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Analysis of social media as a marketing tool for Prague companies focusing on the sale of clothing and footwear
Duong, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of this thesis is to provide an analysis of use of social media as a marketing tool, and epsecially to find out, how an average Prague-based company focusing on the sale of clothes and footwear operates on social media. Furthemore, I evaluate online presence of these companies on social media and how they communicate with their customer base. This thesis reacts to a huge rise in popularity of social media and their use to build a brand. My target group are Prague-based companies focusing on the sale of clothes and footwear. I chose this field as I wanted to study a field that is very diversified. My findings can serve as information on the current competitive environment in the field and region in question as well as to help companies to catch up with their competition.
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Marketing strategy for an eLearning platform
Protchenko, Angelina ; Lukeš, Martin (advisor) ; Mareš, Jan (referee)
The primary purpose of this Bachelors thesis is to develop a marketing strategy, demonstrating how the new website can be developed and marketed online. The thesis is divided into theoretical and practical parts. The theoretical part provides an overview on planning a marketing strategy for a new business in general. It involves definitions and process of marketing, describes a marketing plan structure in detail, outlines main components of the marketing mix and illustrates the process of creation and promoting a website. Then the practical part refers to applying theory to practice. In the practical part is examined the market for the website, are identified potential customers and are analyzed the main competitors. Furthermore, this part highlights the key promotional tools to market the website online and estimates the websites first sales at the introduction stage.
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Analysis online communication of RunCzech running series in compared to foreign marathons
Machytka, Matěj ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
The main object of this thesis is to examine, evaluate and suggest improvements for online communication of Prague International Marathon together with the largest Czech series of road races, RunCzech. In order to pursue this goal, I have conducted a survey among 158 runners. In the theoretical part, the basics of marketing, branding and consumer buying behaviour are mentioned. Great attention is paid to marketing in the online environment, especially on social networks. For the conclusions of my work, I also use internal data of RunCzech, which was provided to me by the company. In addition to internal data and interviews with RunCzech marketers, I also conducted a content analysis of RunCzech profiles on Facebook and Instagram to find their shortcomings. RunCzech races are also compared to major international races such as the Virgin Money London Marathon and the Boston Marathon.
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Suppliers and producers of information and its targeting towards user-customer via social networks
Rousková, Zuzana ; Papík, Richard (advisor) ; Pilecká, Věra (referee)
Database vendors, producers and information services suppliers are aware of trends in technology and marketing since they have been established entities of information market for decades. Thus it was inevitable that these major players would exploit the latent potential of social media and networks. They have achieved this by creating social network communities, which vary wildly in size from dozens to tens of thousands of users. Being an integral part of communication activities these groups have become important platform for direct contact with users. The contact mainly comprises targeted addressing and support in provided information services. Powered by TCPDF (www.tcpdf.org)
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Social media marketing of database vendores and information suppliers
Rousková, Zuzana ; Papík, Richard (advisor) ; Němečková, Lenka (referee)
(anglicky) Database vendors and information suppliers are traditional and historically the main components of the information industry. The arrival of internet and its services, including current trends such as social media and networks, has changed and enriched information behaviour, channels and marketing strategies between information suppliers and user. Although the information industry subjects as database vendors are traditional in their marketing strategies, their engagement in social media marketing is proactive and developing. The exploration confirmed that 10 of 12 examined subjects actively develop these channels and support them.
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The marketing usage in the social media
Bečvaříková, Tereza ; Šlerka, Josef (advisor) ; Zbiejczuk, Adam (referee)
Diploma thesis "The marketing usage in the social media" deals with the application of the social media in the marketing communication. My target is to create a comprehensive outlook on social media in marketing promotion. What are the most commonly used tools of social media marketing? Which forms of promotion does it offer? How to use these tools correctly? Is the promotion that uses social media effective? How big is its role in the current communication and how do the clients understand the social media marketing? The thesis is divided into two parts. The theoretical one describes the basic definitions of terms for my thesis. Later in the thesis, I am explaining the position of marketing in media and what new elements it has brought. I do this throurgh mapping of the online and social media marketing and promotion resources. Another section of the theoretical part is devoted description of selected social media. As an own contribution to my practical part of diploma thesis, I conducted my own research. It was done in a form of qualitative research, more complex open-ended questions, focused on a smaller group of respondents intended to detect the advantages and disadvantages of the use of social media in current marketing. The conslusion of my thesis deals with the results of my research. Here...
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Digital Marketing Strategies - Combination of Digital Media Channels
Turazová, Barbora ; Klimeš, David (advisor) ; Huněk, Filip (referee)
The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...
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Použití sociálních média pro propagaci vzdělávacích služeb
Kolomatskyi, Artem ; Pavlíček, Antonín (advisor) ; Havlík, Jan (referee)
The aim of the thesis is to analyze the influence of the promotion in the social media for educational services. Current work covers all the definitions and overviews of the literature that is relevant for the understanding of the chosen topic. Theoretical data was followed by the examples of implementation of tools that could help the enterprises to promote the goods and services on the local market. The practical part of the thesis is standing on the research of the business that provides educational services in Ukraine and how investments in the development of social media tools are showing the rise of the sales for the company. I consider my work to be helpful in understanding all crucial areas in social media marketing. The aim of this study is to offer valuable insights into the development campaign process that would help Meat Studies to attract more students to educational services of the company.
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Communication strategy of Huawei on social media
Slavičínský, Jaroslav ; Machek, Martin (advisor) ; Stříteský, Václav (referee)
The goal of this master's thesis is to analyse current communication of Huawei on social media and to compare it with its competitor Samsung. Subsequently, the communication strategy will be created, which might be used as a guideline for Huawei's social media communication. The thesis is divided into two main parts - theoretical and practical. The importance of Internet marketing and social media marketing are described in the theoretical part as well as characteristics of selected social media. The practical part contains the analysis itself, comparison with Samsung and the recommended communication strategy to improve the current state of Huawei's social media presence.
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The Proposal of Company Marketing Strategy
Pelán, Radim ; Kreps, Jakub (referee) ; Kaňovská, Lucie (advisor)
The key goal of my bachelor’s diploma thesis is to suggest a marketing plan of the eshop Brašničky.cz owned by the company OPTIMAL TWIN s.r.o. In the first part the thesis is focused on the theory of the marketing and online marketing. The second part is dedicated to the processes in the company, analysis of the marketing activities of the e-shop during the year 2013 and insights into the website traffic. The third part is focused on the suggested changes and improvements of the marketing strategy for 2014 with the return of investments taken into the account.
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