|
|
The perception of brands online stores on the Czech market
Motyčková, Eliška ; Stříteský, Václav (advisor) ; Volešová, Šárka (referee)
This thesis examines the perception of brands online stores on the Czech market eyes of consumers in the age range 18-30 years. Three examinees brands online stores are the biggest players on the Czech Internet market. The first is Alza, second Mall and last Kasa . The aim of this work is based on its own survey to identify the perception of brands largest Internet shops in the Czech market. The theoretical part deals with the flagship brand, the Internet environment and consumer behavior of Internet users. In the practical part the analysis and comparison of selected online stores using Internet applications. Furthermore, it summarizes the results of the survey, which was conducted electronically. The results show that the most popular online store is Alza.cz.
|
|
|
Analysis of the marketing communication Sue Ryder Home, z.ú.
Vothová, Petra ; Musil, Martin (advisor) ; Nový, Jan (referee)
Bachelor's thesis in theoretical part deals with the concept of the national economy and its division into various sectors and describes the main principles. Work explains the layout of non-government organizations, mission and vision. Another part is devoted to communication theory, communication strategy planning process and the structure of the communication mix. In the practical part I apply the theoretical knowledge on specific non-profit organization Sue Ryder Home, z.ú. The work deals with the organization's mission, vision and values, competition analysis and SWOT analysis. It has been performed an analysis of marketing communication strategies Sue Ryder Home, z.ú. and analysis of selected items from the annual reports. At the work has been used a qualitative research method by interviewing staff and volunteer at organization. The interviews were coded. The design of a communication strategy is performed on the end of the work.
|
|
|
Marketing tools of the United Islands festival and real impacts of their use
Šimon, Michael ; Riedlbauch, Václav (advisor) ; Pešek, Ondřej (referee)
This diploma thesis, entitled "Marketing tools of the United Islands festival and real impacts of their use" is focused on the marketing tools suitable for marketing of musical production and is based on example of the United Islands festival. The goal of this thesis is to marginally present specifications of musical open air productions, to present in detail marketing tools used for promotion of these events and by using data from marketing research to demonstrate whether the tools used by the United Islands festival are chosen correctly or incorrectly. Theoretical part of the thesis is devoted to a definition of work related terms and to list marketing tools suitable for promotion of music productions. The following practical part gain from theoretical part and from marketing research and by using them it deduces what marketing tools are suitable for promotion of the United Islands festival and what is their cost effectiveness and efficiency.
|
|
|
Marketing potential of contemporary art fairs
Zbořilová, Lenka ; Černá, Jitka (advisor) ; Kolouchová, Daniela (referee)
The master's thesis deals with the marketing potential of the recent art work fairs. The aim of the thesis was to analyse the potential of the fair trades with the emphasis on the benefits of participation for the Czech private galleries in such fairs. The thesis also deals with the fair as one of the communication mix tools, which shall serve to achieve the marketing and communication goals and presents the relationships between the participants in the art work market. The advantages of the participation in recent art work fairs were analysed through the method of interview comparison with the gallery owners and employees. The analytical part covers the analysis of the participation of a Czech private gallery in an international recent art fair and presents the barriers of entry for Czech galleries in such fairs. With regard to the results of the analysis the measures were recommended that would lead to more effective usage of the marketing potential of the recent art fairs.
|
|
|
Marketing Communications of the Kalich theater for its musical Mowgli
Michalovský, Jakub ; Procházková, Markéta (advisor) ; Myjavcová, Renáta (referee)
The Bachelor thesis deals with marketing communications of the Kalich theatre using social networks and Facebook applications used in order to improve marketing communications. The theoretical part defines the concepts of marketing, marketing mix, marketing communication and marketing communication on Facebook. The practical part specifically discusses the theatre's marketing communications in practice. The aim o the thesis is to bring the possibility of a new way of making communication for the new musical Mowgli through social networks by using a variety of applications together with paid advertising.
|
|
|
Marketing communication of a firm operating in the steel industry
Zeleňáková, Tereza ; Halík, Jaroslav (advisor) ; Marušiak, Peter (referee)
The aim of this dissertation thesis is to analyze marketing communication tools on a business to business market. To enhance the concreteness and added value of the paper, a real case study of the firm U. S. Steel Košice is used. The organization indends to undertake a rebranding process in near future. The first three chapters of the work fall under the theoretical part, which contains specificities of B2B marketing as opposed to B2C. The fourth chapter is dedicated to the practical part and includes analyses of the external environment and the steel industry, as well as internal analyses of the company, including its communication mix. Finally the paper presents a few workable recommendations for modern and effective strategic communication, based on the analyses executed.
|
|
|
Vytvoření komunikační strategie pro začínající firmu
Fistein, Benjamin ; Král, Petr (advisor) ; Beňo, Miloslav (referee)
This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.
|
|
|
The proposal of the improvement of communication in Husqvarna company Prešov
Taišová, Andrea ; Postler, Milan (advisor) ; Verčimák, Daniel (referee)
This master thesis focuses on the proposal of the improvement of communication in a particular company -- company of the authorized vendor of Husqvarna products in Prešov. In the theoretical part of this master thesis the marketing communication is characterized as a part of a marketing mix. Furthermore, the singular forms of marketing communication and their specifications in this market area are described. In conclusion of the theoretical part the use and procedure of the SOSTAC method is explained. The main focus and goal of the practical part is the proposal for the optimalization of the present communication in the company. In the practical part of the master thesis, a personal on the field experiment was used. On the basis of this experiment due to the method of SOSTAC specific steps for the optimalization of the communication in this company were assembled.
|
|
|
Marketing Strategy of Black Light Theatre of Jiri Srnec on German Market
Kervitcerová, Anežka ; Postler, Milan (advisor) ; Goščíková, Romana (referee)
The main goal of diploma thesis is to analyse the marketing strategy of Black Light Theatre of Jiri Srnec and to suggest its future improvements. The thesis itself contains six chapters, divided into theoretical and practical parts. First three 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 Black Ligh 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 strategy.
|
|
|
Analysis of the Communication Strategy of Hervis Sport a móda s.r.o.
Hronová, Blanka ; Chylíková, Hana (advisor) ; Marčenková, Natálie (referee)
This final thesis deals with the communication strategy of Hervis Sport a móda s. r. o. The first part provides a theoretical framework for marketing communication, explains concepts such as marketing process management, marketing mix, communication mix and new trends in communication. The aim of this thesis is to suggest a new communication strategy based on analysis of current communication of Hervis and results of conducted survey. Description of Hervis is included in terms of its history, the international presence of Hervis subsidiaries, the contemporary marketing mix and the identification of Hervis' competitors.
|
guest ::
