Návrh využití digitálních nástrojů v průmyslové firmě

Abstract

This thesis examines the use of digital tools in an industrial company with a focus on marketing in the B2B environment. The aim of the thesis is to assess the marketing, economic and sustainable value of a selected digital platform and based on the conducted analysis, to formulate recommendations for its further development and strategic use. The theoretical part addresses the specifics of B2B marketing, the digitalization of marketing processes, the role of digital platforms in corporate practice, and the concept of sustainable value in marketing communication. The practical part is carried out within an industrial company and focuses on the digital platform My Interpon Portal. Using a model-based analysis, the platform’s contribution is evaluated from marketing, economic and sustainability perspectives, with particular emphasis on process efficiency, cost savings and brand strengthening. The outcome of the thesis consists of concrete recommendations aimed at improving the effective use of the digital platform and enhancing its long-term value for the company and its customers.