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Marketing on-line tourism strategy of the Region of South Bohemia
MACHART, Ondřej
The main objective of this thesis is to identify current tools of online marketing communication of South Bohemia region in the field of tourism and evaluate their performance and efficiency of use. A secondary objective is to design a strategy for online marketing communication of South Bohemia region as a tourist destination using the latest trends and technologies.
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Comparison shopping as a way to increase sales on the Internet
Fojtík, Tomáš ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
This bachelor thesis deals with a part of the Internet services, that's known as comparison shopping. Comparison shopping services on the Internet describes from a theoretical point of view but also from a practical point of view. Introduction to Internet marketing enriches by the acquired data and points to the importance of marketing mix in the context of a price comparison. The concept of price comparison is evaluated on the basis of practical experience from user perspective and in terms of vendor. This work shows, how the comparison shopping works in real world, what problems it has, what solutions are possible to do and suggests one of the potential way to future extensions. Based on the data and analysis explains the chosen corporate strategy. Using publicly available data and information collected by Google Analytics to evaluate the current status of comparison shopping on the internet. One part of this work is about introducing a new price comparison shopping service. Describes detailed the situation of Czech comparison shopping services in comparison with the new service introduced. Finally compares the measured metrics from the newly established service with the competition.
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Analysis of usage of the internet in a language agency
Vyleťalová, Tereza ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
This bachelor thesis deals with an analysis of usage of the internet in a selected private language agency. The first part is focused on internet development and advantages and disadvantages that come with personal internet usage and internet usage by companies. There is being put an emphasis on individual categories of internet advertising and sales support that represent a part of internet communication mixture and that stand for one of many possibilities of self-presentation of language agencies. Practical part of this thesis compares a concrete language agency with other competitive agencies. The last chapter deals with analysis of individual internet tools that selected language agency actively uses. Closing part of this analysis investigates other internet suggestions that could strengthen competitiveness and familiarity of the selected language agency.
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The Commercial Use of Social Networks
Veverka, Lukáš ; Žamberský, Martin (advisor) ; Bruckner, Tomáš (referee)
This thesis demonstrates the possibility of commercialization of social networks. First, author briefly describes selected social networks and shows the development of users preferences, in each country, on the world map. Author compares social networks by the number of registered users, according to the position of server and daily unique turnout. Situation in Czech Republic and the social network Facebook are described more extensively. Next chapter is devoted to work of marketing used on social networks and new opportunities to target advertising. Described are the possibilities of presentation and advertising models on social network site Facebook, which we show to illustrate the using of the online store. The last part of the work shows us practical example of use of online store Kartellshop.cz, possibilities of presentations, community building, advertising campaign and web site links to social networks.
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Interactive media in the Czech Republic
Peterka, František ; Král, Petr (advisor) ; Raška, Ondřej (referee)
This paper is divided into 3 parts. First part defines the interactive media and describes particular types of internet and mobile media. The second part is focused on interesting projects in the Czech Republic, which offer new possibilities of internet and mobile advertising. The last part describes the project www.golfeurope.cz and its starting campaign with using the interactive media.
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Affiliate Marketing
Hesoun, Jan ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
This bachelor's thesis focuses on the topic of online affiliate marketing from the perspective of an internet entrepreneur. In the first, theoretical part, it characterizes the affiliate marketing, describes different, significant affiliate solutions in the Czech market and opportunities for their implementations. In the second, practical part, it concentrates mainly on an affiliate program of a company called GameLeader, s.r.o. It analyses expectations of the business from the implementation of the affiliate program and evaluates if the expectations have been met. The data obtained from marketing campaigns of gaming internet magazine Zing.cz, which is a part of the affiliate program of the organisation, is analysed in the last part of the bachelor's thesis. Finally, it formulates general recommendations for implementation and configuration of marketing campaigns in an affiliate program, based on examined data.
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The role of the internet in marketing
Benešová, Petra ; Průša, Přemysl (advisor) ; Plachý, Pavel (referee)
The aim of this thesis is to assess the role of the internet in marketing, focusing predominantly upon commercial communications. Its theoretical part characterizes briefly the marketing mix on the internet and gives detailed analysis of online communications, reporting on their advantages, disadvantages, efficiency and importance of particular kinds. The practical section introduces my business analysis in the field of nutritional counseling and it also describes the utilization of the internet for marketing purposes. Subsequently the attitude of internet users towards selected internet advertisement is elicited using the method of questionnaire. Results of this thesis could provide recommendations for companies who are using the internet for their business and for self-promotion.
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Internet advertising as a marketing tool
Šolín, Petr ; Krsek, Libor (advisor) ; Horný, Stanislav (referee)
This bachelor thesis deals with online advertising as a marketing tool. The aim of this thesis is a proper understanding of the concept of internet advertising and a summary of unwritten rules and recommendations of internet advertising for firms. A theoretical part deals with the marketing mix as an important element of marketing, continued by explaining the concept of online advertising and its three integral parts. These parts consist of search marketing, text ads, billboards. Each of these parts has got a separate chapter explaining concept's essence. At the end of the theoretical part there are models of paying for advertising discussed as well as tools for a measurability of online advertising. A practical part is broken down into two parts. The first part consists of a selection of companies, which are tested by Google Analytics. Results are shown in the examples and clearly interpreted. The second part consists of an evaluation of marketing research. The results are used together with data from measurement to evaluate the hypotheses. Then there are written rules and recommendations as I have mentioned above.
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Regulation of internet advertising
Jánová, Jitka ; Švarc, Zbyněk (advisor) ; Vrzáček, Jiří (referee)
The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.
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Internet marketing and new trends
Babec, Martin ; Štědroň, Bohumír (advisor) ; Fidler, Petr (referee)
Internet population in Czech republic and its segmentation. Development of advertisement spending into internet. Types of internet advertising in the Czech republic. New trends of internet marketing (social networks, geolocation services, mobile marketing). Proposal of low-cost marketing campaign on internet (using wide range of communication channels of internet marketing).
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