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Online Marketing as a Part of Marketing Communication of a Small Business – Ing. Elina Soitu

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Ing. Elina Soitu

Master's thesis

Online Marketing as a Part of Marketing Communication of a Small Business

Online Marketing as a Part of Marketing Communication of a Small Business

Abstract: The main aim of this Diploma Thesis is to understand what are the most efficient ways to use online marketing as a part of the marketing communication, and how online marketing communication tools can benefit small businesses in order to gain more engagement and visibility among customers online. The results will be gained by conducting a survey and analysing the online marketing activities of a small business. The thesis will provide a theoretical overview of marketing communications and integrated marketing. The theory part will also consist of definition of online marketing and its components, as well as different opportunities and challenges that online marketing has created in the business world.

Abstract: The main aim of this Diploma Thesis is to understand what are the most efficient ways to use online marketing as a part of the marketing communication, and how online marketing communication tools can benefit small businesses in order to gain more engagement and visibility among customers online. The results will be gained by conducting a survey and analysing the online marketing activities of a small business. The thesis will provide a theoretical overview of marketing communications and integrated marketing. The theory part will also consist of definition of online marketing and its components, as well as different opportunities and challenges that online marketing has created in the business world.

Keywords: Content Marketing, Facebook Insights, IMC, Marketing Mix, Online Marketing, Online Marketing Optimization, Marketing Communication, Social Media Marketing.

Language used: English

Thesis defence

  • Date of defence: 9. 6. 2017
  • Supervisor: Ing. Petra Jílková, Ph.D.
  • Reader: Ing. Jiří Šnajdar

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