Návrh online marketingové komunikace softwarové firmy s využitím žurnalistických žánrů

Abstract

The bachelor thesis deals with the propagation of Apple in Czech online environment and with the roles of local vendors. First theoretical part of the thesis explains theoretical basis of marketing communication, which have crucial part in subsequent research and data analysis. The next practical part is based on a questionnaire survey, focused at ordinary users of Apple devices, and an in-depth interview with the expert who focus on promoting local Apple vendors. Based on the research result, an online marketing communication proposal is subsequently developed. It also differentiates the possible methods of promotion in case of long-term Apple users and potential users.