B_PH_SMO_k Social Media and Online Campaigns

NEWTON University
winter 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Julie Holendová (lecturer)
MgA. Zuzana Ondokuzmayis (seminar tutor)
MgA. Zuzana Ondokuzmayis (alternate examiner)
Guaranteed by
Mgr. Bc. Martin Peška
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PH_SMO_k/01: Sun 22. 11. 8:45–11:55 PH Učebna 12, Sun 13. 12. 13:00–16:10 PH Učebna 02, Sun 17. 1. 13:00–14:30 PH Učebna 02, Z. Ondokuzmayis
Prerequisites (in Czech)
(!B_BA_SMO_p Social Media and Online Campaigns) && (!B_BA_SMO_k Social Media and Online Campaigns) && (!B_BR_SMO_p Social Media and Online Campaigns) && (!B_BR_SMO_k Social Media and Online Campaigns) && (!B_PH_SMO_p Social Media and Online Campaigns) && (!B_PH_SMO_k Social Media and Online Campaigns)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course Social Media and Online Campaigns focuses on current issues of promotion in the online environment, which is currently one of the most sought-after promotional tools in digital marketing. The syllabus is built around today’s social media platforms, which are examined in detail both in terms of their nature as social media and as marketing tools for use in online campaigns, including the evaluation and measurement of campaign performance.
Syllabus
Main topics of the course:
1. The impact of social media on current consumer behaviour 


2. Categorisation of current social media tools and platforms 


3. Social media marketing and campaigns: Facebook 


4. Social media marketing and campaigns: Instagram 


5. Social media marketing and campaigns: X 


6. Social media marketing and campaigns: TikTok 


7. Social media marketing and campaigns: YouTube 


8. Social media marketing and campaigns: LinkedIn 


9. Social media marketing and campaigns: Pinterest 


10. Influencer marketing 


11. Blogs and vlogs 


12. Successful campaigns in the Czech Republic and abroad

Assessment methods

Graded credit (full-time study): attendance of at least 75 %, seminars, a term paper submitted electronically, its defense, and a written test


Graded credit (combined study): a term paper submitted electronically, its defense, and a written test

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/B_PH_SMO_k