The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by investigating and understanding E-marketing activities in combination with parts of Promotion Mix, and Relationship Marketing. Three universities in the south of Sweden were interviewed. A qualitative research method was applied, in combination with an deductive approach. Theories regarding the above mentioned elements were investigated and compared with data from semi-structured interviews of universities’ communication departments. Findings showed that in general universities are taking E-marketing into consideration, and understand the importance of its implementation. Yet, they have not applied all the activities which could have been to their advantage. Findings also showed that the universities’ most efficient E-marketing tool was their websites, as it could be appreciated by both current and potential students. In addition, Relationship Marketing and Promotion Mix seemed, in all universities, as a proper complement for E-marketing. However, it appeared that both elements were not implemented to their fullest either. This study could be of use to both practitioners and academics. The study shares information and knowledge of marketing channels which can be useful, yet, have not been used to their full capacity. Practitioners may benefit from the theory and findings, which show how higher education is adjusting to the technological revolution.

Promotion is one of the four major marketing elements of the marketing mix (others are product, price and place) in implementing marketing strategy. Promotion is dealing with the ways a company communicates with its customers to persuade them to buy the product. Promotion mix covers all the different ways a company choose to communicate with its customers such as advertising, personnel selling, PR, sales promotion and others. Selecting the optimal blend of the promotion mix is a tough and critical issue for marketers and does not have a fix operative formula. The fast pace of improvements in digitization in this era led companies produce digital products. Due to their inherent characteristic of digital products, such as intangibility, promotion mix selection is a more challenging issue. In my thesis study, I proposed a framework in classifying the digital products and then apply a fuzzy linguistic decision model approach with appropriate genetic algorithms to reach an optimum promotion mix set for digital products. Optimization is targeting to justify the objectives of the company, provide a satisfying marketing performance for the companies of digital product producers and utilize their budget effectively. The proposed model is implemented on an empirical case and produced satisfactory results.

Magistro baigiamojo darbo tikslas yra įvertinus skirtingų socialinės žiniasklaidos priemonių panaudojimo kuriant integruotos marketingo komunikacijos planą efektyvumą, pateikti marketingo komunikacijos komplekso modelį, skirtą taikyti naujos internetinės drabužių ir aksesuarų jaunimui parduotuvės atvejui, komunikacijai parenkant ir integruojant tinkamas socialinės žiniasklaidos priemones. Teorinėje darbo dalyje analizuojamos rėmimo komplekso ir komunikacijos bendros naudos organizacijai, vartotojų elgsena socialinėje žiniasklaidoje bei socialinės žiniasklaidos integravimo į rėmimo kompleksą galimybės. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami rezultatai tyrimo, atlikto statistinių informacinių technologijų Lietuvoje duomenų analizės bei anketinės apklausos apie komunikaciją socialinėje žiniasklaidoje, metu būdu. Projektinėje darbo dalyje įvertinamas skirtingų socialinės žiniasklaidos priemonių panaudojimo, kuriant integruotos marketingo komunikacijos planą, efektyvumas bei pateikiamas marketingo komunikacijos komplekso modelis, skirtas taikyti naujos internetinės drabužių ir aksesuarų jaunimui parduotuvės atvejui, komunikacijai parenkant ir integruojant tinkamas socialinės žiniasklaidos priemones. / Final aim of the work is to assess the different social media tools for use in developing an integrated marketing communications plan for the effectiveness of the integrated marketing communication model for the application of a new online clothing and accessory stores, young people, communication, and choosing the appropriate integration of social media. The theoretical part of this analysis support the complex communication and mutual benefit organizations, consumer behavior in social media and social media integration to support complex capabilities. Final analytical part provides an analysis of the results of studies of statistical information technology and data analysis in Lithuania questionnaire survey on the social communication media, in a way. Part of the design assessment of the different social media tools for use in creating integrated marketing communications plan, and the effectiveness of marketing communications complex model for the application of a new online clothing and accessory stores, young people, communication, and choosing the appropriate integration of social media.

This Masters thesis deals with the topic of marketing communication. The first part of this thesis is devoted to the theory of marketing, marketing tools, marketing and promotion mix, marketing communication, e-commerce and STDC framework. In the following part of thesis are used the tools and analysis described in the theoretical part and applied on online grocery store Košík.cz. At first there is the application of situation analysis, then application of analysis of marketing mix, current marketing communication analysis and application of SWOT analysis. All points recognized in previous analysis are reconsidered and confirmed through survey and used in proposal of marketing communication based on marketing framework STDC.

整合行銷傳播已是今日及未來傳播業界無法抗拒的風潮，並將進而帶動行銷理念與方式的革命性轉變。所謂「整合行銷傳播」，乃評估各種不同的傳播技能在策略思考中所扮演的角色，如一般廣告、直覆廣告、促銷活動、及公共關係，並將之結合，透過天衣無縫的整合，提供清晰一致的訊息，並發揮最大的傳播效益。這是時代背景與市場競爭因素的驅動下，行銷傳播的必然趨勢。 　　因此本研究期能建立一套適於國內實務界運作的規劃架構模式，提供業界做為消費性產品行銷傳播規劃上之依據。並期能運用一系統化的運用一系統化的規劃模式，發展出對消費者及其他利益關係人的最適溝通策略；有效整合對於各不同利益族群的溝通訊息以產生協調一致的對外傳播訊息；整合各項傳播工具的表現，期使各工具能用整齊劃一的調性，分別發揮其傳播上的功能特性。再進一步以理論模式為依據，分析診斷個案狀況提供可行之建議；探究在面對不同的消費者、產品類別、與環境成員時，行銷傳播策略的相同及相異處，以歸納出企業對外溝通訊息最適之呈現方式與組合。 　　本研究屬於探索性研究，藉由對國內外相關文獻的探討來建立理論架構基礎，再者利用個案深入訪談的方式瞭解及分析實務案例以驗證該架構，並達成本研究之目的。 　　經由文獻探討與對實際個案的研究分析，本研究發現此一理論模式確能做為業界行銷傳播規劃之依據，並可藉以發展對各利益關係人的最適溝通策略、整合對外傳播訊息及各項傳播工具的表現，並適用於不同之個案狀況，可據以分析行銷傳播個案與提供建議。此外並據以提出策略義涵，包括重視消費者資料庫及品牌忠誠度分類、分析企業利益關係人、深入瞭解各傳播工具之特色並靈活運用，以及重視消費者公關等等。

The diploma thesis is focused on the promotion of Třebíč destination. The main objective of the thesis is to identify and assess the current tools for possible promotion of Třebíč destination. Based on the analysis of the current state, the possibilities to improve and increase awareness of Třebíč as a tourist destination are suggested.