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Proposal to Change the Marketing Mix of the Selected Company
Nykel, Šimon ; Bindr, Petr (referee) ; Mráček, Pavel (advisor)
The bachelor thesis focuses on the analysis of services and products offered by the accomodation and recreation centre Heroltická s.r.o. Based on the gathered data about the company and conducted quetionnaire among the company´s employees, the measures are suggested in order to increase customer satisfaction and loyalty. These measures also signify a way to approch new clients.
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Proposal of Communication Mix
Bedáň, Martin ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
The bachelor thesis deals with the communication mix of the company Kubicek Amis s.r.o. Analyzes communication tools that are currently used for communication and promotion of company. The main contribution of the bachelor thesis should be a more effective marketing communications.
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Proposal of Communication Mix
Bedáň, Martin ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
The bachelor thesis deals with the communication mix of the company Kubicek Amis s.r.o. Analyzes communication tools that are currently used for communication and promotion of company. The main contribution of the bachelor thesis should be a more effective marketing communications.
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Analysis and Draft of the Marketing Strategy for selected Catering Firm
Miklošin, Ondřej ; Oberhel, Martin (advisor) ; Gunina, Daria (referee)
The aim of this bachelor thesis is to analyze the existing marketing communications of the White Circus catering company and to propose further potential communication activities for this company. The theoretical part of the thesis defines the basic concepts of marketing mix, focusing on the promotional mix and including modern marketing trends. The practical part of the thesis is dedicated to the White Circus catering company, a branch of the Ambiente catering company. First, a competition analysis of the White Circus company is carried out and its current marketing communications analyzed based on an in-depth interview with the White Circus marketing director. Based on the findings, the thesis then proposes innovative communication strategies for improved marketing communications of the White Circus catering company in the future.
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Analysis of promotional mix of Enterprise
Demuthová, Denisa ; Postler, Milan (advisor) ; Lukešová, Michaela (referee)
This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.
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Marketing Communication of gallery´s exhibitions
Chalupová, Kateřina ; Černá, Jitka (advisor) ; Prokůpek, Marek (referee)
Bachelor´s thesis focuses on the current possibilities of using communication tools in museums and galleries focusing on marketing communication and promotion of exhibitions. The aim of the thesis is based on a research to design more effective marketing communications gallery on the example of selected exhibitions in the DOX Center for Contemporary Art. The theoretical part deals with the terminology associated with the areas of arts management and marketing communications. Studies dealing with marketing communications, galleries and museums focusing the use of the new possibilities of communication and participation in social networks are also included in the theoretical part. The practical part is focused on the analysis of marketing communication of the previous exhibitions at the DOX Center for Contemporary Art. Included are three interviews, with Zuzana Masná, from the DOX Center, and with two bloggers: Sandra Kisić and Anna Stránská. The research is based on the analysis of communication studies research and personal interviews. At the end of this part I will suggest the new possibilities for the use of marketing tools and ways to update the current marketing communications on example of the current exhibition Big Bang Data.
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Trends in marketing of computer games
Němečková, Petra ; Klimeš, David (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis deals with marketing of computer games with a focus on promotion. The game market is currently over-saturated, and companies are looking for ways to design and communicate their product in order to differ from a huge amount of similar titles. At first, the work focuses on the marketing mix of digital games, describing the specifics of the product of this market, the way of financing and the distribution channels, and introducing the reader to the new area of digital distribution. It is also necessary to define consumers and fans in order to complete the mix. Then, the work focuses on promotion, which is examined in detail through the framework of the communication mix. For the needs of the work, the mix was extended in the field of online communication and community work. The thesis asks in which way the games are specific, and how their communication is different. The work shows trends in communication, and at the same time demonstrates trends in the practical part. This part consists of a case study on the Witcher III: the Wild Hunt. Theoretical knowledge is linked to practical use here. Theory is also tested by a questionnaire survey that identifies what communication activities were so significant that they captured the player's attention. The work summarizes marketing...
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Communication strategies of musicals played in the Divadlo Broadway stressed on the example of the musical Kleopatra
Lichtenbergová, Anna-Marie ; Orban, Karol (advisor) ; Báča, Ladislav (referee)
1 Abstract This bachelor thesis entitled Communication strategies of musicals played in Theatre Brodaway showed in the example of the musical Cleopatra discusses the characteristics of communication strategies employed by private musical theatres in the Czech Republic. This discourse focuses primarily on the musical Cleopatra, which has become an integral member of the theatrical canon of the Czech Republic. It is produced by Cleopatra musical, s. r. o. and it is played at the Theatre Broadway in Prague. Furthermore, the thesis is divided into two parts - theoretical and practical. On the one hand, a brief primer on the theoretical aspects theatre will help familiarize the reader with not only the technical definitions of terms such as "theatre" or "musical" but also on the theoretical backing of communication strategies and promotional mix. On the other hand, the "practical" portion of this essay will provide concreteness via a characterization of Cleopatra musical, s. r. o. and the Theatre Broadway as well as a review of the developments in the types of communication strategies used for this musical from 2001 until 2014. This thesis will conclude with a general evaluation of the communication including all tools of the promotional mix. This will be followed by recommendations for more efficient...
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Musical as a Marketing Product
Vágnerová, Tereza Aster ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
The bachelor thesis "Musicals As a Marketing Product" is dedicated to marketing communication in the field of musical-dramatic arts. It provides a description of marketing communication in the licensed musical "Les Misérables", produced by the GOJA agency. "Les Misérables", in terms of marketing and ticket sales, is a musical phenomenon in the Czech Republic. The purpose of this work is to characterize marketing communication of musical-dramatic arts and furthermore, to describe the marketing specifics of the Czech musical environment through the application of theoretical knowledge. It will also give a detailed description of marketing communication in musical-dramatic arts which is then analyzed and evaluated. At the end of the study it provides possible recommendations and suggested changes to make marketing communication of musical arts more efficient.
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Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010
Vaicová, Ivana ; Dolanský, Pavel (advisor) ; Čeňková, Jana (referee)
At times, when even state-financed museums and galleries are forced to manage the entrusted financial resources responsibly, create their own profits and raise funds for their operations from other than public sources, marketing communications become an important tool for reaching out to visitors as well as potential sponsors and other supporters. It is understandable that in private organizations, which gain only a relatively small percentage of their total budget from the state grants, are the marketing activities even more important. The bachelor thesis "Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010" characterizes the DOX centre, one of the biggest czech private galleries, describes its activities, analyzes the competition, target groups, and especially its communication tools. The most important points are then summarized by a brief SWOT analysis. The contribution of the work lies mainly in the comparison of the theory of museum marketing mostly from foreign-language literature and marketing practice realized by the czech institution of DOX centre. The essence of the work consists of the analysis of the components constituting the promotional mix of the DOX centre in the given period of time, the segmentation of target groups, and the identification of...
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