When digitally marketing an online educational program, degree or course, an institution must realize the target market which it is trying to reach. However, the demographics of the online student is extremely diverse, making marketing efforts difficult. With such a demographically diverse online student population to attract, it is important to understand what attributes make current online students satisfied or dissatisfied with the online education experience. Once these attributes are understood, organizations can effectively formulate digital marketing strategy to attract future students. While the efforts to understand satisfaction and dissatisfaction of the online student have been numerous, these studies have mainly centered upon secular organizations. Therefore, to contribute to the literature, this study identifies which attributes make online students satisfied or dissatisfied within the faith-based online educational environment. The results of the study may help organizations and educational institutions with a faith-based mission be more effective in their digital marketing efforts to attract and enroll online students. While the efforts to understand satisfaction and dissatisfaction of the online student have been numerous, these studies have mainly centered upon secular organizations. Therefore, to contribute to the literature, this study identifies which attributes make online students satisfied or dissatisfied within the faith-based online educational environment. The results of the study may help organizations and educational institutions with a faith-based mission be more effective in their digital marketing efforts to attract and enroll online students.

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Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal  interviews. Results and conclusion The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8  key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.

全球化之數位行銷應用方法 / With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally. The methodology originates from the early official website traffic monitoring system and membership profile analysis. Through enhancement and evolvement, there are 2 modules developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate. We use 4 cases to present how the methodology works to fulfill different requirements. The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate. The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect. The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger. For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development.

Although YouTube wasn't created until 2005, it became a leader in its field. It was visited by more than a billion people from all around the world which nowadays upload over 300 hours of videos every minute and watch about 5 million videos every day. Within a few years, it has become a world-wide phenomenon that has overlapped into many areas. One of these areas is marketing. The goal of this thesis is to explore YouTube as a marketing tool and use secondary resource research and expert interviews to create a comprehensive information base to help managers and marketers with comprehension of the YouTube landscape and show them best practice in the area.

The purpose of this thesis is to create a concept of digital communication for nonprofit organisations like animal shelters. These organisations struggle with lack of money, people and capacity and do not utilize the potential of digital marketing. The proposed strategy should help them to mitigate the impact of those problems and also to fulfill the objectives of the organisation at a minimal budget.

Bussinessmen, companies and traders put money into advertising. But they require these ads to bring the desired effect -- i.e. new customers, sales, revenues. Affiliate marketing allows exactly all of that. The objective of this diploma thesis is to describe the affiliate marketing (kind of performance advertising on the internet) from the perspective of the advertiser and further evaluate affiliate marketing as a suitable form of promotion for a particular Czech company. There will also be the affiliate program analysis, its realization and description of affiliate program management.

This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.

Today's society has grown to be highly digitalized where technologies are playing a large role in everyone's lives. Moreover, society is still developing at a rapid pace, with a new innovation around every corner and with more and more business conducted online. By using this as a starting point, the authors of this thesis choose to examine how blockchain can influence the use of big data in digital marketing. Moreover, as previous articles have perceived GDPR as an obstacle for implementing blockchain within this context, the authors perceived it as necessary to examine blockchains’ relation to GDPR. Thus, this thesis has set out to both identify challenges and opportunities that exist when applying blockchain within the context of digital marketing. This exploratory thesis applies a qualitative data collection method in order to fulfill the purpose of the study and to answer the following components of the research question; (1) How will blockchain influence the use of big data within digital marketing? (2) How will blockchain in a digital marketing context cope with the regulations of GDPR? (3) How will blockchain influence the future of digital marketing? The qualitative collection method chosen is semi-structured interviews and has included six participants from Europe.  The findings of this thesis suggest that blockchain will influence big data and thus, digital marketing will be influenced because it is heavily data-driven. Furthermore, blockchain will influence the companies’ knowledge of the customer, allow more reliable data to be obtained, and allow consumers to retain ownership over their data. Thus, blockchain places a higher demand on companies to deliver relevant information and match the interest of customers in order for the companies to gain access to customers’ data. Additionally, the findings suggest that blockchain has the ability to remove intermediaries and eliminate fraudulent activities, such as deep fakes, illegitimate reviews, click-fraud, within digital marketing. Despite that blockchain has a lot of potentials, it also faces a lot of challenges and obstacles. For instance, large companies such as Google may feel threatened by the blockchain and thus, these companies may have incentives for disrupting the implementation of the technology. Moreover, practical challenges have been identified. These were related to non-scalable algorithms and limited capacities to store large amounts of data.

El siguiente trabajo se ha realizado con la finalidad de conocer el impacto que generan las estrategias de promoción digital, en la intención de compra de calzado deportivo por parte de los hombres entre 25 y 35 años de edad, dentro de las tiendas físicas de las marcas deportivas. Las distintas marcas de calzado deportivo suelen utilizar una serie de estrategias digitales, con diferentes propósitos. Hay estrategias de fidelización, otras encargadas de la exposición de marca y sobre todo, las que se encargan de generar ventas, a través de una persuasión hacia la intención de compra del consumidor. En el presente trabajo, se analizaron las estrategias digitales más utilizadas por las marcas deportivas en el mundo y sobre todo en el Perú, para poder encontrar respuestas acerca del impacto que generan en los consumidores peruanos y como estos reaccionan ante ellas. Asímismo, para poder encontrar respuestas a los objetivos e hipótesis planteadas, el tipo de investigación será correlacional, ya que se va a identificar la relación que existe entre las variables establecidas. Así pues, se utilizarán los métodos cuantitativo y cualitativo, los cuales se basarán en realizar encuestas a los consumidores y entrevistas a profundidad a expertos con el objetivo de conocer a profundidad el punto de vista de cada uno de ellos. De este modo, se podrán comprobar las hipótesis planteadas previamente. Finalmente, se conocerá la influencia que tienen las promociones digitales, en los consumidores de calzado deportivo. / The present work has been carried out with the purpose of knowing the impact that digital promotion strategies generate, in the intention of buying sports shoes by men between 25 and 35 years of age, within the physical stores of the brands sports. Different brands of sports shoes often use a series of digital strategies, with different purposes. There are loyalty strategies, others responsible for brand exposure and above all, those that are responsible for generating sales, through a persuasion towards the consumer's intention to buy. In this paper, the most used digital strategies by sports brands in the world and especially in Peru were analyzed, in order to find answers about the impact they generate on Peruvian consumers and how they react to them. Likewise, in order to find answers to the objectives and hypotheses proposed, the type of research will be correlational, since the relationship between the established variables will be identified. Thus, quantitative and qualitative methods will be used, which will be based on conducting consumer surveys and in-depth interviews with experts with the objective of knowing in depth the point of view of each of them. In this way, the hypotheses previously raised can be checked. Finally, the influence of digital promotions on consumers of sports shoes will be known. / Trabajo de investigación