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Communication Mix Proposal
Vintrová, Stephanie ; Zograbyan, Hrispisme (referee) ; Novák, Petr (advisor)
The Bachelor’s thesis deals with the optimization and the designof the e-shop communication mix. The thesis is divided into three main chapters. The firts one is dedicated to the theoretical knowledge of the area od marketing, the second one contains basic data and analysis performed. In the third chapter, the improvement of the existing communication mix of the company is suggested, based on the theoretical knowledge and subsequent analysis of the problems and the actual condition. It includes the suggestion of the new promotional methods which will lead to a better communication with the public and the consequent increase of the number of the customers.
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Analysis of Marketing Communication Universities with Regard to the Interest of Candidates for Study
Řiháčková, Michaela ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
Educational institutions have an irreplaceable role in society. There is still a greater interest in studying at universities, that is the reason for generating of a competitive environment. The universities have to create a competitive advantage for their market success. The marketing communication is also important. The aim of this thesis is to detect, if there is the relationship between marketing communication of private nad public universities in the Czech republic through the media and if there is an interest of the applicants in the study.
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Marketing Tools Strengthening Competitiveness
Rozsypalová, Lenka ; Nábělková, Irena (referee) ; Zich, Robert (advisor)
This thesis focuses on marketing tools, strengthening the competitiveness of Tesco Stores ČR a. s. with orienting primarily on marketing communication. The theoretical part is based on the explanation of the terms competition, competitive advantage, competitiveness, compared with the competition, and describes the different marketing tools. Second analytical section describes specific company, there is an analysis of the customer using a questionnaire, as well as comparisons with competitors and communications mix of companies. The last section is devoted to proposals to improve the competitiveness of the company.
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Marketing Plan Proposal for the Servis Feňo Company
Feňo, Tomáš ; Vyklický, Martin (referee) ; Konečná, Zdeňka (advisor)
The thesis is focused on developing a marketing strategy proposal and creating a set of specific recommendations for the company Servis Feňo, which provides service in the field of electric water heating. To identification of a company current state, it has been used a marketing situational analysis, i.e. evaluation external and internal factors, which results in a summary SWOT analysis. On the basis of weak spots detected, this particular measures were proposed; to define mission, vision and targets of a company, to create a client database, to redesign and improve corporate identity, dress code, revision of the current websites and other instruments of online communication such as SEO and PPC advertisement. Realisation of these particular marketing strategy proposes should lead to acquisition of new clients, retaining of current ones and strengthening competitiveness of the company.
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Communication campaign of independent short film
Lavreniuk, Olena ; Vondra, Zdeněk (advisor) ; Horný, Stanislav (referee)
The subject of the thesis is the design and practical implementation of marketing campaigns based on 3D animated short film. 'Blue of the Sea' is implemented within the course 4ME399 Multimedia project seminar at the University of Economics in Prague. The theoretical part contains a brief description of the basic elements of marketing communication and the specifics of the film industry. The practical part deals with the creating of a marketing plan for the project, includes market analysis, target audience research, selection and implementation of certain marketing activities.
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Use marketing methods in urban development
Karlíková, Michaela ; Khendriche Trhlínová, Zuzana (advisor) ; Vláčil, Jan (referee)
This thesis deals with marketing and marketing communication district of Prague 20. The aim is to assess the impact of marketing communication on the development of the district. The theoretical part defines the basic concepts of marketing and marketing communication and introduces concepts such as marketing mix, segmentation, marketing tools and communication channels. The practical part describes characteristic of district. This section further analyzes the communication of district, which also includes a case study of project, a multipurpose sports hall Jívanská . Based on the information they are also suggested measures to improve communication. The collected information shows that, if district use marketing methods, it has got positive affect on the development of the district.
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Analysis of brand awareness of Air Bank on the Czech market "Can the Czechs like also a bank"?
Stehlíková, Tereza ; Skokanová, Dagmar (advisor) ; Kešner, Martin (referee)
The aim of my bachelor thesis was to analyse the position and awareness of the new young emerging banking institutions on the Czech banking market that occurred after entrance of new young banking institutions, which disrupted the traditional hegemony of big traditional banks such as Česká spořitelna, Komerční banka and others. The research is primarily carried out from the point of view of brand creation. Theoretical conclusions, that define the first part, are practically validated on a specific example of the new bank - Air Bank. I describe the bank history and key milestones in its establishment on the market and defining marketing approaches that Air Bank has chosen including their influence on the brand awareness. To confirm my claims -- both theoretical and practical ones - I conducted a questionnaire survey at the end of my thesis investigating either general factors of clients approach to banks, and in particular the key public knowledge of Air Bank. I obtained an overview of the success of their marketing communication and brand awareness. In the survey, I confirmed my hypothesis that points to the knowledge of Air Bank and its marketing communications.
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Brand perception
KOSOVÁ, Jana
The aim of this diploma thesis was to compare the way the Oberbank AG trademark is perceived by the public and by the employees of the company and, using the analysis and comparison of the perception, to suggest a possible change in the company?s way of communication.
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Sponsoring as a part of a marketing communication
Havlíková, Irena ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
My diploma thesis is named Sponsoring as a part of a marketing communication. How it is perceptible already from the title, the main theme of the whole work is relatively young tool of marketing communication - sponsoring. In theoretical part of my diploma work I firstly attend to the marketing communication and marketing mix , consequently in one chapter I lightly mention mark plus its identity. Then I concentrate directly on the sponsoring plus the explication of CSR -- Corporate Social Responsibility. Practical volume of my work is bent on the company Skoda Auto. Skoda Auto is a firm with more than centenary tradition. Skoda Auto is the biggest inland employer and together with the company CEZ belongs to the group of biggest sponsors in Czech Republic. Part of my diploma thesis is a questionnaire aimed for the fact - how the public perceives the company Skoda Auto.
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