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Analysis and proposal of communication for Czech marketing association
Coňková, Zuzana ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
The Master´s Thesis is aimed at a marketing communication of the Czech marketing association, which is a non-profit institution focused on a development and a quality raising of a marketing field in the Czech republic. The goal of the Master´s Thesis is to analyse the marketing communication of the Czech marketing association and propose potential communication changes. The Master´s Thesis is divided into three chapters. The first chapter constitutes a theoretical basis. The second chapter is an analysis part which is composed of a communication analysis, a situation analysis, a competition analysis and a SWOT analysis of the Czech marketing association. The last chapter deals with an author´s research focused on a perception of the Czech marketing association by students of the University of Economics in Prague and deals with proposals of communication changes.
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Neuromarketing and its Usage by the Analyzing of Advertising Campaign in the Telephone Operators´ Segment
Výletová, Kristýna ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
My master's thesis goes in for new term neuromarketing and its specific application in a quality marketing research. In a theoretical part I will present terms like marketing, marketing research and neuromarketing. In an application part I will introduce a company Vodafone, whose campaign will be analyze from many views. Firstly I will analyze an advertising campaign with a help of its emotional and rational value and I will show all the elements which catch our attention. Then I will provide a questionnaire survey. And I will compare its results with eye tracking survey from Millward Brown agency. This agency carries out neuromarketing research in the Czech Republic.
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Marketing and communication strategy of Viola theatre
Poláček, Jiří ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
The main goal of the following diploma thesis is to analyse the marketing and communication strategy of Viola theatre and to suggest its future improvements. The thesis itself contains eight chapters, divided into theoretical and practical parts. First four theoretical chapters are devoted to marketing, marketing mix, situation analysis and marketing and commercial communications and strategies. Following chapters create the practical part of the thesis and contain information about Viola theatre, analysis of its marketing mix, evaluation of recent marketing and communication strategy and interpretation of field research results. Based on these analyses, the last chapter brings suggestions and recommendations for improvements in future marketing and communication strategy of Viola theatre.
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The child as a consumer and its impact on decision-making process of adults
Otipka, Michal ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
This diploma thesis deals with the subject of advertisement and its effect on children consumer behavior. Contrary to adults children are not able to differentiate between the reality and fiction, in this case to differentiate if they really need or just want promoted product. The theoretical part brings information about the marketing communication channels, effects on consumers, basis of consumers purchase decision making processes, which factors influence consumers behavior and how the advertisement is perceived by particular children age groups. It informs also about specific aspects of advertisements focused on children and about actual trends in children consumer behavior. The target of this work is to find out how TV advertisement influences children consumer behavior in context of amount of children in family, in dependence on how much time parents spend with their children, which way they are raised, etc. Research of these facts is subject of practical part of this thesis
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Corporate social responsibility and its influence on the image of the company
Slapničková, Zuzana ; Mikeš, Jiří (advisor) ; Vysekalová, Jitka (referee)
Analýzou konceptu CSR dojdeme k tomu, že společensky odpovědné chování podniků je celkový koncept chování podniku, které je v souladu s principy trvale udržitelného rozvoje a trvale udržitelné spotřeby, podniky jej aplikují dobrovolně, ne na základě zákonů, směrnic či nařízení. Podnik provozující své podnikání dle konceptu CSR musí brát v úvahu oblast ekonomickou, společenskou a oblast životního prostředí, tedy tři pilíře CSR. Image je obrazem, který si vytváříme o skutečných i imaginárních vlastnostech produktu nebo značky, i představou o potřebách, které může uspokojit. Dodržování konceptu CSR je klíčové pro dosažení dobré reputace a pozitivního image firmy.
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