Original title: Internet v marketingu
Translated title: Internet in Marketing
Authors: Gabriel, Vladislav ; Jelínek, Jiří (advisor) ; Kincl, Tomáš (referee)
Document type: Master’s theses
Year: 2008
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Tato práce charakterizuje pojem internet marketing a popisuje jeho jednotlivé složky (search engine marketing, internetová reklama, PR na internetu, e-mail marketing a jiné). Dále popisuje možnosti využití internetu v marketingu a nové formy komunikace na internetu. Výdaje do reklamy na internetu neustále rostou, stejně jako počet uživatelů. S růstem subjektů na trhu vysokých škol se zvyšuje konkurence a je třeba, aby se vysoká škola chovala jako tržní subjekt včetně aplikace marketingu. Cílem této práce je analýza a návrh komunikační strategie Fakulty managementu Vysoké školy ekonomické v Praze při využití poznatků z teoretické části. V praktické části bude identifikována cílová skupina, sestavena zpráva a vybrána komunikační cesta. Dále bude sestaven časový harmonogram činností a rozpočet. This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
Keywords: Advertgaming; Affiliate Marketing; E-mail Marketing; Internet Marketing; Marketing 2.0; Marketing of University; Online Advertising; Online Direct Marketing; Online Public Relations; Search Engine Marketing; Social Media Marketing; Viral Marketing; Advertgaming; Affiliate marketing; E-mail marketing; Internet marketing; Internetová reklama; Marketing 2.0; Marketing univerzit; Online direct marketing; Online public relations; Search engine marketing; Social media marketing; Virální marketing

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/20663

Permalink: http://www.nusl.cz/ntk/nusl-16633


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses