This diploma thesis deals with a web presentation of café-type enterprises in Blansko. After introducing the options of online presentation and how to optimize it, it is shown how to work with web analysis. There is analysed café market in Blansko district, followed by analysis of web presentation of Cafisco and Julie's coffee shops in Blansko. There is designed a strategy for these two cafés to improve their presentation and then evaluate the steps taken. Businesses are then encouraged to further optimize their presentation on the Internet. Cafes in this district have some common features, which are then generalized as the basic recommendations for these types of businesses in the area.

Diploma thesis is focused on creating a strategy and evaluating an effectivity of PPC campaigns of the e-shop called Factcool. Introduction of the diploma thesis is dedicated to the currently most used online advertising systems Google Ads and Facebook Ads. The PPC strategy is created based on the worked-out analysis of the current state.Thestrategy andcampaignseffectivity are evaluated with use of analytical platforms. The main goal of the diploma thesis is to find any drawbacks of the strategy and to come up with ideas for improvement not only for the specific e-shop, but also for the whole industry.

This thesis deals with the issue of online communication and its importance in B2B markets of industrial oriented companies based in the South Moravian region. Using secondary data in the form of a desk research and primary data from qualitative interviews with representatives of the addressed companies, areas for improving online communication were identified. The recommendations are related to key word analysis, PPC adverts, implementation of chatbot and content marketing. These recommendations are applicable to all B2B industrial companies.

The submitted diploma thesis deals with the problematics of marketing strategy creation for a particular selected furniture company. The work is divided into theoretical and practical part. The theoretical part defines the basic concepts related to marketing. A history and current trends in the field of marketing strategy creation and marketing in general are also described here. The data are taken from the scientific literature dealing with the given problematics. Information obtained from the theoretical part is used in the practical part of the work. It mainly contains a comprehensive analysis of the enterprise, including SWOT analysis, PEST analysis, and financial analysis. Individual components of the marketing mix are also evaluated here. A setting of marketing objectives especially and a strategy proposal for the company is the subject of the practical part. An emphasis is put on the tools of online marketing primarly. The aim of the work is to create an effective marketing strategy that is beneficial for the company.

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Mit dem Konzept der Erstellung und Verbreitung mobiler Kurzvideos hat sich die Plattform TikTok innerhalb von fünf Jahren zu einer Konkurrenz für weltweit etablierte Namen wie Instagram oder YouTube entwickelt. Insbesondere Verlage mit einem Fokus auf Belletristik, wie Penguin Random House und Bastei Lübbe mit seinem New-Adult-Imprint Lyx, haben eine Präsenz auf TikTok bereits in ihre Kommunikationspolitik integriert. Doch bietet die Plattform auch kommunikationspolitische Potenziale für Ratgeberverlage, wie z.B. humboldt? Ziel dieser Arbeit ist die analytische Ermittlung einer Handlungsempfehlung der potentiellen Integrierung von TikTok in die Kommunikationspolitik von Ratgeberverlagen. Diese wird basierend auf den Potenzialen zur Erreichung von Kommunikationszielen auf der Plattform erörtert. Hierzu wird die Forschungsfrage gestellt: Ist die Plattform TikTok ein geeigneter Kanal für die Kommunikationspolitik des Ratgeberverlages humboldt? Zur Beantwortung dieser Frage sind die kommunikationspolitischen Ziele und Voraussetzungen einer TikTok-Präsenz aus der Innenperspektive der Marke humboldt mittels eines Experteninterviews zu erheben. Das Erreichen der Ziele wird mittels eines Vergleichs des Mediennutzungsverhaltens von TikTok-Nutzern und der ratgeberaffinen Zielgruppe der Marke humboldt zu überprüft. Zur Generierung der notwendigen Daten ist eine empirische Datenerhebung im Rahmen einer Online-Umfrage durchzuführen. Eine Konkurrenzanalyse hinsichtlich der Social-Media-Kommunikation der direkten und indirekten Konkurrenz von humboldt ergänzt diese Erkenntnisse, wodurch eine abschließende fundierte Aussage und Zukunftsperspektive der Eignung von TikTok als Kommunikationsinstrument für Ratgeberverlage entsteht.:1. Einleitung 1.1 Motivation und Darstellung des Forschungsthemas 1.2 Zielsetzung und Erkenntnisinteresse 1.3 Argumentationsstruktur und Forschungskonzept 2. Der Ratgebermarkt in Deutschland 2.1 Nutzenversprechen und Zielgruppe der Warengruppe Ratgeber 2.2 Marktsituation 2.3 Konkurrenzsituation 2.4 Herausforderungen und deren Auswirkungen auf den Ratgebermarkt 3. Online-Marketing als Bestandteil der Kommunikationspolitik 3.1 Theoretische Grundlagen des Online-Marketings 3.2 Social-Media-Marketing 3.3 Aktuelle Anforderungen an die Kommunikation im Online-Marketing 4. TikTok als Kommunikationsinstrument für Verlage 4.1 Die Social-Media-Plattform TikTok 4.2 Erfolgsfaktoren einer Präsenz auf TikTok 4.3 Chancen und Risiken für das Online-Marketing von Verlagen 5. Das Ratgeber-Imprint humboldt 5.1 Die Verlagsmarke humboldt 5.2 Experteninterview mit humboldt-Kommunikationsmanagerin 5.3 Auswertung der Ausgangssituation für die Erstellung einer TikTok-Präsenz 5.4 Grundvoraussetzungen für die Erstellung einer TikTok-Präsenz 6. Affinität der humboldt-Zielgruppe zu der Plattform TikTok 6.1 Online-Umfrage in der humboldt-Zielgruppe 6.2 Nutzungsverhalten von Social Media 6.3 Markenwahrnehmung 6.4 Die humboldt-Zielgruppe und TikTok 7. Konkurrenzanalyse 7.1 Direkte Konkurrenz 7.2 Indirekte Kommunikationskonkurrenz auf TikTok 8. Eignung von TikTok als Kommunikationsinstrument für humboldt 8.1 Kommunikationsziele 8.2 Zielgruppenplanung 8.3 Handlungsempfehlung 8.4 Zukunftsperspektive 9. Reflexion und Ausblick Bibliographie Literaturverzeichnis Onlinequellenverzeichnis Anlagen Selbstständigkeitserklärung

The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increasing power of "word of mouth" in purchase behavior, is explained. Last but not least, illustrative examples of the most successful social media marketing campaigns are listed. The next part deals with the issues of monitoring social media. The reasons for monitoring social media, its principles and features are stated in this chapter. The practical part of this thesis has a described methodology for testing selected tools, acceptance criteria and metrics of measurement. The selected tools are compared in terms of qualitative properties and the relevance of results, both from a global perspective with English phrases, as well as from the perspective of local phrases suitable for the Czech environment. In the second test a set of free monitoring tools is determined and compared with the tools from the first test. In the conclusion is the last measurement, which is proposes the most appropriate monitoring tool for small sized Czech company.

The master thesis is concerned with the impact of online and offline marketing. These effects are researched in the conditions of United Arab Emirates and its telecommunication industry. The goal of the thesis is to identify the effects of offline and online marketing tools on consumer behavior in the UAE telecommunication industry. The main added value of the thesis is brought through primary research that was conducted on the sample of 100 respondents living in the UAE. The results show the increasing importance of online marketing tools and stress the significance of synergic effects of implementing adequate online and offline marketing tools.

Data mining techniques are used by companies to gain competitive advantages. In today's marketplace, they are also used by marketers mainly for personalization of advertising and for maintaining long-term relationship with customers. Progress in knowledge discovery in databases and availability of computational power comes not only with positive impact, but also with challenges. The practical part of the thesis aims to explore and describe data mining techniques applied to e-commerce dataset. Dataset consists of transaction and web analytics data. The goal of experimental application aims to make a selection of users who most probably react to a marketing communication and to identify the factors which influence them. Target segment of users is obtained through the use of data mining technique clustering. The classification model uses decision tree algorithm to predict whether users submit transaction with an accuracy of 75%. The results are useful for optimization of marketing and business strategy.

As the adoption of mobile devices grows around the world, the use of this tool to access the internet and, consequently, interact with a mobile store is also growing. A mobile commerce that is trustworthy tends to have advantages if compared to its competitors and, therefore, better results. This study focuses on understanding and measuring the influence of trust antecedents applied to mobile commerce, in Brazil. The final antecedents found are Data Controls, Website Interactivity, Reputation and Willingness to Customize. The results indicate that Data Controls, followed by Reputation and Website Interactivity are the main influencers of Trust. If Reputation is not considered as part of the model, Website Interactivity becomes an important antecedent. The results provided in this thesis are relevant, since there is a lack of research related to trust in mobile commerce. It has deep practical applications by helping an online business to focus on actions that are essential to build trust through a device with such differentiated capabilities and dynamics of use.