Digital marketing as a tool to improve business performance

Viktoriia Dobrovolska

Bachelor's thesis

Abstract:

The main objective of the bachelor thesis is to identify the importance of the role of digital marketing in business today and evaluate efficiency of existing methods on specific business example being an investment bank that goes under the name of Universal Investment. What is even more, the thesis focuses on evaluating a given marketing strategy using optimal methods of marketing evaluation. This is done to effectively elaborate on the final conclusion about potential ways of increasing business performance of a chosen business entity. The work consists of two parts - theoretical and practical. The theoretical part is based on the study of secondary sources. The empirical part is compiled on the basis of outputs from qualitative research. Qualitative methods used in the thesis are represented by pertinent marketing analysis using Porter’s Five Forces, 4Ps, PESTLE and SWOT. Finally, the conclusion that digital marketing does not really play any part in the business performance of the selected entity – Universal Investment is reached, but the thesis comes to another very important recommendation that will be suitable for the company, who managed to thrive under the conditions of numerous external factors putting pressure on them and having no real mean to expand the actual customer base. The top suggestion is to increase efforts in digital marketing, which is a forward-looking strategy that will help the business attract a new generation of consumers and smoothly transition to a new clientele when that demographic becomes financially capable of making financial decisions.

Keywords

e-marketing, digitalization, digital marketing

Language used: English

Date on which the thesis was submitted / produced: 24. 3. 2023

Thesis defence

• Date of defence: 15. 5. 2023
• Supervisor: Ing. Kristýna Kučírková, MSc
• Reader: Lenka Kučírková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration