|
|
Online marketing of a chosen company
Šnajdr, Radek ; Zamazalová, Marcela (advisor) ; Jaroš, Jiří (referee)
The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.
|
|
|
Postmodernism and marketing. Community marketing
Josková, Markéta ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focuses on the definition of the term postmodern marketing in the area of marketing literature. The postmodern marketing aims adaptation of innovative marketing strategies to specific changes in society and consumer behavior. In this context, there are introduced concepts as tribality, hyperreality, fragmentation or increased activity during the perception of consumers etc., in order to demonstrate described changes. Because the postmodern marketing is closely linked to the symbolism and meanings of consumption, this thesis includes the application of specific semiotics approaches and brand development with an emphasis on the fact that the brand itself is made up of sum of aspects, such as the logo or products, but its value is also constructed by meanings with which consumers associate the brand. The next part is devoted to community marketing and communication via social networking sites such as progressive approach that is able to connect the issues of the previous chapters (reaction to changes in society and consumers' requirements and space for the construction of the symbolic value of the brand). The summary of these individual components is described in the conclusion, in the case study analysis from ILP in order to examine whether it is possible to build a successful marketing...
|
|
|
Social Media Marketing of The Faculty of Informatics and Statistics VŠE Prague
Vitinger, Aleš ; Basl, Josef (advisor) ; Mazouch, Petr (referee)
The main goal of this thesis is to analyze possibilities of social media marketing and its use for the purposes of FIS VŠE. The analysis covers social networking sites and their evolution, including description of current major social networking sites. The marketing potential of social networking sites is analyzed in the second part of general analysis with special attention to specifics of Czech market and use of social networking sites in Czech republic. There was a competitive analysis done as a base for the formulation of social media marketing strategy of FIS VŠE. The competitive analysis compares other Czech technical universities and describes the position of FIS VŠE in comparison with those. Another analysis was made comparing foreign top technical universities to find and describe best practices in social media marketing that could be used in the strategy for FIS VŠE. Findings of both analyses were used in formulation of Social media marketing strategy of FIS VŠE which offers a framework for the work of social media team. The strategy is prepared in a brief form of 6 documents. The basic documents and processes are covered by an interactive tool prepared using Google Spreadsheet. This tool is ready to use by the social media team. Other parts of the strategy cover Rules, Metrics and Content tips. The strategy can be adopted as a whole or used to inspire and adopt only smaller parts.
|
guest ::
