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Online marketing of a chosen organisation
HRONOVÁ, Lenka
This thesis is focused on usage of online marketing in the language school CC School of languages. The aim of this work is to analyze and evaluate current state of online marketing in a chosen organisation and design a plan of online marketing for the next period. Whole thesis is divided into three parts. In the first part, all the important terms related to marketing and online marketing are explained. Practical part is mainly focused on the web page of the company and its social networks. Web page research was performed using questionnaire survey and Google Analytics tool. Social network Facebook was analyzed based on the data from Page Insights tool. The Facebook advertisement was analyzed using Facebook Ads manager. Next part of the thesis deals with YouTube server. In this case, the data was collected using the YouTube Analytics tool. Furthermore, all the costs of online marketing of this company are declared in the practical part. Based on the acquired results from previous analysis, possible adjustments and new tools for better functioning of online marketing were designed.
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Applying digital marketing for start-up development
Zadáková, Diana ; Procházková, Markéta (advisor) ; Čermáková, Senta (referee)
This Bachelor thesis is devoted to digital marketing and its use for the development of a new fitness portal ClassPoint.cz. The theoretical part deals with internet marketing, or digital marketing and its influence on marketing strategy and tactics. The work focuses on online communication, which, due to massive use of the Internet and digital technology, has created a separate communication mix. The work deals with all online communication tools (advertising, PR, sales promotion, direct marketing) and evaluates its benefits for the company. The practical part describes application of content marketing and PR in social media for the development of the start-up ClassPoint.cz. Two main targets were to increase on-line traffic for the portal and to broaden awareness among population. In the conclusion chapter the fulfillment of the goals using Google Analytics is discussed and recommendations for the future direction of the development of the portal are outlined.
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Marketing communication of company Shoptet with focus on the online channels
Štěpka, Lukáš ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The Bachelor thesis analyzes possibilities for marketing communication of Shoptet (e-commerce developing company) via online channels which are mainly used because of the industry the company operates in. The task of the thesis is to offer a comprehensive look at this wide topic, whose importance has been growing and all companies regardless of their size use it. The author tries to grasp this area, which is currently diversifying into smaller sub-sections, as a one and show the connections between the sub- sections. The first part briefly sums the theory of marketing communications in general and subsequently applies those theories on the company. Descriptive method is used for analyzing various channels and marketing techniques that the company uses in its communications, and puts them into the context of general trends and knowledge in this area. The aim is to create a coherent description of marketing communications, including assessment of its level, which is applicable to the planning and evaluating the communication of other comparable entities.
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Marketing communication of cultural Institutions in the District of České Budějovice
Pouzarová, Jana ; Halada, Jan (advisor) ; Orban, Karol (referee)
This bachelor thesis deals with the topic of marketing communication of cultural organisations in the district of České Budějovice. It is concerned with the four most significant cultural institutions in the district, which are also the biggest in the region in their sphere of activity, namely Jihočeské divadlo, Jihočeské muzeum, Alšova jihočeská galerie and Jihočeská komorní filharmonie. Taking into account the multitude of changes that have taken place in given subjects recently, the period for analysis was determined to be the years 2014 and 2015. The thesis is divided into four parts. The first section defines concepts of marketing, it describes the marketing mix, its instruments and the specifics of cultural marketing. Next part of the work defines given organisations in terms of their history, structure and recent changes. The third part is concerned with detailed analysis of communication activities of these organisations and it specifies applied instruments of marketing communication. Using SWOT analysis it reveals both strong and weak points of communication of these institutions, their opportunities and threats. The last section includes the comparison of communication of these four subjects, as well as summarized findings in the field of marketing communication of cultural institutions...
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Role of Facebook in TEFL at the Second Level of Primary Schools
Hodková, Barbora ; Dvořák, Bohuslav (advisor) ; Ficza, Tomáš (referee)
This diploma thesis focuses on the role of social network Facebook in the process of English teaching and learning at the second level at Czech primary schools. The theoretical part concentrates on the methodology typically used in TEFL during 20th and 21st century, online teaching and learning as well as communication, describes the history and development of Facebook and deals with the question of online safety. The practical part firstly informs the reader about the development of the research procedure, states the aims and describes the research background. Secondly it deals with the data collection, assessment and evaluation and presents the results acquired from the research. The research was designed to reveal the possible benefits of the use of Facebook in the TEFL process; it consisted of a questionnaire and two types of observation performed by the author of this thesis.
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Online communication of start-ups: Case study Designeros
Ulmanová, Zuzana ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The thesis deals with online communication and case study of a start-up Designeros. It is an online gallery of design products. Designeros owns a number of significant community pages. The first part describes the term start-up and its history. Moreover there are examples of successful start-ups both from czech and global market. The author describes their contribution to community as well as communication channels used by Designeros for marketing purposes. Second part describes company and its founders, foundation and development as well as its situation on the market. This part also includes quantitative analysis of used communication channels. For this purpose author uses free analysis tools and results examine critically. Findings from analysis are used during creating recommendations for future communication activities. Their main purpose is to improve existing communication of Designeros and help to spread brand awareness.
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Anonymity as a Special Issue of a Chat Crisis Intervention
Široká, Zuzana ; Stretti, Sylvie (advisor) ; Cimrmannová, Tereza (referee)
The main topic of this thesis is crisis intervention that is focused on the topic crisis intervention. As a specific feature that is associated with this phenomenon is anonymity. Anonymity includes both theoretical part and a practical part. For this thesis are used domestic resources and foreign resources. Rich source of information are students' thesis that frequently deal with this topic. The practical part consists of a qualitative research focused on a semi-structured questionnaire with workers on a child helpline - Linka bezpečí. The aim of this thesis is to investigate how anonymity affects the communication with the client from the perspective of consultants of Linka bezpečí.
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