Proximity marketing

Informace o vysokoškolské kvalifikační práci

Název práce:
Proximity marketing
Autor práce:
Ščerbej, Valentyna
Typ práce:
Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Vedoucí práce:
Kubálek, Tomáš
Osoba oponující práci:
Kubálková, Markéta
Jazyk práce:
Czech
Abstrakt:
This bachelor thesis focuses on a modern trend in marketing communication called proximity marketing, which in the Czech Republic is not nearly as popular and widespread as it is abroad. Especially nowadays, when consumers have become immune to the classic forms of marketing communications, more and more retailers are trying to reach their customers in an unusual and efficient way. One of the promising marketing strategies in this sense appears to be proximity marketing, which is part of mobile marketing and targets customers with highly personalized and relevant content based on their current location. Communication with the customer is established via wireless technologies. The features and benefits of each technology type are addressed in the theoretical part of this thesis however, most attention is paid to Beacon technology. The aim of this thesis is to assess the awareness of proximity technologies and their usage by Czech retailers and consumers, as well as to assess the attitude of retailers and consumers towards proximity marketing services. Using a questionnaire and a semi-structured interview the necessary data was collected. Based on theoretical knowledge and analysis of collected data, it is investigated whether proximity marketing could be successful in the Czech retail environment. A recommended approach to the implementation of this marketing strategy and the challenges that it may bring is stated at the end of this thesis.
Klíčová slova:
mobile marketing; proximity marketing; WiFi; Bluetooth Beacon; NFC; QR code

Informace o studiu

Studijní program a Studijní obor:
Mezinárodní ekonomické vztahy/Mezinárodní obchod
Typ studijního programu:
Bakalářský studijní program
Jméno přidělované hodnosti:
Bc.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of International Relations
Název katedry:
Department of Retailing and Commercial Communications
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
11. 12. 2018
Datum podání práce:
5. 12. 2019
Datum obhajoby:
06.01.2020

Soubory ke stažení

Hlavní práce:
68029_scev00.pdf [1,42 MB]
Oponentura:
64958_kubalm.pdf [62,68 kB]
Hodnocení vedoucího:
68029_kubalek.pdf [68,38 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/68029/podrobnosti