B_PH_SMO_p Social Media and Online Campaigns

NEWTON University
winter 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Julie Holendová (lecturer)
MgA. Zuzana Ondokuzmayis (lecturer)
Ing. František Zjevík, DiS., MSc. et MSc. (seminar tutor)
Guaranteed by
Mgr. Bc. Martin Peška
Centre for Marketing – Academic Department – NEWTON University
Timetable
each odd Wednesday 9:40–11:10 WebinarJam
  • Timetable of Seminar Groups:
B_PH_SMO_p/01: each even Thursday 16:50–18:20 PH Učebna 03, except Thu 10. 12. ; and Thu 10. 12. 16:50–18:20 PH Učebna 02, F. Zjevík
B_PH_SMO_p/02: each even Thursday 18:30–20:00 PH Učebna 03, except Thu 10. 12. ; and Thu 10. 12. 18:30–20:00 PH Učebna 02, F. Zjevík
B_PH_SMO_p/03: each even Thursday 13:30–15:00 PH Učebna 03, F. Zjevík
B_PH_SMO_p/04: each even Thursday 15:10–16:40 PH Učebna 03, except Thu 10. 12. ; and Thu 10. 12. 15:10–16:40 PH Učebna 02, F. Zjevík
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_p