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Repositioning job fair of career opportunities – Career DAYS
 Vodák, Ondřej ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This bachelor's thesis maps the change of prestigious job fair Career DAYS into an informal festival. For the process of change it uses various analysis of the consumer's perceptions which are used as basics for the product differentiation and positioning strategy. Opinions about the subject were gathered from professionals such as Kotler and Trout. This work examines the process from segmentation to targeting and differentiation of marketing offer with the branding and repositioning. The goal of this thesis is to objectively evaluate the process of repositioning Career DAYS and propose further recommendations for long-term successful campaign and also to provide information to other stakeholders and an overview for organizations into the issue of positioning and job fairs.
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