Nowadays email marketing is being considered as a cost-effective marketing tool for different organizations to market their products or services. Purcari wine is an old wine brand in Moldovan market. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for Purcari wine in Moldova by introducing an email marketing campaign. The thesis will analyze the current marketing situation of Purcari wine and formulate the strategy of email marketing project, which can help company for acquisition or retention; This paper is more focused on acquisition email marketing, marketing designed to win rather than retain customers.
Anotace v angličtině
Nowadays email marketing is being considered as a cost-effective marketing tool for different organizations to market their products or services. Purcari wine is an old wine brand in Moldovan market. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for Purcari wine in Moldova by introducing an email marketing campaign. The thesis will analyze the current marketing situation of Purcari wine and formulate the strategy of email marketing project, which can help company for acquisition or retention; This paper is more focused on acquisition email marketing, marketing designed to win rather than retain customers.
Nowadays email marketing is being considered as a cost-effective marketing tool for different organizations to market their products or services. Purcari wine is an old wine brand in Moldovan market. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for Purcari wine in Moldova by introducing an email marketing campaign. The thesis will analyze the current marketing situation of Purcari wine and formulate the strategy of email marketing project, which can help company for acquisition or retention; This paper is more focused on acquisition email marketing, marketing designed to win rather than retain customers.
Anotace v angličtině
Nowadays email marketing is being considered as a cost-effective marketing tool for different organizations to market their products or services. Purcari wine is an old wine brand in Moldovan market. The purpose of this thesis is to suggest the new market expansion strategy and overall marketing strategy for Purcari wine in Moldova by introducing an email marketing campaign. The thesis will analyze the current marketing situation of Purcari wine and formulate the strategy of email marketing project, which can help company for acquisition or retention; This paper is more focused on acquisition email marketing, marketing designed to win rather than retain customers.
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information of email marketing strategy.
Practical part
Complete the analysis of current situation about selected company brand's marketenvironment and campaign.
Prepare the project of email-marketing campaign for selected company.
Identify cost and risk associated with the new email marketing strategy of selected company.
Conclusion
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information of email marketing strategy.
Practical part
Complete the analysis of current situation about selected company brand's marketenvironment and campaign.
Prepare the project of email-marketing campaign for selected company.
Identify cost and risk associated with the new email marketing strategy of selected company.
Conclusion
Seznam doporučené literatury
CHAFFEY, Dave and SMITH, P. R. Emarketing excellence: planning and optimizing your digital marketing. 4th ed. London: Routledge, 2013, 613 p. ISBN 978-0-41553335-5.
SCOTT, David Meerman. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Hoboken: Wiley, 2013, 439 p. ISBN 978-1-118-48876-8.
CHARLESWORTH, Alan. Digital marketing: a practical approach. 2nd ed. Abingdon, Oxon: Routledge, 2014, 342 p. ISBN 978-0-415-83482-7.
RYAN, Damian. Understanding digital marketing: marketing strategies for engaging the digital generation / Damian Ryan London, Philadelphia: Kogan Page, 2014, 409 p. ISBN 978-0-7494-7102-6.
Seznam doporučené literatury
CHAFFEY, Dave and SMITH, P. R. Emarketing excellence: planning and optimizing your digital marketing. 4th ed. London: Routledge, 2013, 613 p. ISBN 978-0-41553335-5.
SCOTT, David Meerman. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Hoboken: Wiley, 2013, 439 p. ISBN 978-1-118-48876-8.
CHARLESWORTH, Alan. Digital marketing: a practical approach. 2nd ed. Abingdon, Oxon: Routledge, 2014, 342 p. ISBN 978-0-415-83482-7.
RYAN, Damian. Understanding digital marketing: marketing strategies for engaging the digital generation / Damian Ryan London, Philadelphia: Kogan Page, 2014, 409 p. ISBN 978-0-7494-7102-6.
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Supervisor: doc. Pilík, 26 points;
Are there any differences in e-mail legislation in Moldova and EU?
Reviewer: Ing. Haltofová, 20 points;
Could you recommend any e-mail marketing software suitable for Purcari wine company?
Is Purcari wine company willing to implement proposed email marketing strategy?
Dr. Vaněk: Have you thought about B2B customers? What kind of distribution channels they use now? What is the delivery time?
Doc. Gregar: What is the way of payment? What about costs? Please, could you explain it? What about return on these costs?