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Marketing in the hotel industry
Hřibalová, Tereza ; Štědroň, Bohumír (advisor) ; Pešek, Ondřej (referee)
The first part of the thesis is aiming to cover the basics of hotel marketing. Then, in the second part, this theoretical base is used to analyse the marketing mix of the Atlantis Bahía Real hotel and to find its strenghts, weaknesses, opportunities and threats. The objective of the last part of the thesis is to summarize the findings and make recommendations to improve the situation of the hotel.
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Political marketing - Image of political parties in the Czech republic
Jeřábková, Veronika ; Boučková, Jana (advisor) ; Štědroň, Bohumír (referee)
The topic of this thesis is political marketing with a focus on marketing communication of Czech political parties. Its title is "Image of political parties in the Czech republic" and describes use of political marketing and its methods or instruments in Czech political environment. At first the thesis describes methods of political marketing especially marketing communication and how five chosen Czech political parties (ODS, ČSSD, KSČM, TOP 09, VV) use them. What is useful, where are mistakes etc. The thesis is focused on image of chosen parties. The aim is to find out, if the identity (planned image) of political parties corresponds with perceived image by young people (18-30 years, university educated). Due to this aim a focus group and a quantitative research were conducted. Their results were compared with planned image detected in interviews with marketing managers of particular parties (except VV). Moreover the thesis contains recommendations for parties for improving their communication to achieve their planned image.
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New trends in internet marketing.
Vaľková, Alexandra ; Štědroň, Bohumír (advisor) ; Kocour, Vladimír (referee)
This Master's Thesis describes the evolution of the Internet, its importance in marketing and new trends and tools used in internet marketing. It also deals with question of potential Internet collapse in future, describes variants of how it could happen and gives the suggestions to solve this problem, too. The Master's Thesis also includes forecasts of evolution of the Internet till 2030 and forecasts of major global agencies concerning the evolution of information technologies and technological news, which can significantly influence the entrepreneurial activity of many companies all over the world.
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The theatre marketing
Maršíková, Petra ; Štědroň, Bohumír (advisor) ; Černá, Jitka (referee)
This thesis deals with the theatre marketing. It is divided into theoretical and practical part. The theoretical part of the thesis focuses on knowledge in the field of theatre marketing, marketing mix, types of theatres and financing theatres. The practical part focuses on the amateur theatre association Comica Economica. The aim of the thesis is to analyse the theatre association Comica Economica from the point of marketing mix and, based on this analysis, questionnaire research and SWOT analysis, to formulate suggestions for the improvement of the current marketing and communication mix.
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Issue of negative advertising in political campaigns
Machek, Václav ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
The first chapter of this thesis contains a summary of information, definition, methods, procedures, effects, legislative features and the possibilities of using negative advertising in political election campaigns, including a description of its historical development in the Czech Republic and the United States of America. The second chapter contains a hypothesis for a survey of public opinion, including its evaluation and analysis of the negative elements of the election to the Parliament of the Czech Republic between 2006 and 2010, focusing on monitoring of the development use of negative advertising.
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Chosen aspects of marketing in builiding industry
Trsková, Adéla ; Štědroň, Bohumír (advisor) ; Kocour, Vladimír (referee)
The topic of this thesis is to describe chosen aspects of marketing in building industry. It should define some major features of marketing in building industry and its specifications in comparison with general marketing. The thesis describes building market, its segmentation, analysis and subjects which appear on it. Further it describes marketing and communications mix and marketing informational system used by building companies. In practical part the thesis speaks about the five biggest building companies in the Czech Republic and their economic and marketing situation and their biggest commissions. In the last part there is a concrete example of a state commission and its process and development -- the architectural tender for a new building of the national library, which should show, how different facts and aspects influence contracting on the national level.
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Methods for increasing a website’s visit rate
Doleželová, Karolína ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
This piece of work engage with selected methods how to increase the visit rate of a specific online project, which concise an online magazine about living with a focus on residents in block of flats. In the theory section, firstly there will be characteristics of selected methods provided, followed by an application of those methods to the specific websites on the basis of carried out analyses. Methods were selected with a concern of financial limitation, and apart from one, neither of them required additional financial resources. From the results, evaluation and comparison of methods were implemented from the point of overall increase in attendance to the website and at the same time the effectiveness when targeting the final end web group. In the conclusion, suggestions for future development of websites, which should contribute to a further increase in visit rate, was provided.
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Valuation of political institution brand
Ságl, Jan ; Štědroň, Bohumír (advisor) ; Svobodová, Dagmar (referee)
More stress is put on political brand significance as the evolution of political parties (or institutions) continues. Political parties no longer use their ideology as a main tool to attract potential voters. Voters have adapted at least in part the consumer-like behavior, when choosing political brand. The importance of political brands grows along with the strengthening effort of political parties to gain as many median voters as possible. Diploma thesis deals with the valuation of political brands in the Czech Republic, Slovak Republic, United Kingdom and United States. One of the key goals is to propose a sophisticated valuation model based on evaluation of future cash flows discounted to present day.
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The internet usage for marketing of small firms
Beneš, Pavel ; Štědroň, Bohumír (advisor) ; Kocour, Vladimír (referee)
My diploma thesis addresses the usage of the internet for marketing of small-scale enterprises in our surroundings. My goal is to analyse the internet environment and the possibilities of its use for marketing purposes. The analysis of internet utilities is also included. There is one case study of small-scale enterprise with appropriate conclusions in the final part of my diploma thesis. My thesis is divided into two parts. In the first part I created theoretical footholds for my thesis and I described the dilemma of the internet marketing with the use of propriate specialized literature and internet sources. I describe small-scale enterprises and it's role in our economy. This parts also includes the development of the Internet in the whole world and in the Czech republic and I want to make the acquaintance of internet as a marketing tool. The second part, the practical one, covers specific possibilities of the usage of the internet for marketing of small-scale enterprises. This part contains their characteristics and their advantages and drawbacks in different surroundings. The most important point of the second part is the case study of the shopping portal Zoot.
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Utilization of online marketing on the market of riding equipment
Richterová, Helena ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
This bachelor thesis was created with the aim to determine the importance of online marketing and its application in the market of riding equipment. In the first part of the thesis all key concepts and words used as a relevant basis for practical research are explained. The second part is based on the evaluation of two questionnaires. The first questionnaire is intended for people buying riding equipment. The aim of this questionnaire is to find out their relation to Internet advertising, Internet marketing. The second questionnaire is designed for companies selling riding equipment and its main aim is to identify the benefits of implementing an online marketing to the sale of riding equipment. In conclusion, there is overall evaluation of the current situation of the online marketing in the market of riding equipment. The evaluation is from the perspective of customers buying riding equipment and also from the companies point of view .
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