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Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
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Business Strategy of the Jipka - Moje jazykovka Translation Agency
Ludačková, Zuzana ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis ,,Business Strategy of the Jipka - Moje jazykovka Translation Agency" deals with the strategic planning process within a SMB in the field of translation agencies. Its goal is to create a complex business plan, that will ensure future growth of the company. Based on a literature research, it first describes the theoretical practice of preparing a business plan, from goal-setting, through situation analysis, to an actual creation of the plan. It introduces the analytical tools and models, their outcomes, the process of choosing the right option, followed by its implementation and evaluation. The practial part focuses on application of these theoretical principles, to a specific example of Jipka - Moje jazykovka translation agency, formulation of its goals, and proposing the steps leading to their fulfillment.
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Creation of marketing strategy of atelier A8000
Krupauerová, Karolína ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the topic of strategic marketing applied in the field of architecture. Based on literature research, the theoretical part describes the definition and history of the concept of strategic marketing. Additionally, this thesis explains what steps need to be taken to formulate a marketing strategy and, also, shows what comes after the formulation of a marketing strategy. Every part of the creation of marketing strategy is then described in detail starting with a situation analysis. The situation analysis is based on evaluating external and internal factors. Firstly, as a part of the external analysis, all factors of the SLEPTE analysis are introduced and then, secondly, the thesis depicts Porter's five forces analysis. Subsequently, SWOT analysis is defined completing the situation analysis by also describing the internal aspects that might affect the company. Eventually, the theoretical part of the bachelor thesis clarifies the concept of segmentation, targeting, and positioning and presents a theoretical frame of the possible strategies to be used in the practical part. The practical part of the bachelor thesis focuses on using the theoretical knowledge in practice on a case of an architectonic studio A8000. Initially, the company is introduced and, after that, with...
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Analysis of Gucci's Luxury Marketing
Čaniga, Vojtěch ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The theoretical part of this bachelor's thesis deals with the ambiguity surrounding the definition of luxury and then systematically outlines its historical development against the backdrop of broader societal changes as well as the philosophical thought and related literary works of the time, from antiquity to modern times. Furthermore, it acquaints the reader with the concept of luxury brands, summarizes their distinctive qualities with the objective of creating a comprehensive overview of the characteristics that make up their essence or sheds light on their operating principle in the context of marketing. Moreover, it explores luxuriousness as their more qualitative and subjective facet through the use of models describing its perception by consumers in order to differentiate between luxury and non-luxury brands. Last but not least, it demarcates the luxury sector and examines the trends shaping the personal luxury goods industry. The practical part of this bachelor's thesis analyses Gucci's luxury marketing, focusing primarily on its marketing channels and tools, with the goal of finding out what lies behing the luxury brand's unprecedented success, following the appointment of Alessandro Michele and Marco Bizzarri in 2015, as well as ascertaining the extent to which the coronavirus pandemic...
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Role of new media in marketing communication of company Rohlík.cz
Vanka, Boris ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
Usage of new media, as well as the number of products sold online, is exponentially growing. Further, e-commerce accelerated by the pandemic of Covid-19 led to a boom of companies selling fast-moving consumer goods on the Internet. Based on these phenomena, the author decided to illuminate what role played social media in marketing communication of Czech online supermarket Rohlík. To understand that, the researcher conducted the qualitative and quantitative analysis. An interview with Junior Brand Manager plus additional data from other company's marketing representatives provided insight into the company. A survey method offered data from the recipients of the communication. Comparison of the results revealed specific information, such as which social media account is most favorite, the differences between customers and other followers of the company social networks, or the company's target group. Therefore, the analysis provided conclusions from which a specific recommendation revealed regarding how the company's communication via social media should look like in the future.
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Effectivity of advertising in different types of media in perspective of young media consumers
Sloupová, Barbora ; Koudelková, Petra (advisor) ; Ortová, Nina (referee)
The presence of social media, the growing base of their users and the time they spend on them fundamentally changes the process of media consumption before the emergence of Web 2.0. Instagram is one of these social networks, whose popularity is still growing. Another of the platforms, which was primarily created to connect people with each other and make it easier for them to communicate with each other, is now, thanks to its demonstrable potential to reach many people, an advertising space that advertisers use extensively. Social media has thus expanded the offer of advertising channels used so far to address the target publication, including lifestyle magazines. Together, these two types of media are the representatives of traditional and new media which are resemble each other for its type of content they offer. They both serve as an entertaining tool for the readers. The questions that this work seeks to answer are whether young users who were born or partially grew up in the digital age are beside being Internet users on a daily bases from an early age also readers of press, in this case, specifically lifestyle magazines. Second question is how they perceive advertising in both types of these media and which of these two is more suitable for advertising placement. Even though young people...
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The approach of Czech fashion designers to sustainability issues and their communication towards customers
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor thesis assesses sustainability within the fashion industry and identifies numerous ways in which sustainability can be achieved. Its aim is to define sustainability and sustainable fashion, to describe environmental, social and economic issues in this industry and to present the attitudes of a niche group of stakeholders, namely fashion designers. The thesis is divided into a theoretical and a practical part. The theoretical part considers various definitions of sustainability and applies them to the fashion industry. Furthermore, the research analyses how companies, fashion designers and fashion consumers can become more sustainable and what obstacles they face on this path. It also presents relevant models and strategies used for implementation of sustainability within fashion designing. The practical part evaluates interviews that were conducted with selected Czech fashion designers. These designers then describe their attitudes towards sustainability and explain the strategies that they actively implement to make their products more sustainable and ethical. A qualitative method was chosen for the research, as it helps to assess the attitudes and opinions from different angles, whilst allowing the study to receive answers regarding how and why designers see it this way.
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