Diploma Thesis - Masaryk University PDF
Preview Diploma Thesis - Masaryk University
Masaryk University Faculty of Economics and Administration DIPLOMA WORK 2014 Anastasia STAVINSKA Masaryk University Faculty of Economics and Administration Field of study: Business Management ANALYSIS OF THE INTERNET MARKETING ACTIVITIES Diploma work Thesis Supervisor: Author: Ing. Jiři RICHTER Anastasia STAVINSKA Brno, 2014 Masaryk University Faculty of Economics and Administration Department of Corporate Economy Academic year 2013/2014 ASSIGNMENT OF DIPLOMA THESIS For: Anastasia Stavinska Field: Business Management Title: Analysis of the Internet marketing activities Pri n ci p l es of th esi s w ri ti n g: Objective of the thesis: Primary objective is to analyze Internet marketing activities of a retailer company and to investigate modern trends of Internet. Secondary objective is to develop a list of recommendations for a specific company expanding online. Approach and methods used: 1. Introduction - introduction to problems of the thesis and modern online marketing. Assignment of primary, secondary and partial objectives. Formulation of hypothesis or research question. Summarizing of the expected contribution of the work. 2. Theoretical part - literature review. Definition of terms, summarizing of general modern online marketing trends and activities. Description of the methods of web analytics. 3. Practical part - application of described methods on a chosen company. Online marketing plan development. Methodology: Literature review, analysis, synthesis, description, comparison. The extent of graphical works: according to the supervisor's guidelines, the assumption is about 10 charts and graphs The thesis length without appendices: 60 – 70 pages List of specialist literature: • LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012. 592 pp. ISBN 978-0-19-960970-3. • CHAFFEY, D. Internet Marketing. Strategy, Implementation and Practice. 4th ed. Harlow: Pearson Education Limited, 2009. 693 pp. ISBN 0-273-71740-5. • FARRIS, P.W. and N.T. BENDLE. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. 2nd ed. Upper Saddle River: Pearson Prentice Hall, 2010. 432 pp. ISBN 0-13-705829-2. • BLANCHARD, O. Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. 1st ed. Indianapolis: Que, 2011. 350 pp. ISBN 0-7897-4741-3. • MILLER, M. The Ultimate Web Marketing Guide. Indianapolis: Que, 2010. 618 pp. ISBN 0-7897-4100-8. Diploma thesis supervisor: Ing. Jiří Richter Date of diploma thesis assignment: 10/12/2013 Submission deadline for Diploma thesis and its entry in the IS MU is provided in the valid Academic Calendar. Department Head Dean In Brno on 23/11/2012 Name and Surname: Anastasia Stavinska Title of the thesis: Analysis of the Internet marketing activities Department: Corporate Economy Thesis supervisor: Ing. Jiři Richter Year of defense: 2014 Abstract This work aims to develop an online marketing activities plan for a Ukrainian start-up company. The thesis is split into a theoretical and a practical part. The work starts with the theoretical one by giving an introduction into the topic, and investigating modern Internet trends. The main theoretical part is about definition and description of online marketing activities, as well as an outline of digital analytics fundamentals. For this, common literature as well as current Internet sources are used. The practical part includes the description and analysis of the chosen company’s performance, as well as a plan of Internet marketing activities, illustrated by a roadmap. Keywords Internet, Marketing, Online Marketing Activities, Digital Analysis, Marketing Plan Author’s Statement I hereby declare that I worked out the Diploma work Analysis of the Internet marketing activities myself, under the supervision of Ing. Jiři Richter, and that I stated in it all the literary resources and other specialist sources used according to legislation, internal regulations of Masaryk University and internal management acts of Masaryk University and the Faculty of Economics and Administration. Brno, 06.01.2014 handwritten signature of the author
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