National Repository of Grey Literature 243 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Olympic parks in Czech Republic, use in marketing of selected companies
Řehák, Vojtěch ; Mikeš, Jiří (advisor) ; Kindová, Alena (referee)
This diploma thesis deals with the issue of organizing Olympic parks in the Czech Republic and their use in marketing strategies of selected companies. The main goal is to evaluate marketing strategies of three main partners. It was Skoda Auto, Skupina CEZ, and Pilsner Urquell. The first chapter focuses on theory of general marketing. The second chapter aims at theory of sport marketing and focuses mainly on marketing and communication mix in sport. The next part describes the Olympic parks individually. Simultaneously, the analysis of communication of main partners during the operation of the main park called Rio-Lipno takes place here. The last chapter contains contribution evaluation of Olympic parks and marketing strategies of the partners and suggestions for next two Olympic Games.
Digital diplomacy and corporate identity of state administration of the Czech Republic
Gonšenicová, Jana ; Mikeš, Jiří (advisor) ; Peterková, Jana (referee)
This diploma thesis focuses on a very modern part of public diplomacy and state communication concerning digital technologies and online information transmission using Internet tools. Digital media is currently the most effective way for all countries to reach out to the general public and build their positive image. It is therefore necessary to underline the national identity as such, because it is key to effective foreign policy and the achievement of its goals. This is inevitably linked to the corporate identity, which is one of the most important tools for this purpose. The practical part is devoted to issues of corporate identity of the state administration and the Czech Republic abroad. The aim of this diploma thesis is to analyze individual visual styles and websites of ministries to point out that Czech digital diplomacy is characterized by a low level of strategic approach and coordination. Furthermore, there are additional recommendations for changes and proposals of own logotypes for ministerial departments and the official and the tourist logo of the Czech Republic.
Image of the Mattoni brand
Hašková, Denisa ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of the thesis is to analyze the image of the Mattoni brand on the Czech market. The thesis is divided to the three parts. The first chapter provides the theoretical background, which characterizes the brand, the image of the brand and the communication. The second part of the thesis mentions the company Karlovarské minerální vody and its subsidiary brands. The brand Mattoni is described in detail. This part mentions the product portfolio, the enangement and the ways of communication. The last chapter consists of the research and the SWOT analysis of the Mattoni brand. The conclusion of the thesis provides the evaluation of the results and the future recommendations.
ZOOT Plc. marketing communications
Veselý, David ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis analyses marketing communications of the company ZOOT Plc., which represents the biggest fashion on-line shop within the Czech Republic market. The aim of the thesis is to identify how the company is perceived regarding to its marketing activities. The theoretical part explains the marketing term as well as forms of marketing communications, on-line and off-line communications and fashion marketing itself. The practical part introduces the company ZOOT Plc. and its concept followed with SWOT analysis and analysis of its existing forms of marketing communications. The practical part also includes own research which shows the general perception of the company in the Czech Republic.
MINI Brand and its Rebranding on the Czech Market
Laškodyová, Ivana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis is focused on analyzing MINI brand on the Czech market, consumer brand awareness, historical development of the brand and current local marketing strategy and marketing communication. The thesis also includes the definition of the target group, main competitors and brand values. The aim of the thesis is to analyze changes which led to the processes of rebranding in the last years. The theoretical part describes MINI brand, its position on the Czech market and globally controlled rebranding. Based on the theoretical part the study of perception of the brand in the Czech Republic was carried out, with the emphasis on the changes, which the brand has been going through. Based on the collected information the appropriate recommendations were proposed. The conclusion contains suggested improvements for the future prosperity of the brand.
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.
The Regional Museum's Work with the Public
Grünwald, Jan ; Mikeš, Jiří (advisor) ; Blažková, Kateřina (referee)
The aim of this thesis is to describe in detail the marketing communications of museums in the Czech Republic, demonstrate it with a specific example and propose an effective manner of communication and possible improvement measures. The theoretical part explains the basic terms of marketing and specifics of museum marketing a possibilities of museums in their publicity and further work with the public. The practical part shows the problematics of museums' marketing and work with the public in the Czech Republic, the current situation and possible suggestions for improvement. The information for the research come from a survey performed in the T.G.M. Museum Rakovník, which served as a case study.
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.
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.
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.

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3 MIKEŠ, Jiří
9 Mikeš, Jan
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