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Marketing Communication of Non-Profit Organizations
Kocourková, Eva ; Hajdíková, Taťána (advisor) ; Novák, Michal (referee)
This bachelour thesis deals with marketing communication of non-profit organizations. The theoretical part defines non-profit organization and provides general description of marketing communication and its tools. The end of the theoretical part is devoted to communication with donors - fundraising. The practical part is dedicated to the description of DDM hlavního města Prahy and Karlínské spektrum. There is also described current state of marketing communication in Karlínské spektrum and conduct a marketing research. The aim of the thesis is to determine perception of marketing communication in selected non-profit organization by its users. Based on the description of current state and the results of marketing research are suggested possibilities for improvement of marketing communication in this organization.
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Use of modern cutomer care tools for start-up project
Duchaň, Jan ; Pavlíček, Antonín (advisor) ; Galba, Alexander (referee)
Objective of this thesis is to propose optimization and expansion of the tools used for customer care from the perspective of communication with customers in a specific environment, commencing, thus start-up, project. The theoretical part explains the basic concepts that relate to the work environment, customer care, communication and technology, which are further used in the practical part. The practical part includes a closer acquaintance with the specific start-up project, including a list of used communication channels and tools that are further investigated to determine their effectiveness and use. Another part of this chapter is an analysis of available communication channels and tools of customer careincluding modern ,but also classical and their comaprison For objective and successful optimization is part of the practical part a sociological research, which examines the preferences of potential customers and their subjective evaluation of the specific variants of communication from the perspective of boosting confidence, or on the contrary loss of their confidence in the selection of the company. In the end of the chapter there is designed such optimization, which uses all the available tools modern and classical at minimal financial cost and also reflects the results of sociological research and analysis of originally used communication methods of start-up project.
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Communication strategy of Vodafone in the Czech market
Němcová, Lenka ; Průša, Přemysl (advisor) ; Machander, Aleš (referee)
This Bachelor's thesis deals with the analysis of the communication strategy of Vodafone in the Czech market. The aim of this work is to identify and evaluate the communication strategy of Vodafone and also to find out how consumers perceive not only Vodafone but also its competitors. Then on the basis of this analysis and survey suggest an optimum communication strategy for Vodafone. The work is divided into two parts, in the theoretical part term communication, marketing and communications mix are defined and also a few new trends in marketing communications are described. In the second part Vodadone and its competitors are introduced, including analysis of the positioning of operators in the Czech market. Furthemore, the communication strategy is analysed and its individual elements are described. The last part deals with the survey, on which is based SWOT analysis and my own recommendations.
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Marketing communication of Fairtrade brand 2
CVACHOVÁ, Denisa
The bachelor thesis is focused on marketing communication of the brand Fairtrade in retail of DM drugstore market. The main objective of this thesis is to analyse the current usage of marketing tools like Advertising, Personal Selling, Sales Promotion, Direct Marketing, Public Relations and Event Marketing. There are used and explained basic terms of marketing communication based on professional literature in order to introduce the selected topic. The theoretical part is then dedicated to Fair Trade. The output of practical part includes the introduction of the company DM drugstore market, the analysis of the condition of marketing communication at the brand Fairtrade, afterwards the questionnaire survey is involved. The data have been collected in the retail unit. The aim of marketing research is to find out how customers, coming to this retail store, perceive the marketing communication focused on products of Fairtrade brand. New recommendations are compiled based on the identified results and concerning to the improvement of existing communication mix.
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The impact of modern communication tools on international supply chains
Hricko, Ján ; Černohlávková, Eva (advisor) ; Olšanová, Květa (referee)
The subject of my thesis is to clarify main changes in national and international trade that could have been caused by modern communication instruments. Some of these changes have already been used by few retail sellers of light products in Slovakia. Nevertheless such changes are nowadays more and more likely to be seen also among wholesale dealers. I focus on current conditions of international trade and its possible way of development in future in theoretical part of my work. I did not omit even some examples of modern technologies that have been successfully implemented in our daily lives or are likely to be used in a foreseeable future. As a next step I chose to analyze internet communication and its advantages for either seller or customer. I assume that, as far as internet communication is concerned, it is progressively becoming interactive and therefore there is a greater demand on implementing new changes as fast as possible. The next point of my work is to describe typical representatives of market with light products and to analyze their current functions in international trade and ways in which they use their modern communication tools. In conclusion if we did not take a few well-known and also some new sellers into consideration, it could be said that modern technologies mentioned above have not yet been used by "classic" sellers. These sellers are not capable of implementing such methods quickly enough and this could, in my opinion, result in a considerable problem in future.
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Cooperation in Marketing Communication
VAŠKOVÁ, Veronika
Companies are forced to looking for a new ways to reach customers because of an increasing market competition. That is the reason why the search is moving beyond companies borders and they are commming together and cooperating. The diploma thesis is analysing the ways of cooperation by a law firm and recommending a proposals for improving of the current level of cooperation in selected areas and better using of the communication tools.
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Analysis and proposals for changes of marketing strategy of private secondary school
Štieglerová, Renata ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this diploma thesis is to analyse and propose changes to the marketing strategy of private secondary school. The thesis is divided into two chapters. First part deals with educational system in the Czech Republic, theoretical aspects of marketing of services and specifics of marketing of educational institutions. The practical part is focused on analysis of marketing strategy of particular school. SWOT analysis and marketing research are performed as well. On the basis of this research changes of the marketing strategy of the school are proposed.
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Direct marketing communication (an example of the selected company)
Burianová, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Direct marketing is going to strengthen its position among the other marketing tools. It enables to address the defined target group quickly, personally, effectively and to get immediate feedback. In the practical part of the thesis I delineated the creation process of campaign and analyzed three examples of different types of campaign. I would mainly recommend focusing on identification of key moments in client's (financial) life and contacting him with relevant offer.
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Internal Communication on Example of Microsoft
Mrázková, Blanka ; Dvořáková, Zuzana (advisor) ; Kleibl, Jiří (referee)
The master's thesis deals with one of modern methods of human resources management, the internal communication. It examines relations between corporate culture and internal communication as well as application of internal communication into business strategy in order to raise efectivness of businesses. The thesis also points out present level of internal communication in Czech companies. The thesis includes detailed analysis of formal and informal communication tools and puts emphasis on necessity of measurement of effects brought by internal communication strategy. Theoretical knowledge is used to analyse internal communication in Microsoft Czech Republic. Evaluation of internal communication in Microsoft is based on interviews with managers and questionnaire survey realized accross the whole company. The main goal of the thesis is to set a range of suggestions to improve and successfully develop internal communication in Microsoft.
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Brand communication in the Chinese market
Kubátová, Michaela ; Odehnalová, Jitka (advisor) ; Březinová, Anna (referee)
Brand communication in the Chinese market The main purpose of this thesis is to provide analysis of effective brand communication in the Chinese market and demonstrate it with practical examples. To achieve that, there are additional targets including brand definition, monitoring of communication tools and the newest ways of communication. Followed by definition of specifics of the Chinese market via culture and its influence on consumer behaviour. Many multinational firms which operate their businesses in China are not aware of differences in cultural background and regional differences. Therefore, it influences their profitability and brand perception. The thesis is divided into two main parts. The theoretical part describes brand, it's communication tools and influence of culture on brand perception. It also introduces storytelling and green marketing as useful tools in the Chinese market. The practical part focuses on China's final consumer in the B2C market and the environment they come from. It also involves regional specifics and the situation of the media market. It should serve as the basis for companies to know to whom they have to adjust their communication activities in order to be efficient and make their brands very well perceived in China.
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