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Lecturer(s)
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Chrastina Tomáš, Ing.
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Brunclík Tomáš, Ing. Ph.D.
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Bílková Renáta, Ing. Ph.D.
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Course content
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Basic concepts. Social networks in terms of sociology - the principle of work and social networking. Social network phenomenon. Social network history (Myspace, Facebook, Twitter). Overview and possibilities of specific social networks. Risks associated with using social networks. Possibilities of using social networks for marketing. Possibilities of using data from social networks and their further processing. Social engineering.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
- Contact teaching
- 42 hours per semester
- Team project
- 25 hours per semester
- Preparation of a presentation (report)
- 23 hours per semester
- Independent critical reading
- 15 hours per semester
- Home preparation for classes
- 20 hours per semester
- Writing a seminar paper
- 25 hours per semester
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Learning outcomes
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The aim of the course is to acquaint students with the concepts of social networks in terms of humanistic (sociology, psychology) and also in terms of informatics as a phenomenon of our time.
A student who has successfully completed the course can: describe the basic concepts of social networking, analysis of social networks and understand their importance in relation to solving various problems; to understand the problems of social network analysis with regard to further expansion of knowledge in various economic and social areas where methods for social network analysis can be used; use methods of social network analysis for different types of tasks; exploit the potential of modern marketing tools to promote product or service sales. A student who has successfully completed the course will: perform analysis on selected software with selected dataset; propose a procedure for analysis of selected data; understand the tasks of social network analysis and is able to grasp the core of the problem; orientate in applications that are suitable for marketing support in companies. A student who has successfully completed the course is able to: Include an analytical perspective in problem solving and understand the importance of the whole issue from a greater perspective; clearly summarize the core of the problem it is forced to handle; make independent decisions on the basis of a framework assignment and successfully lead to a solution to the problem; to acquire further knowledge in the field.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Home assignment evaluation, Self project defence, Presentation
Credit will be given for participation in seminars, elaboration of assigned tasks in given deadlines, elaboration and successful defense of semestral project.
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Recommended literature
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Burešová, J. Online marketing: od webových stránek k sociálním sítím. Praha: Grada Publishing, 2022. ISBN 978-80-271-1680-5.
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Kawasaki, G., Fitzpatrick, P. Umění sociálních médií. 2017. ISBN 978-80-87673-30-0.
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Losekoot, M., Vyhnánková E. Jak na sítě. Brno, 2019. ISBN 978-80-7555-084-2.
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Lukavec, T. Jsi značka?!, aneb, Vydělávejte více online & offline tím, co milujete!. 2021. ISBN 978-80-90810.
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Miles, J. Instagram power: build your brand and reach more customers with visual influence. 2019. ISBN 978-1-260-45330-0.
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Přikrylová, J. Moderní marketingová komunikace. Praha, 2019. ISBN 978-80-271-0787-2.
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Semerádová, T., Weinlich, P. Marketing na Facebooku a Instagramu. Brno, 2019. ISBN 978-80-251-4959-1.
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Surowiecki, J. The Wisdom of Crowds. USA: Little, Brown Book Group, 2005. ISBN 978-0385721707.
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