Návrh marketingové komunikace E-shopu s příslušenstvím pro Apple

Abstract

The bachelor thesis focuses on the design of marketing communication for the e-shop PhoneiPhone.cz, which specializes in selling accessories for Apple devices. The main objective of the thesis is to analyse the current state of marketing communication and propose specific measures aimed at increasing its effectiveness. In the practical part, a market analysis was conducted, target groups were identified, and the communication mix was evaluated based on data obtained from tools such as Google Analytics, Google Ads, Sklik, and social media platforms. Based on these findings, recommendations were formulated for optimizing key areas of marketing communication. The proposed measures are intended to enhance the overall effectiveness of the communication strategy and support customer loyalty.