Optimization of an IT company's marketing strategy with an emphasis on economic aspects

This bachelor’s thesis focuses on optimizing the marketing strategy of Direct IT s.r.o., a company operating in the field of information and communication technologies. The aim of the thesis is to analyze the company's current marketing activities, identify their strengths and weaknesses, and propose measures to improve the effectiveness of marketing communication. The methodological part defines key marketing concepts relevant to the IT sector, including the marketing mix, digitalization, and the economic evaluation of marketing strategies. The analytical part applies these insights to the specific conditions of the company, utilizing SWOT analysis, market segmentation, and an assessment of existing marketing channels. Based on the collected data, an optimization proposal is formulated, including strategic recommendations for enhancing digital marketing and an economic evaluation of the suggested improvements. The findings of this thesis may contribute to increasing the competitiveness of Direct IT in the dynamic IT sector.