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Creation and evaluation of a low-cost internet marketing campaign for an online educational product
Bělík, Pavel ; Topolová, Ivana (advisor) ; Čarek, Jiří (referee)
This bachelor thesis concerns with creation, execution and evaluation of an internet marketing campaign for a small project in the early stage of development. This project is called Hard-Work and it is present at the mathematic state school-leaving exam market. The goal of this thesis is to gather enough data and information for the purpose of creating a set of recommendations for the next marketing campaigns with higher budget. The data will be gathered by evaluating the conducted Facebook, YouTube and E-mail low-cost campaigns. The structure of this thesis is divided into four sections. Section one deals with the theoretical knowledge of basic - both online and offline - marketing principles. Section two analyses the researched market. Third section is a draft of the three-part low-cost campaign and the last part evaluates the specific parts of the drafted campaign based on the real customer response. All the important recommendations are included in the Conclusion at the end of the thesis.
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Analysis of marketing communication of City Partner Hotel Atos on social networks
Pípal, Jan ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis focuses on the hotels marketing communication in the field of social networks. Social networks and their marketing communication are described in the theoretical part. Another point of the theoretical part is characteristic of current widely used social networks, which are the most important for the hotels. Practical part deals with the analysis of performed activities made by hotel Atos on social networks in comparison with higher cartegory competitive hotels. Recommendations and suggestions for the most effective usage of the marketing communication on social networks for defined categories of hotels are formulated on the bases of the analysis.
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The power of social networking sites in the international environment
Kochová, Kateřina ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This Bachelor thesis called The power of social networking sites in the international environment analyses the power of new so could cial platforms from global perspective with the help of insights into the past, analysing the current situation and forecasting the future developments. The aim of this thesis is to form recommendations for an effective utilization of the power of social networks based on the assessment of the impact of selected campaigns on social networks and comparison of the usage of social networking sites in selected countries. The first chapter looks into the origins of social networking sites and their characteristics. The second chapter shows how this power is given and which future impacts on the usage of social networking sites could social networks have on the international environment, even if we have to change our habits. In the third chapter the impacts of selected marketing campaigns are analysed, and in the fourth, a user survey of social networking sites was taken in three selected countries (Czech Republic, France and United Kingdom).
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Deployment of mobile devices in a company
Šimůnek, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This thesis provides methodological instructions enabling companies to deploy mobile technologies in an enterprise in such a way that all the necessary areas like technology vendors, platform or issue of governance and security are taken into consideration. The key principle of the methodology is to minimize costs and focus on achieving business goals. The thesis is built on usage of theoretical approaches combined with an experience of companies which have already deployed mobile technologies.
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Management and creation of processes within a project collection of documentation from branches and their subsequent optimization
Čermáková, Alena ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This bachelor thesis deals with process and project management, definition and optimization of processes in the customer´s favor and necessity of proper and sufficient internal and external communication. The thesis includes individual chapters of the theoretical part, which is continuously supplemented by practical examples of the described project. By such a chosen concept I am trying to point out how the theory is used in practice and what consequences may arise if some acts accessed only formally. The aim is to pay attention to errors of the watched project and suggest suitable optimization based on the findings of the project. Subsequently shortcomings generalize and suggest management recommendations that eliminate bottlenecks and risks during the project and the creation of new processes.
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The implementation of the marketing strategy and the impact of redesign on the eshop el-ka.cz
Kofroň, Jakub ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.
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Marketing communication of small size business on the Internet
Knápková, Kamila ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
In the thesis I focus on selected instruments of internet marketing which are suitable for small size companies. The terms internet advertising and internet sales promotion instruments are explained in the first chapter. Sufficient part of the thesis is dedicated to the rules of webpage creation and the means of their optimization for search engines (SEO) as well as to the options of their attendance measuring (Google Analytics).The second chapter is focused on the concept of content marketing and in particular on its practical use in business for the improvement of business performance of the company. I will present the social networks that are appropriate for the broadcast of created content. The last chapter is the outcome of previous two chapters. The theoretical findings are applied in the present case on specific company-drevozesveta,s.r.o. All the recommendations arising from the analysis of present marketing communication of the company are consequently applied to the creation of the webpages of the new brand of the company drevozesveta, s.r.o.-Nábytek ze světa.In the conclusion of the chapter I compare the success rate of both mentioned web pages based on selected parameters.
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Internet marketing of a tradesman
Pérková, Eva ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.
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Electronic books and their use in Czech higher education system
Barvíková, Martina ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The goal of the thesis is to formulate suggestion to Czech universities regarding publication of textbooks and academic texts in electronic formats. The thesis also provides a general view of the Czech ebook market -- the history, formats and digital right management of ebooks are described. The process of ebook elaboration and reading devices with their pros and cons are also mentioned. The comparison of world and Czech ebook and etextbook market is emphasized and the availability of Czech etextbooks and academic text in Czech higher education institutions is mapped. The hypothesis that Czech students' demand for etextbooks is sufficient for profitable etextbook elaboration by Czech higher education institutions in the way that prevents from illegal sharing of content and violating of authorial laws is examined.
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Selected project methodologies in practice
Hubová, Mária ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This thesis deals with the practical use of project methodologies in real business. Basic concepts of methodology, project management, project cycle and project roles are defined in the theoretical section as well as two concrete project methodologies. The practical part are these theoretical aspects bridged into practice and daily business on examples of specific projects. Afterwards their real use in practice is evaluated and compared.
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