This diploma thesis deals with the design of markting strategy of the Brno company Resa, spol. s.r.o. The thesis is divided into two main parts. In theoretical part, there the main concepts relating to marketing are described by research form. These include marketing mix, marketing planning, communication, and a brief history od this issue. In the practical part, there the current state of selected company, the individual parts of the marketing plan and the results of the questionnaire survey are analyzed. From the findings subsequently proposal is based for innovation, or more precisely designing a new marketing strategy, which is the goal of the thesis.

Diploma thesis "The marketing usage in the social media" deals with the application of the social media in the marketing communication. My target is to create a comprehensive outlook on social media in marketing promotion. What are the most commonly used tools of social media marketing? Which forms of promotion does it offer? How to use these tools correctly? Is the promotion that uses social media effective? How big is its role in the current communication and how do the clients understand the social media marketing? The thesis is divided into two parts. The theoretical one describes the basic definitions of terms for my thesis. Later in the thesis, I am explaining the position of marketing in media and what new elements it has brought. I do this throurgh mapping of the online and social media marketing and promotion resources. Another section of the theoretical part is devoted description of selected social media. As an own contribution to my practical part of diploma thesis, I conducted my own research. It was done in a form of qualitative research, more complex open-ended questions, focused on a smaller group of respondents intended to detect the advantages and disadvantages of the use of social media in current marketing. The conslusion of my thesis deals with the results of my research. Here...

In this case study, I focus on Berlin’s BVG (public transport provider), who overcame asevere online firestorm in reaction to their marketing campaign centered around the slogan “Weil wir dich lieben “ (because we love you) in January 2015. Through a content analysis of the BVG’s Twitter feed in January 2015 (during the firestorm) and January 2016 (after the firestorm), I aim to determine how crisis communication strategies were employed by the BVG and what role humor played in their communication on Twitter. My approach to this topic is very much rooted in a rhetorical/ text-based theory of both crisis communication and humor, focusing exclusively on tweets authored by the BVG and analyzing each tweet’s content regardless of its context.My results indicate that humor is employed in the majority of the BVG’s tweets both duringthe crisis and after, a practice that may have helped reduce the perceived severity of the initial cause for the online firestorm. The use of humor in direct response to the crisis is more cautious than after the crisis, showing that despite its newfound jovial image, the BVG in no way underestimated the severity of the crisis situation. Furthermore, the BVG’s Twitter communication is shown to be highly interactive and conducted in a conversational tone. This indicates that the BVG uses their Twitter account to engage with their customers in a friendly and open conversation, building stronger relationships and ultimately creating a network of support, which can be useful both for marketing purposes and as a deterrent for future communication crises.This study can be seen as a small addition to crisis communication and humor research as well as research into online marketing. For future research the framework and methodology may need to be expanded to more widely assess how humor could be employed to overcome negativity online and especially face organizational crises such as online firestorms.

HURTOVÁ, Z. Evaluation of the effectiveness of various techniques in PPC Advertising. Diploma thesis. Brno: Mendel University in Brno, 2018. This thesis is focused on evaluating the effectiveness of various pay-advertising practices, especially in two PPC systems - Google AdWords and Sklik. Specifi-cally, it focuses on comparing the performance of the search network in these two pay-per-click systems, whether the presence of an advertiser's brand name in ad text has some impact and the possibility of ad rotation on the search and display network of Google. A part of this thesis consists of a comparison of the options offered by these two PPC systems.

Online marketing professionals' perceptions about the challenges have got huge importance on marketing campaigns and conversion rates. Online marketing professionals' effective digital marketing strategies are crucial for businesses and clients to grow. However, marketers are facing several challenges in optimizing campaigns, and how they perceive them can affect the whole outcome of the campaigns, the clients' success, as well as certain markets. Understanding their perceptions is important for developing effective strategies and improving conversion rates. Therefore, this research aims to explore the perceptions of challenges that marketers are facing when it comes to optimizing online marketing campaigns. The data for this qualitative project was collected through a total of 9 interviews, of which 4 were in-depth, and 5 were conducted to support or refute the discovered themes. All of the interviewees are highly-experienced online marketing professionals who are currently working in this field. The findings of this study are divided into 5 themes, and each theme has a challenge and a solution part. Marketing professionals can perceive the challenges along these 5 themes when optimizing campaigns to improve conversions. These 5 themes cover: (1) client communication, (2) applied methods, (3) internal factors, (4) external factors, and (5) timeframe. The marketers perceive the challenges in our studied topic along the 5 identified factors below: (1) do not understand each other with the client, (2) there is no clear idea about what kind of methods can work, (3) they have a limited effect on the company's internal factors, (4) external factors cause an anomaly, (5) lack of long-term goals. They can overcome these with client-centric communication, clear ideas, a well-thought-out decision-making approach, market-appropriate strategies, and long-term goals.

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Tourists' information processing is a dynamic process in that their information use depends on the surrounding context. From tourists' personal characteristics (e.g., age, gender, and travel experience), nature of tourism products (e.g., intangibility and variability), to the development of information technology (e.g., the prevalent usage of mobile devices for information search), a variety of contextual factors are involved when tourists process information for decision-making. Given the importance of online reviews in the hospitality and tourism field as information sources, this dissertation aims to understand the contextual effects of online reviews on tourists' decision-making. By selecting several contextual factors, three independent and interrelated essays examine how tourists' cognitive or behavioral responses to online reviews are affected by those factors. Considering that local search (e.g., looking for nearby restaurants by using "restaurants near me" as a search query) becomes an important context for using online reviews, both Study 1 and 2 focus on the local search context. Study 1 investigates the role of online reviews in the local search context; specifically, how online reviews are used as ranking factors by local search platforms (LSPs), is examined with an analytical approach. Study 2 investigates tourists' processing of online reviews in the local search context; specifically, how online reviews are differently processed in the local search context (e.g., searching for a restaurant that can be visited immediately) compared with the non-local context (e.g., searching for a restaurant that can be visited in a month), is examined by conducting an experiment. Building on Study 2, Study 3 investigates how tourists' processing of online reviews is affected by another contextual factor, the nature of tourism products; specifically, how the variability of tourism products (i.e., their change in quality over time) influences the way tourists process online reviews, is examined through social media analytics. Results of the three essays provide empirical support for the underlying argument of this dissertation: understanding tourists' responses to online reviews depends on factors that transcend their information characteristics. As a whole, the findings of this dissertation suggest the need for considering the surrounding context to further understand how online reviews affect tourists' decision-making. As practical implications, this dissertation discusses the importance of leveraging various types of information about tourists' context (e.g., location accessed from smartphones, and physiological condition accessed through smartwatches). / Doctor of Philosophy / Tourists use online reviews within specific situations. The effects of such reviews on tourists' decision-making are difficult to explain without considering the surrounding contexts. Depending on when (e.g., before or during the trip), where (e.g., at home or destination), or for which products (e.g., restaurants, attractions, or hotels) they use online reviews, even the same online review can be differently perceived by tourists (e.g., how helpful it is). Therefore, the reviews have an increased or reduced influence on their product choices. This dissertation aims to understand the context-dependence of tourist's use of online reviews. The three essays in this dissertation examine how online reviews are used or processed by tourists under certain context: how online reviews affect tourist's decision-making in the local search context (e.g., searching for "restaurants near me" using smartphones during the trip) (Study 1); how tourists process online reviews while relying on reviews for immediately choosing places to visit (Study 2); and how tourists perceive online reviews when they are recently posted (Study 3). The findings confirm the dynamic nature of tourist's use of online reviews and offer several insights for tourism businesses to hone their strategies on marketing online reviews.

The thesis "The Influence of New Internet Concerns on Transformation of the Traditional Publishing Houses in Central Europe", based on the media convergence theory and theoretical sources from the area of current trends in media field, focuses on changes the traditional publishing houses are going through. The paper maps the digital portfolio of the traditional media houses of Axel Springer in the German market and of media houses of Mafra, Bauer Media and CME in the Czech market. The paper parallely focuses on portfolio of the chosen global Internet companies and the relationships between these new media concerns and the traditional publishing houses, focuses on the competitive advantages of the examined online platforms of the new Internet companies, which potentially compete by their aims with the tradidional publishers. The paper also focuses on the advantages and the options for the users and advertisers, and on the mutual cooperation and dependenncy of the both types of media concerns.

The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.

The diploma thesis deals with the analysis of the current situation of the company Studyline s. r .o. and the innovation proposal, which is the realization of the language school in Brno. The aim of the thesis is to design a functional marketing strategy that will be applicable in real terms as early as 2018. The thesis also includes a thorough analysis of the internal and external environment, which is summarized by SWOT analysis. The work also evaluates the project's risks, thorough monitoring of the competition, and, in the final stage, marketing strategies for language schools, including the prediction of future developments.