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Optimization and Control of the Communication Strategy of the Prescription Drug (in cooperation with sanofi-aventis)
Norková, Silvie ; Král, Petr (advisor) ; Eretová, Iva (referee)
The thesis addresses the analysis of the marketing mix in the pharmaceutical industry with a detailed focus on the promotion and communication channels of the prescription drug. The aim is to help a company with a control and optimization of the communication strategy so that it is adapted to the new trends. The differences between the prescription drug and the over-the-counter drug in the aspects of communication, promotion and the role of branding is drawn. Several methods such as analysis, description and marketing research are used. The thesis is divided into five main chapters.
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Communication strategy of the company Teamconsult s.r.o.
Vávrová, Alena ; Halík, Jaroslav (advisor)
At the begining of the thesis there is short introduction of Teamconsult s.r.o., each element of the company's enviroment was analised (segmentation of customers, indentification of competitors), followsd describtion of current situation on the market of personnel services. The general conditions has been taken into account by evaluation of the past ability of the company to communicate with the market. The author analises separatelly all elements of the communication mix of Teamconsult s.r.o.. The priorities of the firm were set and in the terms of the current economical situation the communication strategy of the company was defined.
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Corporate social responsibility
Cvejnová, Ivana ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
The diploma thesis is focused on important issues in corporate social responsibility (CSR). The first part of the work introduces CSR conception, its history, development and today's role in international, national and business context. Next chapter takes to parts the process of implementation of CSR principles into the business strategy. Last chapter of theoretical part deals with communication in CSR field. Practical part performs confrontation of CSR strategy of GE Money Bank and its corporation (General Electric). There is the list of positives, negatives a recommandation for improvement shown at the end. The second part of practical work introduces and evaluates CSR communication in GE Money Bank. Main purpose of this thesis is to create the list of all important benefits, risks and deficiencies in the CSR concept. The goal is achieved in all parts of the work. summary of benefits and possible risks stays in theoretical basis and also in evaluation. The second effort is to confirm hypothesis that communication is the key tool of success in implementation and aplication CSR principles into business strategy. Theoretical finding and also evaluation of communication CSR strategy in GE Money Bank, a.s helps to validate this statement.
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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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