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Internet in Marketing
Gabriel, Vladislav ; Jelínek, Jiří (advisor) ; Kincl, Tomáš (referee)
This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Marketing and advertising within Social software
Veselský, Štěpán ; Pavlíček, Antonín (advisor) ; Bouška, Jan (referee)
Internet users have noticed its marketing capabilities right after its creation. First, the traditional methods, well known from the classical media, have been used. Therefore, the main marketing communication channels were - mostly static - advertising banners and different press releases on web pages according to its contents. The true expansion of Internet marketing came into being with interactive websites, where its users are the main creators of its content, they can log in by their names, create their own profiles and altogether create social webs. That is websites described as Web 2.0 As time passed, various marketing tools have appeared to promote different products, to work on good relationship with customers and to offer tailor-made content to each individual. Social software gathers together huge amounts of people that want to share their lives, hobbies, favorite music etc. with the rest of the world. This way, they are a perfect place for market targeting. This work defines Social software as a part of Web 2.0, presents the most usual tools of Internet marketing and in the last part, they are shown on particular examples inside Social software.
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Enterprise SaaS application market launch
Koutný, Jiří ; Burkoň, Lukáš (advisor) ; Feuerlicht, Jiří (referee)
The goal of this work is to describe the model for providing software as a service from the perspective of enterprises, compare it with other models of providing software and present potential benefits and risks of this interesting concept. The practical part of this work includes a comprehensive guide of launching the specific SaaS application into the market. At the beginning of the work I try to define the concept of SaaS and describe its historical background. In the main chapter of the theoretical part I compare the key features of SaaS compared to traditional software in the perspective of enterprises and describe its use for specific types of applications. Theoretical part conclusion is a reflection on the future of the SaaS model, including potential problems and impacts on the ICT market. The practical part of my work describes the strategy of launching my own SaaS application called Collabim into the market. The application is used for administration and analyzing activities associated with search engine optimization (SEO). Introduction of the practical part shows the most important functions and tools of Collabim and the environment in which it has been created. Furthermore, it describes the target group, competition analysis, SWOT analysis, marketing strategy, the analysis of costs and revenues and defines the main objectives of the project. Finally I summarize current status of the project, describe the mistakes I made, and schedule all activities that must be done before Collabim market lunch. The full conclusion is devoted to the reflection on the future of the entire project.
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Efficient internet marketing with Google toolbox
Sadílek, Petr ; Stříteský, Václav (advisor) ; Podolka, Luděk (referee)
Quick growth of internet users worldwide as well as significant technological improvements has had an extensive impact on a traditional marketing communication. First part of the thesis focuses on the basic framework that would leverage the internet marketing implementation. In its second part, the Google advertising products (AdWords, Maps, YouTube) and tools(for planning, optimization and implementation) are analyzed and their role in the internet marketing process is explained and demonstrated.
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[13:10:23] Lenka Weingartová: Website auditing and its influence on competitive strength of organizations
Bacík, Jan ; Molnár, Zdeněk (advisor) ; Drašnar, Jindřich (referee)
The main purpose of this diploma thesis is to analyse the extent to which is the use of internet websites exploited by logistic companies. After executing an audit, the determined results are evaluated and some correct solutions are proposed. The diploma thesis is divided into a theoretical and a practical section. The theoretical section is concerned with essential aspects of high-quality websites. These aspects are usability, accessibility, search engine optimization, technical design and graphical design. These were the foundations for creating an audit framework, which was then used for analysing individual websites. The practical section consists of a detailed audit of a logistic company. It also contains user testing which is based on observing randomly selected respondents. After the detailed audit, the summary of individual audits follows. The output of this thesis is an overview of the website presentation quality of the logistic companies with varying size. The main contribution of this diploma thesis is a complex survey and status comparison of the logistic companies' websites.
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Analysis of PPC systems with various PPC campaigns
Seman, Vladimír ; Gála, Libor (advisor) ; Cerman, Michal (referee)
Pay per click (PPC) advertising over the past few years has gained importance and companies invest larger amounts of money into it. There are more PPC systems in the market from which to choose for advertising. Which PPC system is appropriate to use for a specific campaign? This thesis consists of four chapters (excluding introduction and conclusion). The first chapter clarifies terms, talks about the basic characteristics of the subject and gives an idea of the importance of the topic (position of pay per click in the market of internet advertising). The second chapter characterizes three PPC systems (and their principles) which the author considers to be the most important in the Slovak market. The third chapter is important for the characterisation of different types of PPC campaigns. In it the author used his own classification of PPC campaigns. Two case studies are analysed in the fourth chapter. According to them an evaluation of the suitability of selected PPC systems is made (using induction method). The first three chapters are based on an analysis of available literature, the fourth part on the author's own experiences.
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Political marketing: Analysis of the marketing strategy of Barack Obama before the presidential elections 2008
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The bachelor thesis analyses Barack Obama's pre-election campaign before the American presidential elections 2008. The first two chapters deal with theory of political marketing. The third chapter describes the specifics of American election system, which influence the pre-election campaign of the presidential candidates. The fourth chapter deals with the marketing aspects of Obama's pre-election campaign. It analysis the product "Barack Obama" with the help of SWOT analysis tools. Furthermore, it describes the target groups of the campaign and the tools Barack Obama's campaign used to target these groups. The thesis also identifies the particular marketing communication tools Barack Obama implemented in his campaign and focuses on their innovative usage. Distinctive emphasis is put on the communication with the generation millenials via the tools of internet and mobile marketing.
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Internet marketing and its use on the social web
Slavkovský, Matúš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to focus on the exploitation of Internet marketing on the social web and to find out, on the basis of a questionnaire, if there is enough attention paid to the commercials on this social web and what the attendance is. The thesis is divided into three main parts. The first part deals with the marketing mix and internet commercial. The second part focuses on social networks. The aim of the last part is the analysis of my questionnaire.
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