Syllabus

Ternopil Ivan Puluj National Technical University

Каф. комп'ютерних наук

Internet marketing

syllabus

1. Educational programs for which discipline is mandatory:

# Educational stage Broad field Major Educational program Course(s) Semester(s)
1 bachelor's 12. Інформаційні технології 122. Комп’ютерні науки та інформаційні технології (бакалавр) 1 1

2. The course is offered as elective for all levels of higher education and all educational programs.

3. Information about the author of the course

Full name Strutynska Iryna
Academic degree PhD
Academic title Assoc. Prof.
Link to the teacher`s page on the official website of the University http://library.tntu.edu.ua/personaliji/a/s/strutynska-iryna-volodymyrivna/
Е-mail (in the domain tntu.edu.ua)

4. Information about the course

Study hours structure Lectures: 16
Practical classes: 0
Laboratory classes: 32

Amount of hours for individual work: 68
ECTS credits: 3
Teaching language english
Form of final examination credit
Link to an electronic course on the e-learning platform of the university https://dl.tntu.edu.ua/bounce.php?course=5468

5. Program of discipline

Description of academic discipline, its goals, subject of study and learning outcomes

The purpose of the discipline "Internet Marketing" is to form knowledge and practical skills of students in the basics of Internet marketing. Much attention is paid to the practical work of students on personal computers using a variety of digital platforms and tools.
The task of the discipline is to provide students with knowledge of the basic theoretical principles and practical methods of promoting information products, which are necessary for information technology professionals, to teach students to understand the specifics of business processes and business models of IT products; to develop students' ability to independently analyze the product, to choose the right technologies and tools to promote the product (service) on the market.

Contents of the academic discipline

Lectures (titles/topics)

Topic 1. Internet marketing: the essence, definitions, history and trends, features of the profession of Internet marketer
Topic 2. Portrait of the client. Forming and managing a sales funnel to increase business efficiency.
Topic 3. Integration of offline and online marketing. Strategic planning of Internet marketing.
Topic 4. Search marketing (Search engine marketing (SEM). Search engine optimization (SEO-optimization). Internet-advertising (contextual, banner, media, etc.).
Topic 5. Analytical marketing (Web analytics)
Topic 6. Social media marketing (SMM).
Topic 7. Basics of mobile marketing. Email marketing. Reputation management and Internet branding. Analysis of the effectiveness of Internet marketing tools.

Laboratory classes (topics)

L.W 1. Internet marketing: the essence, definitions, history and trends, features of the profession of Internet marketer
L.W 2. Portrait of the client. Forming and managing a sales funnel to increase business efficiency.
L.W 3. Integration of offline and online marketing. Strategic planning of Internet marketing.
L.W 4. Search marketing (Search engine marketing (SEM). Search engine optimization (SEO-optimization). Internet-advertising (contextual, banner, media, etc.).
L.W 5. Analytical marketing (Web analytics)
L.W 6. Social media marketing (SMM).
L.W 7. Basics of mobile marketing. Email marketing. Reputation management and Internet branding. Analysis of the effectiveness of Internet marketing tools. Chatbot development

Learning materials and resources

[1] Mooradian, T.A. Strategic Marketing. 2011. Prentice-Hall International Inc.
[2] Brown, C (2007). The complete guide to Google advertising . United States: Atlantic Publishing . p27-30.
[3] Chaffey, D. & Ellis-Chadwick, F., 2012. Digital Marketing: Strategy, Implementation and Practice. 5 ed. Harlow: Pearson Education Ltd.
[4] GHI 2009, “Advantages of Using LinkedIn for Professional Networking” [Online] Available at: http://www.greenhostit.com/company/green-blog/96-social-media/336-linkedin-advantages-business-networking
[5] Katina, B. (2013). The Advantages of Webinar. Available: http://www.ehow.com/list_7495125_advantages-webinar.html. Last accessed 18 Dec 2013.
[6] Lusted, M (2011). Social Networking. Minnesota: ABDO Publishing. 89-92.
[7] SWG 2011, ‘’The Advantages of Organic SEO Over Pay-Per-Click Advertising’’ [Online] Available at: http://southernweb.com/2012/01/organic-seo-over-pay-per-click-advertising/
[8] Ward, E & French, G (2013). Ultimate guide to link building: How to build backlinks, authority and Credibility for Your Website, and Increase Click Traffic and Search Ranking. UK: Entrepreneur Press. 17-20.

6. Policies and assessment process of the academic discipline

Assessment methods and rating system of learning results assessment

The final semester grade consists of the sum of points obtained by the student during the intermediate (modular) controls of the level of theoretical knowledge (for the first and second modules) and the points obtained for laboratory work.
Based on the material of each of the two modules, testing is conducted in an e-learning course on the distance learning server dl.tntu.edu.ua.


Table of assessment scores:

Assessment scale
VNZ
(100 points)
National
(4 points)
ECTS
90-100 Excellent А
82-89 Good B
75-81 C
67-74 Fair D
60-66 E
35-59 Poor FX
1-34 F
Approved by the department
(protocol №
on «
»
y.).