B_PH_TRD_p Trends in Digital Marketing

NEWTON University
summer 2026
Extent and Intensity
2/0. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Mgr. Bc. Martin Peška (lecturer)
Mgr. Bc. Martin Peška (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable
Wed 18:30–20:00 Zoom.Brno2, except Wed 25. 2. ; and Wed 15. 4. 16:50–18:20 WebinarJam
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

    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


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


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


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


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


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


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


    Topic: 8. Trends in influencer marketing
    Guest: Petr Srna
    Organization: WOO
    Role: CEO


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


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


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


    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)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PH_TRD_p