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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Lorková, Kristína ; Luhan, Jan (oponent) ; Chalupský, Vladimír (vedoucí práce)
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
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Application of Project Management Methodology on Foreign Market Entry
Lorková, Kristína ; Chovanec, Dávid (oponent) ; Smolíková, Lenka (vedoucí práce)
The thesis analyses foreign market entry prospects for product line TATRATEA. Its trademark is owned by the company Karloff Ltd.. To pursue the main goal, the thesis suggests the use of project management methodology. This helps to achieve a better control over the deliverables, time and resources. The critical part of thesis consists of analysis of Canadian market where an interest in the product line has arisen and of pre-project preparation.
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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Lorková, Kristína ; Luhan, Jan (oponent) ; Chalupský, Vladimír (vedoucí práce)
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
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Application of Project Management Methodology on Foreign Market Entry
Lorková, Kristína ; Chovanec, Dávid (oponent) ; Smolíková, Lenka (vedoucí práce)
The thesis analyses foreign market entry prospects for product line TATRATEA. Its trademark is owned by the company Karloff Ltd.. To pursue the main goal, the thesis suggests the use of project management methodology. This helps to achieve a better control over the deliverables, time and resources. The critical part of thesis consists of analysis of Canadian market where an interest in the product line has arisen and of pre-project preparation.
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