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Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
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Change in the clientele of Lázně Priessnitz during the First Republic
Hlaváčková, Tereza ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
This bachelor thesis investigates the effect of promotion on the clientele change of the Priessnitz Spa in Jeseník. The thesis takes into account the origins of the spa and its history and focuses specifically on the First Republic period. It analyses the brand and promotional activities used by the spa. The introductory section presents the theoretical concepts that are the foundations to the practical application discussed in the latter part of the thesis. Based on these foundations, an analysis of the communication and promotional materials published and used during the First Republic period is presented. Subsequently, the theoretical segment introduces the historical context, providing an overview of the events of 1914 to approximately 1919, including the economic, social and political dynamic in newly formed Czechoslovakia. This is followed by an overview of the history of the spa industry and a list of competing spa establishments in Czechoslovakia, more specifically in the border region of Silesia. The promotional materials used are presented. The thesis then focuses on Priessnitz Spa itself, analysing the brand, communication and promotional activities and clientele. On the basis of providing a temporal context and a content analysis of historical materials, it is examined how the spa's...
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Analysis and effectiveness of Dubai City marketing strategy in the years 2010-2020
Saarová, Patricie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the analysis and effectiveness of Dubai's marketing strategy during the years 2010-2020. The theoretical part introduces key concepts related to marketing and destinations, including the definition of marketing and destination, destination management principles, marketing mix and communication mix. The descriptive part of the thesis describes the development of Dubai as a tourist destination and identifies the factors that have contributed to its success. The practical part includes a comparative analysis of marketing activities in the periods 2010-2015 and 2016-2020, supported by a questionnaire survey. Based on the analysis, communication recommendations are then proposed.
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Marketing communication of the GolfDigest C&S brand
Fridrich, Viktor ; Halada, Jan (advisor) ; Ortová, Nina (referee)
This thesis deals with a detailed examination of the marketing communication of the Czech language version of the American golf magazine GolfDigest. The aim is to understand the links with the marketing mix and to analyse the different marketing communication tools. The theoretical part focuses on the explanation of acronyms, golf marketing, print media marketing and marketing mix. Emphasis is placed on marketing communication tools such as direct selling, advertising, sales promotion, direct marketing, online marketing and public relations. The thesis also includes situational SWOT analysis, PESTLE and Porter's five forces model. The analytical and descriptive part focuses on the Czech and Slovak golf market and analyses the American magazine GolfDigest. The marketing mix is examined, including product, price, distribution and marketing communication, which includes advertising, emailing, websites, social media and more. Competitive analysis includes Golf magazine and Premium Golf. Based on the findings, recommendations for improvements are proposed for the website, emailing campaigns, social media and the Open Tour. The goal is to strengthen GolfDigest magazine's marketing communications and increase its competitiveness. The thesis provides a comprehensive view of the marketing communication of...
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Communication in hunting
Vavřich, Adam ; Klabíková Rábová, Tereza (advisor) ; Halada, Jan (referee)
This bachelor's thesis deals with the communication of the largest Czech hunting interest organization - the Českomoravská myslivecká jednota, z.s. (Czech-Moravian Hunting Association, registered association). The thesis also focuses on the public opinion regarding hunting and communication within the hunting domain. The main objective of this work is to present the communication mix of the Czech-Moravian Hunting Association its marketing strategies, and internal communication. The first part of the thesis defines the theoretical framework related to hunting, communication, and marketing in interest associations. The theoretical and methodological context of the researched concepts and subjects is introduced. In the methodological section, research objectives and utilized research methods are thoroughly described. The practical part contains the actual research, which is essentially divided into two main sections - one comprises a questionnaire survey, while the other focuses on individual components of the communication mix of the Czech-Moravian Hunting Association. At the end of the practical section, a set of recommendations concerning communication and public relations of the Czech- Moravian Hunting Association is presented. Apart from this bachelor's thesis, there are not many specialized...
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Media space dedicated to FC Slovan Liberec in the daily Sport
Dlask, Jakub ; Chrenčík, Roman (advisor) ; Halada, Jan (referee)
This bachelor's thesis entitled "Media space devoted to FC Slovan Liberec in the daily Sport" deals with finding out and comparing what space FC Slovan Liberec received in the daily Sport in comparison with the winners of the three previous years of the Czech top football competition. In the theoretical part, I first describe the interconnection between sport and journalism by means of professional literature and then define the specifics of sports journalism. Next, I introduce the daily Sport, which as the only Czech sports daily was used for the research in this bachelor thesis. In the methodological part, I first use the literature to characterise the quantitative content analysis that I have chosen as my research method. I follow this by describing the theoretical background, setting the research questions and writing the hypotheses. In the analytical section, I then describe my research process and then compare and present the data collected.
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Marketing communication of the DFL and Bundesliga
Kaminski, David ; Halada, Jan (advisor) ; Koblovský, Petr (referee)
This bachelor thesis examines the sports marketing strategies used by the German Bundesliga and its governing body, the Deutsche Fußball Liga (DFL), with an emphasis on communication channels and comparative analysis with key European rivals. The first part of the thesis discusses the theoretical foundations of sports marketing, the marketing mix in sport and target groups, followed by the historical context of the Bundesliga and the establishment of the DFL. Subsequently, the DFL's communication strategy for the 2021/22 season is examined, focusing on channels such as social media, website, media communication and the DFL Magazin. A comparison is made between the marketing strategies of the English Premier League, Spanish La Liga, Italian Serie A and French Ligue 1 to identify the unique strengths of the DFL and potential areas for improvement.
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Sexist portrayal of women in marketing communication: differences in the perception of sexist advertising between women and men of generation Z
Brázdilová, Eva ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the sexist portrayal of women in marketing communication, focusing on whether sexism in advertising is perceived differently by women and men of Generation Z. Despite the significant influence of advertising on social attitudes towards gender, there is a lack of academic texts on how people perceive and respond to sexist advertising. This thesis consists of three parts - theoretical, methodological and research, which provide an overview of the theory of sexism, the different forms of sexist portrayals of women in advertising, means of fighting against sexism and its regulation, research methodology and analysis of research findings. The research was conducted through semi-structured interviews with Generation Z respondents to obtain qualitative data on their views on sexism in advertising. The discussion of the research findings provides insight into the attitudes and perceptions of Generation Z towards sexist portrayals of women in advertising and offers important implications for the advertising industry and society as a whole. The gathered data shows that both genders view sexist portrayal of women in advertising in a similar way, which is negative. The only significant difference was men's lower ability to recognize sexism.
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The Means and Influences of Communication in Fashion in 18th and 19th Century England
Sekal, Monika ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
This master's thesis is set to analyze communication tools of fashion in Great Britain in the 18th and 19th century. It studies the meanings, symbolisms, and communication tools of fashion, primarily in the context of the aristocracy and royalty of Great Britain, using primary sources supported by secondary literature. First, it describes the period with emphasis on the key historical events and goes on to describe fashion and clothing customs in the set period. Next it focuses on the relation between fashion and the state economy, communication through fashion, describing more meanings of fashion and its symbolisms. Afterwards it compares fashion and its development across Great Britain, France and the United States. An important part of this thesis is also an insight into the behavioral customs of men and women of the period through a fictional interview with a lady and a gentleman, based on information gathered from primary sources. This master's thesis analyzes the communication tools of fashion in the 18th and 19th centuries. It studies the meanings, symbolisms, and tools of communication in fashion, primarily in relation to the aristocracy and royalty of Great Britain using primary sources supported by secondary literature. It begins with a description of the period under study, focusing on...
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The communication of the British Royal family in 2021 on Instagram and its influence on the opinion of the generation Z
Hlavatá, Kateřina ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the influence of the communication of the British Royal Family on the perception of the generation Z. At first it presents the theory of public relations and the usage of social media in the communication strategy, where it also describes one of the most significant theories of PR, the Cutlip's and Center's theory 7 C. This thesis aims to determine the share of communicated topics on @theroyalfamily Instagram profile, to evaluate the quality of its content and to find out if it has any influence on the opinion of the generation Z. The research was divided into three parts due to various research questions: questionnaire survey, content analysis and subjective analysis of the author.
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