National Repository of Grey Literature 377 records found  previous11 - 20nextend  jump to record: Search took 0.00 seconds. 
Image and perception of a Hollandia brand
Lelková, Martina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Diploma Thesis on "Image and perception of a Hollandia brand" is focused on consumers view on the yoghurt of this brand. The aim of the work was to find out what image Hollandia has and suggest some recommendations. This thesis is divided into theoretical and practical part. The theoretical part describes brand, brand image and market research. The practical part introduces Hollandia company, including SWOT analysis and competitor analysis. After follows a questionnaire to find out how is Hollandia perceived by end-users in Czech Republic. Based on the results of the research, recommendations have been suggested to improve the image.
Marketing strategy proposal for the design travel agency Dovýroby
Macková, Veronika ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master´s Thesis deals with marketing communication, brand building and marketing strategy planning process. The aim of the Master´s Thesis is to propose an appropriate marketing strategy for the design travel agency Dovýroby. The theoretical part of the thesis defines studied topic based on expert literature. The practical part includes the evaluation of a survey conducted to find out the current level of awareness of the Dovýroby brand, as well as situational analysis of the project, and proposal of marketing strategy. The analysis focuses especially on the products offered, current forms of communication and characteristics of the target group, as well as on market analysis, using Porter´s Five Forces Model and SWOT Analysis. Based on the findings, the author presents a marketing strategy proposal running until the end of 2017. This strategy includes a marketing plan, timing and also a budget split.
Proposal of an on-line communication strategy of a sports club JNS Cheerleaders
Míková, Simona ; Postler, Milan (advisor) ; Voráčová, Kristina (referee)
This thesis deals with on-line marketing strategy of a sports club JNS Cheerleaders. I have set the main aim of the thesis to suggest possible changes in on-line communication of the sports club based on analysis of current strategies of the sports club and my own on-line field investigation. The thesis is divided into two parts, theoretical part that is dedicated to characteristics of commercial communications and forms of commercial communication used in sports industry, and practical part that introduces sports industry of cheerleading, sports club JNS Cheerleaders, it also shows its SWOT analysis, analysis of competition and its used marketing and mostly on-line communication. Next chapter is dedicated to the results of on-line field investigation and proposed suggested changes of communication strategy for the sports club.
Presentation of the Czech Republic within the European Union
Vertaľová, Barbora ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This diploma thesis deals with the presentation and the image of the Czech Republic within the European Union. The thesis is divided into a theoretical and an empirical part. The theoretical chapter concentrates on the background and foundations for the paper. The empirical chapters directly address the Czech Republic--a Central European country with a developed European economy. Emphasis is placed on organizations that focus on the presentation of the Czech Republic and the activities these organizations do to promote the Czech Republic. The final chapter focuses on the results of an online survey comparing public opinion between Czech residents and other European Union residents. The conclusion of the diploma thesis includes an analysis of all data collected (including the survey data), an evaluation of the status of the Czech Republic, and recommendations beneficial to presenting organizations.
The comparison of perception of Pilsner Urquell and Budějovický Budvar pale lager brand
Šálený, Michal ; Postler, Milan (advisor) ; Brom, Jaroslav (referee)
The aim of the Master thesis is to analyse the perception of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market. Theoretical part of the thesis deals with the brand and its meaning, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar and Pilsner Urquell brand and I am coming up with detailed analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to these brands. I am comparing results between both brands. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market.
Analysis of the marketing communications and image of Ferrino company on the Czech market
Cichý, Jiří ; Postler, Milan (advisor) ; Nýdrle, Pavla (referee)
This diploma thesis deals with the brand image analysis of outdoor equipment manufacturer. Theoretical part offers explanation of marketing fundamental terms: brand, corporate identity, brand image, marketing & commercial communications and marketing mix. Practical part deals with the analysis of Ferrino's current brand image on the Czech market from the perspective of its prevailing customers. Besides the brand image analysis, the diploma thesis contains assessment of company's contemporary marketing activities in the digital world. The objective of the thesis is to ascertain the manner of how company's target group views the brand image. Furthermore, secondary objective focuses on assessment of efficiency of current online activities implemented by Ferrino and proposal of potential recommendations for future.
Analysis of a selected Opel communication campaign
Cigániková, Zuzana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The diploma thesis deals with the communication strategy of the automotive company Opel. The aim of the thesis is to evaluate the success of the communication campaign, Opel 24 hours. The paper is logically divided into theoretical and practical part, each of which consists of two chapters. The first chapter deals with the presentation of marketing and commercial communication, focusing on advertising, its planning and measurement of effectiveness. The second chapter is dedicated to present Opel company and its position on the Czech market through a competitive analysis of the Czech automotive industry. The third chapter introduces Opel's communication strategy and the different types of advertising campaigns. The last, fourth chapter, analyzes Opel's biggest tactical campaign Opel 24 hours. In the conclusion of the thesis the campaign's success is evaluated and future steps are recommended.
The Communication of the EU in the Czech Republic
Jermašova, Julija ; Postler, Milan (advisor) ; Antal, Jarolím (referee)
The theme of this diploma thesis is the Communication of the EU in the Czech Republic. The aim of the thesis is to analyse the current communication on the European affairs in the Czech Republic and to compare the communication of the Department of European Affairs of the Office of the Government of the Czech Republic, which fulfills the information function of the European Affairs Section of the Czech Government, and of the Representation of European Commission in the Czech Republic. Both entities represent the main actors involved in communication on European affairs in the Czech environment. The main part of the diploma thesis will answer the research questions whether the Czech population has a sufficient existing communication of the EU in the Czech Republic. Based on a comparative analysis which will compare communication priorities, target groups, communication channels, and ways of measuring the effectiveness of the communication strategy, it is necessary to ascertain how the communication of the Department of the Government Office of the Czech Republic differs from the communication of the Representation of the Commission in the Czech Republic. The question which will also be examined is which channels are most suitable for communication with the Czech citizens and what topics the Czech public wants to be informed about. The thesis is divided into the theoretical and practical part. The theoretical part is elaborated on the basis of specialized literature, which deals with the process of communication and communication in the sense of the word, i.e. from the point of view of the marketing environment in the private and public sector. The theoretical knowledge is subsequently applied in the practical part of analysis and comparison of the communication of selected subjects, their communication priorities, target groups, communication channels and ways of measuring the effectiveness of communication activities.
Corporate Social Responsibility with focus on Google Inc.
Horáková, Johana ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The purpose of this master's thesis is to evaluate the current CSR practice in the Czech Republic. The means to achieve this will be the analysis of a specific CSR project of a selected company. The reason is the character of socially responsible activities, which become of importance only after their realization. Google Inc., specifically Google's local branch Google Czech Republic, was chosen to serve as an example. In general, Google Czech Republic is highly active in the field of CSR and Digital Garage has been one of its most distinctive projects so far. It is a free online learning program that offers the opportunity to gain knowledge in online marketing The thesis is divided into three chapters. The first chapter deals with definition and history of CSR, the second describes the main nonbusiness subjects supporting this concept and the third focuses on the evaluation of the current CSR practice in the form of the Digital Garage project.
Marketing strategy of company Falco
Hamrlová, Lucie ; Postler, Milan (advisor) ; Sokol, Jiří (referee)
The topic of my bachelor thesis is designing a marketing strategy for a company Falco, which is concerned with making cans with dog and cat food. The main goal is to assess their current marketing strategy and conseqently to propose changes, which should be helpful under the current circumstances. These changes are based on results of my own questionnaire survey. In the theoretical part of this thesis are main principles of marketing and its characteristics are discussed, and these are then used as a basis for the practical part. The practical part is mostly concerned with the company itself, its establishment and its strengths and weaknesses, where were defined using the SWOT analysis. This part contains PEST analysis as well. Furthermore the questionnaire survey is also included here, whose results were used to propose changes in order to improve the marketing strategy.

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