Viral Marketing and Academic Institution
- Publisher: Vysoká škola ekonomická v Praze
word-of-mouth marketing; virální marketing; viral marketing; marketingové řízení školy; marketing school management
acm: ComputingMethodologies_PATTERNRECOGNITION | ComputerApplications_COMPUTERSINOTHERSYSTEMS | GeneralLiterature_MISCELLANEOUS
This bachelor thesis examines modern and constantly developing kind of internet marketing -- the so called viral marketing. It deals with its origin, principle, process, advantages and disadvantages, types of viral marketing and presumptions of creating successful viral campaign. The aim of the theoretical part is especially the understanding of viral marketing as one of the effective instruments of contemporary marketing. In this theoretical part the thesis also elaborates a marketing school management and what creates the base for the practical part. The practical part focuses on research of usage of viral marketing in the area of academic management. The thesis includes proposal for creating a viral campaign, which could be put to use for admission procedure for the Faculty of Management in Jindřichův Hradec.