Integration of Informatics and Marketing in Digital Era

Mgr. Vatsal Barot

Diplomová práce

Abstract:

The integration of informatics and marketing has transformed business operations in the digital era. This thesis explores how companies leverage data analytics, personalized recommendations, and automation to optimize digital marketing strategies. By analyzing the role of informatics in e-commerce, particularly within the Indian market, the study highlights how businesses utilize digital tools to enhance customer engagement, tailor marketing efforts, and drive sales. The research employs a mixed-method approach. combining case studies of leading e-commerce firms with consumer surveys to assess the effectiveness of informatics-driven marketing strategies. The findings indicate that data-driven decision-making, targeted advertisements, and real-time analytics significantly Improve marketing performance and customer satisfaction. The study also underscores the growing influence of mobile commerce and social media platforms in shaping consumer preferences. By providing actionable insights, this thesis contributes to the understanding of digital transformation in marketing and offers strategic recommendations for companies seeking to navigate an increasingly data-driven and competitive marketplace.

Keywords

Informatics, Digital Marketing, E-commerce, Consumer Behavior, Marketing Strategies, Online Consumer Trends, Social Media Marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 6. 2025
• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Dagmar Charvátová, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Informatics