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A method for selecting a portfolio of tools for online marketing activities and supporting their management
Smutný, Zdeněk ; Doucek, Petr (advisor) ; Stříteský, Václav (referee) ; Novotný, Ota (referee) ; Hynek, Josef (referee)
Online marketing activities play an increasingly important role for organization in connection with the development of internet based technologies and their positive reception by the society. The aim of this dissertation is to design an artefact that would support the decision making of marketing specialists and thus the management of online marketing activities. The starting point is an explorative research among Czech companies, which identifies the issues felt as problematic and the needs of the selected set of organizations. Introduced at the same time is the current state of use of selected tools for online marketing by these organizations, and the situation is compared with worldwide development. The output of this explorative research, the examination of scientific literature, and a critical analysis serve as a basis for designing an own method, Genoma, whose purpose is to support the decision making of marketing specialists, and thereby also the management of marketing activities in internet-mediated environment. This method is presented as Deming (PDCA) cycle, which enables it to be used not only separately, but also as part of other frameworks for the management of marketing activities (e.g. the frameworks PMF, MCPF and RACE, which are presented in the dissertation). The Genoma method uses mainly the genetic algorithm for selecting a suitable portfolio of online marketing tools for a particular campaign. The selection is made on the basis of expected feedback at the level of social interaction, meeting the given marketing targets, and the financial demands of the individual tools. The prerequisite of using this method is a knowledge base that includes the area of sociotechnical interaction, which is based on interpreting phenomena related to the internet-mediated environment and the features of complex networks. Methodically, this dissertation builds on the complementary relationship of the behavioural (social informatics) and the design type of research (design science research). The final assessment of the suitability of the proposed method is done on the basis of a multiple case study, which uses also an own program created in C#, implementing the genetic algorithm used in the Genoma method.
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