Online marketing communication of leadership development company
| Thesis title: | Online marketing communication of leadership development company |
|---|---|
| Author: | Langášová, Markéta |
| Thesis type: | Diploma thesis |
| Supervisor: | Stříteský, Václav |
| Opponents: | Machek, Martin |
| Thesis language: | English |
| Abstract: | The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels. |
| Keywords: | social media; digital marketing; online marketing communication |
| Thesis title: | Online marketingová komunikace firmy působící na trhu leadershipových programů |
|---|---|
| Author: | Langášová, Markéta |
| Thesis type: | Diplomová práce |
| Supervisor: | Stříteský, Václav |
| Opponents: | Machek, Martin |
| Thesis language: | English |
| Abstract: | Cílem práce je analyzovat aktuální marketingovou komunikaci specifické firmy působící na trhu leadershipových programů a její efektivity. Na základě zjištění budou navrženy změny.Teoretické část prezentuje základní principy fungování online marketingu a představuje jeho kanály. Statistiky i názory expertů byly zahrnuty pro naznačení trendů a budoucího možného vývoje. Drhá část se skládá z analýz dat z Google Analytics, rozhovorů s cílovou skupinou a porovnání s konkurencí. |
| Keywords: | digitální marketing; online marketing communication; sociální média |
Information about study
| Study programme: | Ekonomika a management/International Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 1. 1. 2016 |
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| Date of submission: | 31. 7. 2016 |
| Date of defense: | 8. 9. 2016 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/57347/podrobnosti |