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Internet Marketing
Major: Marketing
Code of Subject: 6.075.01.E.106
Credits: 5
Department: Marketing and Logistics
Lecturer: Sofiya.V. Leonova, associate professor, Department of Marketing and Logistics
Oksana.S.Dovhun, assistant, Department of Marketing and Logistics
Semester: 7 семестр
Mode of Study: денна
Learning outcomes:
Student should:
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
Required prior and related subjects:
Prerequisites: Marketing, Informational systems and technologies in management;
Co-requisites: Quality management of products; SRM-systems.
Co-requisites: Quality management of products; SRM-systems.
Summary of the subject:
The essence and role of Internet marketing in today's society. Types of Internet marketing and their structure. The effectiveness of Internet marketing tools and opportunities for their identification. Media advertising and its characteristics. The mechanisms of formation the context advertising. Search Engine Marketing and the role of SEO. The features of popular social networks promotion. Direct marketing using e-mail, RSS. Viral Marketing: risks and prospects. The essence Internet - branding.
Recommended Books:
1. Севостьянов Иван Олегович. Поисковая оптимизация. Практическое руководство по продвижению сайта в Интернете. — СПб.: «Питер», 2010. — 240 с.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
Assessment methods and criteria:
Current control (30%): tasks solution, oral questioning;
Final assessment (70% exam): exam control work.
Final assessment (70% exam): exam control work.
Internet Marketing
Major: Marketing
Code of Subject: 6.075.02.E.117
Credits: 5
Department: Marketing and Logistics
Lecturer: Sofiya.V. Leonova, associate professor, Department of Marketing and Logistics
Oksana.S.Dovhun, assistant, Department of Marketing and Logistics
Semester: 7 семестр
Mode of Study: денна
Learning outcomes:
Student should:
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
Required prior and related subjects:
Prerequisites: Marketing, Informational systems and technologies in management;
Co-requisites: Quality management of products; SRM-systems.
Co-requisites: Quality management of products; SRM-systems.
Summary of the subject:
The essence and role of Internet marketing in today's society. Types of Internet marketing and their structure. The effectiveness of Internet marketing tools and opportunities for their identification. Media advertising and its characteristics. The mechanisms of formation the context advertising. Search Engine Marketing and the role of SEO. The features of popular social networks promotion. Direct marketing using e-mail, RSS. Viral Marketing: risks and prospects. The essence Internet - branding.
Recommended Books:
1. Севостьянов Иван Олегович. Поисковая оптимизация. Практическое руководство по продвижению сайта в Интернете. — СПб.: «Питер», 2010. — 240 с.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
Assessment methods and criteria:
Current control (30%): tasks solution, oral questioning;
Final assessment (70% exam): exam control work.
Final assessment (70% exam): exam control work.
Internet Marketing
Major: Marketing
Code of Subject: 6.075.04.E.141
Credits: 5
Department: Marketing and Logistics
Lecturer: Sofiya.V. Leonova, associate professor, Department of Marketing and Logistics
Oksana.S.Dovhun, assistant, Department of Marketing and Logistics
Semester: 7 семестр
Mode of Study: денна
Learning outcomes:
Student should:
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
Required prior and related subjects:
Prerequisites: Marketing, Informational systems and technologies in management;
Co-requisites: Quality management of products; SRM-systems.
Co-requisites: Quality management of products; SRM-systems.
Summary of the subject:
The essence and role of Internet marketing in today's society. Types of Internet marketing and their structure. The effectiveness of Internet marketing tools and opportunities for their identification. Media advertising and its characteristics. The mechanisms of formation the context advertising. Search Engine Marketing and the role of SEO. The features of popular social networks promotion. Direct marketing using e-mail, RSS. Viral Marketing: risks and prospects. The essence Internet - branding.
Recommended Books:
1. Севостьянов Иван Олегович. Поисковая оптимизация. Практическое руководство по продвижению сайта в Интернете. — СПб.: «Питер», 2010. — 240 с.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
Assessment methods and criteria:
Current control (30%): tasks solution, oral questioning;
Final assessment (70% exam): exam control work.
Final assessment (70% exam): exam control work.
Internet Marketing
Major: Marketing
Code of Subject: 6.075.03.E.129
Credits: 5
Department: Marketing and Logistics
Lecturer: Sofiya.V. Leonova, associate professor, Department of Marketing and Logistics
Oksana.S.Dovhun, assistant, Department of Marketing and Logistics
Semester: 7 семестр
Mode of Study: денна
Learning outcomes:
Student should:
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
to know: the principles of marketing mix use on the Internet; the features of target audience attraction through the company's website and online advertising; peculiarities of usage the content marketing in promoting the company's website; the role of SEO in optimizing of online advertising; direct marketing, viral marketing and its roles;
be able to: to implement the strategy development of company promotion through the Internet, including the concept of shaping the promotion through communication channels such as social media, e-mailing, information resources, etc.; implement the differentiation of business models depending on the type of market on which the company operates: B2B or B2C market.
Required prior and related subjects:
Prerequisites: Marketing, Informational systems and technologies in management;
Co-requisites: Quality management of products; SRM-systems.
Co-requisites: Quality management of products; SRM-systems.
Summary of the subject:
The essence and role of Internet marketing in today's society. Types of Internet marketing and their structure. The effectiveness of Internet marketing tools and opportunities for their identification. Media advertising and its characteristics. The mechanisms of formation the context advertising. Search Engine Marketing and the role of SEO. The features of popular social networks promotion. Direct marketing using e-mail, RSS. Viral Marketing: risks and prospects. The essence Internet - branding.
Recommended Books:
1. Севостьянов Иван Олегович. Поисковая оптимизация. Практическое руководство по продвижению сайта в Интернете. — СПб.: «Питер», 2010. — 240 с.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
2. Брайан Халлиган, Дхармеш Шах. Маркетинг в Интернете: как привлечь клиентов с помощью Google, социальных сетей и блогов = Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). — М.: «Диалектика», 2010. — С. 256
3. Байков Владимир Дмитриевич. Интернет: поиск информации и продвижение сайтов. — Санкт-Петербург: «БХВ-Санкт-Петербург», 2000. — С. 288.
4. Голик В.С. Эффективность интернет-маркетинга в бизнесе. — Дикта, 2008. — С. 196.
5. Эрик Энж, Стефан Спенсер, Рэнд Фишкин, Джесси Стрикчиола. SEO. Искусство раскрутки сайтов. — БХВ-Петербург, 2014. — С. 668.
6. Ральф Ф. Уилсон. Планирование стратегии интернет-маркетинга = Planning Your Internet Marketing Strategy. — М.: Издательский Дом Гребенникова, 2003. — С. 264.
Assessment methods and criteria:
Current control (30%): tasks solution, oral questioning;
Final assessment (70% exam): exam control work.
Final assessment (70% exam): exam control work.