|
|
Evaluation of Google Ads Campaigns in Balance Club Brumlovka
Svobodová, Barbora ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Evaluation of Google Ads Campaigns in Balance Club Brumlovka Objectives: The main aim of this thesis is to propose improvements for the launched PPC campaigns in 2018 in Balance Club Brumlovka, which will lead to more efficient performance of the campaigns and eliminates the shortcomings in their setting. The partial goal is to propose a process for optimizing and evaluating campaigns for the future. Recommendations are based on interview and data analysis, focusing on strategy, campaign settings and performance, ad content, keyword selection, and campaign targeting. Methods: The thesis uses the semi-structured interview method and the analysis of secondary data method. The interview is conducted with the campaign manager. The analysis of secondary data is performed using the tools Google Ads and Google Analytics. Results: Recommendations for the club are specific steps and frequency of campaign optimization, clarification of campaign strategy and goal, tracking of new performance indicators, changing campaigns types, adding keywords and knowing the competition. In addition, is recommend setting up a new campaigns structure, sorting keywords, ad groups and campaigns, changing keyword matches, adding new ads, and editing their content, changing bid strategies and setting remarketing...
|
|
|
Strategic project plan of Letní tábor & Honzík
Dvořák, Jan ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Strategic project plan of Letní tábor & Honzík Objective: The main aim of this diploma thesis is to create quality and realistic strategic plan of the project Letní tábor & Honzík. The strategic plan will be compared with reality at the end of the project. Methods: The diploma thesis deals with marketing situational analysis. Key factors and strategic starting points are determined from SWOT analysis. The results are implemented into the BSC method, which serves to accomplish and implement the chosen strategy. The diploma thesis works with a strategic map that enables understanding of the relations between the individual strategic objectives. This thesis also uses the method of text analysis, documents and monitoring, especially for the area of social networks. Results: The strategic plan of the summer camp project was created based on the SWOT analysis and the determination of the company's strategic goals using the BSC method. Achieving the project's profitability and satisfied customers is essential to ensure the project's existence in future years. Both of these objectives were achieved. Keywords: strategic management, business analysis, business plan, financial analysis, children, planning, strategy, project realization, adventure sports and camp games
|
|
|
Marketing communication of the selected tennis amateur league
Sochorová, Nikola ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Marketing communication of selected amateur tennis league Objectives: The objective of this thesis is to find out and evaluate the current state of marketing communication of amateur tennis league. The main aim is to create effective marketing communication enriched with new ideas that can be used by the tennis league to increas interest and attracting new potential members. Methods: The thesis combine quantitative and qualitative research with using analysis of tennis league documents. Quantitative research uses electronic and written questioning. Qualitative research uses the method of in-depth interview in the form of semi-structured interview. The obtained informations are processed by data analysis and serves as a basis for creating a marketing communication proposal. Results: The result of the thesis is a proposal of marketing communication, which is intended for amateur players Babolat ATTour. The proposal was created on the basis of marketing communication data, which is operated by the tennis league at nowadays. Key words: communication mix, promotion, communication plan, tennis
|
|
|
Skechers company's strategy of marketing communication for the Czech market
Nováková, Michaela ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Strategy of marketing communication for Skechers on the Czech market Goals: The main objective of my thesis is to create a marketing strategy of communication for the Skechcers brand on the Czech market. This goal is based on identifying the biggest weaknesses of the brand. An important aspect of my thesis is also the comparison and inspiration of selected competitors, which are Nike and Under Armour. The target group of the communication strategy will be Generation Y in the Czech Republic. Methods: The practical part of my thesis, thus qualitative marketing research, was done in the form of an interview with two representatives from Skechers and Under Armour. The interview was centered around a previously prepared questionnaire, which was almost the same for both respondents - the only change was the name of the firm which the respondent represented. During the interview we focused on seven sections, which I discribe more in my thesis. A second method was used for the analysis of electronical documents and materials about existing marketing communications of Skechers and selected competitors. Results: The analytical part of the thesis is consisted of undertaken interviews with the representatives of Skechers and Under Armour. The results showed that Generation Y exclusively uses Under...
|
|
|
Research of image of selected Czech biathletes
Šustrová, Tereza ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Research of image of selected Czech biathletes Objectives: Main goal of this work based on marketing research is to analyse and evaluate image of selected Czech biathletes via questionnaire survey for general public in period before and after the World Championship and to compare results. Methods: In this work is used quantitative method of electronic survey. Survey was designed based on scale of biathlete's image mark, which was translated by literal edited translation method. Data collecting was ongoing in March in two phases, before and after the Biathlon World Championship 2019. For evaluation were used statistic methods and for compare results was used method of comparison. Results: The research result show that image is very subjective and it can be changed very fast. It can be changed based on performance of biathletes or based on different respondents' opinion. From general point of view based on this work we can say that Marketa Davidova is reaching best image. Keywords: brand, athlete's brand image, biathlon, marketing research, analysis, world championship
|
|
|
Marketing research of customers satisfaction in In Motion Academy
Hrubeš, Jaroslav ; Voráček, Josef (advisor) ; Holánek, Michal (referee)
Title: Marketing research of customers satisfaction in In Motion Academy Objectives: The goal of my bachelor thesis is to find out customer satisfaction through marketing research in In Motion Academy. Research will focus on all available services in the facility, customers can make suggestions to improvement and also all the other aspects of the customer satisfaction will be included, for example transportation, facility environment etc. Methods: To determine customer satisfaction, quantitative research was conducted through electronic queries. Questionnaire was created with cooperation with management of the In Motion Academy and was distributed through customers e-mail database. The questionnaire is very comprehensive because of substantial research of individual services. Results: The results show that In Motion Academy customers are very satisfied. Regardless, the research revealed some shortcomings in individual services. Respondents' complains was most often concentrated on overcrowding of individual trainings or the lack of consistency of some trainers. In addition to service itself, there were many comments on the halls background. Especially the missing of seating space for parents or the lack of changing rooms and sanitary facilities. Based on the results of the research, recommendations...
|
|
|
The popularity of minority sports in Czech Republic among the young generation
Vychytil, Jiří ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: The popularity of minority sports in Czech Republic among the young generation Objectives: The main objective of this work is to find out the popularity of selected minority sports among the young generation and then to compare the active and passive popularity. The secondary tasks are to find out the ideal communication channels for minority sports and to follow up recommendations for minority sports representatives to increase their sport's popularity. Methods: In the initial phase, electronic inquiry was used to determine the general, active and passive popularity of minority sports, to find the ideal communication channel and, last but not least, to propose recommendations for representatives of chosen minority sports. Statistical methods of absolute and relative frequency were used to analyse the results. After the initial research, a semi-structured interview with a marketing specialist followed, with which we analysed the results of the electronic inquiry. Results: As the results stated, there were large differences between active and passive popularity, which generally corresponds to the previous theory. At the same time, it was found that the selected minority sports are inefficiently using available social networks. Representatives of these sports should focus on them if they want...
|
|
|
Marketing research of high school students' satisfaction with the offer and quality of sports facilities in Klatovy
Kudrnková, Lenka ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: Marketing research of high school students' satisfaction with the offer and quality of sports facilities in Klatovy Objectives: The main goal of this bachelor thesis is to evaluate, whether the high school students are satisfied with the offer and with the quality of sporting facilities in Klatovy. Based on the findings of the research, there will be measures suggested in order to improve the discussed factors. Methods: There is used a quantitative method of written questioning in the practical part of the bachelor thesis. The respondents are high school students studying in Klatovy. Results: The outcomes of the research are illustrated using pie charts and bar charts. The results showed that the respondents are rather satisfied with the offer of sporting opportunities. Some specific factors were evaluated as neutral. The worst score was given to the cleanliness of the toilets and showers. Keywords: sport, sports activities, free time, questionnaire, sport field
|
|
|
Communication mix - it significance for informing and winning the consumer
Palátová, Karolína ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Communication Mix - Its Importance to Informing and Persuading Consumer Objectives: The objective of the thesis is to analyze and evaluate the current marketing communication of JOYfit sports studio from the viewpoint of both consumers and management of the studio. On the basis of gathered results create suggestions and recommendations for improving marketing communication studio, which should help the company to get more customers. Methods: In the thesis is, for finding out the current marketing communication, conducted an analysis of secondary data and after the method of qualitative research using in-depth interviews was used. Marketing communication is firstly examined from the viewpoint of management of the company than from the viewpoint of the customers. Results: On the basis of conducted interviews a few shortcomings which the JOYfit sports studio has in its communication with the clients were found out. Possible recommendations and suggestions, which would lead to improvement of the marketing communication, were created. Suggestions will be presented to the management of the studio. Key words: Marketing communication, promotion, advertisement, marketing research, interview, online, social networks.
|
|
|
Popularity of the Olympic Games among high school and university students
Svobodová, Petra ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Popularity of the Olympic Games among high school and university students Objectives: The aim of this bachelor thesis is to find out the knowledge of the Olympic games among the Czech students. The data are compared by type and field of study. Methods: In order to meet the main goal of the bachelor thesis, primary data collection was required. Marketing research used quantitative method, questioning. Knowledge of the students were investigated using an electronic questionnaire created on Survio.com. The research file included 206 respondents. Results: The knowledge of Czech students about the Olympic Games can be considered as average. From the final comparison of the results, we can state that the differences between the types and fields of studies are significant. Students of bachelor degrees with their knowledge exceeded students of secondary schools and master's degrees especially in questions about history, past and future Olympic games. Among study fields dominated the students of sport fields. They know sports and year of the first Olympic games almost perfectly. Keywords: Questioning, Olympic games, popularity, marketing research, knowledge, respondent
|
guest ::
