837 Web Based Marketing

837 WEB Based Marketing

  • Study programme and level: Interdisciplinary University Study Programme in Administrative Information Science - 1st Cycle
  • 2nd or 3rd year
  • 6 ECTS
  • Course type: Elective
  • Lectures: 15
  • Tutorial: 5
  • Other forms of study: 70
  • Individual work: 90
  • Lecturer: Primož Pevcin, PhD and dr. Tina Jukić, PhD

1. Objectives and competences


  • Understands the basics of marketing
  • Is acquainted with the methods and structure to prepare marketing mix for specific product
  • Is acquainted with elements of web-site optimization for search engines
  • Understands key elements of search marketing
  • Is able to recognize marketing potentials of social media and e-mail
  • Is acquainted with key web analytics indicators
  • Is acquainted with web marketing tools


  • Is able to select appropriate web marketing channels for specific organization
  • Is able to actively participate in web marketing strategy development
  • Is able to critically evaluate web marketing approaches

2. Content

  • Basics of marketing
  • Types of marketing and specificities of web marketing
  • Marketing mix and branding
  • Definition of web marketing
  • Key areas of web marketing
  • Search engine optimization
  • Search marketing (»pay-per-click« marketing)
  • Social media marketing
  • Introduction to e-mail marketing
  • Introduction to web marketing strategy
  • Web marketing tools
  • Basics of web analytics

3. Readings

  • Kotler, Philip (2002). Marketing Management, Millenium Edition. Prentice Hall. Izbrana poglavja, 60 strani.
  • Adams, Robert L. (2015). SEO 2016 : learn search engine optimization. Milton Keynes : Lightning Source.
  • Smith, Jon (2011). V postelji z Googlom: Tehnike optimizacije spletnih strani za vrhunsko uvrstitev v iskalnikih. Založba Pasadena.
  • Smith, Jon (2011). Učinkovite spletne strani: skrivnosti zmagovalnih spletnih strani. Založba Pasadena.

4. Intended learning outcomes

Student is able to:

  • Understand the value added of marketing and methods to develop marketing mix for specific products/services
  • Describe and compare web marketing fields and its potentials
  • Define and prepare (for specific scenarios) elements of search engine optimization
  • Select and use suitable social networking site for marketing of specific organization/product/service
  • Evaluate quality of different web marketing approaches
  • Use tools for web marketing
  • Intepret key web analyitics results

5. Learning and teaching methods

  • lectures and practical work in computer laboratory 
  • case study
  • seminar work

6. Assessment

  • written or oral exam (60%)
  • seminar work (40%)