Legal aspects of the online marketing The ever-growing role and importance of the Internet in today's society encourages the quick development of a relatively young and dynamic field - online marketing. Since the central goal of the online marketing is to maximize the profits of the given entity, commercial interest may easily get into the conflict with the interests of others. However, endangered entities are not only competing entities, but very often the customers themselves, addressing of which is much easier and cheaper in the Internet than in the "real world." In addition, in recent years the importance of the issue of the Internet users' privacy has been growing. Legal responses mainly consist in the public regulation, the compliance of which is supervised by the executor of the public administration appointed to do this by the legislator. However, also private regulation is worth mentioning, which is usually used primarily by competitors of the infringing entity rather than by consumers themselves. This thesis at first introduces the field of online marketing and its tools and consequently deals with the examination of the legal regulation in more detail, including the impact on practice. The aim of the thesis is to look at the legal regulation from the point of view of the practice, which...

This master's thesis deals with luxury brand marketing communication within social networks. The subject reacts to the dynamic growth regarding the importance of social networks that bring many changes and opportunities to marketing communication conductive to the customer. Its purpose is to use theoretical knowledge about luxury brand marketing within social networks such as Facebook, Instagram, Pinterest, Twitter, and Youtube; presented in its first part, for the analysis and evaluation of the current activities on social media of the luxury Czech glass company LASVIT. Based on the findings from the analysis, the final part of this thesis presents my recommendations and concrete proposals concerning the expansion of current marketing communication activities of LASVIT within it's domain of social platforms.

The final thesis "Development of marketing in connection with information technology and neurotechnology" deals with modern marketing methods in the field of information technology, especially on the Internet (online marketing) and in the field of neurotechnology (neuromarketing). The thesis asks questions about how further can marketing be evolving in current form to the future and it follows the development and potential of each marketing trends in the context of modern information technology. To what extent will consumers have freedom of their choice in the future? What could be the negative and positive effects of the development of marketing in conjunction with modern technology? What influence does online marketing and neuromarketing on human emotions and thinking? Answers and problems of modern marketing are searched primarily through the SWOT analysis from a consumer perspective and also from the perspective of the company. It studies a FaceReader program for the analysis of facial expressions of respondents in the face while watching selected commercials. Finally, the work is trying to find relations of recognizing the modified logos without the brand name according to different consumers through the online survey.

This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.

The Master's thesis "Online marketing of website Golfprint.eu" deals with various aspects of website pages Golfprint.eu. The main objective of Master's thesis is based on the analyzes and studies to assess the specific Internet project, examine the strategy and formulate concrete proposals and recommendations with a view to the next time period. In addition to the broadly defined area of internet marketing and learn about the standard tools and factors that ensure an adequate commercial success. At the same detail to present selected web project and specify its main aims and objectives in the marketplace.

The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.

The thesis analyzes the selected entity in tourism and explores the use of online marketing tools in its activities, in which especially their own website and official page on the social network Facebook play a crucial role. The aim of this work is on the basis of statistical data and analysis to assess the use of online marketing tools of chosen subject. On the basis of these information will be given some recommendations for improving its online marketing communications. The theoretical part focuses on the history of the Internet and the development of Internet users. Internet is compared with traditional advertising media and also some forms of online marketing are presented. The selected entity is exploring working with online marketing tools and it is analyzed their successful use.

This dissertation titled Online propagation of a small e-commerce is focused on the propagation of the e-commerce on the Internet and on the online communication mix creation. At the beginning it briefly outlines the online marketing theory. The first chapter defines the term marketing and shows its targets, presents communication mix on the Internet, then it describes the czech statistics of the use of the internet and of online promotion. The second chapter is then focused on the application of some forms of propagation to the model e-commerce, which is selling sports clothes. The last part of the dissertation evaluates particular parts of the online communication mix and compares the paid promotion with regard to the orders and to the e-commerce attendance. In the end there are drawn up some recommendations, which could be useful for some similar e-commerces.

Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.

The diploma thesis is focused on creating a project of website revitalization in specific company which produce road bikes and timetrial bikes. Based on the theoretical knowledge, analyzes the extern and intern environment competition and risk evaluation followed by creation a practical project with estimated costs.