Marketing group is focused on research activities related mainly the issue of marketing communication management in the process of building and protection of identity and reputation in the online environment in the context of the specifics of the region and its needs (from the perspective of geographic localization, it concerns primarily the Central European markets, secondarily reference markets with highly developed digital infrastructure), and on the issue of implementing e-marketing communication tools in the communication mix of trade companies, with a focus on using e-marketing communication tools in the communication mix of trade companies operating in the Czech market.
Theoretical research is focused on the development of the knowledge base of the issue of marketing communication management in the process of building and protection of identity and reputation in the online environment in order to approximate the issue towards the priority axes of major European grant schemes and create specific knowledge base of the issue of using e-marketing tools in the communication mix of trade companies operating in the Czech market for the effective application of innovative e-marketing tools in corporate practice.
| Direction of research: Effective communication strategies for building, maintaining, and protection of identity and reputation. |
- CRM systems
- Business activities
- Marketing
- Corporate information systems
- Marketing management
- Public Relations (optional)
- Business Activities
- New courses to be taught in the new specialization Social Media Marketing
- Application of Eye tracking analysis in product innovation (web, e-learning, software) from the perspective of their functionality and user-friendliness.
Concept: Eye tracking analysis will be used for the evaluation of the existing product and its user-friendliness. The exposure of each part of e-learning, software, or website will be measured. The applicant could be a company developing software tools, websites, etc. The innovation would thus not be targeted at promotion activities but the products as such. - Marketing research.
- Marketing management in tourism and trade: promotion of tourism in a selected region + sustainable tourism.
- Internal research competition of ITB:
Sustainable development and social responsibility as key factors of building reputation and identity
- Czech Republic – Free State of Bavaria EÚS target:
Supporting modern trends in teaching in relation to Best Practice/ Unterstützung moderner Trends im Unterricht in Bezug auf Best Practices – no. 261
- Application of sensory marketing in the process of brand building
The primary objective of the project is to examine the possibility of practical application of sensory marketing in corporate practice. The secondary objective is to examine the relevant specifics of targeted stimulation of selected senses, with regard to the fact that only by taking account the specifics associated with sensory marketing, the process of brand building is comprehensive and sustainable. The research output is a comprehensive model of the application of the findings into corporate practice. The application output of the project is software in the form of scenarios in the VR for practical testing of products in the process of their optimization to increase customer satisfaction from the perspective of specific customer generations.