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

Ing. Elina Soitu

Diplomová práce

Anotace:

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.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 6. 2017
• Vedoucí: Ing. Petra Jílková, Ph.D.
• Oponent: Ing. Jiří Šnajdar

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication