This diploma thesis analyzes the position of social networks in the Czech Republic and describes their potential usage for business with a scope on marketing. The work focuses on the social network Facebook, which in terms of number of users and their activity is the most represented social network in the Czech Republic and therefore represents the highest advertising potential. The work describes the creation of both paid and unpaid forms of communication within this social network and presents an optimal solution for its involvement in company's activities. The findings were applied in practice to the Facebook profile of www.milujito.cz e-shop.

The work deals with the entry Internet seller Footshop Ltd. the European Union market. Going through all the steps necessary to expand the company into new markets, through logistics, marketing tools, customer support, seo, price comparators, social networks and so on. Part of the work is the EU market PEST analysis and SWOT analysis of the company. All these processes need to be taken into account if the e-shop expansion into new markets.

The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the numbers of views. This is supplemented by a comparison of the effectiveness of Pre-Roll adverts and videos made by successful authors. This comparison takes in consideration the average time of watching, compared with data about skipping commercials.

The thesis focuses on the behavior of users and the performance of the selected e-shop. The theoretical part of the thesis characterizes online shopping in the Czech Republic, commercial effectiveness of websites, and the most important online website traffic sources. The applied part of the thesis is devoted to competitive comparisons of attractiveness of supply and prices from the customer's perspective. The next part of the thesis characterizes user´s behavior and evaluates the effectiveness of various online marketing channels by using web analytics and user testing. The conclusion is devoted to recommendations aimed at increasing the performance of the particular e-shop.

The aim of this thesis is to analyze online store Alafia.cz and propose recommendations which should lead to development of this e-shop. The theoretical part describes the legal, technical and other requirements for the operation of the Internet business. The analytical part first describes the current condition, then the store is analyzed from the perspective of the whole, and in terms of online marketing tools. The analysis focuses on both the usability of the website and SEO, PPC or goods price comparison. The final section provides an overall evaluation of online marketing and specific recommendations for further development of e-commerce.

This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.

The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.

The goal of my Diploma Thesis was to show companies, they should focuse more on investing time and their money into SEO, PR articles as well as they should use social media to communication with their customers. This could be in a long run more efficient than spending money on PPC campaigns. The Diploma Thesis is divided into theoretical and practical part. The theoretical part is oriented on Online Marketing, it shows the basics of each online marketing strategy; SEO, PPC as well as new trends in this fast growing field. The practical part is focused on analyzing instruments of online marketing strategy of ESENNCE.CZ, which is a Czech provider of Experience Days.

In order to survive well in the rapidly changing and very competitive E-Commerce age, a website manager must discern the customer behavior all the times and carry out the necessary marketing research and therefore proceed the right marketing decisions at the right time. Although the Internet brings a new chance to the small and medium enterprises (SME), it is not easy for them to develop an online marketing research system by themselves due to the scarcity of resources. In order to let the SME have better online marketing capabilities, the purpose of this research is to develop a scaleable, flexible, and portable online marketing research system. What the flexibility means is that users can configure the system and implement the marketing analysis based on their requirements, whereas the scalability means that users can add new items into the available analytical models or new models into the system whenever there is new marketing research requirement. Regarding the portability, it means the system can be used in various system environments. With such a system, the marketing people of SME can carry out the required online marketing research easily without the assistance from IS people.

The thesis deals with an evaluation of Faculty of Agriculture at University of South Bohemia (FA) website, and FA and Agribusiness study programme Facebook sites. In the process of evaluation, I used the method of a questionnaire. Questions related to the graphics, clarity and up-to-dateness were included in the survey. The answers were statistically evaluated by Google forms and suggestions how to improve the websites were laid on their basis. The answers show the fact that nearly a half of the respondents is not satisfied with those websites so some changes should be implemented. I have suggested the change of the heading and the homepage. The answers related to FA Facebook site were mostly positive so there´s no need for a change. The last site that was evaluated was the Facebook site of Agribusiness study programme. Regarding this part of the survey, the aim was not to analyze their visual aspect and content but rather to find out about general awareness of its existence which was proved to be below the average. According to the respondents, their visual aspect and content is alright so there was no need to suggest any changes.