Pay-per-click marketing strategies to increase online brand awareness

Artem Ivanov

Bakalářská práce

Abstract:

The objective of the bachelor thesis is to evaluate the implementation of pay-per-click strategies for increasing brand awareness online. Effectively, a company operating in the hospitality segment – Mariott, was selected. The sub-goal of the thesis is to propose a strategy involving the pay-per-click strategy for the aforementioned company that will help the organization to become more visible, popular and prosperous, ultimately leading to better brand awareness. The goal is reached with the help of quantitative and qualitative techniques. The quantitative technique used in the thesis is the multiple-criteria decision analysis. As for the qualitative techniques, PESTEL and SWOT are used. In the end, it is suggested that the company should focus on just two specific platforms that are expected to offer the company the biggest competitive advantage out of the 10 analyzed platforms. Those platforms are Google and Youtube, which should be explored by the company and used for increasing its brand awareness.

Keywords

pay-per-click marketing, strategy, targeted advertising

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 1. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 5. 2024
• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Martina Jarkovská, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration