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A comparison of analysis of the ethics in advertising in the CR and SR
Majerníková, Silvia ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis is an analysis of complaints on the advertising campaigns in terms of ethics in Czech and Slovak Republic and the comparison of decisions for these advertising campaigns raised by Councils for advertising in CR and SR. The theoretical part deals with the definition of marketing communications, the definition of advertising as a form of commercial and marketing communications. There are also discussed and compared Codes of ethic adopted by the Councils in both countries. The practical part deals with specific complaints on the controversial advertising campaigns. As advertising influences the general public, this chapter highlights the importance of ethics which are also contained in the Codes.
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Marketing communication of golf in CR and SR
Tomčová, Zuzana ; Mikeš, Jiří (advisor) ; Polišenský, Tomáš (referee)
Goal of this thesis is an analysis of marketing communication used in golf in Czech and Slovak republic and analysis of marketing activities in two golf courses, through they keep their position among the concurrence. In a theoretical part there is written basic information about marketing, sport marketing, marketing communication and its forms within the golf in Czech republic and Slovak republic as well. Topic of practical part is analysis of activities and the consecutive recommendations for the future in two analysed golf courses.
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Analysis of internet marketing tools with the focus on czech companies
Černý, Daniel ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The first part represents an overiew of basic marketing terms and concepts with the emphasis on marketing communications and current marketing trends. The main topic of this bachelor thesis, internet marketing and its tools, gets an in-depth analysis in the second chapter, followed by relevant statistics concerning the use of internet in the Czech Republic. These two parts form a theoretical background for the actual research which compares the attitudes towards internet marketing within a group of different companies from different industries. The authors draws universal conclusions on modern era marketing, as well as particular recommendations for each company.
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Efektivnost věrnostního programu na příkladu vybraného předního výrobce střešních oken.
Vlková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to analyze the loyalty program of the company Roto stavební elementy s.r.o. The work is divided into three chapters. The first chapter deals with the marketing and commercial communications, describes the various forms of commercial communications. The second chapter focuses in detail on sales promotion as a form of commercial communication. Most attention is devoted to loyalty programs. The third chapter introduces the company Roto, its product portfolio and loyalty program. The chapter also includes evaluation of the effectiveness of the program based on four key indicators and a few suggestions for improvements. The conclusion summarizes the results of the analysis.
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Analysis of marketing communications of French cosmetic brand on the Czech market
Musilová, Zuzana ; Mikeš, Jiří (advisor) ; Jadrná, Anna (referee)
This work discusses the communication strategy of French natural cosmetics brand, L'Occitane on the Czech market. The aim is to describe the communication mix, analyze previous communications and the possibility of increasing its efficiency and optimization. The theoretical part focuses on marketing mix tools, including promotion (marketing communications). The analysis describes the current communications development, communication mix and factors affecting the optimal combination of communication elements. Attention is also paid to cosmetic industry and its development, focusing on the Czech Republic. The practical part introduces L'Occitane, its brand and product. Then it focuses on brand performance on the Czech market, describes and analyzes the communication mix tools. The conclusion outlines its future direction and possible recommendations, using SWOT analysis.
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Questions of promotion of domestic tourism in the Czech Republic
Šremrová, Stanislava ; Mikeš, Jiří (advisor) ; Prouzová, Hana (referee)
The thesis deals with the promotion of domestic tourism in the Czech Republic, which gains its importance at the time when the world is facing challenges of globalization, such as the recent economic crisis was, that greatly hampered international tourist arrivals. Its promotion has been neglected for long time in the CZ and its development started practically in the new millennium. The goal of the thesis is to analyze the current promotion of domestic tourism, particularly activities of the CzechTourism office which is the main institution promoting tourism in the Czech Republic. The practical part presents marketing and commercial communications, their tools, features and new trends, continuing with the promotion of tourism destination, its marketing mix and the role of destination management. The theoretical part introduces the Czech Republic as a tourist destination, maps coordinating tourism authorities and mainly analyzes the current communications of the CzechTourism agency, with special emphasis on domestic tourism. In the end it presents some recommendations for promotion in the future.
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Marketing communications in the tobacco industry
Kahánková, Tereza ; Mikeš, Jiří (advisor) ; Grof, Jan (referee)
The diploma thesis in its theoretical part treats of marketing communications within the marketing process with focus to below-the-line communication activities that are crucial to the communication in the tobacco industry. The second part already characterizes the specifics of the market and the regulation in the tobacco industry. The third part describes in detail the target group of adult smokers and the application of the marketing communications in the marketing of tobacco products, both in the B2B and B2C area. The last part outlines the opportunities and threats based on the current situation on the market and its estimated development and defines what are the key focus areas and both strategic and tactical steps could ensure a potential growth and brand building.
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PR as a Tool for Investment Promotion in CzechInvest Agency
Kuncová, Renata ; Postler, Milan (advisor) ; Kocourková, Lucie (referee)
Diploma thesis is concerning marketing communications and public relations with focus on public sector and practical application as a tool for investments attracting -- in context of the Czech Republic and Investment and Business Development Agency CzechInvest. The main target is to identificate marketing and communication activities, technics and tools for investment promotion with providing of their analysis, evaluation and recommendation of future development. Actual issues like Web site and Corporate Design of agency are examined in detail with focus on recommendation of new strategy.
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Výstavy a veletrhy jako nástroj marketingových komunikací
Nováková, Zuzana ; Postler, Milan (advisor)
Výstavy a veletrhy zaznamenávají v celosvětovém měřítku nepřetržitý růst. Představují prostředek, díky kterému dochází ke shromažďování lidí podobných či stejných zájmů na jednom určitém místě v předem vymezeném časovém prostoru. Představují osvědčený nástroj marketingové komunikace, který v souvislosti s okolním dynamickým, technologickým a technickým rozvojem bude v rámci ostatních nástrojů stále více v centru pozornosti. Cílem práce je provedení analýzy výstav a veletrhů z hlediska marketingových komunikací a možnosti jejich využití do budoucnosti. Praktická část je zaměřena na aplikaci teoretických znalostí na konkrétním příkladě společnosti Výstaviště v Lysé nad Labem. Záměrem tohoto úseku je zhodnocení výstaviště v Lysé nad Labem jako možného prostředku prezentace podnikatelů v regionu. Hlavním přínosem této bakalářské práce by mělo být zhodnocení výstav a veletrhů jako možného nástroje marketingových komunikací, analýza současné situace ve výstavnictví a zhodnocení výstaviště v Lysé nad Labem.
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