Design of online marketing strategy for Released Sneakers e-shop
| Thesis title: | Návrh on-line marketingové strategie pro e-shop Released Sneakers |
|---|---|
| Author: | Tomšová, Barbora |
| Thesis type: | Diplomová práce |
| Supervisor: | Mareš, Jan |
| Opponents: | Svobodová, Ivana |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá návrhem on-line marketingové strategie pro e-shop Released Sneakers. Cílem práce je připravit marketingovou strategii STP (segmentace, targetingu a positioningu), která vychází z principů diferencovaného marketingu. Na ni navazuje marketingová taktika 4P a je završena komunikační strategií a media plánem dle modelu STDC. V rámci segmentace byla využita data MML-TGI pro charakteristiku cílových skupin, dále pro analýzu webu byla využita data z analytických nástrojů Google Analytics, Google Ads, a pro UX analýzu byl proveden kvantitativní výzkum prostřednictvím dotazníku vloženého na web. V komunikačním mixu byly navrženy relevantní on-line kanály pro inzerci, strategie pro každý z nich a také definována doporučení ke stávajícím aktivitám e-shopu. Doporučení se zaměřují na web a SEO, placenou inzerci ve vyhledávačích, sociální sítě a e-mailing. |
| Keywords: | marketingová strategie; marketingová taktika; digitální marketing; media plán |
| Thesis title: | Design of online marketing strategy for Released Sneakers e-shop |
|---|---|
| Author: | Tomšová, Barbora |
| Thesis type: | Diploma thesis |
| Supervisor: | Mareš, Jan |
| Opponents: | Svobodová, Ivana |
| Thesis language: | Česky |
| Abstract: | This paper presents a design of an online marketing strategy for an ecommerce business called Released Sneakers. The paper aims to create a marketing strategy STP (segmentation, targeting, and positioning) based on the principles of marketing differenciation. The strategy is put into context of 4P marketing tactic, furthermore communication strategy and media plan are recommended according to the STDC model. There is also an uderlying analysis of MML-TGI data and datasets from Google Analytics. MML-TGI data was used to characterize the target groups used for marketing segmentation. Data from Google Analytics and Google Ads was used for web analysis. UX analysis in a form of a quantitative research was conducted through a questionnaire embedded on the website. Based on these factors, recommendations towards the marketing mix of Released Sneakres were proposed. Recommendations are mainly in the area of SEO, Paid search advertising, social media marketing and emailing. |
| Keywords: | Marketing strategy; media plan; marketing tactics; digital marketing |
Information about study
| Study programme: | Management |
|---|---|
| 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 Entrepreneurship |
Information on submission and defense
| Date of assignment: | 12. 10. 2023 |
|---|---|
| Date of submission: | 15. 5. 2024 |
| Date of defense: | 11. 6. 2024 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/86572/podrobnosti |