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Communication campaign proposal for a medical device
Komárek, Vojtěch ; Zavadilová, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to design a communication campaign to increase the traffic of the acp-terapie.cz website for the company Arthrex. The thesis finds out the necessary information to design the campaign by means of a semi-structured interview. The thesis answers the research question how the company should increase the traffic to the acp-terapie.cz website. In order to increase traffic to acp-terapie.cz, a company should follow several key steps. First, it is necessary to identify the target group, which consists of men and women aged 40-60 with active lifestyles and middle to upper income. The goal of the campaign is to attract 500 new patients per year, which requires increasing traffic to the site to 60,000 to 112,000 visits per year. To reach this group, the company should use a combination of PPC advertising, social media, PR and waiting room advertising to increase awareness and attract visitors to the site. The media mix and budget should be flexibly adjusted based on the first few months of the campaign and data collected from conversions and diagnostics. Evaluation of the campaign's effectiveness should be ongoing using data analysis and physician feedbacks.
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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Návrh komunikační kampaně na polyfunkční komplex RiOS
Fridrichová, Dita
Fridrichová, D. Proposal of a communication campaign for the mixed-use complex Rios. Bachelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis focuses on the proposal of a communication campaign for senior apartments, which will be located in the mixed-use complex Rios. The com-plex is set to be built in the center of Brno in 2025. Based on the analysis of the in-ternal environment, PESTE analysis, and SWOT analysis, suitable promotional to-ols will be evaluated. A questionnaire survey will be used to define the segment that the communication is targeting. The output will be a proposal for communica-tion and advertising messages, cost calculation of implementation, and a campaign timeline.
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The role of communication strategy in nonprofit sector
Hlavatá, Aneta ; Vránová, Miriam (advisor) ; Legnerová, Kateřina (referee)
New civil society organizations are those that are most often commercialized. Salamon (2005) discusses commercialization when organizations are motivated to offer services and products exclusively for profit. He presents commercialization as the penetration of market principles, culture and thinking into the non-profit sector. This phenomenon at NGOs serves the purpose of gaining financial independence and legitimization. On the other hand, the Center for Public Opinion Research (2019) published a report in which it was found that NGOs find themselves at the bottom places in a survey of credibility in selected institutions. The diploma thesis aimed to determine how NGOs should successfully communicate their activity to stakeholders to strengthen external credibility and gain financial independence and corporate culture. The research included techniques such as questionnaire survey, non- intrusive techniques and semi-structured interviews. The results have shown that the role of communication strategy is significant in the selected NGO. The NGO develops and evaluates the strategy annually and includes its entire organizational team. The results also drew attention to elements of commercialization in the organization. The processes in the selected NGO are to build a good name in society, which could...
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Efficienty of communication campaign by PumaONE tour
Komárková, Monika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Effecienty of communication campaign by PumaOne tour Objectives: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Methods: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a mid-structured interview with an employee of the marketing department of Puma Czech Republic. Results: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Key words: marketing communication, communication campaign, effecienty, qualitative research, Puma
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Návrh komunikační kampaně pro přijetí eura v ČR: odhad finančních nákladů kampaně
Ševčíková, Kateřina
The principle of this thesis is the creation of communication strategy for a possible referendum. The bachelor thesis is based on experience from Slovakia and Estonia where the euro has already been accepted. The bachelor thesis also fo-cuses on the course of the communication campaign before the Irish referendum on the Lisbon Treaty and Brexit. The aim of the bachelor thesis is to create a communication campaign and budget of this campaign.
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Marketing communication strategy proposal of the non-profit organisation
Zelenská, Lucia
The purpose of the bachelor thesis is to compile a communication strategy for the civic association Zelená pro kraší svět. The first part of the thesis defines theoretical know-ledge concerning marketing and marketing communication. Besides that, the position of non-profit organizations in the market, their characteristics and functions are defined. The second part of the thesis is based on the analysis of primary and secondary data, where the primary data were collected by own marketing research in the form of a que-stionnaire survey. This part of the thesis is devoted to the presentation of the selected organisation, its services and current activities with a detailed analysis of its external and internal environment on the basis of which the marketing strategy is compiled. This is further supported and complemented by the results of own marketing research. Based on the results, a new marketing mix of the organization and a new communication stra-tegy in the form of a communication campaign is proposed.
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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Efficienty of communication campaign by PumaONE tour
Komárková, Monika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Effecienty of communication campaign by PumaOne tour Objectives: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Methods: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a mid-structured interview with an employee of the marketing department of Puma Czech Republic. Results: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Key words: marketing communication, communication campaign, effecienty, qualitative research, Puma
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Proposal of communication strategy for Euro Frigo Praha
Feldová, Kristýna ; Král, Petr (advisor)
Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.
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