837 Web Based Marketing

837 Web Based Marketing

  • Study programme and level: University degree programme Public sector governance 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, 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

Students will understand the potentials of web marketing. They will be able to prepare web marketing strategy of organization, its products and services. They will be able to evaluate efficiency of web marketing approaches.

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 and oral presentation (40 %)