Digital marketing strategy at Dookan Technologies s.r.o.

Ing. Sanjay Kanth Srinivasan

Diplomová práce

Abstract:

This study investigates the digital marketing strategies of Dookan, an online grocery store, using a mixed-methods approach. Qualitative data is gathered through in-depth interviews with Dookan's marketing team, focusing on strategies, challenges, and perceptions. Quantitative insights are derived from customer data, analyzing metrics such as website traffic, social media engagement, conversion rates, and customer retention. The research evaluates tactics like targeted social media campaigns, personalized email marketing, and SEO-optimized content to understand their effectiveness in attracting and retaining customers. By integrating both perspectives, the study identifies strengths, gaps, and actionable recommendations to optimize Dookan's digital marketing efforts and support scalable growth in competitive markets.

Keywords

Digital, marketing,, Dookan,, Social, media,

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 5. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 6. 2026
• Vedoucí: doc. Ing. Martin Klepek, Ph.D.
• Oponent: doc. RNDr. Ing. Roman Šperka, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Economics and Management / Economics and Management