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Marketing communication of long-distance trail Hřebenovka
Ježová, Aneta ; Voráček, Josef (advisor) ; Brtník, Tomáš (referee)
Title: Marketing communication of long-distance trail Hřebenovka Objectives: The main purpose of this thesis is to create a proposal of marketing communication for Czech long-distance trail Hřebenovka. The secondary purpose is to redesign the Hřebenovka's website and design a layout of a mobile application. Methods: The main method chosen for this thesis was an online focus group with beginners and experienced hikers in form of a videoconference. Content analysis of the website was used for evaluation and subsequent redesign proposal of the website. Results: The result of this thesis is a proposal of a marketing communication for a long-distance trail Hřebenovka for year 2022. The proposal contains design of the website and application, design of posts on social networks, example of cooperation with an influencer and design of additional subjects. Key words: trek, digital marketing, website, focus group
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Proposal of Changes in the Company's Communication Mix
Klimeš, Robin ; Mokrý, Martin (referee) ; Kaňovská, Lucie (advisor)
This bachelor‘s thesis focuses on the proposal of communication mix improvement for the company 4PRICE s.r.o. Its theoretical part explains important marketing terminology and describes some of marketing analyses. The second chapter deals with in depth analysis of the current state of the above mentioned company. The third part introduces specific proposals for improvement of the company's communication mix.
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Marketing Communication
Váhovská, Viktória ; Kaňovská, Lucie (referee) ; Schüller, David (advisor)
This Diploma thesis focuses on the marketing communication of the company named Záhradní vinařství. The issue of interest will be explained in the theoretical part, which will serve as the foundation for the outputs of the analytical part of the thesis. Based on the conducted analyses, an appropriate marketing communication strategy will be suggested in the practical part of thesis.
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Alignment of dynamic growth with internal development of company operating in digital marketing
Štadlerová, Kristýna ; Abaffy, Michal (referee) ; Bumberová, Veronika (advisor)
This diploma thesis deals with proposals in the area of inner development of a company that is very dynamically growing and operating in the digital marketing industry situated in Brno. Theoretical part defines basic concepts of development management and growing pains including description of selected analytical or evaluation methods. Analyses regarding context, environment and functioning of the company are presented in the analytical part of this thesis. Based on these analyses are presented key factors. New designs come out of the conclusions and results of the evaluation part. It contains the description of changes and precautions including their implementation. This, as a goal, will improve current processes leading to increasing quality service and customer satisfaction.
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Marketing Communications of Business Firm Archmanic s.r.o.
Bartáková, Kateřina ; Medlín, Dušan (referee) ; Mráček, Pavel (advisor)
The target of this thesis is to design appropriate communication tools and channels from Marketing Communications area mainly for Business companies which engage in architectonic and project field. Recourses of this thesis will be theoretical findings from area of contemporary trends in Marketing Communication. These are applied in an analysis of present day state of the company. They are an initial point for particular design of Marketing Communication of the given company herewith.
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Marketing communication of a specific sport brand
Šedý, Jan ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: Marketing communication of a selected sport brand Objectives: The objective of this work is based on the analysis to put together suitable and feasible proposals for improving the marketing communication of Asics running sport brand on the Czech market. Methods: The work uses methods of qualitative semi-structured interviews with the marketing manager of Asics for the Czech Republic, the manager of the Sales department for the Czech Republic and the head of the closely cooperating reseller. The interviews granted me the look into the functioning and issues of marketing communication of the brand and the possibility of comparison with the results. Other methods used include observation in retail stores, observation of marketing activities and analysis of internal documents. Results: Based on interviews, observations and the analysis of documents, the marketing communication of Asics in the Czech Republic was evaluated. In addition, proposals have been made to improve communication, which will be submitted to the management of Asics. Key words: Marketing, running, running brand, advertisement, communication mix
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Search console as a mean of communication exemplified on deep mediatisation
Novák, Ivan ; Klimeš, David (advisor) ; Rosenfeldová, Jana (referee)
The thesis analyses the communication process of search engines in the advertiser - customer relation. The thesis holistically proceeds to the communication analysis of search engine, first describing new media, mediatization, functioning of search engine, advertisement systems and behavior of the search engine users. The thesis describes new media as dual artifacts with a tangible and intangible part, which are constantly adaptable to society's requirements thanks to its nature - they can be easily changed and improved. This makes the new media - in the field of media science - really new. The term "mediatization" represents the ability of media to change the society's behavior. The new media makes the deep mediatization happen, i. e. distinct habitualization of changes in society caused by the new media. In the thesis, the changes are illustrated by the examples of change of mindset, communication and purchase process. The users adjust the way they communicate in the search engines for their query to be successfully decoded by both an algorithm and a provider of the searched information. Therefore the thesis focuses on specifics of users' habits during the searching process. Furthermore, the thesis expands on the position of advertisers and their option of approaching the search engine user...
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Proposal of Business plan of Digital agency with emphasis on the marketing part
Bartoš, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
The goal of this bachelor thesis is to create a business plan detailing the establishment of a digital agency. The theoretical part first establishes the term business and the procedures connected to founding a company in the Czech republic. Furthermore, it explains the purpose of a business plan and describes its structure. It also focuses on various tools and methods of digital marketing, which shall be used by the newly founded digital agency. The practical part is dedicated to formulating a specific business plan. In order to gain a better understanding of the target group, a survey in the form of a questionnaire was conducted. This data, together with SWOT, SLEPT and Porter's Five Forces analyses, was used to create a marketing plan. The viability of the business plan was then supported by a financial plan.
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Digital marketing on the B2B market.
MARTINÁK, Petr
The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.
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