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Building Competitive Advantage of Czech Companies through Creative Online Advertising in the Single European Market
Navrátilová, Ludmila ; Kita, Jaroslav (referee) ; Šimberová, Iveta (referee) ; Turčínková, Jana (referee) ; Světlík, Jaroslav (advisor)
This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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Marketing Plan Proposal of E-commerce for Entry into Foreign Market
Rippl, Adam ; Havlík, Tomáš (referee) ; Kaňovská, Lucie (advisor)
Based on a variety of analytical approaches, this paper proposes marketing plan of e-commerce for the entry into foreign market. Both external and internal environmental factors are analysed and are used for SWOT analysis. The paper also analyses different communication channels of digital marketing which the monitored business currently use. It contains proposals to improve their efficient utilisation. The outcome is the design of complex communication mix in the digital environment, along with the specification of its individual phases when entering a new market.
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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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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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Analysis of marketing tools of the construction company in Kazakhstan
Shvedova, Yelizaveta ; Budíková, Michaela (referee) ; Dohnal, Radek (advisor)
The master’s thesis focuses on the theoretical and practical aspects of marketing and marketing strategies of construction companies, with an emphasis on the process of winning contracts. The aim is to analyze and evaluate the effectiveness of these strategies in the acquisition activities of a construction company. The theoretical part describes the marketing and strategies in the construction industry and the process of contract acquisition. The practical part analyzes the marketing tools of construction companies in Kazakhstan, regarding the economic situation, selection of respondents and financial analysis of the companies. The questionnaire survey is conducted based on five assumptions. The output of the thesis is the proposal of recommendations for the marketing strategy of a construction company with the aim of enhancing its competitiveness in bidding for contracts.
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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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??Využití short-form videí pro propagaci dekorativní kosmetiky u generace Z?
Zamrazilová, Linda
ZAMRAZILOVÁ, Linda. Using short-form videos to promote decorative cosmetics to Generation Z. Brno, 2023. Bachelor Thesis. Mendel University in Brno. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. Digital marketing is an important aspect for an effective branding strategy currently. One of the important tools of e-marketing are short videos, also can be called "Short-form videos", which are no longer than 1 minute long and are designed to engage quickly. There are plenty of platforms that provide the service to watch and upload short videos such as Instagram, YouTube and TikTok. The world of decorative cosmetics is just as fast paced as that of digital marketing, with trends changing almost daily, so short videos are the perfect tool to promote it. This paper explores and proposes innovative marketing strategies for the beauty industry in the digital environment, with a focus on the specifics of Generation Z's behaviour. Concrete proposals are presented for Notino, an online cosmetics and perfume e-shop operating in Europe. The aim is to provide a new perspective on the use of digital media and influencer marketing within the beauty industry and to inspire effective online marketing strategies.
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Marketingová komunikace sportovního klubu Karate K4 Hodonín
Šabová, Dominika
This bachelor thesis examines the marketing communication of the Karate K4 Hodonín sports club. The theoretical section provides a literature review encompassing fundamental concepts of marketing, sports marketing, and marketing communication within sports clubs. The practical segment includes an evaluation of the current situation and marketing communication of this registered association, alongside the collection of primary data through both qualitative and quantitative research methods. The goal of the bachelor thesis is to propose measures to improve marketing communication with the public, particularly with potential enthusiasts of the specific sport and existing members. Furthermore, measures related to the business activities of the observed subject will be suggested.
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Comparison of the effectivness of storytelling and hard-sell formats in digital performance campaigns in the META social networking enviroment on the example of the Czech brand Jíme zdravě
Kibrik, Igor ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
This thesis examines one segment of digital marketing and focuses on performance campaigns in the META social networking environment. These differ from other digital channels in their format, environment but also in their approach and communication to target audiences. Very important is their comprehensiveness, which is one of its main strengths and competitive advantages. In general, it can be divided into 2 levels - organic, unpaid communication and performance, paid communication. This thesis focuses on the performance part of META's digital social media marketing, which consists of many elements, starting with the typology of advertising by objective - Conversion, Brand, Reach, Application, etc., through the possibility of targeting individual audiences - By age, gender, activity on Facebook or Instagram, activity on the advertiser's page or similarity to other users of these networks, to the form of the ad itself, which has 2 basic parts - Graphic and Text. For capacity reasons, it is not possible to cover all the marketing possibilities offered by the META platform in one thesis, and therefore this thesis will focus on the examination of the type of performance ads in order to make a comparison between the storytelling format, where the ad aims to sell the product through the identification...
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