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Assessment of Company's Marketing Communications Effectiveness Online

Student: Ryzhkova Natalya

Supervisor: Ekaterina A. Makarova

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2017

Graduation paper named "Assessment of Company`s Marketing Communications effectiveness online" (on the example of the online store "Optika Cronos"). This paper shows the introduction of effective marketing communications on the Internet in the practice of Russian business, and ultimately, the level of competitiveness of the company. The research is relevant due to existing necessity to create and implement ,,, which will focus on development the Internet's sales and will adapt to ever changing working environments in Russia. The main purpose of this paper is to analyze the effectiveness of marketing communications using the example of the online store "Optika Cronos". The main methods of analysis are the analysis of articles that contain information of the trends in the development of marketing communications on the Internet, the company's internal secondary information about the marketing communications existing in the company and the development of the optical sphere. As well as gathering information and conversion rates of the online store and commodity-complex units, in particular abc-analysis and xyz-analysis. The paper has both scientific novelty and practical orientation, since the proposed solutions for analyzing the effectiveness of marketing communications of the online store "Optika Cronos", represented in the market of optics, can be introduced into the practice of the company. In the conclusion general evaluation of the contribution of the study into the area of research and statements of its main findings are emphasized. The result of the final qualifying work is recommendations on the effectiveness of marketing communications in the online store "Optika Cronos", in particular, the proposal of new marketing communications and the correction of already effective, to implement the analysis of the effectiveness of social networks.

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