B_PH_ECD_k E-commerce and Digital Business

NEWTON University
summer 2026
Extent and Intensity
0/10. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
MgA. Zuzana Ondokuzmayis (lecturer)
MgA. Zuzana Ondokuzmayis (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PH_ECD_k/01: Sun 15. 2. 8:45–11:55 PH Učebna 04, Sun 15. 3. 8:45–14:30 PH Učebna 04, Z. Ondokuzmayis
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course is focused on providing a comprehensive overview of e-commerce and digital business. Students will become familiar with how the digital environment functions, including key concepts, relationships, and principles underlying the online sale of services and products, from the tools used to marketing and communication strategies in the online environment.

Emphasis is placed on understanding the interconnections between individual areas of e-commerce, particularly the role of digital marketing, its main channels, their specific characteristics, and principles of operation. Students will learn to correctly distinguish between individual disciplines, understand their purpose, and grasp the logic of their application within the overall digital business context.

Upon completion of the course, students will gain a solid orientation in e-commerce and online marketing, understand the fundamental principles of digital entrepreneurship, and be able to think about online projects in broader strategic contexts. The course serves as a foundation for further, more in-depth development of knowledge and skills in specific areas of digital marketing and e-commerce.

Syllabus
  1. Introduction to E-commerce and Digital Business
  2. The Online Customer and Purchasing Behavior
  3. Business Models in E-commerce and Digital Entrepreneurship
  4. Website and E-shop as Sales Tools
  5. Digital Marketing: PPC – Overview of Channels and Their Roles (Part 1)
  6. Digital Marketing: PPC – Overview of Channels and Their Roles (Part 2)
  7. Digital Marketing: B2B Campaigns
  8. Social Media: Content and Online Campaigns (Part 1)
  9. Social Media: Content and Online Campaigns (Part 2)
  10. Email Marketing and Its Impact
  11. Data, Metrics, and Performance Evaluation
  12. AI and Marketing: Risks, Pitfalls, and the Reality of Digital Business
Literature
  • VYHNÁNKOVÁ, E; LOSEKOOT, M. Jak na sítě: ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. ISBN 978-80-7555-084-2.
  • BUREŠOVÁ, JITKA. Online marketing: od webových stránek k sociálním sítím. Praha: Grada Publishing, 2022. 288 s. ISBN 978-80-271-1680-5.
  • KARLÍČEK, Miroslav a kol. 2. Aktualizované vydání Marketingová komunikace. Praha: Grada Publishing, 2016. 224 s. ISBN 978-80-247-5769-8.
  • PASTIER, Michal, Žlutá kniha budování značky. Praha. MediaRey, SE, 2023, 608 s. ISBN 978-80-908768-6-6
  • BYRON, Sharph, Jak se budují značky: Co obchodníci nevědí, Praha, Via, 2025, 248 s,ISBN 978-80-277-4397-1
  • PŘIKRYLOVÁ, Jana, 2. Aktualizované vydání Moderní marketingová komunikace, Praha Grada Publishing, 2019, 344 s. ISBN 978-80-271-0787-2
Assessment methods

Graded credit in the form of a written test.

A semester project focused on the analysis of current trends and risks in the online environment.

Length: 2–3 standard pages.

Submission format: DOC / DOCX.

Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PH_ECD_k