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On-line marketing strategy of start-up project e2shop.cz
Németh, Petr ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The main objective of this thesis is to propose an on-line marketing strategy of start-up project e2shop.cz. The thesis itself consist of three parts. The first part presents theoretical framework of commercial communication with focus on on-line communication. The second part describes the basic principles of e2shop.cz project and its functionality. The last parts consists of the strategy itself that is based on thorough analysis of external factors, market and competition using PESTEL, SWOT and TOWS schemes. The strategy contains of target group, objectives and tools definistion. Implementation plan and budget are included as well.
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On-line marketing of energy companies
Zemanová, Daniela ; Syrovátka, Oldřich (advisor) ; Kaška, Nikola (referee)
The target of thesis is to outline the situation of on-line marketing of energy companies and through questionnaire research to discover whether communication with the energy companies through social networks for constant and potential clients is interesting, or what mades it attractive. The thesis should be a kind of a pilot survey in the area of marketing communication between energy companies and their clients.
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Product launch to eCommerce market in Procter & Gamble, s.r.o.
Macků, Milan ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
Dissertation provides to a reader deep understanding of a product launch to eCommerce market. Theoretical part deals mainly with modern process of business model generation, while application part contains on-line marketing tools analysis, eCommerce principles in general, deep landscape assessment of Czech eCommerce market and finally real case study from Procter & Gamble company regarding launch of top brands to eCommerce market in Czech Republic.
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New trends in Internet marketing
Diblíková, Kateřina ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
Diploma thesis deals with a role of the new medium -- the Internet. The thesis describes historical development of the Internet wordwide, in the Czech republic and analyzes the situation of Internet users in current czech enviroment. It shows a potential growth of global Internet users until the year 2030. A special attention is applied on the current trends of Internet marketing including e-mail marketing, SEM, banners, blogs and viral marketing. The aim of the diploma thesis is to uncover new trends in on-line marketing -- mobile and video marketing, social networks, location based marketing, virtual worlds, discount portals and others. This theoretical data are used in the case study recommanding appropriate usage of Internet marketing tools for REAL HAPPY HOME, Ltd.
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Marketing strategy for the company providing videoconferencing
Procházková, Magda ; Střížová, Vlasta (advisor) ; Forman, Martin (referee)
For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.
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On-line marketing forecast
Dvorská, Monika ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
This document deals with new on-line marketing developments and their forecast. It is divided into three parts, whereas the first one describes particular types of traditional advertisement media and assess their pro-and-con. It focuses also on methods that we are meet with in the on-line world technologies. The second part analyses new on-line marketing developments, outlines the ways and means that are provided by the newest technologies, shows the potential of social web sites and the possible ways to use the contests. It also deals with web TV and its benefits from the marketing point of view. The third part is to outline the development of the on-line marketing, namely related to the traditional media and under itself. The prognosis is made by own experiences, opinions of skilled managers and conferences that are concerned with this topic. At the end of the document there are the possible barriers for development of the online marketing including the legislative ones.
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