Online marketing in the sale of sportswear

The diploma thesis deals with the creation of an online marketing plan for a newly emeging company. It describes the advantages and disadvantages of online marketing and shows why online marketing is an important part of today's advertising. The main benefit of the theoretical part is the design of the creation process and the main elements of the online marketing plan for the newly emerging start-up. Another important benefit of the theoretical part is the inclusion of the See-Think-Do-Care model in the passage of the online marketing strategy instead of the commonly used AIDA model. The STDC model is still often neglected today due to its strong focus on the customer and not so much on direct sales, so I decided to replace it. Based on my own initiative, I also extended the STDC model with a content part, which will show us very clearly the content that needs to be delivered to the customer as part of the strategy. This online marketing strategy is applicable to any customer-oriented start-up company, trying to create a value-added company and looking for a way to use more organic promotion - low entry costs and high reach.The second part of the final work is the application of the created procedure of creating an online marketing plan to a Czech sportswear brand, which is being created at the same time as this thesis. It shows the practical integration of online marketing into the company and how to set the customer's path from the first contact with the company to the post-purchase phase. At the end of the diploma thesis, the author verifies and evaluates the online marketing strategy proposed in the theoretical part and then summarizes the acquired knowledge.