Analýza online marketingových aktivit v konkrétní firmě

This bachelor thesis deals with the topic of online marketing activities with the aim of analyzing these activities in a specific company. To achieve the results, mainly tools such as Google Lighthouse, Google Analytics, Luigi's Box, and social media tools were used. The thesis is divided into five main parts. The first part discusses the methods used to achieve specific goals. The second part focuses on the theory of online marketing, particularly on search engine marketing, advertising, and social media. The third part describes the basics of web analytics and the Google Analytics tool. The fourth part is dedicated to familiarizing oneself with the specific company and its close competitors. In the fifth part, I practically analyzed the online marketing activities of the specific company and proposed recommendations for improvement. The company has already implemented some of the recommendations.