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On-line comunication and new strategy of brand Rimmel
Jevičová, Katarína ; Postler, Milan (advisor) ; Nastaj, Lucie (referee)
The theme of the diploma thesis is new media, namely, websites and social networks. The aim of this paper is to highlight the development of Rimmel on-line strategy, assess the strengths and weaknesses against other competitors and suggest solutions for the future, which would take advantage of the potential offered by new media, especially to better target the audience. Established knowledge related to online brand Rimmel activity were analyzed and compared with the competition. The main objective of this work is to recommend, what direction should the on-line activities of Rimmel brand move in the future.
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Marketing strategy of internet shop
Mentlík, Tomáš ; Procházková, Markéta (advisor) ; Břečťan, René (referee)
This thesis deals with marketing strategy of the internet gift shop Dobrýkoš.cz. It is an internet gift shop with a focus on selling gift baskets filled with exclusive foreign delicacies. Marketing strategy is based on market research and personal experience from my time in this online shop. Thesis evaluates a questionnaire focused on the assessment of products and services provided to existing customers, recommends marketing strategy for this online project and shows actual process of the implementation of particular advertising campaign through radio advertising. The advertising campaign is focused on promoting new products. The conclusion recommends a method of work with existing customers and sales department, outlines marketing strategy and marketing of social networks.
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Movie distribution via internet
Halbich, Jaroslav ; Hanzlík, Jan (advisor) ; Riedlbauch, Václav (referee)
My thesis looks into the ways of movie distribution. Analyzes distribution in Czech conditions and compares the distribution with world's standard. Main accent is put on distribution via internet, but other possibilities are mentioned as well. Thesis mentions history of movie and internet. It focuses on copyright as well. Object of my thesis is to evaluate current situation and possible future progress of movie distribution, also comparison of offered online services between Czech Republic and the World.
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Internet banner advertising - a new model of online buying and selling banner advertisement
Tabáček, Jiří ; Zamazalová, Marcela (advisor) ; Galgonek, Jan (referee)
The first, theoretical part is dedicated to a complete summary of the theory behind the banner advertising in general -- starting at the very beginning of internet advertising in the past, to today's latest forms of internet advertising campaigns. In this part you can also find an exact description of functionality of these models and their possible options. The following, practical part is focused on implementing the new model for buying and selling space for advertising on the web. This part of my Thesis includes analysis of functionality, advantages and disadvantages for the use of the new model and analysis of issues that occurred during its implementation. A questionnaire has been developed and used to analyze this. My Theses concludes with proposed recommendations and future development of the new model.
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Online reservations systems and its use in the hotel industry
Vetyšková, Lenka ; Vaško, Martin (advisor) ; Valentová, Jana (referee)
The work focuses on the use of online reservation systems for the hotel industry. The first part is dedicated to the development of the Internet and describes the online sales. The second part describes the electronic distribution systems, global distribution systems and Internet reservation systems. The third section demonstrates the practical use of these systems in practice applied to a concrete hotel. At the end is described the current situation of on-line sales and the assumption of its development in the future. The goal is to unify the information about the online reservation systems currently used in the hotel industry.
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On-line communication of Czech Republic as a tourist destination on foreing markets
Doláková, Gabriela ; Vaško, Martin (advisor) ; Valentová, Jana (referee)
This thesis analyzes the level of utilization of on-line communication mix in marketing of Czech Republic as a tourist destination at foreign markets executed by CzechTourism, particularly concerning the current project Confirmation of the status and competitive advantage of Czech Republic at the European tourism market. Resources for the main analysis are a detailed study of on-line communication mix in general terms as well as in tourism both globally and in the Czech Republic. The analysis revealed major deficiences in the approach towards the communication implementation, mainly in social media communication, and also deficiencies in web design which toghether caused the project to fail. Finall conclusion contains improvement suggestions and recommendations of some foreign best practice examples.
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Development of Electronic Commerce in Transport
Mužíková, Marie ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of my work is to present an overview of services traded on the internet in transport in the Czech Republic and their subsequent comparison with other countries. I have focused primarily on the development of electronic commerce in passenger transport, where the main providers of these services in the Czech Republic are the Czech Railways, Student Agency and the City of Prague with its project Opencard. In my work I present detailed information on offered services, their development from the beginning until now, focus on procedures of purchase and payment. In the thesis, I summarize the pros and cons of selected services, evaluate the sale of services online, compared with their - for a long time only - paper versions. Based on the findings emerged, I tried to assess the quality of online services in transport, where I chose as main criteria their simplicity and clarity, which are important pillars of successful development in e-commerce.
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The Analysis of Internet and its Tools as a Medium for Marketing Purposes
Gregová, Silvia ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The goal of this thesis is the analysis of internet marketing tools and implementation of acquired knowledge into practice. This topic is particularly important to study because the current marketing and communication mix in the world and the Czech Republic are increasingly concerned in on-line communications. Leading topics of this work are: Marketing and Commercial Communications, Internet as a Modern Medium, Internet and its Using in Commercial Communications, Internet Portal www.hotel-ubytovani.com, The Analysis of Using of Internet Portal to Communication in Tourism.
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Use of on-line in commercial communications
Rybová, Eva ; Mikeš, Jiří (advisor) ; Fejk, Michal (referee)
This diploma thesis is dedicated to online and its use for communication planning. Its aim is to outline actual market, possibilities and to show how a non-standard client (in this case fashion brand Mango) could use on-line to meet its demand and targets. In theoretical part I analyse and describe all important characteristics for communication strategy creation on the local market. Based on understanding of client, its needs, targets, target group and competitors I suggest a possible on-line communication plan. The thesis is designated to all who are interested in advertising and on-line communication planning.
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Internet a jeho využití při efektivní propagaci firmy
Chládová, Martina ; Postler, Milan (advisor) ; Tichý, Jan (referee)
Práce se snaží podat ucelený pohled na problematiku využití internetového marketingu. Zabývá se postavením on-line marketingu v rámci propagace a charakterizuje jeho výhody a nevýhody oproti ostatním médiím. Hlavním cílem práce je zanalyzovat nástroje a možnosti při využití marketingu na internetu a implementovat tyto poznatky v praxi. V praktické části se autorka věnuje nejen problematice webových stránek a on-line reklamy, ale i dalším prostředkům. Kromě toho se na dvou příkladech z praxe snaží dokázat, jak je pro budování vztahů se zákazníky důlěžitá důvěryhodnost webu.
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