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Proposal of Business plan of Digital agency with emphasis on the marketing part
Bartoš, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
The goal of this bachelor thesis is to create a business plan detailing the establishment of a digital agency. The theoretical part first establishes the term business and the procedures connected to founding a company in the Czech republic. Furthermore, it explains the purpose of a business plan and describes its structure. It also focuses on various tools and methods of digital marketing, which shall be used by the newly founded digital agency. The practical part is dedicated to formulating a specific business plan. In order to gain a better understanding of the target group, a survey in the form of a questionnaire was conducted. This data, together with SWOT, SLEPT and Porter's Five Forces analyses, was used to create a marketing plan. The viability of the business plan was then supported by a financial plan.
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Setting up communication on social networking sites for Becherovka Original brand
Plašilová, Tereza ; Horný, Stanislav (advisor) ; Tuháčková, Eva (referee)
The theme of this thesis is the use of social networking as a marketing tool. The aim is to describe the possibilities of working with various social networks, the role of an agency as a creator of content of a brand and describe the phases of the preparation of communication. The thesis shows the formation of communication on a specific example of Becherovka Original brand, where in the final part of the text the thesis compares the two periods of creation and aims to provide relevant communication evaluation with recommendations for further communication.
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Digital Advertising Agencies in the Czech Republic: Case Study of Nydrle Digital
Vondráková, Tereza ; Hanzlík, Jan (advisor) ; Tahal, Radek (referee)
The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.
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