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Marketing plan for a new business Room Therapy focusing on interior design
Polánková, Klára ; Vranka, Marek (advisor) ; Moravcová, Hana (referee)
The bachelor thesis "Marketing plan for a new company Room Therapy with a focus on interior design" proposes changes to the current marketing plan. The marketing plan will serve as a basis for the future direction of the company. The thesis presents the basic principles of creating a marketing plan and its key elements. In addition, the results from the in-depth interview, the Scoring Model and the subsequent SWOT analysis were used to define the marketing plan proposal. The result of the thesis is a detailed action plan, including a proposed budget, which can help the company to achieve the set goals and thus solve the current problem areas of the company. The main outcome of the thesis is to suggest changes and strengthen the functional tools of the firm's marketing plan that can help the firm grow and achieve higher profits in the long run.
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Differences in communication and promotion between Eastern and Western esport organisations demonstrated on G2 Esports and T1
Bušek, Frederik ; Schneiderová, Soňa (advisor) ; Moravcová, Hana (referee)
This bachelor's thesis focuses on analyzing the marketing communication strategies of Western and Eastern esports organizations, emphasizing two leading teams, G2 Esports and T1, as representatives of each region. The main goal of the work was to understand and describe how these organizations adapt their marketing strategies to resonate with culturally diverse fan bases. The research employed both qualitative and quantitative methods, including content analysis on social media and interviews with team representatives linked to their strategic communication. The study revealed that while G2 Esports prefers informal and humorously toned communication, T1 focuses on professionalism and content quality. This work emphasizes that understanding cultural nuances is crucial for successful global communication and can significantly contribute to better fan engagement and the growth of esports brands on an international scale. The results of the thesis offer insights and recommendations for esports teams on how to effectively reach and maintain a global audience in the competitively saturated esports environment.
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The relationship between the popularity of dog breeds and their utilization in the advertising of selected companies (2019-2023)
Baraníková, Denisa ; Moravcová, Hana (advisor) ; Vranka, Marek (referee)
This bachelor thesis provides a detailed view of the utilization of dog breeds in advertising campaigns in the Czech Republic, with an emphasis on their popularity. In order to gain a comprehensive understanding of this issue, it focuses on theoretical aspects related to social media, marketing, and the relationship between humans and dogs. It analyzes the strategies of Czech companies specializing in the dog segment and their interaction with the Instagram platform, which has become a key tool for product promotion. It utilizes data provided by the Czech-Moravian Canine Union to identify the most popular dog breeds in the Czech Republic and conducts a thorough analysis that delves into the homes of dog owners. Subsequently, through extensive questionnaire surveys, it practically examines the influence of the popularity of dog breeds on consumers' decision-making when selecting products advertised on social media platforms. With this comprehensive approach, the thesis offers a holistic view of the promotion of dog products in the market and contributes to a better understanding of the dynamics of utilizing dog breeds in advertising strategies.
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The value of live event marketing from its implementer's perspective
Jelínek, Radovan ; Černá, Eliška (advisor) ; Moravcová, Hana (referee)
Event marketing as a marketing communication tool is constantly developing and innovating. It adapts to the changing needs of companies and customers whose activities are increasingly moving to the digital environment. However, the work is based on the premise that personal experience is still one of the most effective ways to communicate something to people so that they remember the product or message in the best possible way. The aim of the thesis is to use the focus group research method to delve deeper into topics such as the value and communication benefits of live events and to show that this type of marketing is still very important in today's digital age and should not be neglected. The theoretical part of the thesis is focused on the introduction to the issue and also presents the theoretical framework of event marketing, which is not very comprehensive in the Czech environment. It also presents the problem that the theoretical study of events deals with and introduces the topic of event typology. The methodological part is devoted to the design of the actual research and the implementation description. The thesis concludes by interpreting the findings emerging from the qualitative research.
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The impact of the development of music streaming services on Czech radio stations
Šidlák, Jan ; Klabíková Rábová, Tereza (advisor) ; Moravcová, Hana (referee)
This bachelor thesis deals with the topic of the transformation of communication of Czech radio stations in the light of the development of streaming platforms, new media and technologies. In particular, it describes how radio stations use new media to communicate and complement traditional FM broadcasting. The theoretical part of the thesis describes the history of radio in our country, introduces streaming services as a new way of music distribution and summarizes the views of some authors who have dealt with the topic before. The practical part of the thesis consists of an analysis of media outputs of individual stations and interviews with respondents, professionals from radio practice.
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Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities in Q3-Q4 2022
Marinovová, Kristina ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The diploma thesis entitled "Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities Q3-Q4 2022" addresses the expansion of communication options caused by the arrival of so-called new media. The work then focuses in detail on communication on the social networks Facebook, Instagram and TikTok and their use for the advertisement. The theoretical part of the work provides a comprehensive view of selected platforms, their environment, trends and an overview of terms necessary for basic understanding and strategic work. In addition, it provides cross-sectional work with basic advertising formats that can be used for advertisement and also description of the environment of the advertising tools Meta Ads Manager and TikTok Ads Manager. The diploma thesis discusses in detail specifically the work with Meta Ads Manager, which is a tool used for running experiments in the practical part. The practical part of the work aims to verify three hypotheses, which aim to compare the results of different approaches when setting up advertising campaigns on the Facebook platform and thus simplify future decision-making process for marketers, companies or individuals starting to work in the environment of the Meta Ads Manager. This part of the thesis also...
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The use of artificial inteligence in graphic design for marketing purposes
Massalema, Adham ; Oukropec, Jindřich (advisor) ; Moravcová, Hana (referee)
This thesis deals with the incorporation of artificial intelligence into graphic design for marketing purposes. The aim of my thesis is to find, compare and recommend tools that are currently available that use artificial intelligence to create graphic design for marketing proposals. Artificial intelligence itself is constantly evolving and offers its help in many professions. I have divided the thesis into two parts, theoretical and practical. In the theoretical one, I deal with the explanation and evolution of the phenomenon, followed by the appearance of artificial intelligence in design, graphic design and marketing. From the acquired knowledge and according to the given criteria I compare the available tools. Following the examination, I evaluate them and recommend how they can be used today, but also where they still lack.
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Crisis communication strategy for the city of Neratovice in the event of a chemical accident
Vrána, Petr ; Moravcová, Hana (advisor) ; Houdek, Petr (referee)
The bachelor's thesis focuses on developing a communication strategy and manual for the city of Neratovice in the event of a chemical release from the local company SPOLANA Ltd. The aim of the thesis is to minimize panic and effectively inform the residents of the city about the danger. The thesis is structured into three main parts. The introduction sets the objectives of the thesis and provides motivation for addressing the topic. The theoretical part covers strategic communication, public relations, political communication, trust management, crisis communication, and communication in local governments. The analytical part includes an analysis of the current state through case studies, interviews with authorized individuals, analysis of media outputs, and a questionnaire survey. The practical part focuses on developing a crisis communication strategy, including setting goals, identifying target groups, types of events, and procedures. Furthermore, a crisis communication manual is prepared, and budgetary and other requirements are addressed. The research is based on analysis of specialized literature, basic research on information about Neratovice City and SPOLANA Ltd., interviews with responsible individuals, case studies, and a questionnaire survey among the residents of the city. The outcome of...
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Beyond tourism: Development of place branding in the context of the City of Prague
Legáthová, Lucia ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
In today's global landscape, cities and regions are increasingly competing for investments, tourists, and talent, prompting the adoption of multi-dimensional branding strategies beyond tourism promotion. City branding has emerged as a means to enhance the overall image and attractiveness of cities. Despite growing academic interest in city branding, a research gap exists, specifically in the case of Prague, where the international perception does not align with the progressive transformation of the city. The case study of the City of Prague is explored to examine its city branding efforts, uncover the most pressing challenges and provide possible solutions through a combination of content analysis of key strategic documents and semi-structured interviews with key stakeholders. Findings reveal a discrepancy between Prague's desired image and its branding efforts, hindered by a lack of clear leadership, political interest, coordination and long-term strategic vision. Addressing these challenges will be crucial for Prague to build a distinctive and successful city brand. Establishing clear leadership, engaging political stakeholders early in the process and defining clear and measurable objectives are among the potential solutions to bridge the gap between Prague's desired image and its branding efforts.
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Business Plan of a Selected Privately Owned Cultural Monument
Vodičková, Tereza ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis presents a comprehensive business plan for the cultural monument Sýpka Lemberk with emphasis on the specific characteristics of a non-profit entity owned by a limited liability company and the goal of finding stable sources of financing for its operation. The plan has the potential to serve as a useful guide for the management of other cultural sites with similar challenges, both in the region and beyond. The theoretical part of the thesis focuses on the definition of marketing, business plan and marketing analysis specifically applied to cultural heritage sites. It also examines the cultural policy of the Czech Republic and the possibilities of financing and supporting monuments. The practical part of the thesis presents a developed business plan with the aim of ensuring stable financing for the operation of the monument in 2024 and a business model tightly linked to the marketing plan. The insights in the marketing mix are based on a thorough environmental analysis and quantitative questionnaire research conducted on a geographically stratified sample of the population. This provided valuable data on visitor preferences and opinions, which provides the basis for improving the visibility and attractiveness of the cultural monument Sýpka Lemberk.
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