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Online Marketing Communication
Krůta, Pavel ; Pilař, Ladislav (advisor) ; Balcarová, Tereza (referee)
In the world of internet, there is increasingly growing importance of online marketing, which is necessary for the existence of the company, therefore the submitted work deals with on-line marketing communication for the e-shop with aim to increase the competitiveness of the selected e-shop on the market.
The concept of the work is based on processing the theoretical part, where is explained the meaning of marketing promotion and marketing communication including used marketing tools. This is followed by a practical part, where the task is to analyze the current state of on-line marketing communication of Lilian.cz e-shop, which is engaged in internet sales of Czech caring cosmetics. For this purpose the marketing tools for on-line promotion are subjected to research, on the basis of this research are selected tools, in which the e-shop has weaknesses or which are not used yet, although it would increase its level of promotion on the internet.
On the basis of this information is created a suggestion of on-line marketing communication, which would rectify identified shortcomings, expand portfolio of yet utilized online marketing tools and thus improve the position of the e-shop among others on the internet.
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Corporate culture
Pejšek, David ; Pilař, Ladislav (advisor) ; Balcarová, Tereza (referee)
This bachelor thesis deals with the topic of corporate culture. The aim of the thesis is to describe the impact that the company cell phones have on the personal life of the employees.
The first, theoretical, part is focused on the concept of corporate culture and defines its basic components and elements. This part is trying to summarize all the approaches available in the literature by variety of authors.
The second, practical, part of this thesis presents the results of a questionnaire survey which is focused on the influence of the company cell phones on the employees in their personal free time. The conclusion summarizes the entire survey and offers the interpretation of the results.
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Evaluation of Marketing Communication
Kučerová, Adéla ; Balcarová, Tereza (advisor) ; Jana, Jana (referee)
The theme of this thesis is to evaluate marketing communications, specifically with a focus on personal selling of the selected company.
The theoretical knowledge which concern this issues are contained in the first part of this work. Communication activity called personal selling is futher analyzed in this thesis.
The second part is devoted to the characteristics of Bohemia energy including its marketing communications, with a closer focus on personal selling as well. This part also contains evaluation of questionnaire survey, which was attended by 667 respondents. This survey was created to determine the level of quality of services provided by the sales representatives of this company. The results of the survey pointed to deficiencies in this communication activity and it also confirmed unfair behavior and practices of sales representatives. On the basis of evaluation of the questionnaire survey was proposed a few suggestions which could prevent already mentioned situations. Taking audio recordings with the customer´s consent or prearranged appointments could reduced the probability communicating of false information and at the same time improve the quality of the provided services.
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Evaluation of Marketing Communication
Kubaštová, Michaela ; Balcarová, Tereza (advisor) ; Jana, Jana (referee)
The final thesis is about marketing communication of the expo Země Živitelka, which is the flagship event of the company Výstaviště České Budějovice a.s. The aim is to evaluate the current situation in the company and the effective set-up of fundamental elements of a marketing communication mix. The first part of the final thesis concerns the theoretical approaches to the given topic. The main aspects are defined as marketing and marketing communication, their goals and strategies. The folowing part is about the description of each element of the communication mix focused on current trends and marketing communication on the Internet. The elements of this final thesis are predominantly the theoretical specifications of the expo as a product and its advertising as these are the key cores for the practical part of the final thesis. Firstly, I will introduce Výstaviště České Budějovice a.s. and its services provided. Then the main part is the analysis of the communication mix of the expo Země Živitelka, which includes the description and the evaluation of existing components of marketing communication used by the company. Consequently, the market research is carried out by questionnaires. The aim is to find out the attitudes of respondents to the marketing communication of the expo. The final part of the work introduces the concrete marketing communication solutions to exhibitors and visitors using traditional and modern communication methods.
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Mystery Shopping
Kukla, Jiří ; Pilař, Ladislav (advisor) ; Balcarová, Tereza (referee)
This thesis is about research method mystery shopping, which is one of quantitative research methods. The functionality of the method was verified in practice - store evaluation, especially employee evaluation in three selected stores of the producer and seller of luxury clothing. The thesis is divided into two parts - theoretical and practical.
The first part consists of a literature review with used literature and internet sources.
The second part, a practical part is focused on a complete mystery shopping project creation beginning with preparation until its final part - the results evaluation and comparison. For the purpose of the project was necessary to create a scenario for mystery shopping check and also a survey. This pilot project was focused on evaluation of customer service in three selected stores - two in Prague, one of them in the city centre, and one shop in Brno. The results were then evaluated for each store separately and the results were compared between individual stores themselves. The overall results were used to make some recommendations primarily to improve customer service.
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False information in the CV
Peremská, Iveta ; Pilař, Ladislav (advisor) ; Balcarová, Tereza (referee)
Bachelor thesis deasl with the placing false information in the CV of university students.
The theoretical part explains the concepts of human resources. At the beginning of the work
focuses difference between personnel activities , personnel work and human resource
management . There are also explains the processes encountered by the employee in the
company. This is the recruitment , selection and recruitment , deployment , management ,
motivation, remuneration or release . The practical part is to identify the most frequently
reported false information to university students in their CV´s . For obtaining information
for the practical part was used questionnaire. In conclusion stated appreciation often cited
false information and advice to companies what to do for disclosure of false information in
the CV´s .
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Implementation Project for Software Support of Company Time Management
Mrázková, Dominika ; Pilař, Ladislav (advisor) ; Balcarová, Tereza (referee)
The topic of these bachelor theses is an implementation project of software support for Time management improvement in selected subject which is in this case SixStars group s.r.o. company. The aim of the theoretic part is Time management issues, Time management generations and needs. Time management technics and planning tools are mentioned in the following part. The conclusion of the theoretic levels deals with the brief mobile equipment characteristics. The basic information about the selected subject is mentioned in the practical part. Important requirements for the selection of Time management software support were obtained during the controlled dialog with the SixStars group executives. The following part of these theses describes the selected software programs implementing by means of decision matrix the project for the most suitable software programs for the given subject.
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Evaluation of the personal selling in the selected company
Ovcharenko, Elizaveta ; Balcarová, Tereza (advisor) ; Pilař, Ladislav (referee)
Bachelor thesis is about marketing communication, in particular evaluation of the personal selling in Zara. The thesis consists of two parts: theoretical part and practical part. In theoretical part will be explained terms marketing, marketing communication, personal selling and method of marketing research which is called Mystery shopping. Practical part deals with analysis of data, discovered with the help of questionnaire. Marketing method Mystery shopping is based on this questionnaire. The result of the thesis is authors own assessment about the effectiveness of the company and proposal for the improvement of selected functions. Thesis is also contribute to more effective work of the chosen company.
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Evaluation of Marketing Communication of the Selected Company
Čapek, Jan ; Balcarová, Tereza (advisor) ; Alena, Alena (referee)
This diploma thesis evaluates marketing communication of the selected company, concretely the hotel Holiday Inn Prague Congress Centre. The partial aim of the thesis is to evaluate the overall marketing communication of the hotel, describe tools which are used to communicate and evaluate their influence on the overall promotion of the hotel. The main aim is to evaluate the online communication of the company and to propose solutions that will lead to more effective communication to customers. This aims are accomplished by several methodological steps. The first step is to clarify the basic theoretical concepts associated with this issue that is marketing a marketing communication with an emphasis on the online communication. The second step is to describe the current communication mix of the company and used tools and subsequent analysis of the online communication using web analytics. From these data is formulated the evaluation of marketing communication of the hotel including proposals that will lead to more efficient marketing communication of the company and also to better market position of the company.
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Evaluation of Marketing Communication
Šočová, Vanessa ; Balcarová, Tereza (advisor) ; Jana, Jana (referee)
This diploma thesis focuses on evaluation of marketing communication of a company operating in the automotive industry. The aim of the thesis it to characterize and evaluate current external communication of the authorized dealerships of the Peugeot brand and their communication with import in the area of marketing activities. Subsequently appropriate recommendations leading to their improvement will be determined. Recommendation comes up also in the area of usage of client database and with processing potential demand.
The literature search works with theoretical knowledge of the marketing area, marketing mix, communication mix, methods of budget and databases determination. Practical part uses findings to describe individual parts of marketing communication of the chosen company, which are subsequently evaluated by the individual subsidiaries of the Peugeot brand in the questionnaire survey. On the basis of answers -which are demonstrated by the charts- specific solutions are proposed.
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