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Use of online marketing
LEFAN, Radek
The aim of this thesis is to evaluate the current utilization of online marketing in a selected subject and to develop specific recommendations for innovation. The collaborating entity for this research is LH PARKHOTEL****Hluboká nad Vltavou. The first part of the thesis consists of a literature review, providing fundamental concepts for the addressed issue. The second part outlines the methods employed to obtain necessary data, including content analysis, questionnaire survey, and individual interview with the company manager. Content analysis was conducted based on publicly available information and provided internal information. A total of 106 respondents participated in the questionnaire survey, aimed at gaining insight into respondents' attitudes and opinions on various marketing tools in the context of accommodation selection. Subsequently, individual interview was conducted to gather insights from the company manager regarding online marketing and its management within the selected subject. Analysis of the obtained data revealed that the most effective online marketing tools for the selected subject are websites and the portal Booking.com. These results were corroborated by both the company manager and the questionnaire survey results, where respondents selected websites as the most used source of information and Booking.com as the most used platform for accommodation selection. Additionally, suboptimal management and the overall state of social media were identified, which play a significant role in today's context, as confirmed by respondents in the questionnaire survey. Hence, the selected subject does not fully exploit the potential offered by social media. Therefore, steps have been proposed to enhance social media management to reach a wider customer base.
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Proposal of Online Marketing Communication for an Emerging Company
Mošťková, Božena ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The master thesis is focused on the online marketing communication of the newly established company Argana Cosmetics, s.r.o., with the aim of improving their online marketing communication. The theoretical part of the thesis defines the basic marketing background. The practical part includes company introduction and its environment together with the analyses from the theoretical part and the questionnaire survey, the results of which are used in the third part. The final part is focused on suggestions and recommendations that could lead to the improvement of the company's online marketing communication.
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Analysis of online promotion tools used during launch of the new hotel
Kotnová, Lucie ; Kvítková, Zuzana (advisor) ; Jenčková, Jiřina (referee)
My master s thesis deals with the newly opened luxury boutique hotel COSMOPOLITAN, situated in Prague, and its services. The work analyzes the online promotion tools used during launch of the new hotel. The master s thesis is divided into seven parts. The first part describes basic terms in the tourism and in the hotel industry. The second chapter is focused on the first and the second part of the Life cycle of the product in general. The third chapter describes basic online promotion tools. The fourth part is about three important companies in relation to the hotel COSMOPOLITAN - Special Tours, Zlatnická a F&B Solutions. Fifth part describes the hotel COSMOPOLITAN and its basic and additional services. In the sixth chapter, there is an analysis of the present situation of the hotel COSMOPOLITAN after being 6 months on the market. Last part evaluates the results of the on-line promotion and distribution tools of the hotel, including the application of the Google Analytics.
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Online Marketing Tools
Čermák, Michal ; Pilař, Ladislav (advisor) ; Tereza, Tereza (referee)
This master's thesis deals with online marketing tools of the chosen company Makro Cash & Carry ČR. The aim of this thesis is to analyse the current online marketing tools, to point out the weak points and to propose recommendations leading to more effective internet marketing.
The theoretical part focuses on online marketing as itself, from search engine optimisation to PPC advertising systems. Importance is also placed on new trends in online marketing, such as social networking and other forms of sales promotion. Final chapter is dedicated to measurability of results from analytical tools for tracking campaigns.
The practical part analyses the online marketing tools of the chosen company and submit recommendations from it.
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