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Marketing communication in the selected company
Mazánková, Jana ; Štůsek, Jaromír (advisor) ; Tučková, Karolína (referee)
The theme of this bachelor thesis is marketing communication in the selected company. The thesis is divided into two main parts, the theoretical one and practical one. The theoretical part was based on studying technical literature and the term marketing and its main tools, which are called marketing mix, are explained there.
The practical part contains analysis of individual tools of marketing mix in chosen restaurant. For the purposes of this analysis was created electronic questionnaire, in which customers of the restaurant could comment on offered services and their quality. Based on the results of the questionnaire were made proposals for better use of marketing tools.
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Marketing communication in the selected company
Kotrč, David ; Štůsek, Jaromír (advisor) ; Dagmar, Dagmar (referee)
This Master thesis covers the marketing communications. The main aim of the work is to draft recommendations that will improve marketing communications of CENTRA a. s. The first part of master thesis is focused on the theoretical basics which explains the concept of marketing, marketing mix, marketing communication, communication mix, communication on the Internet, B2B communications and CRM systems. In the second practical part is processed analysis of the marketing mix of the company and analysis of marketing tools used by CENTRA a. s. After processing analysis of the marketing mix and analysis of marketing tools was a proposed recommendation for improvements of marketing communications of CENTRA a. s.
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The Analysis of Communication Activities of Junák Organisation in 2011 on the Example of National Charity Events
Höschlová, Aneta ; Halada, Jan (advisor) ; Ježek, Jiří (referee)
Bachelor thesis entitled The Analysis of Communication Activities of Junák Organisation in 2011 on the Example of National Charity Events deals with the largest educational organization in the Czech Republic. The aim is to introduce the organisation Junák - svaz skautů a skautek ČR in terms of its mission, history and current status. It contains an analysis of communication activities of the non-profit organization, which is focused on the analysis of media coverage and communication tools that this non- profit entity used the most. In the second part, this bachelor thesis deals with charity events of non-profit organizations and describes in details four national charity events of the scout movement - Betlémské světlo, gatherings Postavme školu v Africe, KAPKA and Velikonoční skautské kuřátko, then compares their sense to the mission of Junák and its communication strategy. The last part focuses on primary research carried out by the author of this work on the target group of respondents aged 15 to 26 years. The research examined whether the organizing charity events affect the image of non-profit organizations, whether charities are perceived differently by people who went through scout education and those who were never scouts, whether these current scout charity projects are meaningful and...
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The Snuff music band marketing communications
Šorm, Jan ; Huml, Jan (advisor) ; Fejfarová, Martina (referee)
This graduation thesis describes marketing communication of czech modern-rock band
The Snuff, where author of the thesis is a member and composer of the band himself. At first, theoretical background in marketing is defined, especially significant attention is paid to latest trends in marketing communication including marketing communication on the internet and social networks. The practical part is focused on analysis of survey regarding buying habbits of the czech and polish fans of the band. Then pen and paper interview took place, which was done with czech and polish female fan of the band. Based on the findings, specific recommendations are proposed for The Snuff to improve their marketing activities. Also, The Snuffs most ambitious upcoming project called The Ultimate Price is analysed, whether is czech and polish fanbase interested in the project or not and also which direction should band take to finish the project successfully.
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Promotion of selected company
Svatek, Jakub ; Švec, Václav (advisor) ; Lukáš, Lukáš (referee)
This thesis deals with one of the key marketing communication tool of Tesco company, which is a promotional leaflet. The aim is to evaluate how is visual design and user friendliness of leaflet perceived independently and in relation to competing leaflets. The first part defines the theoretical basis of the areas of marketing, marketing communications and marketing research. The following practical part of the thesis contains a two-phase marketing research composed of individual in-depth interviews, which is followed a survey. In conclusion, the research results are summarized. Based on the results proposals are recommended for possible improvements of the current version of leaflet.
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Communication strategy of wood selling company by applying business model canvas
Toms, Petr ; Riedl, Marcel (advisor) ; Lenka, Lenka (referee)
The aim of my thesis is to define an issue of the business model Canvas now together with its implementation at the certain timber company tools with the help of tools like public relations, analyses of communication mix. In the theoretical part is described business model Canvas in detail and also defined the importance of communication in the market background including the marketing communication tools. In the practical part is with the help of business model analyzed and evaluated the current condition of communication mix at the certain timber company. Finally there are recommended the ways of improvement of the current marketing and communication system.
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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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Crisis management and crisis communication on the level municipality with extended competence
Hejlová, Martina ; Fejfarová, Martina (advisor) ; Jarmila , Jarmila (referee)
The diploma thesis focuses on crisis management on the level municipality with extended competence and, with use of the analysis, it evaluates crisis management on the level municipality with extended competence Uničov. In cases where shortcomings of the crisis management were found, there are suggestions for appropriate measures to remedy the situation. The main aim of the thesis is to analyse and evaluate crisis management on a level municipality with extended competence Uničov. The research was conducted by a method of observation and semi-standardized interview. The thesis is divided into two parts. The theoretical part describes the system of crisis management in the public administration and it deals with safety in the Czech Republic as well as with the rules of communication in times of crisis. The second, practical part of the paper points to a state of crisis management on a level municipality with extended competence Uničov. Furthermore, the practical part of the paper also includes a detailed analysis of crisis plan and emergency response plan, as well as evaluation of the communication management in times of crisis. In conclusion, the paper focuses on shortcomings resulting from the analysis of crisis management in the municipality in question. Consequently, the shortcomings of the crisis management were the basis for suggestions for appropriate measures to remedy the situation. The suggested measures affect all of the above-mentioned areas as there were shortcomings found in all of them. The thesis is focused on detailed analysis of crisis management in the municipality with extended competence Uničov, as well as on principles used by crisis management.
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Marketing communications
Kňávová, Pavla ; Selby, Richard (advisor) ; Zdeněk, Zdeněk (referee)
This thesis deals with marketing communication applied to the developer project of the terraced houses construction in the area of Černá cesta, Olomouc - Nemilany, within support of a housing development in the village.
Theoretical part of the thesis defines marketing concept and the position of marketing communication in the marketing mix. It presents individual communication tools and their use in construction.
Practical part of the thesis focuses on the analysis of company marketing communication and the current market environment. In the questionnaire survey respondents' opinions are investigated and on the basis of the gathered information the plan of marketing communication is designed and the most suitable communication tools are chosen.
Final part of the thesis evaluates the results and suggests measures in terms of effectiveness and feasibility of the promotional concept of the new developer project marketing strategy. The benefit of this thesis should be the innovation of company´s business activities and the presentation of results for both theory and practice in the area of marketing communication.
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Marketing comunication in firm
Brožová, Veronika ; Kala, Štěpán (advisor) ; Pavel, Pavel (referee)
The main goal of the diploma thesis is to propose suitable recommendations in the
area of marketing communication of the company Costa Coffee on the basis of a questionnaire survey and data analysis. To accomplish the main goal of the thesis, logically
sequenced partial goals precede it. The theoretical part contains basic terms related to
marketing, marketing mix and marketing communication, especially communication mix
and targeted marketing. The practical part describes characteristics of the chosen café chain
and its marketing mix, which is inspected also in the closest competition companies. Also
analyzed is the external marketing environment of the coffee chain. The questionnaire
survey, which is aimed to identify suitable segments for setting most effective marketing
communication possible, follows. The suggestion for the optimization of marketing tools is
based on a research into consumption and medial behaviour and lifestyle of MML TGI
population. On the basis of the data gained in this research, the perception of promotions on
the level of individual segments is analysed. The conclusion, considering all the information
acquired in the research, contains a proposal for improving marketing activities, and green
coffee is suggested to be added to the café portfolio.
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