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Low cost influencer marketing campaingn for Armed King, s.r.o.
Zajícová, Veronika ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
Influencer marketing is an increasingly common form of promotion of products or services of smaller and larger companies worldwide. However, in the last few years it has become an increasingly expensive one, which can be problematic not only for start-ups but also for small and medium-sized businesses with generally lower advertising budgets. The aim of this thesis is therefore to design a low-budget influencer campaign for Armed King, s.r.o., a company selling airsoft goods and services. The combination of influencer marketing and the still very limited coverage of the topic of airsoft is very unique. Thus, in this thesis it will be examined in more detail whether even in the case of such a specific industry as airsoft it will be non- negligible. Due to the specific legislative and marketing situation in the airsoft market, the thesis will also examine individual social networks to see if they are suitable for collaborating with influencers. The thesis will use the compilation of personas to define suitable groups of influencers for the needs of the company to build the campaign itself. The thesis will explore two research questions, both regarding the suitability of influencers for small businesses with low marketing budgets, and the suitability of using only a barter form of collaboration in the...
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Marketing Plan of the Selected Company
Koutný, Alexandr ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Bakalářská práce se zaměřuje na marketingovou komunikaci a strategii ve vybrané společnosti - Vzdělávací centrum MP působící v Prostějově. Tato práce se skládá ze tří hlavních částí. První z nich je teoretická část, která obsahuje pojmy, které jsou popsány. Druhá část práce se zabývá analýzou současného stavu společnosti. V poslední části této práce, respektive návrhové části, jsou uvedeny konkrétní návrhy na zlepšení využití marketingových nástrojů.
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Rebranding of a selected sports company.
Šedý, Jan ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Rebranding of a selected sports company Objectives: The work's objective is to develop a partial rebranding of Flyboard.cz company. Methods: Qualitative research methods were used in this thesis. More precisely, in-depth interviews with the owner of the company, Mr. Filip Mentzl and the managing director of the company, Mr. Štefun Hornik were utilized. Furthermore, an analysis of internal documents, existing elements of Flyboard.cz and all communication channels of the company and its main competitors on the water sports market was conducted. Results: The result of this thesis is a partial rebranding of Flyboard.cz and its main communication channels. These include the website and social networks Facebook and Instagram. Keywords: adrenaline sports, website, identity, brand, digital marketing, online marketing, branding
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The potential of Guerilla marketing
HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Communication analysis of chosen Czech music artists aspiring to succeed on foreign markets during the year 2021
Vojík, Vít ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The aim of this thesis is to describe how Czech music artists use social media to promote their music in foreign countries. The theoretical part deals with the importance of building a personal brand for the growth of digital communities and describes theoretical knowledge about creating content on social media. The practical part analyses a communication of 3 selected Czech music artists aspiring to succeed on foreign markets during the year 2021. The gathered data is compared with each other and with the theory. There are communication recommendations of the author at the end of the paper.
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Possibilities of using digital marketing in real estate sales on the example of the real estate project Byty Hejtmánkova
Stachurová, Anna ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis on the topic "Possibilities of using digital marketing in the sale of real estate on the example of the real estate project Byty Hejtmánkova" deals with the specific use of digital marketing tools in the past real estate project. The thesis aims to use the knowledge gained from the resulting analysis of the financial costs incurred, to apply them to the future project of Viladomy Řevnice, and propose practical steps to improve the use of individual tools. The thesis points out the wide possibilities of using digital marketing in the field of real estate sales for building the brand of a real estate agency and a database of investors and demanders. The theoretical part of the thesis deals with the theoretical anchoring of digital marketing and the individual tools used. The practical part analyzes the previous project Byty Hejtmánkova, segmentation of the target group, the tools used, and the financial resources spent. Then it presents a new real estate project Viladomy Řevnice and applies the acquired knowledge to the creation of specific recommendations that will lead to more effective use of digital tools and organization of sales within the project. Finally, the course of the sale of the Hejtmánkova Flats project is retrospectively evaluated and the findings for future use...
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Marketing communication of a selected sports club through social networks
Hrdlička, Michal ; Štědroň, Jakub (advisor) ; Opelík, Daniel (referee)
Title: Marketing communication of a selected sports club through social networks Objectives: The main goal of this diploma thesis is based on the analysis of the current state of marketing communication on the social networks of the hockey club SKLH Žďár nad Sázavou to create a communication plan for the season 2022/2023. This plan will lead to the correct use of social networks, but also to the expansion of content and greater activation of partners. Methods: Qualitative methods were used to evaluate the current state of marketing communication on social networks. The main research methods were yearlong analysis of social networks, a semi-structured interview with the administrator of social networks and the analysis of the provided statistics from social networks. Results: The result of this diploma thesis is a communication plan through the social networks of the hockey club SKLH Žďár nad Sázavou for the season 2022/2023. The newly created communication plan is focused on low financial costs, as the hockey club puts minimal financial amounts into marketing communication on social networks, and especially on the main mistakes that the club currently makes on social networks (does not distinguish between posts on Facebook and Instagram, monotonous content, zero involvement of club partners,...
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Green Marketing in the Digital Age
Halamková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The goal of the Green Marketing in the Digital Age Bachelor's thesis is to contribute to the Czech discourse on green marketing with contemporary findings, explore the relations among the classical marketing theory, the green movement and new opportunities of the digital age as well as to analyse the current situation in the area of green marketing on the Czech market. The theoretical part recapitulates the historical evolution of green marketing, describes the current situation, and suggests prospective future progress in the area. Furthermore, it focuses on the main challenges in the communication of environmental themes and sets them in the context of the digital age, new media and its advantages that may hold the key to solving said challenges. Finally, it provides two sets of good practice principles for responsible and website communication. The practical part draws up on the theoretical one with the use of selected principles from each set as the assessment criteria for analysing the style and quality of green communication on corporate website across industries. The results of the analysis provide a compact overview in the form of numeric scores and an additional commentary for each industry. The practical part concludes with the final evaluation of results and a set of suggestions for further...
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Marketing Communication within the Czech eSports Scene
Pokorný, Ladislav ; Klabíková Rábová, Tereza (advisor) ; Báča, Ladislav (referee)
The thesis deals with the phenomenon of electronic sports in the Czech Republic and examines how the participants of the Czech esports scene use marketing and communication tools. The theoreticalpartdefinesthe term computergame,esportsand explainsthe principle of an esports scene on the example of a specific game. The subsequent chapter then describes the theoretical foundations of marketing, which are studied further in the thesis. The practical part first introduces the local esports scene, its history, and participants, and then describes the communication activities used by these participants. Based on the interviews and analysis, it was found that the marketing communication of the participants of the local scene is on a professional level and corresponds to international standards.
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