Internet marketing

Naziv predmeta:

Internet marketing

Opis:

Ovaj modul nije srž programa Multimedia Computing, već je dio izborne grupe modula, specijaliziran za vještine mrežnog marketinga.
Ciljevi ovog modula su omogućiti studentima da:
• upravljaju internetskim marketingom i poboljšaju izvedbu internetskog marketinga na temelju podataka,
• izrade web mjesto koje ispunjava tražene marketinške ciljeve i u skladu s ostalim naporima digitalnog marketinga.
Modul se fokusira na temeljne alate pomoću kojih se internet marketing manifestira i podučava studente kako koordinirati marketinške napore na mreži. Studenti će naučiti kako implementirati internetski marketing u integrirane marketinške komunikacije.

Studentima je važno pohađanje ovog modula kako bi (iz prve ruke) iskusili internet kao komunikacijski kanal, internetsku ulogu u integriranim marketinškim komunikacijama, marketinški orijentiranu izgradnju web stranica, internetski PR (Facebook, Instagram, Twitter, blog ... ), blogove i strategije društvenih medija, internetsko oglašavanje i analizu te optimizaciju internetskih kampanja. Studenti će uz pomoć analize podataka o web prometu razviti osnovne vještine potrebne za pripremu sveobuhvatnog plana interaktivnih marketinških komunikacija i primjenu inovacija i kreativnosti u internetskom marketingu.

Literatura:

Obvezna literatura:
1. Kingsnorth, S. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd edn, London: Kogan Page Ltd.
2. Informa (2021) Content Marketing Institute [Online]. Available at: https://contentmarketinginstitute.com/blog/ (Accessed: 5 May 2021)
3. Unbounce Marketing Solutions Inc. (2021) Unbounce, [Online]. Available at: https://unbounce.com/blog/ (Accessed: 5 May 2021)

Preporučena literatura:
1. Smashing Media AG (2021) Smashing Magazine [Online]. Available at: https://www.smashingmagazine.com/ (Accessed: 5 May 2021)
2. Semrush Inc. (2021) Semrush Blog [Online]. Available at: https://www.semrush.com/blog/ (Accessed: 5 May 2021)
3. Hubspot (2021) Hubspot blog [Online]. Available at: https://blog.hubspot.com/
(Accessed: 5 May 2021)
4. Wiebe Marketing Ltd (2021) Copyhackers [Online]. Available at: https://copyhackers.com/ (Accessed: 5 May 2021)
5. Smart Insights (Marketing Intelligence) Limited (2021) Smart Insights [Online]. Available at: https://www.smartinsights.com/ (Accessed: 05 May 2021)

Dodatna literatura:
1. Kaushik, A. (2009) Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. 1st edn, Indianapolis, IN: Wiley.
2. McDonald, J. (2021) Google Ads (AdWords) Workbook (2021): Advertising on Google Ads, YouTube, and the Display Network. [n.k.], London: JM Internet Group.
3. Macarthy, A. (2018) 500 Social Media Marketing Tips. [s.l.], Andrew Macarthy.
4. Krug, S. (2014) Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (Voices That Matter). [n.k.], Indianapolis, IN: New Riders.
5. Weinschenk, S. (2009) Neuro Web Design: What Makes Them Click. [n.k.], Indianapolis, IN: New Riders.