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Sestavení modelu cílů, nástrojů a ukazatelů výkonnosti pro tvorbu digitálních reklamních kampaní vysokých škol / Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities

This diploma thesis "Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities" deals with the issue of marketing commu-nication and is specifically focused on advertisement of higher education in the Czech repub-lic. Theoretical part examines goals of marketing communication, instruments of digital adverti-sing campaings and their performance indicators. In practical part, this knowledge is further modified to suit the specific segment of higher education and there is created a model of goals, instruments and performance indicators. This model is then used as a base for analysis of the digital campaign Buď dobrej!, which had been made for the University of economics in Prague, specifically for the Faculty of informa-tics and statistics. Using the results from the previous analysis, we made practical recommendations, which further expand the model created in the practical part.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:165113
Date January 2013
CreatorsKrejčí, Václav
ContributorsŘíhová, Zora, Truhlář, Filip
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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