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Proposal of Internet Promotion for E-commerce Solution
Němec, Pavel ; Kaňka, Mirek (referee) ; Luhan, Jan (advisor)
This master thesis deals with the issue of online promotion for a particular group of online shops. The first part deals with the clarification of concepts that are closely related to the given issue. The second part analyzes the current promotion of internet shops. In the design section there are several sub-proposals that lead to the improvement of e-shop promotion.
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E-mail marketing a jeho vliv na chování spotřebitele
Hrušková, Hana
The diploma thesis deals with e-mail marketing and its influence on consum-er behaviour. Email marketing is one of the most used and effective direct market-ing tools, which works on the principle of sending messages to certain lists of us-ers with an email address. The thesis consists of a literature review and the own work, which includes an analysis of email marketing in the market and in the se-lected company using primary and secondary data. From the analyses conducted, the thesis identifies the factors of email marketing that influence consumer behav-iour in the B2B market of the selected enterprise. Based on these factors, findings and analyses, a proposal and recommendation for email communication for the selected enterprise were made.
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Návrh online marketingové strategie pro e-shop Brove.cz
Rozsypal, Tomáš
The Bachelor thesis is dedicated to the proposal of online marketing strategy for e-shop Brove. In the theoretical part of the thesis are described terms connected to online marketing, especially SEO, linkbuilding and PPC. Regarding to SWOT analysis there are suggested marketing strategies. The last part of the thesis iincludes the proposal of online marketing strategy according to chosen marketing strategy.
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Marketing communication of a non-profit project Telocvik.online
Maroušková, Michaela ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing communication of a non-profit project Telocvik.online Objectives: The aim of this work is to create a marketing strategy proposal for a brand-new product of a non-profit organization, in a way that attracts chosen targets groups and accomplishes set communication goals. The proposal should be put to a practical use by the organizations employees. Methods: Document and text analysis and also the analysis of internal video records were used in this thesis to get secondary data. A competition analysis was also made and was based on a comparison of subjects according to particular criteria. To follow up with statistics and results a monitoring method was used. Results: The outcome of this thesis is a proposal of marketing communication that includes a combination of marketing tools, chosen by given organizations possibilities. The proposal was created following each analysis and will be used as a guide for organizations employees. Keywords: communication mix, promotion, non-profit sector, situation analysis, social networks, YouTube, Facebook, e-mailing
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The impact of behavioral economics on email fundraising of non profit organization Greenpeace ČR
Fišer, Matěj ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
The aim of this work is to bring new knowledge in the field of behavioral economics and to explore the influence of selected behavioral concepts on fundraising campaigns conducted through e-mail. The thesis first introduces the key aspects of behavioral economics, explains its development throughout history and defines selected behavioral concepts. Then the thesis describes fundraising and its use in nonprofit organizations. The second part of the thesis introduces the case study, which dealt with the application of selected behavioral studies concepts to the e-mailing campaign led by the non-profit organization Greenpeace Czech Republic. The empirical part presents a description of this experiment and an analysis of the results, which revealed that the usage of selected behavioral concepts may be counterproductive under certain conditions.
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The comparison of the effectiveness of chosen channels of direct marketing of Sephora company in the pre-Christmas period 2017
Pomykalová, Iveta ; Máchová, Eva (advisor) ; Báča, Ladislav (referee)
Sephora is currently the world leader in the beauty retail industry. Gaining and keeping loyal customers plays a significant part in its marketing strategy. Chosen tools for accomplishing this goal are the loyalty club and direct marketing communication targeting its members. The focus of the first part of this thesis is to introduce direct marketing and its main tools followed by their usage and practical evaluation. For this evaluation, the author chose Sephora's direct marketing campaign from the pre-Christmas period of 2017. Moreover, the theoretical part of this thesis presents Customer related management (CRM), its types and benefits to a company, loyalty clubs and the importance of impeccable database segmentation as all those elements are essential for a successful direct marketing campaign. The practical part of this thesis analyses the chosen segments of the pre-Christmas campaign and applied direct marketing tools. Chosen methodology for this part was descriptive analysis. The aim of the thesis is to evaluate and compare the effectiveness of chosen tools as well as to select the most effective ones for future communication between the company and its customers which could lead to more effective allocation of company's monetary resources.
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The Use of online marketing in chosen sports e-shop
Procházková, Petra ; Štědroň, Bohumír (advisor) ; Janák, Vladimír (referee)
Title: The Use of online marketing in chosen sports e-shop Objectives: The objective of this thesis is to evaluate the use of online marketing in chosen sports e-shop Kolo-park.cz. The objective is to evaluate the use and settings of individual online marketing channels with emphasis on evaluating settings and structure of PPC campaigns. Then recommend suitable settings and structure of individual online marketing channels on the grounds on data analysis and also suggest new strategy of online marketing channels on the basis of framework See-Think-Do-Care, Methods: Methods used in this thesis: observation of online marketing area, monitoring and synthesis, analysis of PPC campaigns, analysis of e-mailing campaigns, analysis of commodity comparators settings, SEO analysis and analysis of social media. Next used methods were monitoring and synthesis. Results: The result contains recommendation to improve the structure and settings of online marketing channels/tools to achieve better results of Kolo-park.cz online marketing activities. The result is a new created strategy of individual online marketing tools/channels on the basis of framework See-Think-Do-Care. Audience, targeting, relevant content and the way how to measure online marketing activities depending on customer's buying cycle is defined...
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Creation of markerting communication within the business plan of the new created e-shop
Oliva, Matěj ; Ruda, Tomáš (advisor) ; Šíma, Jan (referee)
Title: Creation of marketing communication within the business plan of the new created e-shop Objective: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. It were used qualitative research methods, such as focus group and in-depth interview. Also these methods of qualitative research together with informal interviews helped to analyse the appropriate tools of marketing communication. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. Realizing adverts on social network is planned for Facebook and Instagram platforms, which are currently a very powerful tool for marketing communications. PPC ad placement is designed for Google's web search engine, which also has a high potential for marketing communications. Other elements of the proposed marketing communications are questionnaire, e-mailing, search engine optimization and competition. The...
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Creation of markerting communication within the business plan of the new created e-shop
Oliva, Matěj ; Ruda, Tomáš (advisor) ; Šíma, Jan (referee)
Title: Creation of marketing communication within the business plan of the new created e-shop Objectives: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. The advantage of the created marketing communication is its practical applicability in the business plan, which will be realized at the beginning of the new year. Keywords: Questionnaire, Email, Sales Support, PPC Advertising, SEO, Social Media
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Analysis of the current state of information services in the field of theatre arts and their impact on public relations
Procházková, Kateřina ; Vlasák, Rudolf (advisor) ; Dombrovská, Michaela (referee)
With the aid of a "case study" research design, this thesis analyses the typology of informational services, whose prudent application can influence relations of institutions existing within the drama industry with the broader public. The theoretical part sheds light on the problematic definition of "information services", which is placed in the context of online marketing, and introduces ways, in which this term possesses an added value in the form of affecting the applied processes of public relations within particular institutions. Secondly, it includes basic methodological perspectives on quantitative research, the rules of performing case study research as the selected research design, and last but not least, it describes utilised methods of data collection. The last and most key part of the thesis is based on resulting application of the typology of information services, discussed in the previous parts, and concerns itself with the aforementioned question of their influence on public relation processes of individual institutions. These include the information portal divadlo.cz, which serves caters for the domestic sphere of theatre, and an official web presentation of the Divadlo na Zabradli theatre. The analysis is of inductive nature and is not directed by a previously determined...
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