The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.

Titel:                                  David vs. Goliath Författare:                        Henriksson, Johannes & Ågehäll, Adam Institution:                        Linnéuniversitetet, Ekonomihögskolan Program:                           Ekonomprogrammet inriktning Marknadsföring Kurs:                                 Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare:                      Leif Rytting Examinator:                      Kaisa Lund   Syfte:                                 Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing.    Metod:                               Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter.   Slutsats:                             Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content.   Nyckelord:                          Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken.   Fördelning av arbete:         Båda författarna har varit lika delaktiga under alla delar av studien. / Title:                                   David vs. Goliath Authors:                             Henriksson, Johannes & Ågehäll, Adam Institution:                          Linnaeus University, School of Business and Economics Programme:                       Business Administration and Economics, specialization Marketing Course:                               Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor:                         Leif Rytting Examiner:                           Kaisa Lund   Purpose:                             The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing.    Method:                              Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants.   Conclusion:                         Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content.   Keywords:                          Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands.   Allocation of work:             Both authors have been equally involved in all parts of the thesis.

Title: Creation of marketing communication within the business plan of the new created e-shop Objective: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. It were used qualitative research methods, such as focus group and in-depth interview. Also these methods of qualitative research together with informal interviews helped to analyse the appropriate tools of marketing communication. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. Realizing adverts on social network is planned for Facebook and Instagram platforms, which are currently a very powerful tool for marketing communications. PPC ad placement is designed for Google's web search engine, which also has a high potential for marketing communications. Other elements of the proposed marketing communications are questionnaire, e-mailing, search engine optimization and competition. The...

The readers of this thesis meet the topic of internet advertising. The thesis describes different forms of internet advertising and its special features. Its aim is to analyse individual forms of internet advertising and propose an optimal campaign for the chosen subject. The first part covers theoretical knowledge in this area. The next part contains the analysis of competitors' use of Internet advertising. After that follows the analysis of current trends and offer of advertising agencies focusing on internet advertising. Based on the data gained in these parts, the last part of the thesis contains specific proposals and recommendations for internet advertising of the chosen company. These advertising campaigns should bring the company increase in sales and they should also increase public awareness of the company brand.

The theme I have chosen for my diploma thesis is named "Usage of the Spa Internet Marketing``. It is focused on the Spa in Hodonín and the results of the marketing research which assignes the great importance to the internet during the process of information and the point-to-point communication with customers. Hodonín Spa is young and modern facilities located in the South Moravia, whose sole owner has been the city of Hodonín since 1993. The Equipment is used to treat the musculoskeletal system, relaxation, and also offers reconditioning wellness stays. The aim of this study is evaluate the current use of the Internet Marketing Spa, its coverage and propose ways to improve in this area. The operational objective is to determine customer satisfaction - self-payers - the internet presentation of the Spa, their attitudes and opinions of the other tools of Internet communication. The basic terms and the Internet Marketing methods are defined in the theorethic section of the diploma. These findings became the basis for a personal interview with a marketing specialist and to define and evaluate the tools of communication of the Spa. The lists of questions were the way used to collect the primary facts about the customer´s satisfaction and their attitude to the www presentation. Consider the finance, personal, technical and other possibillities the Hodonín Spa´s internet activities fulfil the function very well even in the confrontation with other similar facilities. The research results and the Facebook realized advertising campaign on my own found out the improvement ways and the new suggestions of a ppc advertising, an emailing, a sales promotion and social networks. The improvement of effectivity communication with clients was the goal of these suggestions. The Spa´s internet activity is necessary at the present competition time. The Marketing department should adequately reacts on this situation to improve the customer relations.

The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.

Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.

The diploma thesis deals with contextual advertising with a view to Google AdWords. The aim of the thesis is to build a Google AdWords account for a non-profit organization TJ Sokol and to evaluate successfulness as well as potential of these form of advertising in non-profit organizations. In theoretical framework there is a definition of contextual advertising, briefly described its history, principle, advantages and disadvantages. Furthermore there are various contextual advertising systems in Czech Republic compared to each other. The thesis focuses in detail on Google AdWords system description from the initial account creation to its basic parts -- campaigns, ad groups, keywords, ads and conversions. This part also deals with the connection to web analytical service Google Analytics. The account creation for non-profit organization TJ Sokol is described in practical section of the thesis. The preparations which needed to be done, account development and account optimization are mentioned in this section as well. Final Google AdWords performance evaluation is generalized to small non-profit organizations and general recommendations for effective and successful ad campaigns are made based on this evaluation.

The thesis deals with the analysis of selling method for special literature and suggests the solution how to realize electronic commerce in condition of minimal costs. It concentrates on the offer propagation using online tools and social networks, and gives the instruction how to deal with the solution of selling on the internet.

Studiens syfte är att undersöka expressiv fonologisk förmåga hos barn i åldrarna 3;5-4;9 år som följer en atypisk tal- och språkutveckling och jämföra den med en åldersmatchad kontrollgrupp.  Ytterligare ett syfte är att undersöka huruvida det föreligger ett samband mellan expressiv fonologisk förmåga och impressiv lexikal förmåga. Elva barn med konstaterade uttalssvårigheter rekryterades från logopedmottagningar och språkförskolor i Stockholm och i Östergötland. Barnen testades i en för dem välkänd miljö med bedömningsmaterialet LINUS. Barnens svar audioinspelades och transkriberades och utifrån transkriptionerna gjordes en analys med utgångspunkt från icke-linjär fonologi samt beräkning av Percentage Phonemes Correct och Word Complexity Measure. Resultatet jämfördes sedan med kontrollgruppen. Åtta av barnen i studiegruppen testades även med PPVT-IV för att undersöka eventuella samband mellan expressiv fonologisk förmåga och impressiv lexikal förmåga. Resultatet visade att barnen i de båda grupperna uppvisade uttalsavvikelser från vuxet målordsuttal på ord-, stavelse och segmentnivå, stavelsenivån var den nivå där flest avvikelser förekom i båda grupperna, men att avvikelserna förekom i högre grad hos barnen i studiegruppen. På stavelse- och segmentnivå kunde signifikanta skillnader ses men inte på ordnivå mellan grupperna. På stavelsenivå förekom klusterreduktioner i större utsträckning än uteslutning av enskilda segment för båda grupperna. På segmentnivå uppvisade barnen i studiegruppen problem med samtliga särdrag (sätt, plats och ton), till skillnad från barnen i kontrollgruppen som endast uppvisade problem med särdraget plats. Barnen i studiegruppen fick lägre värden på såväl PPC och WCM. En signifikant skillnad sågs mellan PPC och WCM i studiegruppen men inte i kontrollgruppen. Inget samband mellan expressiv fonologisk förmåga och impressiv lexikal förmåga kunde påvisas i följande studie. Studiens resultat indikerar att det är viktigt att ta hänsyn till alla fonologiska nivåer vid en bedömning och resultatet motiverar att ett icke-linjärt perspektiv kan vara till fördel vid planering av intervention. Då stavelsenivån ger upphov till störst svårigheter är det viktigt att ta hänsyn till detta vid fonologisk intervention. Studiens resultat kan ligga till grund för hur en icke-linjär analys kan användas inom klinisk verksamhet. / The aim of the study is to investigate the expressive phonological ability in children aged 3;5-4;9 following an atypical speech and language development and make a comparison to an age-matched control group following a typical speech and language development. A further purpose is to investigate whether there is a relation between expressive phonological ability and receptive lexical ability. Eleven children with speech sound difficulties were recruited from Speech-Language Pathology clinics and preschool language units in Stockholm and Östergötland. The children were tested in a familiar environment, with the swedish phonological assessment material LINUS. The children's responses were audio-recorded and transcribed and based on the transcriptions, a non-linear phonology analysis and calculations of Percentage Phonemes Correct and Word Complexity Measure were made. The results were then compared to the control group. Eight of the children were also tested with PPVT-IV to investigate a possible correlation between expressive phonological ability and receptive lexical ability. The results showed that the children in both groups had deviations at word-, syllable- and segmental levels, the syllable level appeared to be the most affected level in both groups, but that the deviations were more frequent in the study group. The differences on syllable- and segmental levels were significant, whereas the difference at word level was not significant between the groups. At the level of syllable, cluster reductions occurred to a greater extent than the exclusion of individual segments for both groups. At the segmental level, the study group showed problems with all features (manner, place and tone), whereas the children in the control group only had problems with the feature place. The study group had lower PPC and WCM than the control group. A significant difference was seen between PPC and WCM in the study group but not in the control group. No correlation between expressive phonological ability and receptive lexical ability was found. The results of the study indicate that it’s important to address all phonological levels in assessment and motivate that a non-linear approach could be beneficial as basis for planning of treatment. Since the syllable-level is the most affected it is important to address it in intervention. The report could serve as a guide for clinicians when applying a non-linear analysis.