2023-2024 Бакалаври Маркетинг

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INTERNET MARKETING AS A MEANS OF IMPROVING THE COMMUNICATION ACTIVITY OF THE ENTERPRISE
(2024) Solomonova D.A.
In the bachelor’s thesis, the theoretical aspects of communication activities of enterprise are researched, in particular, the concept and principles of marketing communications, the role of communications in strategic management, and the main tools and channels of communications at the enterprise. An analysis of the economic activity of "Oleina" trademark is carried out, including a description of the activity, analysis of the existing system of sales promotion, market, segmentation and positioning of goods, as well as SWOT-analysis. Directions for improving the Internet marketing at enterprise are proposed. Specific measures for website development, search engine marketing (SEM), social media presence (SMM) and content marketing have been developed. A marketing budget is developed and an economic justification of the proposed measures aimed at improving the efficiency of communication activities, increasing sales and improving the image of the enterprise is carried out. The implementation of the proposed measures will contribute to the sustainable development of "Oleina" brand and increase its competitiveness in the market.