Online Marketing

Course outline

Day 1 - Introduction

• Welcome ONLINE guys!
• Introducing the world of online marketing and its endless possibilities.
• General goals of Marketing activities.
• Introducing the team project of this course – Make your own online company.
• AI and its usage in online marketing

Day 2 – WordPress part 1

• Basics of website development
• Introduction to CMS – WordPress

Day 3 – WordPress part 2 + SEO

• Creating a websites for your team project
• Basics of SEO

Day 4 – Web Analytics

• Introduction to web analytics
• You cannot do marketing if you do not know how to measure it!
• Google Analytics 4

Day 5 – Email Marketing

• Introduction to email marketing
• How to use email marketing tools - MailChimp
• Creating your own email campaing

Day 6 – PPC in Facebook

• Introduction to Facebook Ads Manager
• Measuring campaigns on Facebook
• Creating campaign in Ads Manager

Day 7 – PPC in Adwords

• PPC and RTB.
• Creating campaign in Adwords (and Bing)
• Retargeting and Remarketing

Day 8 – Social Networks

• Twitter, Snapchat, YouTube, LinkedIn and the others
• Using Facebook and Instagram for business purposes.
• Communication in the world of social media.
• Influencers

Day 9 – Digital Marketing Strategy

• How to create and successfully execute an online marketing strategy
• Setting up goals, KPI and measurement
• Creating a media channel mix and a media plan

Day 10 – Final Day

• Basic of IT Project Management
• Presentation of your team projects
• Graduation ceremony

*Program/Course Outline is subject to change.

Literature

• There is no required literature. Below are the sources we will be using:
• Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited. The Beginner's Guide to Digital Marketing (2015).
• Digital Marketer. Pulizzi,J.(2014) Epic Content Marketing, Mcgraw Hill Education.
• Online content: SEOMoz.org / mashable.com / ClickZ.com / eMarketer / contentmarketinginstitute.com / adweek.com / and other...

Course Gallery

Credits

You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.

Assessments

• attendance in class 15%
• team assignment 40%
• individual assignment 35%
• exam 10% (optional, if required by home University)

Course time total 125 hours

1. Course runs 2 weeks Monday to Friday 9:00-14:00
2. Total time of in-class work = 50hours
3. Preliminary assignment = 10hours
4. Preparation = 65hours

Price

Course fee includes the course itself, application fee, study materials, afternoon/evening social activities and events, welcome and goodbye drink as part of the graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, public transportation ticket, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2025 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

Terms and Conditions - Cancellation fees

Costs of living in Prague

Accommodation

For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.