B_PH_TRD_k Trends in Digital Marketing

NEWTON University
summer 2026
Extent and Intensity
0/10. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Mgr. Bc. Martin Peška (lecturer)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PH_TRD_k/01: Sat 14. 2. 8:45–10:25 PH Učebna 12, Sun 19. 4. 8:45–11:55 PH Učebna 03, 13:00–16:10 PH Učebna 03, M. Peška
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course introduces students to current approaches, innovations, and emerging trends in the field of digital marketing. It focuses on key topics that are essential for understanding contemporary digital communication practices and the management of marketing activities. The course content reflects students’ needs and integrates theoretical knowledge with its practical application. Particular attention is paid to areas such as digital marketing trends in the context of consumer behavior, the development and dynamics of social media, change communication within organizations, trends in web analytics, issues of cybersecurity and privacy protection, as well as other current topics influencing the digital marketing environment. The course is designed as practice-oriented and is delivered through lectures led by the course guarantor and guest speakers from industry. Leading experts in digital marketing are involved in the teaching process, providing students with up-to-date insights, real-life case studies, and practical experience.
Syllabus

Date: 11 February 2026
Topic: 1. Introduction to the course and trends in the application of behavioral science in digital marketing
Guest: Martin Peška
Organization: Newton University
Role: Lecturer

Date: 18 February 2026
Topic: 2. Trends in social media
Guest: Martina Vaculíková
Organization: Fragile
Role: Head of Social Media

Date: 25 February 2026
Topic: 3. Digital marketing trends from Google’s perspective
Guest: Jakub Fiala
Organization: Google
Role: Retail Industry Head

Date: 4 March 2026
Topic: 4. Trends in digital media buying: what can be purchased programmatically today
Guest: Gabriela Keprtová
Organization: Proficio
Role: Programmatic Team Leader

Date: 11 March 2026
Topic: 5. Trends in native advertising
Guest: Miloš Uldrich & Adam Pešek
Organization: Seznam
Role: Data and Research Manager

Date: 18 March 2026
Topic: 6. Trends in the use of LLMs in digital marketing
Guest: Dušan Smoljak
Organization: Acomware
Role: COO

Date: 25 March 2026
Topic: 7. Trends in online PR
Guest: Jakub Křenek
Organization: Adison
Role: Creative Strategist

Date: 1 April 2026
Topic: 8. Trends in influencer marketing
Guest: Petr Srna
Organization: WOO
Role: CEO

Date: 8 April 2026
Topic: 9. Trends in digital video advertising
Guest: Lucie Mifková
Organization: Pickerly
Role: Head of Media

Date: 15 April 2026
Topic: Student presentations (via Zoom)
Guest: Martin Peška
Organization: Newton University
Role: Lecturer

Date: 22 April 2026
Topic: Student presentations (via Zoom)
Guest: Martin Peška
Organization: Newton University
Role: Lecturer

Date: 29 April 2026
Topic: Student presentations (via Zoom)
Guest: Martin Peška
Organization: Newton University
Role: Lecturer

Literature
  • BROWN, Danny and Sam FIORELLA. Influence marketing: how to create, manage, and measure brand influencers in social media marketing. Indianapolis, Indiana: Que, 2013. ISBN 0-7897-5104-6.
  • GOOGLE, Google. Digitální garáž. [online]. 2016. Dostupné z: https://digitalnigaraz.withgoogle.com/.
  • HALLIGAN, Brian. Inbound marketing : attract, engase, and delight customers online. New Jersey: Hoboken: Wiley, 2014. 198 s. ISBN 978-1-118-89665-5.
  • IAN, Daniel. E-commerce Get it Right! : Essential Step-by-step Guide for Selling & Marketing Products Online. Leigh, United Kingdom: Neurodigital, 2012. 228 s. ISBN 978-0-9565-2620-5.
  • YOUNG, Miles. Ogilvy o reklamě v digitálním věku. Praha: Svojtka Co., 2018. ISBN 978-80-256-2159-2.
  • SCOTT, David. Affiliate Marketing: Step By Step Beginner Guide For Making Money Online. Amerika: CreateSpace Independent Publishing Platform, 2017. 76 s.
  • STERNE, Jim. Artificial Intelligence for Marketing: Practical Applications. New Jersey: Wiley, 2017. 344 s. ISBN 978-1-11-940633-4.
  • TOMAN, Miloš. Intuitivní marketing pro 21. století. Praha: Management Press, 2016. 163 s. ISBN 978-80-7261-399-1.
  • OTTOCOPY, Ottocopy. Piště jako Copywriter [online]. [online]. 2016. Dostupné z: http://ebook-zdarma.
Assessment methods
The course is completed with a graded credit. The requirements for obtaining the credit include the fulfillment of ongoing study obligations and the submission of a credit assignment, including its presentation and defense. Specific requirements will be defined by the lecturer during the first course meeting.
Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
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