Marketing Strategy of YouTube in the Czech Republic
| Thesis title: | Marketing Strategy of YouTube in the Czech Republic |
|---|---|
| Author: | Hurychová, Andrea |
| Thesis type: | Diploma thesis |
| Supervisor: | Král, Petr |
| Opponents: | Tisovski, Marija |
| Thesis language: | English |
| Abstract: | The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed. |
| Keywords: | Internet trends; YouTube; Online video advertising; Multi-screening; Social media |
| Thesis title: | Marketingová Strategie YouTube v České republice |
|---|---|
| Author: | Hurychová, Andrea |
| Thesis type: | Diplomová práce |
| Supervisor: | Král, Petr |
| Opponents: | Tisovski, Marija |
| Thesis language: | English |
| Abstract: | Cílem práce je analyzovat YouTube na českém trhu, vysvětlit na jakém business modelu tato platforma funguje a vymezit její pozici vůči hlavním konkurentům. Na základě této analýzy pak navrhnout marketingovou strategii pro YouTube v České republice. První část práce se věnuje současným internetovým trendům a popisuje roli sociálních medií v dnešní době pro lepší pochopení, jak tyto trendy ovlivňují YouTube a jeho pozici v marketingu. Druhá část představuje základní pilíře YouTube platformy obecně, na které navazuje detailní analýza YouTube na českém trhu s návrhem kroků pro marketingovou strategii českého YouTube. |
| Keywords: | Internet; Sociální media; multi-screening; YouTube |
Information about study
| Study programme: | Ekonomika a management/International Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 20. 11. 2012 |
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| Date of submission: | 15. 5. 2014 |
| Date of defense: | 3. 6. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/40397/podrobnosti |
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