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The Regulatory Landscape and Market Overview of Insurance Agents and Brokers in the Czech Republic
Veselský, Štěpán ; Vybíral, Roman (advisor) ; Sejkora, Tomáš (referee)
This MA thesis is concerned with insurance distribution in the Czech Republic. It aims to acquaint the reader with individual distribution channels within the context of current and upcoming regulatory framework. Regarding methodology, it makes use of the descriptive, analytical and empirical approach to legal research. The first chapter, The Insurance Market, introduces the gross written premium as the key metric in the insurance industry and it segments the written premium into the main product lines. Further, it deals with sources that will be relied on throughout the thesis and presents the necessary terminology. The second chapter outlines the distribution channels framework through which the insurance products are sold to customers. From the perspective of an insurance undertaking the main distinction is on the internal and external channels. The legal categories of intermediaries and the methods of communication with the customer do not form any particular channel, instead they are understood as cross-channel. The MA thesis is submitted in the period when the applicable Intermediaries Act is about to be superseded by the forthcoming Insurance Distribution Act. That is reflected in the third chapter that is divided into two subchapters, each dedicated to the analysis of the distribution...
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Usage of Facebook and Google AdWords for Brand Building
Veselský, Štěpán ; Molnár, Zdeněk (advisor) ; Otevřel, Lukáš (referee)
This Diploma Thesis' main subject is Internet marketing. Its main objective is suggesting and realizing an online marketing campaign focused on using Facebook and Google AdWords in order to building brand awareness of a small business. This effort is followed by an analysis of its results. The contribution should be apparent to all the marketers of other small businesses, who find themselves in similar situation and try to solve it by using modern online marketing tools and channels. The thesis is divided into two main sections. The first covers necessary theoretical bases of online marketing, the next one puts the theoretical knowledge into practice of a real small company, Saloon Exclusive. The ending summarizes the outcomes for the company and suggests some next steps.
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Marketing and advertising within Social software
Veselský, Štěpán ; Pavlíček, Antonín (advisor) ; Bouška, Jan (referee)
Internet users have noticed its marketing capabilities right after its creation. First, the traditional methods, well known from the classical media, have been used. Therefore, the main marketing communication channels were - mostly static - advertising banners and different press releases on web pages according to its contents. The true expansion of Internet marketing came into being with interactive websites, where its users are the main creators of its content, they can log in by their names, create their own profiles and altogether create social webs. That is websites described as Web 2.0 As time passed, various marketing tools have appeared to promote different products, to work on good relationship with customers and to offer tailor-made content to each individual. Social software gathers together huge amounts of people that want to share their lives, hobbies, favorite music etc. with the rest of the world. This way, they are a perfect place for market targeting. This work defines Social software as a part of Web 2.0, presents the most usual tools of Internet marketing and in the last part, they are shown on particular examples inside Social software.
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