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Crisis communication
Štofčíková, Viera ; Zeman, Jiří (advisor) ; Grigerová, Laura (referee)
The purpose of this dissertation is to prove the importance of crisis communication and to evaluate the performance of the selected airline company on Facebook in relation to the benchmark of the industry. The theoretical component of the dissertation divulges in the definition of communication and its related processes, while emphasizing mass communication and its changes in regards to the development of new technologies. Furthermore, the study also describes crisis communication, its various uses and principles. The practical component gives a brief overview of social media platforms - with a particular focus on Facebook - within which the recommendations of how to manage crisis situations on the aforementioned platform are listed. By following those recommendations, commendable management of crisis communication will be shown with the example of the given airline.
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Social media and marketing communication
Novotný, Ondřej ; Zamazalová, Marcela (advisor) ; Bartošová, Gabriela (referee)
The main goal of the thesis is to discover the role of social media on marketing communication using three Czech decorative cosmetics brands via the social network, Facebook. The objective of this study is to understand the benefits of social media on marketing purposes as well as communication between brands by these social media sites, which also includes analysis of brands and their independent strategies. Furthermore this study presents conclusions along with key recommendations for the analyzed subjects. Methods used were interviews and analysis. This thesis was not conducted to provide step-by-step instructions. It was conceived as a demonstration for usage suitable for inspiration. The conclusion goes hand in hand with various authors' opinions presented in the theoretical section. Social networks are tools of brand building, strengthening the community of customers and collecting feedback.
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Analysis of the behavior of users of social network Facebook
Lehman, Tomáš ; Sigmund, Tomáš (advisor) ; Böhmová, Lucie (referee)
This thesis is about the issue of privacy in the virtual world of social networks. It describes the pitfalls as well as options in the area of privacy in a user interface of social network Facebook. It also analyzes the user knowledge of these options by using the questionnaire survey and try to find a correlations in the answers of users. The conclusion suggests ways to raise social awareness of the principles of functioning of social networks and the handling of personal data on the Internet.
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The use of social networks in business focusing on marketing
Svobodová, Jana ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This diploma thesis analyzes the position of social networks in the Czech Republic and describes their potential usage for business with a scope on marketing. The work focuses on the social network Facebook, which in terms of number of users and their activity is the most represented social network in the Czech Republic and therefore represents the highest advertising potential. The work describes the creation of both paid and unpaid forms of communication within this social network and presents an optimal solution for its involvement in company's activities. The findings were applied in practice to the Facebook profile of www.milujito.cz e-shop.
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Internet marketing focused on language institute
Prokopová, Iva ; Smutný, Zdeněk (advisor) ; Matuštík, Ondřej (referee)
This bachelor thesis deals with internet marketing trends for market in the Czech Republic with an accent on a low-cost approach. The bachelor thesis consists of two parts, theoretical and practical. The theoretical part introduces and analyses components, tools and methods of internet marketing, used in the practical part. The practical part contains design, realization and evaluation of an internet marketing campaign for the language institute Mediterin. Particular chapters deal with market analysis, target group definition, search engine optimization, pay-per-click campaigns and web analysis.
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Commercial use of social networks
Vondrášek, Petr ; Pavlíček, Antonín (advisor) ; Juříček, Jan (referee)
This thesis analyses the possible utilizations of social networks by companies in order to obtain benefits in their field of business. This study is focused on the most popular social network on a global scope, i.e. Facebook, Twitter, LinkedIn, Google+ and YouTube. The theoretical section summarizes and provides an analysis of its suitability and possibility for applications in commercial companies. The possibilities discussed are in particular marketing, client communication, brand development and public relations. Moreover, the practical part of this thesis lists the main case studies that depict the utilization of social networks in practice and highlight the benefits the individual companies gain and their costs. Case studies further discuss the use of social networks by traditional and less traditional means for small and larger-sized companies. The thesis is complemented by applied research of social network activities of companies and the analysis of the perception of their users, which is realized by questionnaire survey.
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Marketing analysis of e-shop Toppotraviny.cz
Majerová, Tereza ; Sedláček, Jiří (advisor) ; Kloudová, Michaela (referee)
The subject of this bachalor thesis is marketing analysis of e-shop Toppotraviny.cz and recommendation of appropriate communication. The first part of the thesis focuses on the theory. Here are describe the basic characteristics of terms, such as marketing mix, e-commerce, e-shop, marketing communication, social network. The second part uses practical knowledge from the theory. I describe the e-shop here and analyze the marketing mix, competitors and communication of e-shop Toppotraviny.cz. In the end I give some recommendations of communication.
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Marketing communication of a bank on social networks
Zilvar, Adam ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The diploma thesis is concerned with marketing communication of a bank on social networks. The aim of the thesis is to identify the possibilities of marketing promotion on social networks and thereafter perform an analysis of current communication of Česká spořitelna and based on it provide suggestions for improvements. The communication on social networks is a relatively new a dynamically developing area and companies devote increasingly larger parts of the marketing budgets to this form of communication. The benefits of this work are therefore a summary of new findings in this field, overview of forms of promotion on Facebook and Twitter and evaluation of communication of Česká spořitelna using comparison with an internet bank Air Bank and using best practices. At the end of the thesis I present suggestions for improvements of communication of Česká spořitelna on social networks.
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Management of Marketing Campaigns in an Environment of Social Networks and Evaluating their Effectiveness
Michálek, Tomáš ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
This thesis is an analysis of the efficiency of managing social media campaings of Faculty of Management in Jindrichuv Hradec, as well as a new proposal of its improvements. The first part of the thesis explains theoretical expressions on the topic above, including marketing communication, public relations, media planning and online marketing. The second chapter turn the theoretical knowledge into practice, contains of concrete activities of Faculty of Management in Jindrichuv Hradec in comparsion with its competitive faculties. Conclusion of the thesis consist of recommendations for managing the social media campaings and its further tracking of the efficiency.
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Online communication of startups
Nezhybová, Linda ; Vondra, Zdeněk (advisor) ; Pavlíček, Antonín (referee)
This thesis deals with a plan of marketing strategy for Psaní Hravě project. The main objective is to suggest a communication strategy and show practical utilization of social media. The first chapter describes communication of successful Czech startups. The second chapter comments on possibilities of social media. Subsequently I explore utilization for brands, especially for SMEs and online projects. The third chapter introduces Psaní Hravě project, its image and target group. In the last chapter I create a practical plan of social media for Psaní Hravě, I focus especially on Facebook strategy.
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