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Digital marketing: a case study of the use of digital technology in marketing
Vildová, Tereza ; Šimůnek, Michal (advisor) ; Novák, Michal (referee)
In this bachelor thesis I work with the use of digital technologies in marketing. The goal of the thesis is to describe and evaluate tools used in 2016 Christmas marketing campaign by the Sephora company. In the theoretic-methodical part I present 21st century marketing overview focused on digital marketing and its trends, attributes, goals and tools. Moreover, the thesis defines terms like social networks, websites and mobile marketing and characterize its communication instruments. In the application part, I focus on description and analysis of digital marketing tools used in mentioned campaign. Advantages and disadvantages of respective marketing tools and a set of recommendations for improvement are also part of this thesis.
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European Stock Markets Integration
Vildová, Tereza ; Princ, Michael (advisor) ; Křehlík, Tomáš (referee)
This thesis examines the integration of European stock markets, focusing on the affect of the EU and Eurozone. Moreover, the thesis analyses whether increasing integration is a local trend possibly caused by the EU and Eurozone, or whether either the Japanese or American stock market gets more integrated with the European ones as well. We study the integration using weekly data of eighteen European stock markets and stock markets of Japan and the US over the horizon of twenty years. The method used is an extension by Klöessner and Wagner (2012) of a method originally introduced by Diebold and Yilmaz (2009). We find a positive effect of the EU on the integration of the stock markets. Also, the integration is rather local as the American and Japanese stock markets are proved to not have a higher increase in integration with the European stock markets that they have with each other. Finally, we find the Eurozone does not have an immediate positive effect on the integration of the stock markets. Keywords Stock markets integration, Spillovers, EU, Eurozone, Diebold and Yilmaz Author's e-mail vildova.t@email.cz Supervisor's e-mail mp.princ@seznam.cz
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