This Master Thesis deals with creation and the successive implementation of marketing strategy in Tourism. The implementation process will be demonstrated on the travel agency Dovolena.cz. This thesis contains three main explanatory chapters and a case study. The first chapter investigates firstly the motives why people use travel agencies and secondly describes the basic legal terms connected to this topic. The second chapter focuses the attention on marketing strategy creation. Above all it explains situation and SWOT analysis, marketing mix and promotional tools. Furthermore several types of marketing strategies are introduced and demonstrated on examples. The third chapter deals with internet marketing, analyses its usage in the Czech Republic and in the world as well and tries to reveal its role while selling organized tours to customers. The core of the chapter concerns with internet promotional tools. The last chapter of this thesis is dedicated to marketing strategy implementation -- case study Dovolena.cz.

The diploma thesis focuses on the internet marketing and its use in promoting tourism in Slovakia. It describes forms of promotion of a tourism destination, compares different media types and focuses more on the internet as a marketing medium. Selection of the best internet marketing tools applicable for destination promotion are presented. It also introduces Slovak tourism entities and the most important websites presenting tourism in Slovakia. The work describes current use of internet marketing tools promoting Slovakia and compares them with examples used by other destinations. This is followed by specific suggestions, how can described internet marketing tools be applied. Thesis deals with topics such as social media and YouTube, development of satellite websites, and paid advertising in search engines. The work includes practical proposal of a PPC (Pay-Per-Click) campaign. Part of the thesis is devoted also to use of the mobile marketing and various web applications. In the future, already strong trend of internet marketing will further increase in its importance. The goal of this diploma thesis is to propose applicable mix of internet marketing tools, which would significantly improve the position of Slovakia in the world tourism.

Thesis aims to analyze internet marketing and its possible use in social networks, focusing on Facebook. The theoretical part clarifies concepts of internet and marketing, internet marketing specifications, its possibilities and forms. It also introduces Web 2.0 and social networking issues. The practical part demonstrates the possible use of internet marketing on Facebook in a specific company including an evaluation.

This dissertation is focused on internet consultancy, which is a branch younger than ten years. By internet consultancy we mean the area covering online promotion, consultations in the field of technical quality and usability of web pages, measuring and optimization of their commercial performance. Thus we do not mean the consultancy in other fields (e.g. social, health, economic) just using the internet as its form of communication, even though the same name is used for this activity, as well. The goal of this dissertation is to define the branch of consultancy in the field of creation and promotion of web pages and map it from technical, entrepreneurial and economical point of view. The case-study in the second part is based on the individual interviews with the key employees and on my more than five years long praxis with running the company H1.cz s.r.o., which was one of the first Czech companies running a business in this area. Its foundation, development and finally also sale provided me as a founder with both theoretical knowledge of the technical aspect of consultancy and realization of services and practical experience with running a company itself. In connection with my studies of information technologies at the university with economical focus I consider this experience very favorable for this dissertation. I have divided the text into following parts: - Definition of the internet consultancy as a branch. The goal of this part is to theoretically map the area of internet consultancy from the technical point of view and to describe the particular specializations and tasks that it consists of. - Specialties of consulting as a type of an entrepreneurial activity. This chapter briefly describes the consulting work as a type of business and its specificity comparing to other areas. - Case-study of the company H1.cz. The third part maps the particular activities in a company (management, marketing, sales, finance etc.) focused on internet consultancy. It also addresses the question of foundation and sale of the company as an inseparable part of entrepreneurship. By reading this dissertation one should obtain a detailed overview in the area of creation and promotion of web pages as well as in running a business in this young and dynamic branch. There is no complex source in the market related to this topic and so I hope this dissertation could become a starting point for everyone considering foundation of his own company in the internet field.

The purpose of this master's theses is to analyze possibilities utilization of social network in business. The theses is focused on comparison of the most important contemporary social networks in the world and also on looking for thein commercial utilization. Before this, there is the analysis of the situation of internet and clearing of the term internet marketing. In theses, there is emphasis on separation of two main ways of advertising in social networks. First way is making the communities about the companies, products or brands and the second one is advertising by promotional systems of the networks. In the theses, there are a lot of results of many studies, that were performed by key agencies. Also there are many practical examples of business usage of social networks. The theses contains the possibilities of connecting the social networks and other marketing tools like advergaming, affiliate marketing and viral marketing. In the end of the theses, there are case studies, that analyse usage of social medias in four Czech companies from different business departments.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, 2016 / Despite the continued popularity of social media (SM) platforms globally, limited research on their challenges and opportunities has been done in the South African (SA) petroleum industry context. A semi-automated qualitative study was conducted with the objective of gathering data from the five largest petroleum companies in SA through semi-structured interviews using a purposive sample to ascertain these challenges and opportunities. The data were gathered; pre-tested, transcribed, and then analysed using NVivo 11 software. The research findings of this study show that the key challenges marketing practitioners encounter in SA include the lack of leadership buy-in as well as the absence of risk of mitigation plans when participating on the dialogue medium. The key opportunities include real-time customer engagement, ease of market development, data access, data mining, and wider customer reach. Based on the findings, a framework for implementing SM strategies in the SA petroleum industry context is proposed to help marketers in mitigating the failure risk of SM campaigns contributing positively to their bottom line. Recommendations obtained from participants include implementation of processes and procedures for customer engagement through social media, exploitation of strategy partners who are already active in social media, and the development of content strategies. Limitations are highlighted and future research areas that can be used by the petroleum industry and contribute to the body of knowledge are recommended. Key words: Integrated marketing communication, petroleum, promotional mix, social media, South Africa. / GR2018

The purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing" and "buzz" in order to clarify the concept of viral advertising. After clarifying the viral advertising concept, the project analyzes the viral process and its main antecedents and influencers, by taking into consideration emotional and ad appeals theories. The results show that ad appeals influence attitude toward the ad and viral intentions, with humor being the most significant appeal in the context of viral advertising. The study also focuses on the social aspects of advertising and consumption , including influential differences related to the source of the message, social influencers analyzed in the socialization literature, such as family and peers, the tie strength element from the social network theory and consumer market maven traits. The findings show the significance of family communication and market maven characteristics in relation to consumers' viral intentions. We then integrate our key variable, viral intentions, in a classical advertising framework based on attitudes theory and their influence on behavioral intentions. The results confirm previously studied relationships between attitude toward the ad, attitude toward the brand and purchase intentions. / The findings bring into attention two key new relationships: the significant effect of attitude toward the brand on viral intentions, and the positive relationship between viral intentions and purchase intentions, a very important relationship for marketing research the viral advertising concept, analyzes its key antecedents, and studies the relationship between attitudes and behavioral intentions in a viral advertising context. The paper also establishes a key positive relationship between viral intentions and purchase intentions regarding the advertised product. / by Maria Petrescu. / Thesis (Ph.D.)--Florida Atlantic University, 2012. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2012. Mode of access: World Wide Web.

The physical sale of music and the effectiveness of traditional media are expected to continue to decline, challenging marketers to develop new methods to create awareness about music. Although music sales are declining, interest in music is healthy, and strongest amongst the American young adult market - between the ages 18-34. This marketing plan uses traditional and innovative techniques to capture the attention of the target market, which is more culturally diverse and technologically advanced than any previous demographic. / by James Rocco Amedeo. / Thesis (M.S.)--Florida Atlantic University, 2009. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2009. Mode of access: World Wide Web.

Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et classons le parrainage en ligne et soulignons les principales différences entre le parrainage traditionnel et en ligne et entre le parrainage en ligne et la publicité en ligne. Une synthèse des premières études préliminaires est également discutée.Le chapitre II est consacré au traitement et aux effets du parrainage en ligne ainsi qu’au développement du modèle de recherche. Ce chapitre comprend une analyse de trois cadres théoriques différents et détaille le raisonnement qui nous a amenés à développer le cadre intégratif du parrainage en ligne. Les principales hypothèses de recherche sont émises et le modèle de recherche est développé. Nous résumons la méthodologie de recherche, les résultats et les implications, ainsi que les limites et les orientations futures de recherche.Le chapitre III détaille notre approche et présente des arguments pour la phase expérimentale. La section III.3 présente l'opérationnalisation des variables et la section III.4 les résultats des tests préalables, les variables manipulées et les groupes d'échantillonnage. Le chapitre IV résume l'analyse des données et les résultats. Nous rappelons les variables incluses dans le modèle et déterminons le profil sociodémographique de l'échantillon. La section IV.4 précise les résultats de l'évaluation de la normalité et de l'analyse univariée pour les variables considérées. La validation du modèle définit les méthodes utilisées pour l'analyse des données, la portée de la recherche, la validation des échelles de mesure (modèle externe), ainsi que les relations structurelles et les tests d'hypothèses. Les paramètres de qualité du modèle final sont analysés pour évaluer la fiabilité du modèle. Enfin, les résultats de l'analyse multi-groupe, les conclusions et implications, les limites et les axes de recherche futurs sont exposés / The aim of this thesis is to analyze the effectiveness of online sponsorship, as part of the company’s communication mix. The literature review consists of two parts: basic characteristics of online sponsorship (chapter I), and processing of online sponsorship and effects (chapter II). In chapter I, we conduct an analysis of the fundamentals of the sponsorship concept and the Internet and online communities, and how they have impacted consumers. Section I.2 is dedicated to our main object of research, online sponsorship. In this part, we present the state of the art, define and classify online sponsorship, and we underline the main differences between the traditional and online sponsorship and between online sponsorship and online advertising. A synthesis of the first preliminary studies is also discussed. Chapter II focuses on online sponsorship processing and effects and the development of the research model. The chapter comprises an analysis of three different theoretical frameworks and details the reasoning which led us to develop the integrative framework for online sponsorship. Sponsorship outcomes, processing context and impact factors are analyzed. Within section II.2 the main research hypotheses are emitted and the research model is developed in section II.3. We summarize the research methodology, the results and implications, along with the limitations and future research directions of the current research. Chapter III details our research approach and arguments for the selected online sponsorship format to be studied further in the experimental phase. Section III.3 presents the variables' operationalization and section III.4 the experiment's pre-tests results, the final experiment conditions and sampling groups. Chapter IV describes the data analysis and results. We recall the variables included in the model and present the socio-demographic profile of the sample. Section IV.4 details the normality assessment and univariate analysis results for the considered variables. The validation of the model details the methods used for the data analysis, the scope of the research, the validation of the measurement scales (outer model), and the structural relationships and hypotheses' tests are also discussed. The final model quality parameters are assessed to evaluate the reliability of the model. Finally, the results of the multi-group analysis, the conclusions and implications, the limitations and future research directions are exposed

Dado o contexto competitivo atual, a relevância da tecnologia para alavancar o desempenho de uma empresa em seu respectivo mercado de atuação é inegável. Novos desafios se apresentam em freqüência e intensidade crescentes, potencializados por uma rede de mudanças ambientais, políticas e econômicas que pressionam, constantemente, as empresas a adotarem novas posturas e procurarem novos meios de se diferenciarem de seus concorrentes. É exatamente dentro dessas configurações mutantes do mercado que a Internet se mostra uma ferramenta valiosa para oferecer, de maneira rápida e conveniente, serviços e atendimento aos clientes corporativos, especialmente aqueles dispersos geograficamente. Esse estudo tem cunho essencialmente exploratório e seu objetivo principal foi investigar como a Internet pode agregar valores diferenciados aos serviços oferecidos por uma empresa do setor de telecomunicações. A escolha do setor se deu porque ele: ØÉ, atualmente, bastante importante para o Brasil, sendo responsável, sozinho, por cerca de 7% do PIB nacional. ØÉ um setor intensivo em tecnologia e, portanto, esperava-se que as empresas que nele constam fossem inovadoras no uso de novas ferramentas para obter e manter os seus clientes. ØApenas recentemente abriu suas portas para a concorrência (até 1998 ele ainda era monopólio do governo brasileiro) e, portanto, está demandando estudos que ajudem a delinear sua operação no mercado. Dentro desse setor, foi realizado um estudo de caso junto à Telefónica e um levantamento junto a alguns de seus clientes para verificar quais os atributos inerentes aos serviços on-line que estão sendo valorizados pelo segmento mais atrativo de atuação das empresas atualmente: o B2B. Por meio da revisão bibliográfica procurou-se verificar vários aspectos que influem na competitividade e no desenvolvimento de estratégias de uma empresa, e que, portanto, devem ser considerados também para definir suas linhas de atuação geral no mercado on-line. Na pesquisa de campo, conseguiu-se observar que o uso da Internet no ambiente profissional já é amplamente difundido e que ela também é considerada uma ferramenta importante que pode agregar valor - por meio da sua conveniência e rapidez de obtenção de informações, por exemplo – sendo que alguns clientes já preferem utilizá-la em detrimento de outros canais de contato com a empresa. No entanto, verificou-se, igualmente, que o seu potencial ainda está sendo subtilizado como alavancador de alianças e relacionamentos mais sólidos com os clientes corporativos e, portanto, algumas movimentações estruturais e culturais dentro da empresa se fazem necessárias para que, ela, efetivamente, possa auxiliá-la ainda mais na busca pelos seus objetivos estratégicos. / In the current competitive scenario the relevance of technology to leverage an enterprise performance is undeniable. New challenges come about at increasing frequency and intensity and are potentiated by a net of environmental, political and economical changes that drive companies to adopt new attitudes and to look for, on a regular basis, new ways to differentiate themselves from their competitors. It’s exactly in these constantly changing market settings that Internet reveals to be a great means to provide, in a quick and convenient manner, services and customer care to corporate clients, especially those geographically scattered. This exploratory study has the main goal of investigating how Internet can be used to add differentiated values to the services provided by a company in the telecommunications industry. This industry was chosen to be the object of this study because: ØIt’s one of the most prominent sectors in Brazil, corresponding now to approximately 7% of the nation’s total GNP. ØIt is a technology-intensive industry and therefore its companies are expected to be innovative and create new tools to gain and maintain customers. ØAnd, finally, it is an industry that only recently has opened it up to competition (until 1998 it was a monopoly of the Brazilian government) and therefore there is a need of studies to describe its operation in the market. A case study of Telefónica was carried out along with a survey with some of its multinational clients to assess the inherent aspects of on-line services valued by the currently most attractive segment in the market: the B2B. The bibliographical revision covers various aspects affecting a company’s competitive capacity and strategy development, which must be considered in action plans developed for the on-line market. It was observed in the field research that the professional use of Internet is already widely spread and that the net is also considered to be an important tool to add value – among other things, providing a convenient and quick access to information − and for some clients it is the preferred channel to contact the company. Yet it was also observed that Internet’s potential is not being totally explored to strengthen the relationship and alliances between corporate clients and, therefore, internal structural and cultural changes are needed to make the Internet more helpful in the pursue of the company’s strategic goals.