SylabUZ
| Course name | Internet marketing |
| Course ID | 04.7-WM-BizElP-MarkInter-Er |
| Faculty | Faculty of Computer Science, Electrical Engineering and Automatics |
| Field of study | E-business |
| Education profile | practical |
| Level of studies | First-cycle Erasmus programme |
| Beginning semester | winter term 2022/2023 |
| Semester | 5 |
| ECTS credits to win | 4 |
| Course type | obligatory |
| Teaching language | english |
| Author of syllabus |
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| The class form | Hours per semester (full-time) | Hours per week (full-time) | Hours per semester (part-time) | Hours per week (part-time) | Form of assignment |
| Lecture | 15 | 1 | - | - | Credit with grade |
| Project | 30 | 2 | - | - | Credit with grade |
The aim of the course is to familiarize students with methods and techniques of effective Internet marketing, including marketing strategies in the Internet , promotions, marketing research, ethics and the legal use of Internet marketing, as well as to acquire the ability to use appropriate marketing techniques and the ability to assess adopted strategies. Students are also familiarized with examples of Internet marketing strategies.
Introduction to internet technologies, Internet technologies, Websites designing, e-Commerce and e-service,
Lecture:
Traditional marketing, internet marketing. Pros and cons of internet marketing. Effective use of the Internet. Internet marketing tools. The cost of internet marketing. The use of the Internet in a company's marketing.Search engine advertising. Advertising campaigns: Google Adwords. SEO: principle, penalties. Promotion in the Internet: advertising, public relation, advergaming, loyalty programs, performance marketing, affiliate, viral and whisper marketing. M-marketing. Content marketing. Email Marketing. E-mail communication. Marketing on social networks. Marketing automation. Internet marketing research. Benchmarking. Ethics of using the Internet in marketing. Legal aspects of internet marketing. Internet marketing mistakes.
Project:
Project includes the use of internet resources in conducted marketing activities for chosen and designed by the student his/her own business activity (service, commercial, production activity), including development of an internet marketing strategy, selection of the best method of reaching a client ensuring marketing success in the Internet (among others selection and development of internet advertising methods, communication with the client) as well as visualization of the effects of implementing marketing activities.
Lecture - conventional lecture with the use a video projector.
Laboratory - practical classes given in the computer laboratory.
| Outcome description | Outcome symbols | Methods of verification | The class form |
Lecture - written test carried out at the end of the semester.
Project - realization of the assigned project: the final grade is the weighted sum of the grades obtained for the realization of individual elements of the training course and the form of its presentation. The contribution of individual elements of the grade: the selection of marketing strategies and methods of its realization supported by collected market knowledge 30%, prepared forms of promotion of the company on the Internet - marketing 40%, visual presentation of marketing activities 30%.
1. Gini Graham Scott; he Complete Guide to Email Marketing: Book V: Buying and Validating Email Lists for Large Mailings; 2017;
Modified by dr inż. Joanna Cyganiuk (last modification: 22-04-2022 11:49)
