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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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Optimalization and Promotion of Web Presentation via Internet
Šetek, Martin ; Molnár, Zdeněk (advisor) ; Svoboda, Jiří (referee)
This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.
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The usefulness of Pay-Per-Click internet advertising campaign in marketing strategy of company
Černý, Jakub ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
This paper is focused on analysis of internet advertising and its role in marketing communication. The paper determines general methods and instruments of internet marketing and describes internet advertisement in comparison with traditional advertising media. In more detail the paper is focused on description and explanation of effect of Pay-Per-Click advertisement campaigns. The options of their usage and recognized differences are explicated by practical instance of marketing strategies of real companies.
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Reklamní kampaně na internetu
Bludská, Kateřina ; Stříteský, Václav (advisor) ; Škardová, Miroslava (referee)
Diplomová práce řeší problematiku reklamních kampaní na internetu. Podrobně se věnuje pay-per-click reklamě v internetových vyhledávačích a reklamě ve srovnávačích cen (shopping comparison engines). V práci je popsána tvorba, správa i optimalizace reklamní kampaně v těchto dvou druzích internetové reklamy. Práce poskytuje jak pohled teoretický, tak zahrnuje i praktické zkušennosti z oboru. V závěru práce je nastíněna možná interakce těchto dvou druhů online reklamy.
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