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Market launch of the brand FTB.cz through social network Facebook
Hradil, Radek ; Halík, Jaroslav (advisor) ; Laurin, Ivo (referee)
The objective of the thesis is to assess the potential of Facebook as a sole tool for intruduction of small, internet brand into the market and to assess advantages and disadvantages of using Facebook as an exclusive communication tool. The thesis consists of four parts. First part outlines brand creation theory and basic of strategy brand management, second part describes social media and social networks, third part focuses on Facebook and its marketing tools and part four provides description and analysis of introduction of the brand "FTB.cz" into the market using the tools and methodology described in chapters one to three.
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Viral marketing on the Internet
Štverák, Martin ; Šalamon, Tomáš (advisor) ; Svatoš, Oleg (referee)
Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The main benefit of the thesis is to provide basic information about viral marketing, an overview of the use of Facebook services for viral marketing and viral analysis of running applications and their resulting knowledge.
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Application of Marketing on Social Networking Websites
Voves, Jiří ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
Social networking websites experience a noticeable expansion in the recent years. They became a daily routine for young people around the world. Nowadays, the most popular social networking site is Facebook attaining currently over 300 million users. Networking sites also offer valuable marketing possibilities for companies and for presentation of their services. Online marketing is facing a new development on these websites. It enables the company to communicate with its customers on a more personal level and at the same time supports a viral spreading of a commercial message. Even in the Czech Republic the Facebook is the most visited social networking site -- the number of its Czech users has already reached 1.7 million users. The correct social network marketing in the Czech Republic is in its early beginnings and companies are thus mostly merely getting familiar with it and learn how to use it effectively.
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Political marketing: Analysis of the marketing strategy of Barack Obama before the presidential elections 2008
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The bachelor thesis analyses Barack Obama's pre-election campaign before the American presidential elections 2008. The first two chapters deal with theory of political marketing. The third chapter describes the specifics of American election system, which influence the pre-election campaign of the presidential candidates. The fourth chapter deals with the marketing aspects of Obama's pre-election campaign. It analysis the product "Barack Obama" with the help of SWOT analysis tools. Furthermore, it describes the target groups of the campaign and the tools Barack Obama's campaign used to target these groups. The thesis also identifies the particular marketing communication tools Barack Obama implemented in his campaign and focuses on their innovative usage. Distinctive emphasis is put on the communication with the generation millenials via the tools of internet and mobile marketing.
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Social networking as a form of commercial presentation of companies
Mňahončáková, Jana ; Stříteský, Václav (advisor) ; Uhlíř, Martin (referee)
Commercial usage of social networking is one of the most discussed topic in marketing these days. There are two general ways how to use social network -- to built communities of social networks' users and to advertise in classic display advertising. Czech companies do not place social network to their communication mix so often as foreign ones. They still have to learn how to create the most effective strategy and how to communicate with users. The most important is the activity and interaction. Only then the campaign can reach the communication goals.
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Internet marketing and its use on the social web
Slavkovský, Matúš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to focus on the exploitation of Internet marketing on the social web and to find out, on the basis of a questionnaire, if there is enough attention paid to the commercials on this social web and what the attendance is. The thesis is divided into three main parts. The first part deals with the marketing mix and internet commercial. The second part focuses on social networks. The aim of the last part is the analysis of my questionnaire.
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How to recruite and retain quality workers in the ICT business
Čermák, Tomáš ; Kleibl, Jiří (advisor) ; Stříteský, Marek (referee)
The thesis is focused on describing the procedures through which organizations can acquire and retain high-quality long-term workers in the ICT sector. Most of the described procedures can be easily transfered to other industries. Brand new approaches that can be applied in the process of recruitment, are discussed as well, specifically, the possibility of using online social networks such as Facebook, LinkedIn or Twitter. Outsourcing is another, fairly new option of acquiring employees. An example of such a service is oDesk. The following part of the work describes the processes that are used in recruitment and retaining the skilled employees in the Unicorn company, which is the major producer of software in the Czech Republic. Despite Unicorn`s long-term achievements and experience in implementing the various human resources management and other related activities in order to acquire and maintain high-quality employees, the author was able to formulate specific proposals and recommendations that may contribute to their further improvement and streamlining. These recommendations are subject to the final part of the thesis.
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New trends in internet marketing communication -- social network Facebook
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Zimová, Štěpánka (referee)
Theme of my bachelor thesis is "New trends in internet marketing communication -- social network Facebook". Theoretical part is focused on describing those new trends -- like viral marketing, Web 2.0 and it's major tools (social media, RSS, wikis, social networks). And also I try to set the shift from old to new media into context of wider economical changes. Important source of information were books and works of Mark Earls about "herd" substance of human behavior as well as Seth Godin's PULL principle. On those two, I wanted to show important features of internet and how it is changing the communication between people and companies. In practical part I went through possible ways of marketing communication on platform of social network Facebook. Important role play banners, Facebook Beacon and in the future Engagement Ads. Their biggest strength is the ability to target commercial messages to audience very precisely. But there are also indirect forms of communication channels like Facebook Pages or Facebook Groups on Facebook. These are based on enthusiasm of fans of the brand and for companies they offer great source of insights and data for marketing research or even place for co-creation with their loyal customer core. Last, but according to many marketers very potential, forms of marketing on Facebook, are applications with incorporated brands. These applications are very fast growing business. Facebook seems to be very popular and engaging medium to address especially young audience, that doesn't pay so much attention to old means of communication.
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Community web services and their business usage
Lapotka, Aliaksandr ; Raška, Ondřej (advisor) ; Zakharenkava, Sviatlana (referee)
The bachelor thesis deals with the community web services and their business usage. It is divided into four parts. The first part is an introduction in which it discussed the issue and derivation of the community web services, on what they are based. The second part of the thesis is an about accessibility and the usability of the web services. Part of the chapter are graphic features, functionality and selection of the address of website service. Another part is based on the classification of web services, a description of social networks as one of the elements of community services. An example of the Facebook is used for a wider understanding of the possibilities of community web services. Also in this section are analyzed the future and the development of web services. One of the most interesting part of the bachelor thesis is the last fourth part. It is about the development phase, ensuring the good will and image of the community web services.
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