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Marketing communication with Chinese consumer through internet
Kopl, Martin ; Dušková, Dagmar (advisor) ; Koudelka, Jan (referee)
The diploma describes the mentality of typical Chinese consumer and tries to show pros and cons of marketing communication with him. The thesis also contains many real cases which should illustrate the findings. The main medium for communication we elaborate in this thesis is internet. The internet as a relatively new medium and has a big potential for a new generation of young Chinese consumers, who use internet as their main communication and information tool.
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Communication strategy of project LMS in Česká spořitelna a.s.
Kočerginová, Tatiana ; Halík, Jaroslav (advisor) ; Dembowski, Filip (referee)
The bachelor thesis demonstrates the process of making and implementing a communication strategy in a project LMS in Česká spořitelna a.s. Theoretical part explains the terms communication, types of communication and communication strategy. In analytical part is described the process of making the communication strategy, its implementation and efectivity. The ground for this bachelor thesis were personal experiences with creation of a communication strategy.
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Creation of marketing strategy of 1. VOX, a. s.
Pavel, Lukáš ; Postler, Milan (advisor) ; Zeithaml, Pavel (referee)
The diploma thesis is focused on creation of marketing strategy of educational company 1. VOX, a. s. that is active a couple years in the adult education market. The main goal of the thesis is to analyze the company's current situation, then formulate a proposal for an optimal marketing strategy, which would be consistent with company objectives. The first part of the thesis is devoted to the theoretical framework - the process of marketing strategy and description of analyses used - the general and occupational external surroundings analysis, internal analysis, Porter's five forces model and SWOT analysis. The methodology part describes the methods of collecting and processing data from surveys conducted. In the practical part the author deals with the description of 1. VOX, a. s. activities and thorough analysis of internal and external environment. On the basis of these analyses the author formulates a specific marketing strategy, including proposals of deficiencies elimination and recommandations of potencial improvements.
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Communication strategy of Prague Magistrate
Jašková, Kristýna ; Khendriche Trhlínová, Zuzana (advisor) ; Kadeřábková, Jaroslava (referee)
This diploma thesis deals with communication of public administration. It is focused on communication ways of public administration. It presents them theoretically and practically. In the first part there are defined basic terms of communication. The author provides knowledge about communication tools and their usage in public administration. The importance of modern communication technologies is emphasized. Then the public administration and its aspects influencing its communication are presented. In the last part of this thesis the theoretical knowledge is applied to real practice and demonstrated on communication strategy of Prague' Magistrate.
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The participation of citizens in the decision processes in connection with the construction of the Prague highway bypass
Kindlová, Martina ; Kadeřábková, Jaroslava (advisor) ; Jílek, Petr (referee)
The topic of this Ba thesis is the set of issues concerning the communication between public sector bodies and the public itself. The first section is focused on the theoretical framework of this subject, as it contains definitions of the basic terms used in civil service communication. The second part of the text deals with a specific construction problem; namely, the construction of the Prague highway bypass in the Praha-Suchdol quarter. Special attention is paid to the participation of citizens in the decision making process, when the issues have direct influence over their daily life and local development. My aim is to outline the way this problem is discoursed with the citizens of Suchdol and which means of influencing the bypass construction are available to them. My thesis is structured so that the theoretical framework from the first part may be applied in this particular case study concerning the Praha-Suchdol quarter.
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Effect of increasing medialization of information
Soukup, Michal ; Rosický, Antonín (advisor) ; Švarcová, Eva (referee)
While you are holding this work in your hands you will find the material which tries to impartially get closer to the aspects appearing in addition to the development of the modern information technologies and so as to bring changes to the trends in thinking and diversification of the society. In this work you will meet terms as information, knowledge, communication, mass media, creation of subculture and phenomenon of cyberspace. At firt this work pays attention to the clearing up of information essence for the run of the society and it is also connected with the process of the communication. For making connection there is further description of the development of single medial epochs which were creating suitable place for the development of the human society going up to today's electronic times with the active information content and mass medial way of the communication. To sum up the whole work ends with the critical summary of the trends of today's society and outline their possible solution.The society still has great reserves in taking advantage of the potential of the modern technologies which we are supposed to support by the proper stimulation of the critical thinking its public.
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Information and communication in the management of the music club
Stejskal, Michal ; Střížová, Vlasta (advisor) ; Švarcová, Eva (referee)
This work focuses on analysis of operation of the PopoCafePetl music club and on solution of existing problems of processes. Work is formally divided in two parts -- theoretical and practical. The first part introduces two very important managerial tools -- information and cummunication. Basic attitudes to the definition of the term information are discussed from the point of view of the disciplines examining it. A compendium of the communication forms, functions, and processes is enlisted with stress on the business communication. A structural proposal of information system fitted to the music club operation and management support was created in the empirical part of the study. Its realization and consequent implementation would simplify its run and service into a more efficient way. More economical management, more consistent promotion and the raise of its competitivnes should be their collateral product. To apply the conclusions of the analyses or information system itself would be convenient to any eterprise in this field of business.
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Marketing Communication in the International Marketing
Šíšová, Lenka ; Boučková, Jana (advisor) ; Vašková, Dana (referee)
Abstrakt: Marketing communication is one of the most culture-oriented tool of the marketing mix. The companies can use different strategies in the international marketing communication. These strategies must be based on the all-over strategy of the company. The general strategy is divided into particular strategies for divisions and departments of the company (marketing department, sales, production etc.). We observe two main strategies in the international communication of the companies -- globalisation strategy which tries to normalize all marketing communication activities through different countries, whereas the adaptation strategy forces the companies to think locally and act locally. Global company Sara Lee operates at almost all the markets of the world and owns about 80 different brands of food, beverages, body-care and house-care products. In Czech Republic Sara Lee owns a leading brand in tea market -- the Pickwick brand. The Pickwick brand is an international brand because besides Czech Republic it operates also on the other 7 markets in Europe and also in the United States. The tea market in the Czech Republic is very important for Pickwick Brand, because it is one of the markets where Pickwick enjoys the biggest success. The specifics of this market are based not only on the consumer behaviour and preferences, but also on the activities of the competition and also activities of the various sales channels of which the most important are the international retail chains. International communication of the Pickwick brand is based on the marketing strategy approved centrally. The communication strategy, positioning of the brand and tactical steps are decided by the managers of different countries together. We can see either normalisation features or adaptation features in the communication strategy of the Pickwick brand. The examples are the activation of the novelties of the Pickwick brand in Czech Republic or Hungary. Both countries have chosen a different concept of 360° idea, which they worked out in different activations. The Pickwick brand develops in long-term, and nowadays her goal is to strenghten its well-being segment (green, white and herbal teas), because this segment is the most dynamic one. Besides this segment the Pickwick brand could also focus on other, smaller segments such as teas for children. A large number of the products in originally "adult" categories prove that this segment is very interesting and attractive, too. The Pickwick brand has done alrady the ads focused on children, and that's why the brand could follow easily the communication schemes.
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