|
| |
|
|
Návrh komunikační strategie Institutu rozvoje podnikání
Kešner, Martin ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
Hlavním cílem diplomové práce je navrhnout základní prvky komunikační strategie vznikajícího Institutu rozvoje podnikání. Především jasné stanovení poslání společnosti a její vize. Podstatná je příprava koncepce manuálu jednotného vizuální stylu, navržení loga společnosti a dalších prvků firemního stylu. Stručný manuál upraví pravidla pro používání značky. Práce si klade za cíl vymezit proces komunikace s jednotlivými relevantními cílovými skupinami a určit zásady práce s médii, která v dnešní době mají značný vliv na fungování podniku.
|
|
| |
|
|
Ethics in Commercial Communications
Peterka, Ondřej ; Postler, Milan (advisor) ; Voňavková, Jana (referee)
Thesis approaches the issue of ethics in the field of commercial communications and morality of campaigns. The goal of the thesis is to define basic criteria for ethics of campaigns and proof the reason for their application in praxis by case study example. In the first chapter is introduced theoretical background. In the second are defined three basic criteria, they are: criterion of fair goal, criterion of acceptable ways and criterion of easy identification. In the third chapter it is documented, on example of case study PaySec, how profitable it would be to apply these criteria in praxis.
|
|
|
Media mix development from 1996 with 2016 prediction
Bartoň, Lukáš ; Postler, Milan (advisor) ; Topinková, Martina (referee)
The thesis is focused on analyzing the media mix development from 1996 with prediction of 2016. The theoretical part characterizes particular media (classification, efficiency and their advantage). I analyze both media mix and macroeconomics trend in the practical part because I assume that this two factors influence each other. As future development prediction I compare the questionnaire result to statistic simulated data.
|
|
|
Marketing strategy of a selected international company
Minaříková, Markéta ; Postler, Milan (advisor) ; Novotná, Martina (referee)
Recently the role of marketing strategy for a company has significantly increased. Marketing strategy -- as a main plan which not only includes product, promotion, distribution, and pricing approach, but also determines the choice of market segment, positioning, and allocation of resources -- has become vital for a company. The main goal of the thesis will be to analyze and assess presently used marketing strategy of Philips Lighting in the Czech Republic in business to business market. Therefore, analyses that should be conducted before formulating a marketing strategy will be clarified. Since a wide variety of approaches to the categorization of marketing strategy exists, it will not be the goal of the author to deliver a complete enumeration of marketing strategies. With regards to the subject, classification reflecting company's position in the market, product life cycle period and market situation will be explained. Consequently, having acquired knowledge of marketing strategy categorization, and based mainly on the SWOT and Porter's industry analysis, recommendations and correcting measurements of Philips Lighting marketing strategy will be suggested.
|
|
|
Specifics of B2B communiactions with an example of a chosen IT company
Prudká, Barbora ; Postler, Milan (advisor) ; Pavlousková, Iva (referee)
To define the specifics of B2B communications, to make an analysis of communications instruments of an IT company Profinit and to evaluate propriety of the chosen communication mix owing to its target groups is the main goal of this thesis. The thesis is structured to five chapters. The main definitions and individual phases of preparation, application and evaluation of commercial communications are specified in the theoretical part. The last two chapters contain a practical communication example of IT company Profinit, its evaluation and recommendation.
|
|
| |
|
|
Communication of Kotex brand
Tichá, Lenka ; Postler, Milan (advisor)
The objective of my diploma thesis is a complex analysis of communication strategy of Kotex brand, which was introduced in 2003, after a general relaunch. According to gained information I evaluate effectiveness of the selected communication tools by achieving marketing goals over a specified period of time. This thesis should confirm the suitability of the marketing mix applied for KOTEX brand in specific environment of feminine hygiene market considering the limited budget and target audience specification. Practical contribution of this thesis is passing judgment on suitability of selected communication strategy and also recommendation of another new as well as a recommendation of new and proper activities which would be possible to bring to life.
|
|
|
Communication strategy of Palace Flora
Caletková, Miroslava ; Postler, Milan (advisor) ; Pospíšil, Lukáš (referee)
This work is devided into to main parts. A theoretic one and a practical one. In the first one we can find concepts like: Marketing, Marketing mix, Communication strategy, Communication mix and others. And in the second one threre is analyze of current communication strategy and a proposal of the communication plan of Palace Flora for the year 2008. I was cooperating on this work with the director of marketing department of Palace Flora, Sarka Buskova.
|
guest ::
