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Analysis of Tools of Digital Marketing in the Music Industry
Špicová, Jarmila ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This master thesis deals with various tools of digital marketing and their usage in the music industry. The aim of my master thesis is an analysis of available tools and then the demarcation extent of use. The main research question is What tools of digital marketing are currently most used in the music industry? I chose research methods such as observation, study documents and written questionnaire for answering this issue applied to the Czech Republic. The contribution of this work is how to make particular tools of digital marketing more effective for musicians of the Czech Republic.
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Analysis of the effectiveness of the selected marketing campaign
Harutjunjan, Ani ; Průša, Přemysl (advisor) ; Jappel, Ctibor (referee)
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Digitalni marketing a social media v "crowd-funding" kampani.
Malec, Etienne ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.
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Digital Marketing Strategy
Feťková, Jana ; Cimler, Petr (advisor) ; Zeman, Jiří (referee)
The diploma thesis deals with the digital marketing strategy for the selected company -- a real estate agency called F.O.K., s.r.o. Prešov. The main objective of theoretical part is to analyze and define the most effective ways and means of company's promotion on the Internet with an emphasis on character of the company and the specifics of the real estate market. SOSTAC method is applied to find the most effective planning of the digital marketing strategy. The practical part deals with an optimization of the existing marketing communications and advertising. As a result, the recommendation for promotion improvement are discovered and futher development for real estate agency plan is defined.
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Use of digital marketing tools in the music industry
Štěpánková, Lucie ; Riedlbauch, Václav (advisor) ; Pešek, Ondřej (referee)
The thesis titled "Use of digital marketing tools in the music industry" focuses on digital marketing and digital music and their mutual relationship. The aim is to describe the possibilities of digital marketing in today's music industry and explore the hypothesis that the Internet and digital music fundamentally affect modern music industry and thus the marketing of music artists and their work. The first part describes the transformation of the Internet into its present form. It also describes digital marketing, its history, tools and significant trends. The second defines the music industry and explain its structure and the change, which it is currently undergoing, due to the advent of digital music. The third part presents the analysis of individual digital music distribution and marketing tools.
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Affiliate marketing and the affiliate program analysis in the Czech company
Veselý, Jan ; Procházková, Markéta (advisor) ; Sajko, Michal (referee)
Bussinessmen, companies and traders put money into advertising. But they require these ads to bring the desired effect -- i.e. new customers, sales, revenues. Affiliate marketing allows exactly all of that. The objective of this diploma thesis is to describe the affiliate marketing (kind of performance advertising on the internet) from the perspective of the advertiser and further evaluate affiliate marketing as a suitable form of promotion for a particular Czech company. There will also be the affiliate program analysis, its realization and description of affiliate program management.
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Marketingové nástroje: Vývoj a implementace v sociálních médiích
Bubela, Oleksandra ; Cook, Gina (advisor) ; Lhotáková, Markéta (referee)
The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Bearings of consumers for guerilla instruments
Chuová, Trang ; Pešek, Ondřej (advisor) ; Pauknerová, Daniela (referee)
Bachelor thesis deals with the various trends in marketing communications with more focus on guerilla marketing. The main objective is to present and apprise of the various trends and identify view of consumers for classic forms of advertisement and the new non-traditional forms such as guerrilla marketing, which are more using for address the target groups.
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