Navrh komunikacnej strategie pri uvedeni novej znacky na trh

Bc. Daniel Seman

Master's thesis

Creating a communication strategy for introducing a new brand on the market

Abstract:

Tato diplomova praca sa zaobera marketingovymi komunikaciami zo strategickeho pohladu so zameranim na strategicku komunikaciu specializovaneho internetoveho obchodu v online prostredi s vyuzitim socialnych sieti a dalsich platenych foriem reklamy. Proces navrhu komunikacneho manualu novej znacky vychadza z informacii zhromazdovanych analyzou komunikacie konkurencie na trhu a z rozhovorov s expertmi v odbore elektronickeho obchodu a online marketingu. Vysledky tejto diplomovej prace umoznuju novovzniknutej znacke strategicky komunikovat a vyuzivat socialne siete za ucelom budovania povedomia o znacke, ziskavania novych zakaznikov a upevnovania vztahov s nimi.

Abstract:

This master's thesis adresses marketing communications from s strategic point of view with a focus on strategic communication of a specialized electronic shop in online environment via use of social networks and other forms of paid advertising. The process of creating a com- munication manual for a newly emerging brand is based on information gathered by carrying out an analysis of a market competitors' communications an interviewing experts in the field of e-commerce and online marketing. Results of this master's thesis allow the newly emerg- ing brand to strategically communicate and take advantage of social networks for building an awareness, gaining new customers and retaining relationships with them.

Keywords

strategicky marketing, online marketing, elektronicky obchod, znacka, socialne siete, marketingova komunikacia, komunikacny manual

Language used: Czech

Date on which the thesis was submitted / produced: 21. 4. 2017

Thesis defence

• Supervisor: Ing. Radomila Soukalová, Ph.D.

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Master programme / field:
Media and Communication Studies / Marketing Communications