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Dissertation provides to a reader deep understanding of a product launch to eCommerce market. Theoretical part deals mainly with modern process of business model generation, while application part contains on-line marketing tools analysis, eCommerce principles in general, deep landscape assessment of Czech eCommerce market and finally real case study from Procter & Gamble company regarding launch of top brands to eCommerce market in Czech Republic.

Práce odhaluje stěžejní faktory, jež stojí za úspěšnou aktivitou společnosti ABradio, a. s, která provozuje (kromě jiných činností) veliké množství rádiových stanic po internetu. Zároveň zjišťuje vnitřní i vnější negativní prvky ovlivňující podnik. Stručně se zabývá i konkurencí firmy na čekém trhu. V závěru je navržen postup na odstranění úzkých míst s cílem přispět k lepším výsledkům organizace a způsobu její činnosti uvnitř i navenek.

The main objective of this thesis is to propose an on-line marketing strategy of start-up project e2shop.cz. The thesis itself consist of three parts. The first part presents theoretical framework of commercial communication with focus on on-line communication. The second part describes the basic principles of e2shop.cz project and its functionality. The last parts consists of the strategy itself that is based on thorough analysis of external factors, market and competition using PESTEL, SWOT and TOWS schemes. The strategy contains of target group, objectives and tools definistion. Implementation plan and budget are included as well.

This thesis presents a study about the use of on- line marketing tools by master s students in Administration programs in public Brazilian universities, emphasizing the importance of such tools for the construction of a relationship between the institutions and those audiences in particular. Through the research, it has been investigated the behavior of the master s students in the Internet , his/her preference in relation to the different available tools and which the attributes of such ones he/she judges more important. The on- line marketing is seen as a group of activities which uses electronic communications to publish and to promote the organization, establishing an interaction with the customer and, this way, satisfying his/her needs in an appropriate way. The adoption of electronic tools for such marketing type offers precision, convenience and speed in the moment of looking for the on- line user's knowledge. In that sense, this research revealed that the master's students already have a contact with the Internet up to six years, demonstrating affinity with the technology. Tools as e- mail and web site are constantly used, pointing to a larger preference; following by the newsletter , discussion groups by e- mail , forum of on- line discussion and chats , respectively. Among the attributes of such tools, considered as very important, one can quote the agility, the information, the trust, the safety, the credibility and functionality. Finally, it is necessary to highlight that the present work is divided into six chapters dealing respectively with: revision of the literature (Technology of the Internet ; Discussion and retrospective of the marketing ; The electronic marketing ; The relationship with the customer); methodological aspects (Formulation of the problem; Delineation of the research; Selection of the sample; Plan, instrument and analysis of data; Limitations of the research); the presentation and analysis of the data; conclusion and the author's contributions and considerations on the accomplished research. / Este trabalho apresenta um estudo sobre a utilização das ferramentas de marketing on- line pelos mestrandos em administração das universidades federais brasileiras, ressaltando a importância de tais ferramentas para a construção de um relacionamento entre as instituições e esses públicos em específico. Por meio da pesquisa, procurou- se investigar o comportamento do mestrando na Internet , sua preferência em relação às diferentes ferramentas disponibilizadas e quais os atributos das mesmas que ele julga mais importantes. O marketing on- line é visto como um conjunto de atividades que se utilizam de comunicações eletrônicas para divulgar e promover a organização, estabelecendo uma interatividade com o cliente e, assim, atendendo suas necessidades de forma adequada. A adoção de ferramentas eletrônicas por tal tipo de marketing oferece precisão, conveniência e rapidez no momento de buscar o conhecimento do usuário on- line . Nesse sentido, a pesquisa realizada revelou que o mestrando já possui um contato com a Internet superior a seis anos, demonstrando uma proximidade com essa tecnologia. Ferramentas como e- mail e web site são, constantemente, utilizadas, apontando para uma maior preferência; seguidas pela newsletter , grupos de discussão por e- mail , fórum de discussão on- line e chats , respectivamente. Entre os atributos de tais ferramentas, apontados como muito importantes, estão a agilidade, a informação, a confiança, a segurança, a credibilidade e funcionalidade. Por fim, é necessário acrescentar que o trabalho está dividido em seis capítulos tratando respectivamente de: revisão da literatura (Tecnologia da Internet ; Discussão e retrospectiva do marketing ; O marketing eletrônico; O relacionamento com o cliente); de aspectos metodológicos (Formulação do problema; Delineamento da pesquisa; Seleção da amostra; Plano, instrumento e análise de dados; Limitações da pesquisa); da apresentação e análise dos dados; da conclusão e das contribuições e considerações da autora sobre a pesquisa realizada.

For success in the business market, all companies must have well-developed marketing strategy. In today's information society internet plays an important role and therefore an internet marketing strategy too. This thesis first briefly deals with the specifics of marketing and marketing in services. In addition it describes the marketing on the internet and its tools (SEO, PPC, etc.). The last chapter of theory describes creation of off-line and on-line marketing strategies. The practical part starts with the analysis phase. This phase includes description of videoconferences and their technologies. Furthermore it contains description of Mojekonference service, with the help of Porter's analysis describes the competitive environment, deals with detailed market analysis, market research (using questionnaires), the creation of marketing tools, analysis of current marketing strategies and especially the analysis of website (keywords, SEO, etc.) The last section deals with the designing of marketing strategy, product, pricing, communication and distribution policy, makes a new structure of website and proposes a website advertising PPC campaign in Google AdWords.

Social networks marketing is used by many companies. Therefore it is important to apply metrics and measurements, to get a practical use. Then we should be able to set a good marketing plan and achieve better business results. There are many metrics available, therefore it's helpful to get familiar with them and choose the right ones which will bring us valuable information. Marketing is a process that should be completed by evaluation, according to predetermined metrics, and according to results appropriate steps are to be made. Metrics are an important point in this process, providing valuable feedback and beneficial advice.

Diploma thesis deals with the problematics of promotion in the hotel industry. After defining theoretical knowledge, it is demonstrated on specific practical example, the internationally known hotel in Prague. The practical part includes an analysis of the actual promotion of the selected hotel, where the emphasis is put primarily on communication on social networks. Subsequently, this promotion is compared to competing hotel. At the end, on the basis of the conclusions, there are presented recommendations and proposals for the marketing campaign of the hotel.

The master’s thesis is focused on the on-line marketing communication of the brand Pěkný domov shop. The thesis acquaints with the current structure of the communication mix and the online marketing communication and based on the performed analyses and own research, suggests the appropriate suggestions to improve the on-line communication of Pěkný domov shop with the public.

Diploma thesis deals with a role of the new medium -- the Internet. The thesis describes historical development of the Internet wordwide, in the Czech republic and analyzes the situation of Internet users in current czech enviroment. It shows a potential growth of global Internet users until the year 2030. A special attention is applied on the current trends of Internet marketing including e-mail marketing, SEM, banners, blogs and viral marketing. The aim of the diploma thesis is to uncover new trends in on-line marketing -- mobile and video marketing, social networks, location based marketing, virtual worlds, discount portals and others. This theoretical data are used in the case study recommanding appropriate usage of Internet marketing tools for REAL HAPPY HOME, Ltd.