|
|
Communication strategy for selling of electronic tickets
Kučera, Martin ; Halík, Jaroslav (advisor) ; Czechowski, René (referee)
This thesis discusses the electronic ticket market. Goals of the thesis are to provide an overview of the electronic ticket market, to conduct a survey aimed at this kind of market and to propose a communication strategy for a relevant company. In the first section the current state of a ticket and voucher mobile distribution application called Smart Ticked is described. This application is being developed by a start-up company that wants to make this application available on a global market. In the following section categories of the potential users of this application are identified as well as the value that this application might bring to its users. Current state of the relevant market and the alternative solutions are discussed in the thesis as well. This thesis also discusses the potential revenue streams, the key partners and communication channels that can foster market penetration of the application. For each target user group the potential benefits resulting from the use of the application are identified as well as the benefits for the Smart Ticket itself that might result from reaching the target user groups. Market survey aimed at the electronic ticket market was conducted as part of this thesis. 108 respondents completed the survey. The results showed that the method of a ticket in smartphone is not yet widespread, but the public responds to this idea positively. Communication channels that might be used to reach the target user groups or the potential partners are described in the next section. Besides this the author proposes a minor extension of the functionality provided by the application. Author also suggests a massive use of direct marketing and a web portal to support the communication activities. The portal is divided into two section. Content of the first section is created by the Smart Ticket vendor and it should promote the solution, inform about its features and provide guidelines for its use. It should contain for example case studies and user guides. Content of the second section is mainly created by the users. Those who organize some events or marketing campaigns can create a web site on the portal promoting their products or services. Features such as blogging or comments should be provided as well. Innovations suggested by the author are summarized in the concluding section of the thesis which also contains the recapitulation of the goals and how they were achieved.
|
|
|
Communication strategy of Alzheimer Foundation
Topková, Petra ; Křečková Kroupová, Zuzana (advisor) ; Průša, Přemysl (referee)
This Diploma thesis is focused on the topic of marketing communication in non-profit organizations. In the theoretical part the main terms and concepts are defined such as marketing, communication mix and its adjustment for demands of the non-profit sector. The non-profit sector is also described. Practical part deals with one chosen non-profit organization -- Alzheimer Foundation. The aim of this thesis is to evaluate the communication tools utilized by this foundation when approaching its target groups. Based on the current situation, comparison with Czech Alzheimer's Society and British Alzheimer's Society the proposal of communication strategy is made for the period from July to December 2014.
|
|
|
Communication strategy of the brand Klasa
Kantorová, Šárka ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This master thesis deals with the communication strategy of the brand Klasa. The aim is to analyse and evaluate the current communication strategy of the brand and based on the results of research confirm or disprove the hypothesis regarding quality labels. The work is divided into two parts: theoretical and practical. The first part contains chapters dealing with commercial and marketing communications, brand and its role in marketing and marketing research. The practical part is devoted to the analysis of existing communications of the brand Klasa and to own marketing research. The final part of my thesis contains a summary of findings and suggestions for brand communication Klasa in the future.
|
|
|
Special features of communication strategy of small Russian enterprises in Czech Republic by thr example of UNO DUE beauty salon.
Chigovanina, Valeriya ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis is on the basis of theoretical knowledge and empirical data to analyze previous communication activities and to suggest recommendations on communication strategy for small enterprise -- UNO DUE beauty salon, which is operating in Prague. We also put attention on the special features of used communication tools and channels determinated by nationality of owners, employees and clients. The thesis is divided in 2 parts: teoretical and practical. First part is going to explain such basic terms as marketing, marketing and communication mix, services, marketing and communication strategy. Second part is about small enterprise UNO DUE beauty salon and recommedations on its communication strategy on the basis of situation analysis, evaluation of previous communication activities and own research.
|
|
|
Communication Strategy of a Non-Profit Organization
Kolářová, Lucie ; Musil, Martin (advisor) ; Nový, Jan (referee)
This diploma thesis deals with the problems of communication strategy in a non-profit organisation. The firts part of the thesis discusses background knowledge concerning non-profit organisations, communication, marketing and Public relations and produces the collection of tools and processes for practical use. The second part of the thesis conducts an analysis of the current communication strategy in the inquired organisation. Data analysis also suggests new ways of communication strategy, suitable communication tools and possible ways of publicity and the system of its use. The inquired organisation is Junák -- český skaut, přístav Třináctka Opařany, z. s.. It is the basic organisation unit of Junák and it focuses on the work with children and youth in their free time.
|
|
|
Communication strategy of a specific event
Pixová, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of the Master thesis is to describe and evaluate the communication strategy of Budějovický Majáles for the year 2014. The first two chapters are describing theoretical terms from nonprofit sector and marketing. The practical part contains history of majáles in the Czech Republic and in České Budějovice, where the festival follows its origin and is noncommercial. Furthermore it describes the used communication tools and their timing. Last chapter contains results of a questionnaire, which was used as a source for further recommendation.
|
|
|
Communication strategy
Němcová, Andrea ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this master thesis is to suggest possible improvements for the current communication strategy of Czech Centre Munich -- one of the offshore branches of the government agency Czech Centres. This thesis is divided into two parts -- theoretical and practical. Important terms (such as marketing and communication) are explained in the theoretical part with a focus on their modifications in the sector of services and cultural sphere. The practical part presents the structure of Czech Centres, their field of activities and their communication structure. This part also introduces Czech Centre Munich with its activities, partners and communication instruments. The communication strategy is analysed through a direct observation and a quantitative questionnaire. The final part of this thesis evaluates and states recommendations for the communication strategy.
|
|
|
Analysis of the marketing strategy of law firm
Oulehlová, Jana ; Procházková, Markéta (advisor) ; Kříž, Radim (referee)
The aim of my thesis is a detailed analysis of current marketing strategy of previously chosen law firm. The theoretical part of my thesis is focused on determination of basic terms and processes forming the marketing strategy of company. The practical part applies theoretical findings on a specific law firm. Furthermore, includes detailed overview of current marketing strategy and also gives recommendation for future strategy of the law firm. The practical part compares chosen law firm with its rivals on the market on previously given parameters. This comparation is realized on base of mystery shopping.
|
|
|
Marketing and communication strategy of the company Alza.cz
Petlachová, Alice ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The objective of the Master's Thesis is an analysis of marketing and communication strategy of the company Alza.cz. The thesis is divided into two parts -- the theoretical and the practical one. In the theoretical part, there are basic terms, such as marketing, marketing mix, marketing and communication strategy and marketing research, explained. The practical part contains a detailed description of the company Alza.cz, its marketing and communication strategy as well as its competitors. The pivotal part covers a questionnaire survey. Based on the results the author provides recommendations for improvement of the current marketing and communication strategy of Alza.cz
|
|
| |
guest ::
