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The implementation of the marketing strategy and the impact of redesign on the eshop el-ka.cz
Kofroň, Jakub ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.
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Marketing communication of small size business on the Internet
Knápková, Kamila ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
In the thesis I focus on selected instruments of internet marketing which are suitable for small size companies. The terms internet advertising and internet sales promotion instruments are explained in the first chapter. Sufficient part of the thesis is dedicated to the rules of webpage creation and the means of their optimization for search engines (SEO) as well as to the options of their attendance measuring (Google Analytics).The second chapter is focused on the concept of content marketing and in particular on its practical use in business for the improvement of business performance of the company. I will present the social networks that are appropriate for the broadcast of created content. The last chapter is the outcome of previous two chapters. The theoretical findings are applied in the present case on specific company-drevozesveta,s.r.o. All the recommendations arising from the analysis of present marketing communication of the company are consequently applied to the creation of the webpages of the new brand of the company drevozesveta, s.r.o.-Nábytek ze světa.In the conclusion of the chapter I compare the success rate of both mentioned web pages based on selected parameters.
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Internet marketing of a tradesman
Pérková, Eva ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.
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Electronic books and their use in Czech higher education system
Barvíková, Martina ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The goal of the thesis is to formulate suggestion to Czech universities regarding publication of textbooks and academic texts in electronic formats. The thesis also provides a general view of the Czech ebook market -- the history, formats and digital right management of ebooks are described. The process of ebook elaboration and reading devices with their pros and cons are also mentioned. The comparison of world and Czech ebook and etextbook market is emphasized and the availability of Czech etextbooks and academic text in Czech higher education institutions is mapped. The hypothesis that Czech students' demand for etextbooks is sufficient for profitable etextbook elaboration by Czech higher education institutions in the way that prevents from illegal sharing of content and violating of authorial laws is examined.
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Selected project methodologies in practice
Hubová, Mária ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This thesis deals with the practical use of project methodologies in real business. Basic concepts of methodology, project management, project cycle and project roles are defined in the theoretical section as well as two concrete project methodologies. The practical part are these theoretical aspects bridged into practice and daily business on examples of specific projects. Afterwards their real use in practice is evaluated and compared.
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Online Communication Analysis of the Czech Centres and Proposal for a New Online Communication Strategy
Jelínková, Adéla ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The diploma thesis aims to analyze the online communication of the Czech Centres and propose a new strategy of its online communications. The theoretical part is focused on the usage of different internet marketing techniques, popular online communication channels and new trends in this field. Principles of cultural diplomacy are explained briefly to reveal the background and the mission of the Czech Centres. The core of the work is in the detailed description of the institution's online communication mix and analysis of its main competitors -- Slovakian, Polish and Hungarian Institutes. Research conducted by the author explores the attitude and opinion of employees on related topics. The thesis is concluded with the SWOT analysis and proposal for a new strategy of online communication. It sets goals, target groups and based on that suggest changes in the usage of online communication channels. The thesis strives to answer where the current position of the Czech Centres in the online world is and suggests improving it by strategic use of online channels, web redesign and increased activity on social networks.
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The analysis of the effectiveness of affiliate marketing on the market with flight tickets
Spolek, Jiří ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis deals with the area of affiliate marketing from the sight of the affiliate seller and also from the sight of the affiliate company. In the theoretical part the notion affiliate marketing is characterized and fundamental subjects of affiliate marketing are defined. Furthermore, there is outlined dilemma of the affiliate companies, which deal with affiliate sales of flight tickets in Czech Republic. In the practical part the pieces of knowledge from the theoretical part are applied and in conjunction with the results from the defined hypothesis are set recommendations, which increase the efficiency of the affiliate marketing both on the side of affiliate seller and on the side of the affiliate company.
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E-learning support for teaching seniors
Ščotková, Zlatica ; Benáčanová, Helena (advisor) ; Topolová, Ivana (referee)
The purpose of this bachelor thesis is creating an electronic course (tutorial) for The University of the Third Age on University of Economics in Prague. The thesis is metaphorically joining topics like information and communication technology and education in it's own theme. Before creating the tutorial, it is necessary to explain the term e-learning. Therefore the thesis is divided into two parts: theoretical and practical. The main contribution of this thesis is creating a specific electronic course for students of The University of the Third Age using up-to-date programs, uploading the course on the Internet (specifically YouTube server), course presenting to the students and explanation of the term e-learning itself in the context of modern times at e-learning.
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Business intelligence and data warehouse problem
Kopalová, Pavlína ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
In my bachelor's degree work I'm dealing with relatively new discipline Business Intelligence. I'm focused mainly on data warehouse problem. On their creation, maintenance and effectiveness. I deal with data warehouse as headstone for BI applications. In my work, I'm focused on data warehouse creation, effectiveness and how to maintenance. In practical part, I'm describing and evaluating creation of data warehouse in company Nutricia, a.s. I was personally part of the project and I'm using the learning I have experienced during this period. In my work, I try to identify all sorts of data sources. As conclusion, I'm evaluating overall effectiveness of data warehouse and I have tryed to suggest some rules, which I recommend to follow.
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Social media monitoring
Švejnohová, Tereza ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The objective of the thesis is to provide a recommendation of the optimal procedure for the effective use and monitoring of social media based on measuring the performance of social media profiles, as well as a recommendation for the effective management of presence on social networks. The objectives of the thesis are to be achieved by the methods of observation, comparison and case study. The theoretical part includes a general interpretation of the concept of social media and the types of products for their management and monitoring. The practical section deals with case studies and social media measurement in practice.
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