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"Creative Cities" - British Council's Project as an Example of Urban Marketing
Hradecká, Johanka ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
The dissertation "Creative Cities - British Council's Project as an Example of Urban Marketing" deals with the project that is based on the theory of modern city branding and that issues today's urban problems and their solutions. It takes into account the historical perspective of city branding and his current concept, but at the same time issues Creative Cities as an example of social campaign, which aims to inform residents, agents of government and stakeholders about opportunities and tools that can achieve better quality of life in cities. The dissertation is divided into theoretical and analytical part, which takes into account all the necessary aspects of this international project - general concept of the British Council projects, focus on the creative industries, development of modern city branding, specific set of tools of Creative Cities and examples of their use and potential for the future in Europe and the Czech Republic. The dissertation is based on a three-year action of project in Czech Republic and its specific outcome in some cities.
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Marketing communication of Pilsen in connection with the nomination for the title of the European capital of culture 2015
Vysloužilová, Kristýna ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
The goal of this bachelor thesis is to analyze the communication activities of the city of Pilsen in connection with its nomination for the title of the European Capital of Culture 2015. The thesis contains an essential description of approaches to place marketing which are further supported by foreign literature. The thesis also focuses on place branding and strategic marketing planning processes in this particular area. A complete overview and description of the project of the European Capital of Culture is also included and its potential applications in the field of marketing are considered. The thesis furthermore covers the integration of this project into the long-term development of the city of Pilsen. This is mainly achieved through the analysis of strategic development documents of the city. A crucial part is dedicated to the analysis of the applied communication activities. These are analyzed within the period which is defined by the fall of 2009 and by the day when the city was officially awarded the title, that is the 19th of May 2011. This period is divided into two segments: before and after winning the competition due to significant changes in the competencies and in the approach to communication. This thesis analyzes the communication tools and the communication strategy concept for...
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Communication strategy of cities, municipalities and regions
Honzík, Jiří ; Khendriche Trhlínová, Zuzana (advisor) ; Olšová, Petra (referee)
The main subject of the thesis Communication strategy of cities, municipalities and regions is to introduce the theoretical concept of marketing communication of municipalities, cities and regions and to evaluate the role of communication in development of cities and regions. The first part of the thesis is aimed on the issue of impact of marketing communication on the development of municipalities, cities and regions in theory. The second part is aimed on evaluation of communication of the town of Lovosice with its target groups with an emphasis on residents. Within this part of the thesis there are analyzed particular components of the communication of the brand of the town of Lovosice through analysis of the town environment, analysis of perception of the town by residents by exploration among residents and analysis of particular communication channels used by the town. The town of Lovosice has not drawn up any strategy paper overaching the communication of the town, nor sufficiently secures the area by adequate staffing. The communication of the town is not effective - it lacks integrity and consistence. If the town intends to be more successfull in building its brand, it should develop strategic plan of the communication and sufficiently staff this area. The town should implement interactive communication with the residents based on the regular exchange of informations, and then to base the development activities the obtained informations.
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Implementation of regional marketing in development of selected region, municipality
GORYLOVÁ, Jana
Marketing can be broadly applied not only in the manufacturing sector but also in many other areas of life. It can be successfully used to promote regions and villages. This particular type of marketing brings together many other varieties of marketing: marketing of non-profit sector, marketing of services, marketing of tourism or marketing of regions. The usage of marketing for promotion of regions can have many varieties. It can be promotion of village for various segments of population to attract new residents, tourists or potential investors. Marketing can stress out some extraordinary feature of the village or put emphasis on the differentiation of the region compared to the other locations. Such differentiation can include creation of job opportunities, improvement of infrastructure, better conditions for new investors or accent on the environmental and health aspects. Marketing can't be seen as purely propagation, it is forming new view where the location is treated as product and the users as potential customers, which should benefit from the product and whose needs should be satisfied by the product. The promotion can't be forgotten as besides advertisement it includes also creation of brand, building of image and positive public relation Complex urban marketing (as the ultimate form of city marketing) creates concept for city development, which utilizes the partnership of all stakeholders who have interest on the development of given area. Cooperation and communication between all partners from private, public or company sectors enables exchange of knowledge of the participants, support of same goals, setting of same priorities and evaluation of selected approaches from various angles. The common target is to increase the attractiveness of the city and improvement of the competitiveness as well as boosting of the citizens identity.
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Small-scale forest units and their usage for town side recreation
ZIEGLER, Tomáš
This thesis is dealing with town side recreation. Natural environment, with forest as a dominating factor, is very important in this issue. Forests attract their visitors thanks to specific atmosphere and mostly they don{\crq}t need any additional equipment to fulfill their purpose within the frame of tourism. This doesn{\crq}t apply on smaller forest stands, so-called small-scale forest units, that attract just minimal attention by themselves. Small-scale forest units are offering relax potential, but this potential need to be developed. Through the use of convenient ground shaping, equipping and promotion of these small-scale forest units is possible to gain new recreation localities. This thesis is dealing with development of small-scale forest units nearby city Tábor.
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