This part of the thesis is confidential.

Nonprofit organizations face a unique challenge in communicating their messages in a marketing saturated world. The author of this research studied how nonprofit organizations used fear, disgust and empathy in their marketing campaigns to see if the use of these emotions would have an effect on six different factors. The results of this study showed how the use of distress can be used to amplify the feelings people have when they see images that contain both fear and disgust.

The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

Men’s underrepresentation in the female-dominated domains of healthcare, early education, and the domestic sphere, or HEED roles, remains a persistent problem despite the fact that such careers often afford more job security and wage growth than blue-collar work. A growing body of evidence suggests that their lack of participation in HEED roles is not merely due to a skills mismatch, but rather an identity mismatch. I hypothesized that using descriptive and injunctive norms to reframe a stereotypically feminine career as more compatible with manhood could effectively reduce this identity mismatch. More specifically, I predicted that using a dynamic descriptive norm framing that highlighted the growing number of men taking on a female-dominated career and an injunctive norm framing that highlighted its compatibility with men’s gender rules would increase men’s interest in the occupation. Furthermore, I believed that such framings would be particularly effective among men who are highly communal and those who do not strongly endorse traditional male role norms. To test my predictions, 342 men took part in an online study in which they were assigned to read a newspaper article about a HEED role, nursing, that was designed to manipulate the perceived prevalence of male nurses and the job’s compatibility with male gender rules. Then, they completed a variety of measures designed to assess their interest in and perceptions of nursing and other HEED careers. Minimal support was found for my hypotheses, and I discuss limitations and future directions to shed light on these null results.

Due to the increasing relevance conferred to a digital based approach to sales, moreorganizations are looking for a profitable way to exploit the value of the information they are able to collect during Digital Marketing campaign projects. These data are called Web analytics and are generated at the passage of the user on the Web page. Despite the value entailed by this information, previous academic literature points out the lack of a structured approach to Web analytics and rarely the subject was observed in connection with Project Management.The purpose of our study is therefore to bridge the existinggap, by aiming to assess how a structured approach to Web analytics could enhance the planning phase of a project. The focus on the planning phase is due to the critical relevance attributedto it. About this, researchers want to answer the following research question:Project planning in digital marketing campaigns: which is the role of a structured use of Web analytics?Given the exploratory nature of the study, guided by a positivist stand point and considered time and space constraints, a qualitative approach to the research was selected as the most suitable. The literature reviewperformed in the secondchapter allowed the authors to drawa conceptual framework, showing the connections between the research areas involved. At the end of the chapter a model of use of Web analytics, built from previous researchers, is presented. This last one lacks of an explicit connection with thesubject of Project Management, which we will develop along the thesis work. Empirical data was gathered through semi-structured interviews that involved with managers from a digital marketing company and consultants dealingwith Web analytics, working in two different companies.Research findings indicate therole of Web analytics to beextremely important while planning a Digital Marketing campaign project, but also revealed their use and relevance along other project phases. Also, the role of Web analytics historical data emerged during the interview process and is widely commented in the conclusive chapters.Interviewees provided coherent answers that we grouped in four main clusters and analyzed: structured use of Web analytics, project phases in marketing campaigns, use of Web analytics in the planning phase of a project and contextualization.Results reveal interesting implications both at a managerial level and for future academic research. Indeed, a new model that connects a structured use of Web analytics with the planning phase of a project is presented, including the role of historicaldata. Suggestions are provided to managers in terms of possible investments, while in case of academics we recommended other ways to test the validity of the study.

The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be shown in the thesis -- the way how current technological, ecological, social and economical changes influence modern consumers' lifestyles, habits, and how marketing promotional tactics are adjusting to these changes.

This thesis is specialised to analyse clients responds from banking industry to mar-keting campaigns. For purpose of such study are from the view of the information systems essential Customer Relationship Management systems, CRM systems, their operational part, with which are working all the employees and also analytical part, which serve for agregation a usage information of the operational part for desicion making. For the sake of correct understanding of the business logic of these systems is thesis concerning also area of direct marketing, which is object of CRM marketing campaigns. From theoretical point of view is suitable in the name of marketing campaigns evaluation work with Customer Intelligence and its selected topics. As a case study has been used real situation of the bank existing on the czech ban-king market, which is in current time working of implementation of a new CRM system Siebel. Situation in the bank and also on the project has dynamical charakter. Target of the thesis is to find out and provide the way how CRM system supports scoring of campaign succes, which is important for decision making about products offered to clients and about choice of appropriate communication. There are also mentioned other options of develop-ment these analytical tools.

Záměrem této práce je analyzovat nové praktiky používané při plánování marketingových kampaní. Zřetel je dán zejména na použití internetu a sociálních sítí, které zaznamenávají v posledních letech značný růst počtu uživatelů. Navíc například oproti televizním kampaním, náklady na ně jsou podstatně nižší. Jak si na tom tedy stojí internetové kampaně a je vůbec internetová kampaň úspěšná? Tato otázka je jedním z hlavních témat, kterými se bude práce zabývat. Další částí bude analýza význačných a originálních kampaní, které přispěli k dalšímu vývoji užívání nových médií.

Online marketing professionals' perceptions about the challenges have got huge importance on marketing campaigns and conversion rates. Online marketing professionals' effective digital marketing strategies are crucial for businesses and clients to grow. However, marketers are facing several challenges in optimizing campaigns, and how they perceive them can affect the whole outcome of the campaigns, the clients' success, as well as certain markets. Understanding their perceptions is important for developing effective strategies and improving conversion rates. Therefore, this research aims to explore the perceptions of challenges that marketers are facing when it comes to optimizing online marketing campaigns. The data for this qualitative project was collected through a total of 9 interviews, of which 4 were in-depth, and 5 were conducted to support or refute the discovered themes. All of the interviewees are highly-experienced online marketing professionals who are currently working in this field. The findings of this study are divided into 5 themes, and each theme has a challenge and a solution part. Marketing professionals can perceive the challenges along these 5 themes when optimizing campaigns to improve conversions. These 5 themes cover: (1) client communication, (2) applied methods, (3) internal factors, (4) external factors, and (5) timeframe. The marketers perceive the challenges in our studied topic along the 5 identified factors below: (1) do not understand each other with the client, (2) there is no clear idea about what kind of methods can work, (3) they have a limited effect on the company's internal factors, (4) external factors cause an anomaly, (5) lack of long-term goals. They can overcome these with client-centric communication, clear ideas, a well-thought-out decision-making approach, market-appropriate strategies, and long-term goals.

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