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Social networks as a means of a law firm´s communication
Blažek, Michal ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
The bachelor thesis "Social networks as a means of law firm's communication" focuses on marketing and communication aspects of social networks, which are demonstrated on the example of Law firm Švehlík & Mikuláš's Facebook profile. The aim is to evaluate, how the social network profile affects the firm itself. The first, theoretical part, briefly characterises Marketing, Marketing mix, Marketing communication, On-line communication and last but not least Social networks. The main focus there is on Facebook. The second, practical part, describes the process of creating and controlling the Law firm Švehlík & Mikuláš's Facebook profile. In the end there is an evaluation of profile metrics, which leads to recommendations in order to improve the control and usage of Facebook profiles in general.
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Legal and ethical framework for the use of nudity in marketing communications of companies of the fashion industry
Vénosová, Veronika ; Boháček, Martin (advisor) ; Votava, Tomáš (referee)
The thesis deals with the legislative framework governing the display of human nudity in marketing communications of the fashion industry. Its aim is to explore the legal and ethical framework which governs its use in advertising in the Czech Republic and selected EU member states (The United Kingdom, France, Italy) and the United States. Firstly, the very concept of fashion is defined, followed by historical overview that focuses on the methods of promoting fashion brands, with particular regard to nudity, from the very beginning of the 20th century to the present. Following is the current practice in marketing communications, including its online aspects. Thesis then describes the legal framework and ethical framework that regulates the use of nudity. It includes an outline of selected cases, when complaints about allegedly improper use of nudity in advertising were judged by state or self-regulatory bodies. There are also results of the poll among companies which already used nudity in their marketing communication and the results of the public survey. Work is concluded by prediction of the possible use of this phenomenon in the future based on an extrapolation of current developments.
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The perception of brands online stores on the Czech market
Motyčková, Eliška ; Stříteský, Václav (advisor) ; Volešová, Šárka (referee)
This thesis examines the perception of brands online stores on the Czech market eyes of consumers in the age range 18-30 years. Three examinees brands online stores are the biggest players on the Czech Internet market. The first is Alza, second Mall and last Kasa . The aim of this work is based on its own survey to identify the perception of brands largest Internet shops in the Czech market. The theoretical part deals with the flagship brand, the Internet environment and consumer behavior of Internet users. In the practical part the analysis and comparison of selected online stores using Internet applications. Furthermore, it summarizes the results of the survey, which was conducted electronically. The results show that the most popular online store is Alza.cz.
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Analysis of the marketing communication Sue Ryder Home, z.ú.
Vothová, Petra ; Musil, Martin (advisor) ; Nový, Jan (referee)
Bachelor's thesis in theoretical part deals with the concept of the national economy and its division into various sectors and describes the main principles. Work explains the layout of non-government organizations, mission and vision. Another part is devoted to communication theory, communication strategy planning process and the structure of the communication mix. In the practical part I apply the theoretical knowledge on specific non-profit organization Sue Ryder Home, z.ú. The work deals with the organization's mission, vision and values, competition analysis and SWOT analysis. It has been performed an analysis of marketing communication strategies Sue Ryder Home, z.ú. and analysis of selected items from the annual reports. At the work has been used a qualitative research method by interviewing staff and volunteer at organization. The interviews were coded. The design of a communication strategy is performed on the end of the work.
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Marketing tools of the United Islands festival and real impacts of their use
Šimon, Michael ; Riedlbauch, Václav (advisor) ; Pešek, Ondřej (referee)
This diploma thesis, entitled "Marketing tools of the United Islands festival and real impacts of their use" is focused on the marketing tools suitable for marketing of musical production and is based on example of the United Islands festival. The goal of this thesis is to marginally present specifications of musical open air productions, to present in detail marketing tools used for promotion of these events and by using data from marketing research to demonstrate whether the tools used by the United Islands festival are chosen correctly or incorrectly. Theoretical part of the thesis is devoted to a definition of work related terms and to list marketing tools suitable for promotion of music productions. The following practical part gain from theoretical part and from marketing research and by using them it deduces what marketing tools are suitable for promotion of the United Islands festival and what is their cost effectiveness and efficiency.
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Marketing potential of contemporary art fairs
Zbořilová, Lenka ; Černá, Jitka (advisor) ; Kolouchová, Daniela (referee)
The master's thesis deals with the marketing potential of the recent art work fairs. The aim of the thesis was to analyse the potential of the fair trades with the emphasis on the benefits of participation for the Czech private galleries in such fairs. The thesis also deals with the fair as one of the communication mix tools, which shall serve to achieve the marketing and communication goals and presents the relationships between the participants in the art work market. The advantages of the participation in recent art work fairs were analysed through the method of interview comparison with the gallery owners and employees. The analytical part covers the analysis of the participation of a Czech private gallery in an international recent art fair and presents the barriers of entry for Czech galleries in such fairs. With regard to the results of the analysis the measures were recommended that would lead to more effective usage of the marketing potential of the recent art fairs.
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Marketing Communications of the Kalich theater for its musical Mowgli
Michalovský, Jakub ; Procházková, Markéta (advisor) ; Myjavcová, Renáta (referee)
The Bachelor thesis deals with marketing communications of the Kalich theatre using social networks and Facebook applications used in order to improve marketing communications. The theoretical part defines the concepts of marketing, marketing mix, marketing communication and marketing communication on Facebook. The practical part specifically discusses the theatre's marketing communications in practice. The aim o the thesis is to bring the possibility of a new way of making communication for the new musical Mowgli through social networks by using a variety of applications together with paid advertising.
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Marketing communication of a firm operating in the steel industry
Zeleňáková, Tereza ; Halík, Jaroslav (advisor) ; Marušiak, Peter (referee)
The aim of this dissertation thesis is to analyze marketing communication tools on a business to business market. To enhance the concreteness and added value of the paper, a real case study of the firm U. S. Steel Košice is used. The organization indends to undertake a rebranding process in near future. The first three chapters of the work fall under the theoretical part, which contains specificities of B2B marketing as opposed to B2C. The fourth chapter is dedicated to the practical part and includes analyses of the external environment and the steel industry, as well as internal analyses of the company, including its communication mix. Finally the paper presents a few workable recommendations for modern and effective strategic communication, based on the analyses executed.
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Vytvoření komunikační strategie pro začínající firmu
Fistein, Benjamin ; Král, Petr (advisor) ; Beňo, Miloslav (referee)
This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.
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The proposal of the improvement of communication in Husqvarna company Prešov
Taišová, Andrea ; Postler, Milan (advisor) ; Verčimák, Daniel (referee)
This master thesis focuses on the proposal of the improvement of communication in a particular company -- company of the authorized vendor of Husqvarna products in Prešov. In the theoretical part of this master thesis the marketing communication is characterized as a part of a marketing mix. Furthermore, the singular forms of marketing communication and their specifications in this market area are described. In conclusion of the theoretical part the use and procedure of the SOSTAC method is explained. The main focus and goal of the practical part is the proposal for the optimalization of the present communication in the company. In the practical part of the master thesis, a personal on the field experiment was used. On the basis of this experiment due to the method of SOSTAC specific steps for the optimalization of the communication in this company were assembled.
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