Ve věku moderního trhu je e-mailový marketing považován za nákladově efektivní marketingový nástroj pro firmy, které uvádějí na trh své výrobky nebo služby.
VBA je nová basketbalová liga, která představuje ve Vietnamu nové trendy ve sportu. Cílem diplomové práce je navrhnout novou strategii expanze trhu a podpořit celkovou marketingovou strategii pro VBA tím, že navrhuje projekt e-mailového marketingu. Práce analyzuje marketingovou situaci VBA v předcházející sezóně a formuluje strategii e-mailového marketingového projektu, která VBA pomůže zlepšit vztahy se zákazníky a splnit specifické cíle.
Anotace v angličtině
In the new age of modern market, email marketing is being considered as a cost-effective marketing tool for any businesses to market their products or services.
The VBA is a new professional basketball tournament and plays a new trend of sports in Vietnam. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for the VBA by designing an email marketing project. The thesis will analyze marketing situation of the VBA in the previous season and formulate the strategy of email marketing project, which can help them to improve their relationship with customers and achieve their specific objectives.
Ve věku moderního trhu je e-mailový marketing považován za nákladově efektivní marketingový nástroj pro firmy, které uvádějí na trh své výrobky nebo služby.
VBA je nová basketbalová liga, která představuje ve Vietnamu nové trendy ve sportu. Cílem diplomové práce je navrhnout novou strategii expanze trhu a podpořit celkovou marketingovou strategii pro VBA tím, že navrhuje projekt e-mailového marketingu. Práce analyzuje marketingovou situaci VBA v předcházející sezóně a formuluje strategii e-mailového marketingového projektu, která VBA pomůže zlepšit vztahy se zákazníky a splnit specifické cíle.
Anotace v angličtině
In the new age of modern market, email marketing is being considered as a cost-effective marketing tool for any businesses to market their products or services.
The VBA is a new professional basketball tournament and plays a new trend of sports in Vietnam. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for the VBA by designing an email marketing project. The thesis will analyze marketing situation of the VBA in the previous season and formulate the strategy of email marketing project, which can help them to improve their relationship with customers and achieve their specific objectives.
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Study the theoretical background of sports marketing and digital marketing with focus on email marketing communication.
Practical part
Analyze the behavior of the VBA fans and based on these research results identify the ways that the VBA fans purchase their tickets.
Analyze the possibilities of e-mail marketing communication in order to address the VBA fans in an appropriate manner.
Based on the research results suggest a project proposing an effective e-mail marketing communication with the VBA fans.
Make appropriate recommendations to optimize e-mail marketing communication and mention the advantages and limits of the project.
Conclusion
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Study the theoretical background of sports marketing and digital marketing with focus on email marketing communication.
Practical part
Analyze the behavior of the VBA fans and based on these research results identify the ways that the VBA fans purchase their tickets.
Analyze the possibilities of e-mail marketing communication in order to address the VBA fans in an appropriate manner.
Based on the research results suggest a project proposing an effective e-mail marketing communication with the VBA fans.
Make appropriate recommendations to optimize e-mail marketing communication and mention the advantages and limits of the project.
Conclusion
Seznam doporučené literatury
BODNAR, Kipp and Jeffrey L. COHEN. The B2B social media book: become a marketing superstar by generating leads with blogging, Linkedln, Twitter, Facebook, e-mail, and more. Hoboken: Wiley, 2012, 218 p. ISBN 978-1-118-16776-2.
COLLINS, Shawn and Missy WARD. Internet marketing from the real experts: 3 minute lessons on: affiliate marketing, email marketing, search engine optimization, social media and much more: the gang of 88. Garden City, NY: Morgan James, c2010, 329 p. ISBN 978-1-60037-744-0.
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Sixth edition. Harlow: Pearson, 2016, 702 p. ISBN 978-1-292-07761-1.
KOTLER, Philip and Kevin Lane KELLER. Marketing management. 15th ed. Boston: Pearson, 2016, 136 p. ISBN 978-1-292-09262-1.
SMITH, P. R. and Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics. Sixth edition. London: KoganPage, 2016, 578 p. ISBN 978-0-7494-7340-2.
Seznam doporučené literatury
BODNAR, Kipp and Jeffrey L. COHEN. The B2B social media book: become a marketing superstar by generating leads with blogging, Linkedln, Twitter, Facebook, e-mail, and more. Hoboken: Wiley, 2012, 218 p. ISBN 978-1-118-16776-2.
COLLINS, Shawn and Missy WARD. Internet marketing from the real experts: 3 minute lessons on: affiliate marketing, email marketing, search engine optimization, social media and much more: the gang of 88. Garden City, NY: Morgan James, c2010, 329 p. ISBN 978-1-60037-744-0.
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Sixth edition. Harlow: Pearson, 2016, 702 p. ISBN 978-1-292-07761-1.
KOTLER, Philip and Kevin Lane KELLER. Marketing management. 15th ed. Boston: Pearson, 2016, 136 p. ISBN 978-1-292-09262-1.
SMITH, P. R. and Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics. Sixth edition. London: KoganPage, 2016, 578 p. ISBN 978-0-7494-7340-2.
Přílohy volně vložené
1 CD ROMs
Přílohy vázané v práci
ilustrace, grafy, portréty, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
Supervisor: doc. Weberová, 28 points
What are the qualities of a healthy email list? Completely answered.
According to the author, what is the best email marketing software for the VBA? Why? Completely answered.
Reviewer: doc. Pílík, 23 points
How differs e-mail marketing for business company and sport club? Completely answered.
doc. Olga Březinová:
What do you think about efficiency of channel that you use? Why is it efficient? How many people bought ticket base on e-mail campain? Partially answered.
doc. Miloslava Chovancová:
Why are some figures in you thesis in BW and other in colors? Completely answered