Diploma Thesis - IS MU - Masaryk University

84 Pages·2014·2.09 MB·English

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