Šiuo magistrantūros studijų baigiamuoju darbu buvo siekiama identifikuoti tinkamiausius partizaninio marketingo kanalus elektroninėje komercijoje. Teorinėje darbo dalyje analizuojama e-komercijos samprata, aiškinamasi, kas yra partizaninis marketingas ir kokių kanalų panaudojimo pagalba internete jis yra panaudojimas. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami rezultatai lyginamojo tyrimo, kurio metu buvo siekiama išsiaiškinti, kaip keturios pasaulinės informacinių technologijų kompanijos „Apple“, „Google“, „Microsoft“ ir „IBM“ panaudoja 16 netradicinio marketingo kanalų. Projektinėje darbo dalyje suformuluoti tokie sprendimai: norint tinkamai pasirinkti reklamos kanalą reikia turėti aiškią strategiją, kuria bus bandoma pasiekti vartotoją. Todėl siūloma vadovautis tokia pateikta schema. / According this Master studies final thesis, was seeking to identify the most suitable Guerilla Marketing channels in digital area. In theoretical part of thesis was analyzing conception of e-commerce, clarifying what is "Guerilla Marketing" and which kind of digital media channels are the most suitable for "Guerilla Marketing". The analytical part of the thesis presents and analyzes the results of a comparative study, which was conducted to examine how four global information technology companies Apple, Google, Microsoft, and IBM's use of 16 non-traditional marketing channels. The practical part: To select the proper channel of advertising you need to have a clear strategy that will attempt to reach the consumer. Therefore, it is proposed to follow the scheme which is the third part. According the details of the proposed scheme and follow the other criteria to choose the most appropriate non-traditional media channels.

The thesis deals with consumer behaviour of buying office chairs in online stores. At first it is focused on main online marketing tools of analyzed online stores. This general analysis is supplemented by data from Google Analytics, MailChimp and a heat map of one particular online store. The second major part of the thesis contains analyzed consumer behaviour by a questionnaire survey. It was executed in order to trace behaviour of respondents in online stores focusing on an office chair purchase. An integral part is a detection of communication activities influence consumers need. Based on a combination of results, the recommendations for the office chair e-shops in the Czech Republic were designed.

This thesis deals with discount portals. The offer of terms that appear on the discount portal is very large,that´s why it has been narrowed down to only the restaurants. The main objective is to define common and differing requirements (expectations) of discounts from customers who purchased discount vouchers and discounts from providers, which are, in the context of this thesis, restaurants. The thesis includes first introduction to the concepts of marketing to customers online. Next, the central issue is the concept of discount portals. The practical part is an analysis of questionnaires from customers' discount portals and interviews with providers of discount offers. This is focused on restaurants that offer discounts compared to customers who buy the discount vouchers. Finally, a comparison and contrast is made for the requirements of both parties. These results can serve in particular, to help new restaurateurs decide whether to offer discount portals and realize what to expect from it. This thesis can also serve permanent restaurant operators who are already on discount portals and act in their best interests to better satisfy customer expectations.

This master's thesis deals with online marketing tools of the chosen company Makro Cash & Carry ČR. The aim of this thesis is to analyse the current online marketing tools, to point out the weak points and to propose recommendations leading to more effective internet marketing. The theoretical part focuses on online marketing as itself, from search engine optimisation to PPC advertising systems. Importance is also placed on new trends in online marketing, such as social networking and other forms of sales promotion. Final chapter is dedicated to measurability of results from analytical tools for tracking campaigns. The practical part analyses the online marketing tools of the chosen company and submit recommendations from it.

This diploma thesis treats of affiliate marketing in the Czech Republic and is divided up into two parts.The first, the theoretical one, is about explaining of affiliate marketing in general, historical milestones of affiliate marketing, affiliate networks, affiliate programs, but also about online and offline marketing and other affiliate marketing related terms. The own part of work includes a survey results researching awareness of affiliate marketing among respondents and their perceiving of online advertising, then SWOT matrixs identifying of strenghts, weaknesses, opportunities and threats of affiliate marketing as for merchants as for partners. At least but not last there are explored affiliate softwares for smaller merchants and also costs of affiliate marketing in the first year and consequently reviewed and eventually selected the best possible option for czech market.

This diploma thesis evaluates marketing communication of the selected company, concretely the hotel Holiday Inn Prague Congress Centre. The partial aim of the thesis is to evaluate the overall marketing communication of the hotel, describe tools which are used to communicate and evaluate their influence on the overall promotion of the hotel. The main aim is to evaluate the online communication of the company and to propose solutions that will lead to more effective communication to customers. This aims are accomplished by several methodological steps. The first step is to clarify the basic theoretical concepts associated with this issue that is marketing a marketing communication with an emphasis on the online communication. The second step is to describe the current communication mix of the company and used tools and subsequent analysis of the online communication using web analytics. From these data is formulated the evaluation of marketing communication of the hotel including proposals that will lead to more efficient marketing communication of the company and also to better market position of the company.

This thesis deals with the issue of paid search ads. Search ads are explained in the context of the development of the Internet and search engines, the functioning of search engines and advertising systems in the Czech environment. The aim of this thesis is a practical demonstration of the creation of classic and product campaigns. Campaigns are created for specific e-commerce in advertising systems Google AdWords and Sklik. Subsequently they are processed and it is compiled a set of generally applicable rules for the proper and efficient creation of search campaigns. To verify broader use results is used qualitative methods of expert interview with an expert in PPC.

This diploma thesis deals with online marketing at Alensa, s.r.o. (Ltd.) The first part of the thesis examines the basics of online marketing, including its tools. The next part analyses three foreign projects within Alensa, based on an online marketing audit. This thesis analyses all three websites by their traffic and their standing among their competitors. The next part of the thesis is devoted directly to the online marketing tools. These online marketing tools are discussed individually and with comments related to their values. SEO analysis was done from a technical perspective. The effectiveness of the website based on site usability and trustworthiness was also analysed. This dissertation aims to assess the current state of online marketing in Alensa and tries to reach a more general conclusion by analyzing three markets simultaneously. The conclusion of this thesis includes comments on all the results and proposes some recommendations to help the company to succeed in terms of online marketing.

The thesis is focused on online marketing communication tools and their effectiveness. The theoretical part focuses on the basics of online marketing and especially to the summary and characteristics of the various tools of online marketing. Those are further described their main advantages and possibilities. The practical part presents selected anonymous company for which the individual tools analyzed. Analyzed are mainly paid channels used by the company to promote its services in the period from the perspective of visitor behavior on the site and in terms of effectiveness of individual channels. Evaluation is done by monitoring key indicators using web analytics Google Analytics. The aim of the thesis is to evaluate the effectiveness of online marketing tools selected companies. Partial order is based on the analyzed data to proposing possible changes and other recommendations in this area.

Online User Experiences (UXs) act as persuasive technology that can nudge users toward making behaviour change. This makes online UX integral to marketing. The tourism industry relies on UX to attract potential customers. Made up of 80% SMEs, the competition is high, hence the SMEs must deliver robust UXs that capture, persuade and convert users into customers. Tourism, despite being an early adopter of technology lags behind in terms of delivering UXs that meet users’ expectations. Furthermore, scholarly works exploring online UX as a persuasive technology within the tourism SMEs, specifically the day-attraction SMEs segment, are lacking. Using the theoretical framework of the Persuasive Systems Design (PSD) model, this research evaluates day attraction SMEs’ online UXs as persuasive technology. The research uses three mixed-methods to present the service providers’ and the users’ perspectives. The first method is a website content analysis that reviews the persuasive architecture of 102-day attraction websites. The second method uses questionnaires to get insights on tourists’ online usage, motivations, opinions and perceptions of online UX delivered by a single day attraction SME (case study). The third method, an eye tracking experiment is an extension to the questionnaires. The outcomes show that the SMEs’ incorporate persuasive UX elements corresponding to usability, visual aesthetics and credibility, but fail at incorporating strategies to support dialogue. The tourists’ suggest that usability, visual aesthetics and credibility UX elements affect their decision to buy, however, certain strategies that enhance dialogue, such as ability to win rewards, are likely to nudge them toward behaviour change. Furthermore, there appears to be a link between visual aesthetics and perceived usability, and their combined effect on persuasiveness. A final outcome establishes tourist’s website reading patterns, emphasising the placement of call-to-actions within an F-shape region. This research contributes through a customised version of the PSD model applicable for tourism SMEs, delivers empirical evidence suggesting additions to the model and, adds to the overall body of knowledge on tourism online UXs and persuasive technology.