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The importance of social networking site Facebook in marketing communications of the selected company
Novotná, Jana ; Stříteský, Václav (advisor) ; Strychová, Tereza (referee)
The goal of the thesis is to assume and recommend certain improvements that are based on the Facebook competing brands analysis and the outputs from the questionnaires to the selected company which is active in the babyfood sector. According to these new recommendations the Facebook marketing communication should be improved towards fans and the target group in general. The theoretical part describes the social networks with a focus the Facebook and the possibility of its use for business. The practical part focuses on the communication analysis of each babyfood brand on the social networking website Facebook, and the perception and the impact of this communication on consumers. This part also focuses on the satisfaction with the content and the communication of the selected brand's official Facebook page.
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Analysis of marketing communication of City Partner Hotel Atos on social networks
Pípal, Jan ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis focuses on the hotels marketing communication in the field of social networks. Social networks and their marketing communication are described in the theoretical part. Another point of the theoretical part is characteristic of current widely used social networks, which are the most important for the hotels. Practical part deals with the analysis of performed activities made by hotel Atos on social networks in comparison with higher cartegory competitive hotels. Recommendations and suggestions for the most effective usage of the marketing communication on social networks for defined categories of hotels are formulated on the bases of the analysis.
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Analysis of Privacy on Social Networks
Tomandl, Luboš ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
This thesis deals with a question of privacy in a context of social networks. The main substance of these services is the users' option to share an information about their lives. This alone can be a problem for privacy. In the first part of this thesis concentrates on the meaning of privacy as well as its value for both individuals and the society. In the next part the privacy threats on social networks, namely Facebook, are discussed. These threats are disclosed on four levels according to four recognized actors active on Facebook. Those actors are users, Facebook company, other corporations and government organizations. From all of these groups threats for user's privacy can come. This thesis not only tries to find these threats, but is wants to offer some solutions of this situation as well.
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Use of social media for recruitment in the Czech and Slovak republic
Ruššinová, Dominika ; Böhmová, Lucie (advisor) ; Sova, Martin (referee)
This bachelor thesis deals with the useage of social media in recruitment process in Czech and Slovak republic. The work consists of two parts. In the first, theoretical part of my work I introduce basic definitions of this work. The second part focuses on practical comparison of the useage of social media in the recruitment process of new employees in the Czech and Slovak republic companies and also among Czech and Slovak students of Informatics. The final part of the work is devoted to analyze the results obtained from questionnaires between Czech and Slovak students of Informatics and interviews with recruiters working in the Czech and Slovak IT companies. The analyse shows that as well as Czech companies also Slovak companies use in the recruitment process of new employees social networks Facebook and LinkedIn. The social networking sites Twitter and GooglePlus companies do not use at all. According to the results of the analyse among students, the social network LinkedIn is the most popular whereas the other networks (Facebook, Twitter, GooglePlus) do not raise significant demand among students.
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With content to success. Content marketing strategy for start-up.
Iskrová, Anna ; Horný, Stanislav (advisor) ; Seko, Martin (referee)
The aim of this bachelor thesis is to explore the reason of brands success, which devote increasing amount of time and attention to promoting their business interests through internet and reveal processes standing behind these successful actions. The author describes why is this migration of marketing activities happening and defines theoretical knowledge about content marketing and its essential characteristics which she will eventually apply to real prospect.Theoretical part defines particular segments in the strategy of effective content marketing whereby deeply dealing with the right creation and form of brand´s communication with audience, copywriting and attributes of attractive content. Practical part is devoted to building initial content marketing strategy, following and respecting all aspects described in theoretical part, for brand BV.LINEN which we create ourselves. The end of bachelor thesis concludes all steps in creation process and describes problem situations, what happened.
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New trends in the marketing communication with a focus on social networks
Špok, Michal ; Kubálková, Markéta (advisor) ; Koubalíková, Jitka (referee)
This bachelor thesis provides an insight into the issue of current trends in the marketing communication with a special emphasis on trends in social networks. The aim of this thesis is to draw up a model of the optimal marketing communication including a series of managerial recommendations to similar businesses based on the analysis of marketing communication of Café Placzek. This thesis is divided into four chapters. The first chapter defines basic marketing concepts. In the second chapter, the reader is acquainted with selected trends in the field of marketing communication. The third part, which draws from the theoretical basis set in previous chapters, comprises the analysis of the current state of marketing communication of Café Placzek as well as own field research. The last chapter, which also presents the aim of this thesis, offers a description of the model of optimal marketing communication in the service sector and a list of managerial recommendations to businesses in the mentioned sector.
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Analysis of marketing promotion of e-shops from a defined industry
Budíková, Michaela ; Kubálková, Markéta (advisor) ; Koubalíková, Jitka (referee)
The bachelor thesis focuses on marketing promotion done by e-shops on social networks. These e-shops are all operating in one industry - dog food and are based in the Czech Republic. There are two parts of this thesis. In the first, theoretical one marketing strategies and marketing mix, especially communication and promotion and its tools are defined. In this part of the thesis the most important social networks are listed and described. Towards the end of this part, new trends in marketing are also discussed. The second, practical part consists of an analysis of marketing promotion on social networks carried out by twenty particular e-shops from the dog food industry. Based on this analysis, the last part of the thesis provides recommendations of how to successfully promote business on social networks for e-shops in the given industry.
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Modern Technology's Influence on Consumer Behavior
Černý, Filip ; Sigmund, Tomáš (advisor) ; Vondra, Zdeněk (referee)
This bachelor thesis is focused on change in consumer decision journey as a result of new Information and digital age. It follows technological progress since middle of twentieth century till today. The thesis analyzes which new touch points were brought into the marketer-consumer relationship when new technologies emerged, how new channels have affected consumers and how brands can profit from it. To meet the aims of the work, only the most important technologies and applications are chosen. These are described in detail and demonstrated on particular examples, which I have covered during year and half long practice in an advertising agency Leo Burnett.
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The Phenomenon of Youtubers and their Utilisation in Marketing
Tauchenová, Kateřina ; Khelerová, Vladimíra (advisor) ; Kůželová, Tereza (referee)
This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.
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Twiplomacy in the United States of America and the Czech republic
Ticháček, Antonín ; Rolenc, Jan Martin (advisor) ; Peterková, Jana (referee)
This thesis deals with the new tools of public diplomacy in the 21st century. Specifically, it focuses on twiplomacy which uses the internet and social networks for fast, boundless, and effective communication throughout the international area. The goal of the thesis is to carry out comparative analysis of Twitter usage, regarding the purposes of public diplomacy, between representatives of the United States of America and the Czech Republic. Considering the American users as advanced and the Czech rather as beginners, results of the analysis should provide data for evaluation of the different ways of using this modern method of communication with the public. Finally, suggestions for improvement of Czech twiplomacy are presented including possible inspiration by the U.S. twiplomacy.
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