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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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E-mail marketing
Jurnečková, Jana
The thesis deals with e-mail marketing. It focuses on identifying factors that affect the behavior of users of e-mail and newsletter subscribers. It evaluates the role of e-mail marketing as a part of communication mix of companies and e-shops, current trends, e-mail campaigns, e-mail marketing software provider. To study the behavior of users of e-mail and newsletter subscribers a questionnaire survey was conducted on a sample of 610 respondents and in-depth interviews (n = 30). Content analysis was used to analyze electronic commercial communication. The results allowed to formulate recommendations for creation of e-mail campaigns of e-shops, Internet shops and other companies.
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Optimalizace online marketingové strategie pro internetový obchod
Kašíková, Kateřina
Kašíková, K. Optimization of online marketing strategy for online shop. Bachelor thesis. Brno: Mendel University, 2019. In the Bachelor's thesis digests optimization of online marketing proposal for an actual online shop. The proposal is based on competition analysis and an analysis of the current online marketing strategy. There are also cost calculation for the specific recommendations.
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Marketing Communication
Buršík, Dominik ; Kruljacová, Anna (referee) ; Schüller, David (advisor)
Bachelor’s thesis focuses on efficiency of selected online marketing tools used by company Jazyková škola Jílek. The fundamental concepts of communication mix are explained in the first chapter. The correction of the communication plan, leading to the increase in brand awareness and to the enhancement of sales, is based on the analysis and evaluation of current online marketing tools.
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Digital marketing on the B2B market.
MARTINÁK, Petr
The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.
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Effects of message design and content on the performance of email marketing campaigns
Miadoková, Miroslava ; Koudelková, Petra (advisor) ; Huněk, Filip (referee)
Diploma thesis deals with the influence of the selected attributes of e-mails. Based on the previous research and results they should change the behaviour of the recipients. In the theoretical part author will explain the e-mail and its issues as one of the tools used in new media. The closer focus will be given to the optimalization of e-mails as it will be used for the basis of research. The practical part identifies what features of content and design of email marketing significantly influence the level of public engagement. The methodological basis of research is quantitative method. To test the results of hypotheses a technique of A/B testing will be used. The test focused on selected features will be sent and monitored on the sample of Czech subscribers of the cosmetic company. The results will be measured using the click through rate and the value of the purchases made.
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Email marketing RunCzech Running League
Hižová, Katarína ; Halada, Jan (advisor) ; Hrabánková, Markéta (referee)
The aim of this diploma thesis is to analyse current status of the RunCzech Running League e- mail marketing, based on acquired theoretical knowledge and author's experience with creation of automated e-mail campaigns to design an automated welcome series and implement it by means of MailChimp. The theoretical part provides a comprehensive overview of e-mail marketing, optimization and automation of e-mail campaigns. The subject of the analysis is not only to evaluate the success of the implemented welcome series and to compare the performance metrics achieved with the metrics of standard promotional e-mails sent by the company, but also to evaluate the impact of the welcome campaign on the behaviour and loyalty of its' recipients.
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Analysis and design of the online marketing strategy for the company AQT.sk
Múdry, Daniel ; Průša, Přemysl (advisor) ; Veleba, Karol (referee)
The diploma thesis deals with the online marketing strategy and online activities of the company AQT.sk. The aim of the thesis is to analyze this strategy, individual tools and activities that the company uses and to propose further steps to improve the performance and efficiency of online marketing as a component of the communication mix. Theoretical part briefly describes the development of online marketing and at the same time presents in detail individual online marketing tools and their possibilities. In the practical part of the thesis is processed situation analysis, which is focused on the market, competition and customers of AQT.sk. The main part of the thesis is the analysis and evaluation of its current online marketing activities, followed by proposal of a new online marketing strategy based on the See-Think-Do-Care framework with specific recommendations for individual online channels.
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The Influence of Copywriting on E-mail Newsletters Effectiveness
Malecha, Matěj ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor's thesis describes the influence of copywriting on email newsletter effectiveness. The theoretical part is dedicated to circumscribing the role of copywriter, specifying the value of copywriter's work and summarising available linguistic means for producing commercial texts. Given the interdisciplinary character of the topic, the thesis is mainly based on literature covering topics such as theory of communication, creativity research, linguistics, rhetoric, e-mail marketing and professional literature for copywriters and marketers. At the beginning, copywriting is set into the context of theory of communication followed by a brief description of the creative process and linguistic means strengthening persuasive effect, such as stylization, arguments and rhetorical figures. Specific recommendations adapted from professional literature are supplemented with the available findings of the scientific studies that tested them. In the last section of the theoretical part, the developmental process of commercial communication is described in seven steps. The practical part examines the hypothesis that the texts written by a copywriter are more successful in satisfying given goals than those written by an amateur. The case study at the end includes an interpretation of the results of two split...
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Plan for improvement of internet marketing of chosen engineering company
Pokorný, Zdeněk ; Hinčica, Vít (advisor) ; Olšanová, Květa (referee)
The objective of this bachelor thesis is to evaluate the contemporary usage of internet marketing by company POKORNY, spol. s r. o. and at the same time to suggest its possible further development. Within contemporary usage of internet marketing is analysed company's website on the basis of its overall quality, content and its statistical values. In connection to company's website is subsequently analysed its optimization for search engines as well. Furthermore the thesis analyse usage of 2 social networks, which are Facebook and LinkedIn. Afterwards the thesis suggest possible further development of company's internet marketing which includes recommendation to eliminate discovered current deficiencies and suggestions to start using new available tools. The result of these recommendations should be better competitiveness of the company.
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