Implementation of the Digital Marketing Plan of a travel agency

Bc. Lalita Berikbaeva, BSBA

Master's thesis

Abstract:

The main purpose of this Diploma Thesis is to study the concept of digital marketing as well as strategies and tactics to further apply them in order to create a digital marketing plan for the case company – travel agency. The following project consists of two main parts – theoretical and practical ones. The theoretical part of the thesis is dedicated to the analysis and summary of the main digital marketing activities and tools to be used for establishing online presence in terms of website design, search engine optimization, search engine marketing, social media marketing and online word-of-mouth. Furthermore, market research principles and main analyses to conduct will be studied to help assess case company’s position and situation on the market. In order to get a better understanding of the topic, all the knowledge and information acquired in the theoretical part will be further applied in the practical one to the case study company – Segway King. The main goal of this part of the project is carrying out the digital marketing plan which will be implemented in real life and evaluated with the help of various analytical and insight tools. The results of the implementation of the plan will be presented in the final chapter of this thesis and recommendations for improvements will be suggested accordingly.

Abstract:

The main purpose of this Diploma Thesis is to study the concept of digital marketing as well as strategies and tactics to further apply them in order to create a digital marketing plan for the case company – travel agency. The following project consists of two main parts – theoretical and practical ones. The theoretical part of the thesis is dedicated to the analysis and summary of the main digital marketing activities and tools to be used for establishing online presence in terms of website design, search engine optimization, search engine marketing, social media marketing and online word-of-mouth. Furthermore, market research principles and main analyses to conduct will be studied to help assess case company’s position and situation on the market. In order to get a better understanding of the topic, all the knowledge and information acquired in the theoretical part will be further applied in the practical one to the case study company – Segway King. The main goal of this part of the project is carrying out the digital marketing plan which will be implemented in real life and evaluated with the help of various analytical and insight tools. The results of the implementation of the plan will be presented in the final chapter of this thesis and recommendations for improvements will be suggested accordingly.

Keywords

Digital Marketing, digital marketing plan, search engine, search engine optimization, search engine marketing, social media marketing, digital word-of-mouth, affiliate marketing, Google Analytics, Google Ads.

Language used: English

Date on which the thesis was submitted / produced: 11. 9. 2019

Thesis defence

• Date of defence: 24. 8. 2020
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: DBA Oldřich Dutý, MSc

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication