On-line marketingová komunikace
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Date
Authors
Polakovič, Teodor
ORCID
Advisor
Referee
Mark
C
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Cieľom tejto práce je pochopiť, ako možno hackathony – tradične vedené pre rýchly vývoj softvéru a inovácie – bez problémov začleniť do online marketingovej komunikácie s cieľom zvýšiť angažovanosť a viditeľnosť značky alebo produktu. Diplomová práca predstavuje výskumnú štúdiu vypracovanú s cieľom zistiť význam hackathonov vo vývoji technologických a technologických spoločností. Diplomová práca vychádza zo zmiešanej metódy s použitím komplexného súboru prípadových štúdií, analýzy obsahu webových stránok a polovytvorených rozhovorov so zainteresovanými stranami, ktoré sú aktívne v hackathone, pričom sleduje ich pohľad na využitie hackathonov na obohatenie online marketingu. Výsledky ukázali výrazné zlepšenie zapojenia zákazníkov a viditeľnosti značky. Výsledky ukázali všestrannosť hackathonov pri poskytovaní dobrého marketingového materiálu a angažovanosti komunity. Záver vytvára rámec, ktorý si firmy môžu osvojiť, aby implementovali hackathony do marketingových aktivít, ktoré dokážu využiť ich potenciál pre marketing a podporu inovácií a zapájania komunity.
The focus of this thesis is to understand how hackathons—traditionally conducted for rapid software development and innovation—can be seamlessly fitted into online marketing communication to increase engagement and visibility into a brand or product. The thesis presents a research study developed to establish the relevance of hackathons in the development of technology and tech companies. The thesis derives from a mixed method using a comprehensive set of case study, website content analysis, and semi-constructed interviews with stakeholders who are active in hackathons, observing their view on using hackathons for enriching online marketing. Results of those showed a significant improvement of customer engagement and brand visibility. Results showed the versatility of hackathons in providing good marketing material and community engagement. The conclusion draws a frame that companies can adopt in order to implement hackathons in marketing activities that are able to exploit their potentials for marketing and support innovation and community engagement.
The focus of this thesis is to understand how hackathons—traditionally conducted for rapid software development and innovation—can be seamlessly fitted into online marketing communication to increase engagement and visibility into a brand or product. The thesis presents a research study developed to establish the relevance of hackathons in the development of technology and tech companies. The thesis derives from a mixed method using a comprehensive set of case study, website content analysis, and semi-constructed interviews with stakeholders who are active in hackathons, observing their view on using hackathons for enriching online marketing. Results of those showed a significant improvement of customer engagement and brand visibility. Results showed the versatility of hackathons in providing good marketing material and community engagement. The conclusion draws a frame that companies can adopt in order to implement hackathons in marketing activities that are able to exploit their potentials for marketing and support innovation and community engagement.
Description
Keywords
Hackathons, Online Marketing Communication, Brand Engagement, Innovation, Digital Marketing, Content Generation, Community Building, Website Content, Interviews, Case Study, Marketing Framework, Hackathons, Online Marketing Communication, Brand Engagement, Innovation, Digital Marketing, Content Generation, Community Building, Website Content, Interviews, Case Study, Marketing Framework
Citation
POLAKOVIČ, T. On-line marketingová komunikace [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Lucie Kaňovská, Ph.D. (místopředseda)
doc. Ing. Pavla Marciánová, Ph.D. (člen)
Ing. Veronika Bumberová, Ph.D. (člen)
Ing. David Schüller, Ph.D. (člen)
Date of acceptance
2024-06-13
Defence
In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full, the questions from the opponent's assessment in full. Questions from committee members:
1. Ing. Veronika Bumberová, Ph.D. - Is your conclusion transparent or replicable for other industries? Answered.
Is there any limitation of your proposals in terms of technology? Answered.
2. doc. Ing. Lucie Kaňovská, Ph.D. - Are your KPI connected to your qualitative research? Answered.
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena
Document licence
Standardní licenční smlouva - přístup k plnému textu bez omezení