This diploma thesis is focused on running an online shop in the Czech Republic. Online shopping is the fenomenon of modern age and had a strong infulence on consumer behavior. Customers can browse shops and order from shops all over the world at any time of day. In the first part of this work I am presenting theoretical background and basic principles on which online shopping is founded. I am also exploring its benefits, risks and possible limitations. Next, I am exploring the current situation of online shopping in Czech Republic and the prerequisites for further development. In the second part I am focusing on activities that are integral to the area of online shopping. This includes advertising systems, choice of software implementation, payment system, marketing campaigns or goods distribution. I am comparing possible options for every one of these areas and I am also suggesting advice tailored for different kinds of businesses. The overall aim of this work is to use my own experience to create a comprehensive guide on running an online store..

The thesis is analyzing potential of the Internet as the marketing instrument. This thesis is trying to show segments of active users of the Internet and the rising tendency of their number. Further in thesis actual instruments of the Internet marketing are analyzed and on the base of research of well-known marketing specialist L. Chase trends are deduced. These trends should be relevant in the Internet marketing very soon. At the end of the thesis is acquired knowledge applied on the Internet activities of the EUROLINES Česká republika, spol. s r.o.

Internet marketing is nowadays a full-value part of each company's marketing. For a lot of companies it is even much the strongest marketing activity. It is mainly because the internet marketing comprises in principle everything a company is on the internet presented with. As from web sites, banners, PR articles, sites optimalization, key words selection and choice of domain up to pay per click links. This diploma thesis is concerned with an analysis of the particular internet marketing tools and the demonstration of its usage in practice, for today it is not enough to have an average web or an isolated, from the rest of internet detached e-shop. Every company has to make a considerable effort to be successfull on the internet. And just the internet marketing shapes the combination of techniques and technologies that aim to fulfill the internet business intentions.

The aim of this thesis is to create and effectively manage Facebook web pages for individual divisions of Import Volkswagen Group s.r.o. The thesis is divided into two parts - theoretical and practical. The theoretical part contains basic information about online and offline medias, trends in the area of Internet marketing and measuring of online advertising efficiency, which, unlike the efficiency of "offline" advertising, is easily measurable. In the past two years, social networks, especially Facebook and Twitter became trendy. The last chapter of the theoretical part is deals with the topic of advertising on Facebook, that prevails in the Czech Republic. and promotion on the social network called Facebook. In the practical part, some of the findings derived from the theoretical part are implemented and verified. The main outcome of this thesis is a development of well-functioning Facebook web pages, administration of which could be taken over by Import Volkswagen Group s.r.o. in the future.

The objective of this thesis is to propose an online marketing strategy for the Divadlo.cz web portal, which is currently undergoing a complete redesign including the extension of functions and services provided to its users. The proposed mix of marketing activities should help to increase the target groups' awareness of news on the web and provide the increase of the targeted visit rate. At the same time I focused on the possibilities of the increase of the web conversion ratio and, on the basis of the analyses and user testing performed, I proposed some changes on the web, which will contribute to the creation of more user-friendly environment and will facilitate the achievement of the web's objectives. Owing to the fact that the operator of the portal is the Arts Institute - Theatre Institute, which is a state-funded organization founded by the Ministry of Culture of the Czech Republic, I selected such marketing methods which least burden the budget and their staffing can be mostly provided in-house. The elaboration of this thesis was primarily based on my own knowledge and experience, obtained by several years of self-study and work in a company, which engages in web design and Internet marketing. The entire thesis is divided into two main parts; the first, theoretical part deals with the Internet marketing itself and its selected tools, which can be utilized during the creation of online marketing strategy of the web in the non-profit sector. In the other, principal part I focus exclusively on the Divadlo.cz portal: first I subject the portal to web analyses and user testing, and in the conclusion I propose the specific marketing strategy for the increase of the web visit rate, divided into the following components: subject, time, finances and personnel.

Master's thesis deals with the evaluation of the effectiveness of internet campaigns. Theoretical and methodological part of the thesis presents online marketing channels and business models widely used in Internet marketing, setting right goals before the campaign launch and the most used web analytics tools, including technological difficulties and the correct procedure for evaluating campaigns. The practical part of the thesis describes a significant difference in the evaluation of the effectiveness of internet campaigns by using the multitouch attribution. A secondary aim is to show that internet marketing is not well measured as marketers think.

This mastert's thesis is engaged in internet business, specifically in e-shops, which are still more popular in these days of internet technologies among businessmen and also ordinary internet users, who are potential customers. The first part provides theoretical basis for familiarizing readers with the specifics of internet business and explains the basic terms and relationships in this branch. Second, practical part describes, analyzes and evaluates particular procedures and possibilities of running e-shop in practice. Particular steps and procedures are described on the basis of e-shop Drevokryty.cz. The thesis is conceived as a whole, which provides a complete picture of running e-shop from the view of entrepreneur.

The thesis focuses on creating a business plan for e shop with business accessories and verification of its competitiveness and potential for further development. The thesis is divided into theoretical and practical part. The theoretical part provides basic theoretical knowledge needed to develop the business plan. The practical part is focused on writing the business plan for the e shop BusinessStyle.cz. The plan includes an introduction, purpose and position of the document, summary, description of business opportunities, company and key personalities and analysis of market, customers, competitors and suppliers. Marketing and sales strategy and implementation project plan is based on this information. The thesis is closed by financial plan that allows evaluation of the project.

This thesis deals with affiliate marketing as one of the internet marketing tools. The work highlights the differences between affiliate marketing in the Czech Republic and the U.S. and also describes how to start your own affiliate program for entrepreneurs in the Czech Republic. The main objective of the thesis is to analyze and evaluate the success of the selected affiliate programs in the company AdFinance Ltd., which are promoted through its own affiliate network AdBenefit. Suggestions are part of the work, which could lead to an improvement in the operation of the affiliate network. The work is prepared based on literature, internet resources and own experience of the author's job position as affiliate manager.

The thesis deals with the increasing of business efficiency of the online store 4RIDERS. The aim of the thesis is the complex analysis, evaluation and recommendation of specific steps to modernize the online store 4RIDERS in terms of online marketing activities, strategies and technical solutions. The theoretical part describes the legislative and technical requirements necessary for the operation of the e-commerce and defines the basic concepts of online marketing and its tools, including online marketing strategy See-Think-Do-Care. In the practical part is processed by the situational analysis, analysis and evaluation of the current online marketing strategy according to the tools display ads, SEO, PPC, social networking, email marketing and shopping comparison sites. The main part of the thesis consists of the proposal of a new online marketing strategy based on the model See-Think-Do-Care. The thesis also deals with the analysis and evaluation of the current e-commerce solutions and recommendations for the new e-commerce platform with regard to the implementation of the suggested online marketing strategy.