Economic evaluation of online marketing for a selected pharmaceutical company

Bc. Žaneta Šupová

Diplomová práce

Abstract:

The aim of the diploma work is to economically evaluate marketing campaigns of two brands from the selected pharmaceutical company. In the first part, theoretical, there are main definitions of economic procedures that are used in the analytical part. Also, there are theoretically explained online marketing tools and marketing campaigns. The second part, analytical, is focused on the economic point of view of the marketing campaigns that were applied to the two undisclosed brands. Analysis of prices and costs of individual campaigns must be taken into account in the final economic evaluation and after that, the conclusion can be made. The conclusion must include the decision if the profit exceeds the cost and if an investment into these campaigns will pay off. Regression analysis must be included as well, so the significance of the campaigns for each of the brand can be stated.

Keywords

Marketing, Online, Digital, Campaign, Economic Evaluation, Pharmaceutical Industry, Cost, Revenue, Profit

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Petr Procházka, MSc Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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