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Marketing communications of the company České dráhy, a.s., from the point of view of competition
Tomková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with marketing communications of the company České dráhy, a.s. and competition on the rail market in the Czech Republic. The aim of this thesis is to evaluate and provide a complete picture of marketing communications in České dráhy, a.s. from the point of view of particular forms and by means of my own questionnaire research to find out about the customers' awareness of marketing activities of the company and their satisfaction with the services which they provide. The current situation on the Czech market is presented in the form of competition analysis. The thesis is focused on the B2C segment and personal rail transportation.
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Marketing and communication strategy of Viola theatre
Poláček, Jiří ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
The main goal of the following diploma thesis is to analyse the marketing and communication strategy of Viola theatre and to suggest its future improvements. The thesis itself contains eight chapters, divided into theoretical and practical parts. First four theoretical chapters are devoted to marketing, marketing mix, situation analysis and marketing and commercial communications and strategies. Following chapters create the practical part of the thesis and contain information about Viola theatre, analysis of its marketing mix, evaluation of recent marketing and communication strategy and interpretation of field research results. Based on these analyses, the last chapter brings suggestions and recommendations for improvements in future marketing and communication strategy of Viola theatre.
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Forms of commercial communications on television and their use
Hokrová, Lucie ; Postler, Milan (advisor) ; Novák, Ondřej (referee)
The aim of this diploma thesis is to analyze every form of commercial communications on television. These forms are commercial, sponsoring, teleshopping, teletext,television grouting and product placement. The thesis has five chapters. The first and second chapters are theoretical bases of this thesis. These chapters contains information about marketing, marketing and communication mix, marketing and commercial communications. The third chapter describes media and medial environment. The fourth chapter contains detailed information about television or more precisely television medium. The fifth chapter contains the analysis of forms of commercial communications used on television. The part of this chapter is among others the analysis of data provided by Admosphere, s.r.o. and interviews with specialists from television, medial environment.
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New forms of Commercial communications and their use in the Creative industries
Fidrmucová, Naďa ; Postler, Milan (advisor) ; Tyslová, Irena (referee)
The thesis "New forms of Commercial communications and their use in the Creative industries" is focused on two phenomena of our time. The new forms of commercial communication like response to the abandonment of traditional communication methods, channels and media. The second phenomenon is the creative industries as an opportunity for the new economy. This work includes the analysis of specifics of marketing communication in the creative industries, analysis of commercial communication and its selected new forms and practical examples of their use in the creative industries. Based on these analyzes, I draw general conclusions and specific use of new forms of commercial communications in the communication of creative industries.
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The Specifics of Commercial Communications in Vietnam
To, Bich Ngoc ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This diploma thesis deals with the commercial communications market in Vietnam and describes its specifics. The guideline to comparison is the Czech market of commercial communications. The first chapter deals with the theoretical basis. Six forms of commercial communications (Advertising, Direct Marketing, Sales Promotion, Public Relations, Sponsoring and Online Communication) are included in a wider framework of marketing communications. The second chapter introduces Vietnam to the reader; the emphasis is laid on the economic situation of the country, history and culture. The third chapter provides information for understanding Vietnamese consumers in terms of cultural dimensions and consumer trends. The example of consumer segmentation based on age is also mentioned there. The fourth chapter characterizes the commercial communications market in Vietnam. The advertising chain and its functioning is described. Attention is paid to the legal regulation of the commercial communications market. The specifics at the local market are defined for each form. Valuable information for this part is provided by experts in commercial communications in Vietnam. The last chapter utilizes knowledge of the issue on the example of analyzing television campaign of an international brand in Vietnam.
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Marketing strategy of Beachklub Praha - Pankrác
Bellová, Barbora ; Odehnalová, Jitka (advisor) ; Burianová, Monika (referee)
The main aim of this thesis is the analysis of marketing strategy of Beachklub Praha - Pankrác and the proposal of changes for the future. The theoretical part focuses on specifics of marketing of services, marketing planning and its phases, marketing communications and tools of the communications mix. The first chapter of the practical part offers the characteristic of Beachklub Praha - Pankrác and its services. The most important part of the thesis is the last chapter, which contains the analysis of marketing strategy, including analysis of the target group, the competition, marketing tools and communications mix. In the conclusion, there are proposals for improvements of the current marketing strategy.
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The specifics of marketing communications of company Red Bull and their impact on the consumer
Derenčényiová, Lenka ; Postler, Milan (advisor) ; Mečlová, Eva (referee)
This thesis examines a relationship between specific marketing activities of the company Red Bull Czech Republic and their impact on consumers (change in brand perception, change in the purchase decision-making). Further more it examines general knowledge of brand communication activities implemented by Red Bull Czech Republic. The theoretical part of the thesis describes terms such as marketing communication concepts and their forms, a brand, SWOT analysis, market segmentation. The second part identifies in detail company Red Bull and its communication activities. The third part described the competitive environment within the Czech market of energy drinks which was also a part of the following SWOT analysis. The basis of the last part of the thesis is analysis of author's own questionnaire research which was a basic source of data for the support of the paper's main objective.
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Consumer segmentation on the Czech beer market
Brom, Jaroslav ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This master thesis focuses on consumers on the Czech beer market. The main objective is to get knowledge of current consumers through a qualitative research. Based on the most important tendencies I will carry out a segmentation of the market. As a result, profiles of main consumer types will be identified. Deep knowledge about current consumers will provide valuable recommendations for developing optimal communication strategy. I will especially concetrate on attitudes to advertisements and main elements of advertising campaigns.
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Analysis of specific campaign of Czech Railways company
Panková, Miroslava ; Postler, Milan (advisor) ; Szmeková, Libuše (referee)
The bachelor thesis "Analysis of specific campaign of Czech Railways company" deals with the analysis of campaign "In-card winter 2011/2012". The theoretical part presents marketing, marketing mix and marketing and commercial communications. All forms of commercial communications are described in detail. The practical part of thesis describes firstly the Czech Railways company, its subsidiaries and then presents its existing forms of communications. The next part deals with the analysis itself. First, by using a custom questionnaire investigation and then by analyzing the data provided by Czech Railways. The conclusion summarizes the results and recommendations for the future.
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Aid to developing countries and the role of commercial communications
Kopecká, Monika ; Mikeš, Jiří (advisor) ; Žižková, Zuzana (referee)
The developing world presents many questions which are explored by different scientific disciplines and fields in an effort to find sustainable solutions to problems that are defined in the MDGs. Even the marketing and commercial communications brings many creative and effective solutions in order to help achieve these goals. The primary aim of this thesis is to identify the different types of development assistance provided by various subjects of our society, to characterize the market from the perspective of developing marketing strategies and to analyze the potential of selected tools of commercial communications in creating sustainable solutions to development problems. Communication for Development which is based on global partnership has the potential to accelerate the achievement of term and measurable development goals and presented work tries to demonstrate it through many examples.
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