In my master’s thesis I will deal with theme marketing for e-business. In theoretic part I focus on finding useful instruments for marketing subvention. In practical part especially on analysis current situation in concrete company and own project of marketing campaign for the existent e-shop.

Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.

This thesis focuses on internet marketing and its use in the field of tourism promotion agency CzechTourism. It examines the use of various internet marketing tools and their impact on tourism in the Czech Republic. It also focuses on work detail CzechTourism marketing activities on the Internet in terms of media campaigns in the past two years. An integral part is an analysis of websites, which serve as the main tool to promote the Czech Republic.

The diploma thesis focuses on local marketing campaign Made in Slovakia, created by international pharmaceutical company GlaxoSmithKline Ltd. The primary aim of this paper is to analyze a evaluate success of the campaign, which was created locally for the Slovak market. This paper is divided into several parts. The theoretical part deals with marketing communication, communication mix and evaluating of the effectiveness of marketing campaigns. The following chapter is focused on the issue of local and global marketing campaigns in connection with marketing communication. The practical part then introduces company GSK Ltd. and marketing campaign Made in Slovakia. The major part describes several phases of its preparation and implementation. Next section is devoted to the success and effectiveness of the campaign, based on sales data and the results of consumer promotion. The final chapter summarizes the key results and solutions of improving this area, especially for creating new GSK marketing campaigns.

Title of the Master's Thesis: Using photographs in marketing campaigns on social networks Abstract: This master's thesis focuses on the issue of authorship of the photographs used in marketing campaigns on social networks. For the purpose of dealing with this matter, the thesis defines how the company which is willing to use the photographs in marketing campaigns on social networks, should act so that there wouldn't be any violation of authorship of photographer or any violation of the photographed person's rights. The thesis also specifies the matter of another author's work that could pose as a theme of a photography. The thesis deals with the issue of in which circumstances could the photography be used on social networks. The text of this thesis itself is divided into eight chapters. At first the topic of photography is specified not only from historical side but also from the legal point of view. Moreover, there are individual aspects of authorship related to photography as authorship and photographer's right. Text of this master's thesis defines personal and property rights to photograph. The thesis also deals with restrictions associated with capturing someone or somebody else's belonging in the photo. It also describes the issue of usage of a photography without author's permission and mainly with...

Studien ämnar undersöka lärarstudenters mottagande av en kommunikationskampanj mot näthat. Syftet är att förstå hur de uppfattar kampanjen och dess budskap, samt hur de ser på kampanjen i förhållande till sin framtida yrkesroll som lärare. Studien använder tvåstegshypotesen och begreppet opinionsbildare, samt social marketing-disciplinens ramverk för att besvara frågeställningarna. Dessutom används teorin om sekundär socialisation och tankar om sociala normer för att bättre förstå studiens kontext. Studien har en kvantitativ ansats och empiri samlas in med hjälp av en digital enkät. Empirin analyseras och diskuteras sedan utifrån studiens teoretiska utgångspunkter. Studien visar att lärarstudenterna anser att kampanjen berör viktiga ämnen och anser att klassrumsövningarna är användbara. De anser sig i allmänhet vara kunniga om ämnen som kampanjen tar upp, som sexism, rasism, homofobi och samhällets normer. Däremot anser de sig inte veta så mycket om anonymitet på nätet, lagstiftning kring kränkningar online och var det finns hjälp att få vid nätmobbning. Analysen av resultatet pekar också på att de har en medvetenhet kring sin framtida yrkesroll och anser att de har ett ansvar att arbeta med de frågor som kampanjen berör. Det verkar också som att de anser att kampanjens metodmaterial skulle utgöra ett användbart verktyg som kan hjälpa dem att ta sig an den uppgiften. / This study aims to examine the reception of a communication campaign against hate speech online and cyber-bullying. The purpose it to understand how teacher students at university level, perceive the campaign and its messages, as well as how they perceive the campaign in relation to their future teacher profession. The study’s theoretical framework includes the theory of two-step flow of communication, with the core concept of opinion leaders. It also includes teachings from the social marketing discipline. To better understand the context of the study, the theory of secondary socialisation is used, together with a social norms-perspective. The study uses a quantitative survey method. Empirical data is collected through an online survey and is later analysed and discussed with the help of the aforementioned theoretical framework. The results show that the teacher students think the topics of the campaign are important. In general, they rate their knowledge on the campaign topics highly. They claim to know a lot about sexism, racism, homophobia and societal norms. However, they rate their knowledge on other topics lower – they claim to not know as much about online anonymity, legislation about hate speech or the resources that are available when cyber-bullying occurs. The analysis shows that the teacher students are aware of the socialising role that comes with their future profession. They seem to think that it is part of their responsibility as teachers to work with the themes specified in the campaign. It seems like they think the campaign material and classroom exercises would be useful tools when it comes to living up to that responsibility

Shifting towards sustainability in environmental, social and economic systems is an urgent concern for society today. In order to contribute to this, the thesis focuses on behaviour orientated social marketing campaigns, which can complement the broader changes required. This study adds knowledge to communication design for social marketing campaigns to improve the conversion of information to action helping move society towards a more sustainable future. Results, drawn from the literature, case studies and interviews, demonstrated the need for a shared vision, detailed knowledge of both the audience and behaviour, development of a network to support the campaign and better use of behavioural psychology and social media. Overall it was found that a more strategic approach is needed during the design and implementation of social marketing campaigns. The Framework for Strategic Sustainable Development (FSSD) was used to structure findings and provide context for campaigners. In practice the FSSD would be used to inform The Strategic Planning Process (SPP), proposed for development of social marketing campaigns that move society towards sustainability.

Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.

The thesis Possible approaches to the viral marketing in new media and its use in Czech Republic is concerned with one of the marketing strategies from foreign authors point of view. On the basis of related theories it describes the importance of viral marketing in order to point out the strengths and weaknesses of this method of promotion. The first part deals with the introduction of new media and specific ways of promotion in cyberspace. The following parts describes the related fields, word of mouth, memetics and information cascades. The actual view of viral marketing is given on the basis of publications by Seth Godin Douglas Rushkoff and Henry Jenkins. Part of the work deals with the measurement and analysis of viral marketing, which outlines the possible mathematical formula describing viral spread. After a theoretical introduction describes possible methods of viral marketing, which is clearly shown on the example of several Czech campaigns. Powered by TCPDF (www.tcpdf.org)

Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. The socially responsible reputation of a firm may be significantly strengthened by incorporating CSR and CRM efforts. Audiences have shown to have a more positive opinion of these initiatives when they are implemented in the sports industry, often differentiating them from direct corporate marketing due to their perceived authenticity and compassion. Hummel's decision to tone down the Danish national team's kit for The 2022 FIFA World Cup in Qatar serves as a compelling example of cause-related marketing within the football industry.   Purpose: The development of an in-depth understanding of how online communities perceive the cause-related campaign executed by Hummel at The 2022 FIFA World Cup in Qatar. Method: Qualitative Research; Interpretivism; Methodology – Exploratory Case Study; Inductive Approach; Data Collection – Systematic; Sampling – Deliberate/Nonprobability Sampling; Data Analysis – Content Analysis (creation of tree-diagrams based on quotes, generic categories and main categories)  Conclusion: The authors have undertaken a comprehensive analysis of the findings derived from content analysis, establishing meaningful connections between these findings and relevant theories regarding cause-related marketing (CRM) and corporate social responsibility (CSR). As a result, this study makes a contribution to the scholarly understanding of the potential responses exhibited by online communities towards cause-related marketing campaigns. The findings of this study shed light on the diverse range of reactions that can be anticipated when a company chooses to engage in such sponsorship endeavors.