The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end there are conclusions and recommendations based on analyses of used tools for online marketing.

This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.

Search engine algorithms are constantly improved in order to provide the highest quality and most relevant results for the user. Google algorithm updates called Panda and Penguin have recently been one of the most significant and many websites that use black hat SEO techniques were hit by them. Nowadays, using this search optimization's techniques raises the risk of Google penalty, which in most of the cases cause decrease in traffic from organic search. The aim of this thesis is to describe techniques of search engine optimization (SEO) and their possible impact on website's ranking. The thesis also aims to verify whether Penguin and Panda updates have the impact on websites for which the methods of black hat SEO have been used and specify the result of this impact. In the theoretical part of this thesis it is described function of search engines Seznam.cz and Google, their algorithm change in history and possible factors on which the ranking score is based. Briefly are also described tools, which can be used to identify and analyze possible causes of penalization. After reading this thesis, the reader will have a basic orientation in search engine optimization methods and their appropriate use. Also, he will be able to recognize possible causes of Google penalty and propose an appropriate strategy for its removal.

This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.

Internet enhances the rapid globalization of markets and user often has no means to figure out which national legislation is relevant for him when he is visiting the site. This issue gains importance in the commercialization of relationships, where the traditional, local regulations of this dynamic business environment are often inadequate. This paper aims to look through the analysis of various legal aspects, reveal gaps in existing legislation and determine with the help of international comparisons of, still very different, legal arrangements and practice (particularly judicial decisions) of selected countries, which questions are handled appropriately for the purpose of effective regulation of electronic commerce and whether there might be inspiration from foreign regulation and practice for the Czech law system in the future.

The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC advertising systems are used in this strategy. The data from a banner (3 options) concept test research are the main fundament for an appropriate graphic and communication tools selection.

This thesis aims to analyse the behaviour of an “analogue search engine”, created by the romance novel community. The existing commercial recommendation systems for romance novels are found lacking, as they fail to fill the requirements of the user group. The user group fills this need by creating separate communities, where they use their expertise in the genre to create a more accurate recommendation system.  Using ethnographic research over a long period of time allowed the behaviours and habits of the group to be catalogued. Using that framework and interaction design practises, several design proposals were created showing how the findings can be used to add nuance to recommendation system interfaces.

This thesis deals with websites optimizing for search engines. It describes the basic website optimalization practices in the source code as well as influencing the surrounding site in such a way that the web site finished best in the search results. It also describes illegal practices and support PPC systems. This work is also a practical example, which demonstrates the application of theoretical knowledge on specific websites.

Ericsson’s Region IPR & Licensing (RIPL) receives about 3000 thousands Invention Disclosures (IvDs) every year submitted by researchers as a result of their R&D activities. To decide whether an IvD has a good business value and a patent application should be filed; a rigorous evaluation process is carried out by a selected Patent Attorney (PA). One of most important elements of the evaluation process is to find prior art similar, including similar IvDs that have been evaluated before. These documents are not public and therefore can’t be searched using available search tools. For now the process of finding prior art is done manually (without the help of any search tools) and takes up significant amount of time. The aim of this Master’s thesis is to develop and test an information retrieval search engine as a proof of concept to find similar Invention Disclosure documents and related patent applications. For this purpose, a SOLR database server is setup with up to seven thousand five hundred (7500) IvDs indexed. A similarity algorithm is implemented which is customized to weight different fields. LUCENE is then used to query the server and display the relevant documents in a web application.

The presentation of the search result information has become more important ever since the rapid development and use of smartphones. This thesis investigated what makes search engine result pages efficient and effective on the smartphone screen. For this thesis an experimental study of Karolinska Institutet’s search solution was executed. Three different versions of Karolinska Institutet’s search engine result pages were developed, by researching potential features that would improve the effectiveness and efficiency. The developed versions were compared to the original search engine result pages through experiments with students from Karolinska Institutet. The quantitative results showed no statistical significance of improvement in effectiveness or efficiency. The qualitative results indicated that categories and summary texts are preferable features in a search GUI in a smartphone. Thus the results were indecisive, the author reflects and provides ideas on how to achieve clearer results. / Hur man presenterar sökresultat har blivit allt viktigare i och med dagens av smarttelefoner. Det här arbetet undersökte vad som gör sökresultatssidor effektiva när man använder en smarttelefon. I arbetet utfördes en experimentell studie av Karolinska Institutets söklösning. Tre olika versioner av Karolinska Institutets smarttelefonsgränssnitt utvecklades genom att undersöka potentiella \emph{features} (funktioner, egenskaper) som förbättrar effektiviteten. De olika utvecklade versionerna jämfördes mot det original som Karolinska Institutet använder idag. Detta gjordes genom experiment med studenter från Karolinska Institutet. De kvantitativa resultaten kunde inte visa på någon statistisk signifikant effektivitetsförbättring. De kvalitativa resultaten pekade på att kategorisering och summeringstexter är föredragna features i ett sökgränssnitt i smarttelefonen.