspects of e-marketing (Directive 2002/58/EC of the European parliament and of the council concerning the processing of personal data and the protection of privacy in the electronic communications sector (Directive on privacy and electronic communications), Permission marketing, Opt-in and opt-out marketing, Ethical aspects of e-marketing)- Relationship marketing and its development in e-world (Relationship marketing defined, E-Customer relationship management, On-line relationship marketing)- Database marketing (Marketing database, Problems with database marketing adoption)- Product strategies on the Internet (Product on the Internet, Product strategies on the Internet, Differences between tangible and intangible on-line products)- On-line branding strategies (Key on-line brand trends, Branding strategies on the Internet, Co-branding)- E-marketing strategy: Product and price in e-world (Creating customer value on-line, E-marketing enhanced product development, A taxonomy for Internet products, The Internet changes pricing strategies, Buyer and Seller perspectives, Pricing strategies)- The Internet as a distribution channel (Distribution channel overview, Types of intermediaries, Classifying on-line channel members, Distribution channel metrics)- E-marketing communication (Internet advertising, Marketing public relations (MPR), Sales promotion offers, Direct marketing, Trends in Internet marketing communication)- Other e-marketing forms and its significance for marketing (Viral marketing, Mobil marketing)- Lectures and practical application with professionals

Získané způsobilosti

The student has knowledge about the nature of the Internet and its usage for marketing purposes, key issues of internet marketing services as well as the specific problems of the area, such as characteristics of services and their consequences for marketing management, marketing mix instruments and their Internet specifics etc. Students are qualified for establishing their own e-shop and its marketing and business management.

Literatura

URBAN, G. Digital marketing strategy. Text and cases. New York : Upper Saddle River, 2004. ISBN 0-13-183177-1.Strauss, Juraj. E-marketing. 4th ed. Upper Saddle River, N.J : Pearson/Prentice Hall, 2006. ISBN 0-13-148519-9.Internet marketing : strategy, implementation and practice. 3rd ed. New York : Pearson Education, 2006. ISBN 9780273694052.Stuchlík, Petr. Marketing a reklama na internetu. 1. vyd. Praha : Grada, 1998. ISBN 8071696307.Stuchlík, Petr. Marketing na Internetu. 1. vyd. Praha : Grada, 2000. ISBN 8071699578.HARRIS, L.; DENNIS, CH. Marketing the e-Business. London, 2002. ISBN 0-415-25601-1.URBAN, G. Digital marketing strategy. Text and cases. Upper Saddle River, N.J, 2004. ISBN 0-13-183177-1.HART, S. Marketing Changes. London, 2003. ISBN 1-86152-673-3.RANCHHOD, A. Marketing Strategies: A Twenty-first Century Approach. Essex : Pearson Education Limited, 2004. ISBN 0-273-65192-7.

Požadavky

Způsob zakončení předmětu - klasifikovaný zápočetRequirements for classified credit:- active participation in lectures- written test must be written to at least 60 % followed by oral examination in the range of knowledge of lectures

Garant

doc. Ing. Michal Pilík, Ph.D.

Vyučující

doc. Ing. Michal Pilík, Ph.D.