Issue 4/2016

Analysis of effectiveness of selected types of e-marketing communication

Corresponding author:

Peter Dorčák
Peter Dorčák, Michael Paetsch

Abstract:

This paper aims to verify the effectiveness of selected types of e-marketing communication by means of an analysis of the utilization of two widely used types of virtual advertising campaigns, i.e. push advertising through Google Adwords and pull advertising through the social network Facebook. Analyzed formats, as well as conducted promotional campaign are placed in the environment of small and medium-sized enterprises operating in a virtual Central European market. Performed analysis and its results may significantly help the companies within the category of small and medium-sized enterprises to decide on the selection of optimal form of promotion in the hyper-competitive market as such.

Key words:

Internet marketing, social media marketing, social networks, google

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Analysis of PPC contextual advertising systems

Corresponding author:

Igor Fedorko

Abstract:

The article deals with the issue of PPC ads in online marketing. The article provides the theoretical basis using which it attempts to explain and define the issues of Internet marketing and its perception by consumers. The study aims to analyze the effectiveness and relevance of using Google AdWords on a specific case and evaluate the possibilities of its use. The first chapter defines the basic concepts associated with the theory and tools of contextual advertising on the Internet. The detailed results of the research confirm the importance of Internet marketing and its application in practice.

Key words:

contextual advertising, PPC system, Google Adwords

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Applying inovative system in aircraft maintenance

Corresponding author:

Martin Bugaj
Martin Bugaj, Tomáš Puškáš

Abstract:

Consideration of aircraft operations, including inspection, maintenance, and repair procedures is crucial in the development and application of new procedures. The main purpose of the maintenance program is to restore safety to the designed-in level before the degradation reaches a level where a failure could occur. Aircraft maintenance is an essential component of the aviation system which supports the global aviation industry. Reliability Centered Maintenance (RCM) is the process that is used to determine the most effective approach to maintenance. It involves identifying actions that, when taken, will redukce the probability of failure and which are the most cost effective. These maintenance strategies, rather than being applied independently, are integrated to take advantage of their respektive strengths in order to optimize facility and equipment operability and efficiency while minimizing life-cycle costs.

Key words:

maintenance, reliability, failure, cost, improvement

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Biggest and most successful brands on Facebook in the light of analysis

Corresponding author:

Ľudovít Nastišin

Abstract:

Critical voices claim that the golden era of Facebook is over. To find out how much truth there is to this evaluation, we present the analysis of thirty Facebook profiles of brands with some of the highest amount of likes. Among these were brands like BMW and Mercedes-Benz, Adidas Originals, Nike and also food brands like Oreo, Skittles and Coca-Cola. This paper also brings the theoretical background for this area, which logically supports the following analysis. Results show the performance during the first half of 2016 to find out more about development in likes, posts, user interaction and other key performance indicators (KPIs). Analysis shows that Facebook critics claiming that the network is dead couldn’t be more wrong!

Key words:

Facebook, brands, analysis,

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Creativity in management education and techniques stimulating creativity

Corresponding author:

Viktória Ali Taha
Viktória Ali Taha, Juraj Tej, Michaela Sirková

Abstract:

Creativity received more attention from scholars and academics in recent years and is no longer seen as something associated only with the talented and very gifted people, but as something that everyone (to different degree) owns and as something that can be enhanced and developed. Creative methods in management and managerial games course (CMM&MG) which is part of the Faculty of Management curriculum (Master study programme) aims to enhance students’ creative thinking and problem solving ability and to foster students’ active participation in the learning process. The feedback obtained from a questionnaire at the end of the semester in which this subject/course is taught, is intended to detect which methods and techniques are perceived positively by students. The chi-square test was used to determine statistically significant differences in the opinions of students studying in different (four subsequent) academic years.

Key words:

creativity, education, management, teaching

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Employee benefits and trends in the workplace

Corresponding author:

Ľuba Tomčíková

Abstract:

Employee benefits are more than an important tool for companies around the world - they play a critical role in social and economic infrastructures as well. Benefits programs supplied by employers often end up filling gaps in national health and retirement systems. The paper provides a theoretical-analytical view of the employee benefits and trends in the workplace. In theoretical analysis the paper presents the employee benefits advantage: leveraging a global perspective and most important benefits objectives in some countries. Part of the article are the results of research, which deal with frequency of benefits program and types of benefits that increased or decreased in the last 12 months.

Key words:

employee benefits, compensation, employee trends, human resources management.

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Facebook Pages and the analysis of the metrics data

Corresponding author:

Igor Fedorko

Abstract:

The article analyzes the issue of interpretation of statistical data and metrics when analyzing and evaluating the success of a corporate website/ profile on the social network Facebook. The main aim of the article is to present individual metrics and show their importance and role in building a positive image of a business entity using a case study. It is important to interpret various metrics correctly since they are used in optimizing new Facebook posts in order to increase their reach and get users involved through them. The analysis of the marketing communication of the selected business entity was carried out by analyzing primary and secondary data directly accessible on the website of the social network Facebook.

Key words:

Facebook Pages, online marketing, Facebook metrics

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Mobile communication platforms from the point of view of marketing communication

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the current state of the issue of user preferences when using mobile platforms from the point of view of marketing communication. Apart from evaluating the issue the article also focuses on the theoretical basis of the issues of mobile marketing and Internet marketing. The article also focuses its attention on the market of mobile devices on a global scale, as well as the issue of the use of smartphones. Moreover, the article also describes the current state of the use of mobile devices to consume digital content on the Internet. It describes the current state of the issue on the global as well as domestic markets. Moreover, the aim of the article is to evaluate and demonstrate the possible future direction of the field of marketing.

Key words:

Internet Marketing, Mobile Marketing, Mobile Devices, Smartphone, Tablet

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On-line reputation analysis of the banks from central Europe region

Corresponding author:

Radovan Bačík
Radovan Bačík, Ľudovít Nastišin

Abstract:

This study aims to provide theoretical standpoint in the area of online reputation management, as well as its analysis with a focus on banks from Central Europe. It highlights the importance of reputation monitoring in virtual environment and its implementation into brand management. This paper successively analyses top ten banks from CE and presents results of the analysis including the overview of the companies and the resulting numbers. This analytical processing is supported by an overview of the theory and literature from several authors. Furthermore, the work also draws attention to areas which would benefit from moving this knowledge further and to bottlenecks which should be kept in mind.

Key words:

reputation, on-line, bank, analysis, central Europe

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Online communication channels from the point of view of higher education’s target audience

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the specific aspects of online communication channels in terms of higher education environment. On the one hand, there are higher educational institutions, and on the other hand there is the target audience of these institutions - students and prospective students. With regard to this issue the article summarizes the theoretical basis regarding Internet marketing, marketing of educational institutions and public relations in the online environment of the Internet. Based on the analysis the article describes the current state of communications preferences of applicants for higher education and the students themselves on the global level. Another objective of the article is to evaluate the opportunities that the online environment of the Internet and new tools of marketing communication bring to higher education institutions in terms of marketing.

Key words:

Communication, E-marketing, Faculty, Higher Education Institution, Public Relations

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Passenger Check-in Process, its Future Trends and Human Factors

Corresponding author:

Helena Chalupníčková
Helena Chalupníčková, Helena Kejmarová

Abstract:

This article is dealing with the comparison of passenger check-in process at the check-in desk and modern methods of self-check-in and future trends in passenger check-in. This is followed by passengers’ and check-in agents’ surveys and comparison of the times required for check-in at the check-in counter and at the self-check-in kiosk. It should answer the question, if the self-check-in brings so many advantages as stated everywhere and if it’s really so popular for passengers.

Key words:

Check in at the counter; online check-in; self-check-in kiosk; mobile check-in; a survey among passengers; a survey among check-in agents; check-in times measurement

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Progressive methods of radiotelephony teaching at the Czech Technical University in Prague

Corresponding author:

Milan Kameník
Milan Kameník, Iveta Kameníková

Abstract:

European aviation regulations require complex training of future pilots. In this context, the emphasis is put on deepening practical experience in radiotelephony. Based on this requirement, a project of experimental laboratory for teaching of aeronautical communications was executed at the Department of Air Transport, Faculty of Transportation, Czech Technical University in Prague. This workplace allows simultaneous training of four students in a very intensive way. Students use computer technology with dedicated software to simulate radio communications. Lecturers with practical experience from civil aviation, active or former airline pilots, provide the training. Communication laboratory is subjected to further development and innovations.

Key words:

European aviation regulations; specialised workplace; radio communications laboratory; radio-communication procedures; commercial air transport

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Semester Evaluation of Students Tasks Using the Analytic Hierarchy Process Method (AHP)

Corresponding author:

Rostislav Tomeš

Abstract:

Decision making is an integral part of the teacher’s work as part of students´ evaluation. The teacher can use the hierarchical decision making method to exclude subjective impacts. The paper describes the decision making method, the Analytic Hierarchy Process (AHP), constructing the matrix of pair-wise comparison and calculation of the eigenvector of the pair-wise matrix. The steps of the AHP method are described on short examples relating to the consistency of the pair-wise matrix

Key words:

AHP; hierarchy; decision making; consistency

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Social media actions framework for marketing companies

Corresponding author:

Ľudovít Nastišin

Abstract:

Presented paper offers a comprehensive framework that identifies and classifies social media marketing strategic actions. The conceptual framework covers actions that support both transactional and relationship marketing. This research also positions social media marketing strategy and strategic actions in the context of the marketing organization theory, and discusses the impact of the incorporation of social media on the concept of marketing organization. The study offers valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies. The investigation also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations.

Key words:

social media, framework, marketing, business

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Website as an important indicator of the business entity’s reputation in terms of the Slovak e-commerce market

Corresponding author:

Richard Fedorko
Richard Fedorko, Radovan Bačík, Jakub Horváth

Abstract:

Some business entities do not have sufficient budget to promote their products or services through conventional forms of advertising which are usually expensive and their effectiveness is difficult to verify. However, such business entities can benefit from modern promotion tools provided by the Internet. Such tools are relatively cheap to use and their effectiveness can be accurately verified. These tools, however, require a lot of time, energy and talent. Some modern promotional tools need no extra financial costs and can reach a large audience of potential customers. Online marketing and online advertising are usually used in conjunction with traditional types of advertising such as radio, television, newspapers and magazines.

Key words:

On-line marketing, website, communication

Link:

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