The purpose of the bachelor’s thesis is to analyze the strategy and tactics of digital marketing which is used for the selected organization in its everyday work. With the creation of a unique strategy and a prudent selection of digital marketing tactics, organizations can become more effective, powerful, enduring and goal oriented. In order to achieve the objectives, the method of description (for the explanation of the concepts and theoretical part) and the method of compilation (for summarizing previously defined findings) were used. In the empirical part of the bachelor’s thesis, the method of analyzing the strategy and tactics of digital marketing in an organization was used. Within the analysis, it was ascertained that the organization does not use all the potentials of digital marketing, because on average, it is only partially successful in using the tactics of digital marketing. The thesis shows that the organization uses the potentials of digital marketing in the field of optimization of the website while it does not reach the potentials in the field of email marketing. However, it is necessary to mention that it reaches success in the field of video marketing and reaches great success in the field of customer assistance and support. The results gathered by the research and presented in the bachelor’s thesis can contribute to the review of the current condition in the selected organization, as well as to the improvement of the existing strategy and the more functional use of tactics of digital marketing which influence the achievement of the set digital goals of the organization directly.
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