Development of online marketing plan for small enterprise with focus on new media and communications

This master thesis focuses on the peculiarities of performing the business in the dynamic modern environment, influenced by the computerization and information technologies. It unfolds topics connected with development of the new products, changing role of customer and modified competition, online marketing, social media, online business tools and approaches. These topics are supported with solid theoretical background. For the practical implementation the real startup company Apix Consultants Ltd is involved into the thesis. On the example of this company from the technical industry the theoretical ideas are tested to show the various opportunities of improving the online presence of the company, increasing the brand awareness, building long-term relationships with customers and expanding the brand's influence in the community. The major focus is put on the development of the throughout online marketing plan, which includes overall analysis of the current activities, findings about the future opportunities and practical suggestions on the implementation of the plan. The first results are provided with the overall conclusion to the whole process.