Marketingový plán pro začínající digitální agenturu

The master thesis concentrates on creating a marketing plan for a new digital agency. The thesis is divided into three main parts: theoretical, methodological and practical. The theoretical part defines terms such as marketing and marketing plan, further describes the structure of the marketing plan or the method of its realisation and further describes the process of creating its individual chapters. The methodological part describes the methods that were used during the creation of the individual chapters of the master thesis and further focuses on qualitative marketing research and the description of the process of its execution. The practical part introduces the digital agency and conducts a situational analysis or evaluates marketing research. On the basis of the synthesis of the gathered information, the marketing objectives are defined, the marketing strategy is set and the individual components of the marketing mix are formulated. The last chapters of the practical part are then dedicated to the presentation of the action plan, budget and control.