Internet marketing 1600-SZD-SPEC-MI-ZJ
The role of the Internet in customer journey. The concept and specificity of Internet marketing. Marketing mix on the Internet. The specificity of online promotion. Forms of online promotion: Website, Search Engine Marketing (SEM), SEO, Google Ads, Google My Business, E-mail marketing, Online advertising, Social media marketing (social media definition and types, social media users, the characteristics of selected social media, social media in marketing activities, Facebook, Instagram and LinkedIn ads, trends in social media development). Mobile marketing. Online partnerships. Online PR (influencer marketing, brand community building). Omnichannel approach. Creating an online promotion strategy. AI in Internet marketing - applications and tools. Effectiveness measurement (Google Analytics and other measurement tools, KPIs)
Course coordinators
Type of course
Learning outcomes
Knowledge | The graduate knows and understands:
WG_01 - to the extent necessary for existing paradigms to be revised - a worldwide body of work, covering theoretical foundations as well as general and selected specific issues - relevant to a particular discipline
within the social sciences
WG_02 - the main development trends in the disciplines of the social sciences in which the education is provided
WG_03 - scientific research methodology in the field of the social sciences
WK_01 - fundamental dilemmas of modern civilisation from the perspective of the social sciences
Skills | The graduate is able to:
UK_05 - speaking a foreign language at B2 level of the Common European Framework of Reference for Languages using the professional terminology specific to the discipline within the social sciences, to the extent enabling participation in an international scientific and professional environment
Social competences | The graduate is ready to
KO_01 - fulfilling the social obligations of researchers and creators
KO_02 - fulfilling social obligations and taking actions in the public interest, in particular in initiating actions in the public interest
KO_03 - think and acting in an entrepreneurial manner
Assessment criteria
Description of requirements related to participation in classes, including the permitted number of explained absences: Active participation in discussions conducted during classes. No requirement to excuse absence.
Principles for passing the classes and the subject (including resit session): Final test on the Kampus platform (70 points), attendance and participation in classes (30 points).
Methods for the verification of learning outcomes: Final test
Evaluation criteria: Less than 51 points: no credit, 51 points or more: credit
Bibliography
Mazurek, G. (red.) (2018). E-marketing. Planowanie, narzędzia, praktyka. Warszawa: Poltext; Chaffey D. i Ellis -Chadwick F. (2022) Digital Marketing Strategy, implementation and Practice, Pearson; Królewski, J. i Sala, P. (2016). E-marketing. Współczesne trendy. Pakiet startowy. Warszawa: Wydawnictwo Naukowe PWN; Bianchi, A. (2021). Driving consumer engagement in social media: influencing electronic word of mouth. New York, London: Routledge