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The Theory of Moral Panics in Practice
Cábová, Eva ; Musil, Martin (advisor) ; Míková, Irena (referee)
This thesis is focused on the media behaviour and strategy on behalf of the chosen cases in the Czech Republic. The way for the main analyses is to identify the moral panic indicators, which are compared to the real media bahaviour. The key cases are "bacteria Listeria" and "Heparin's murder Zelenka". The communication strategy was analyzed from the released articles and pictures of two Czech daily journals MF DNES and HN. The quantitative part of thesis is concentrated on the data overview and journals'trends in time. The main aim is to confirm or deny the hypothesis of partial proportion both cases within journals. The qualitative part shows using emotionally strong words and communication strategy.
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The Communication Strategy of the Siemens Company and the Analysis of Its Efficiency
Maleninská, Eva ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
This thesis is focused on communication strategy of the Siemens company with emphasis on the communication activities of the Czech companies of the Siemens group and on the particular marketing campaign. The theoretical part explains the term "communication strategy" and describes the process of marketing communication and various models referring to the marketing communication. Furthermore, it characterizes particular tools of the communication mix and also deals with marketing research. The practical part provides general information about the Siemens company and a description of the communication activities of the company which are focused on the increase of the brand knowledge and strenghtening of the company image. This part also deals with the changes in the communication strategy after 2003 and the characterization of the Czech marketing campaign "We Like Being In the Czech Republic". The evaluation of the effects of the performed changes and the marketing campaign for the image of the Siemens company is the content of the final chapter. This evaluation results from the findings of the image analyses carried out by an independent research agency.
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Communication strategy of the company Teamconsult s.r.o.
Vávrová, Alena ; Halík, Jaroslav (advisor)
At the begining of the thesis there is short introduction of Teamconsult s.r.o., each element of the company's enviroment was analised (segmentation of customers, indentification of competitors), followsd describtion of current situation on the market of personnel services. The general conditions has been taken into account by evaluation of the past ability of the company to communicate with the market. The author analises separatelly all elements of the communication mix of Teamconsult s.r.o.. The priorities of the firm were set and in the terms of the current economical situation the communication strategy of the company was defined.
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Marketing strategy of company which trades with shoes
Mrvová, Irena ; Zapletalová, Šárka (advisor) ; Průša, Přemysl (referee)
Goal of bachelor thesis is to propose a new possibilities, thanks to which can firm expand further on our market, strenghten her position and become one of the main seller of shoes for middle class. Theoretical part of the thesis is focused on marketing situational analysis. Also set importance on necessary essentials of formulation of marketing strategy. In final part are briefly described marketing trends of last years. In practical part are theoretical methods confronted with particular firm dealing with shoes, which can not be named due to preservation of firm secrets
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Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis
Bártlová, Jitka ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
Diploma thesis - Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis - is divided into two parts - theoretical and practical. Theoretical part is concerned in marketing and commercial communication, social marketing and evaluation of communication campaign effectiveness. Practical part refers to BESIP, czech accident statistics and communication campaign "Nemyslíš, zaplatíš" analysis (introduction, communication strategy). Thesis also contains research concerning campaign effectiveness and awareness. Overall campaign evaluation is made at the end of thesis and completed with reccomendation for the future.
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Komunikační strategie firmy Abante
Křepinská, Veronika ; Halík, Jaroslav (advisor)
Práce pojednává o firmě Abante, která je českým incomingovým golfovým tour operátorem v odvětví golfového cestovního ruchu. Zaměřuje se na analýzu a hodnocení její komunikační strategie, komunikačního mixu a jeho jednotlivých složek. Vedle stručného představení vzniku a historie společnosti, se zde dozvídáme o její činnosti, cílovém trhu, partnerech, produktech a aktivitách, od kterých se odvíjí i struktura komunikačního mixu a celkové komunikační strategie. Práce by měla posloužit k pochopení specifik v komunikaci této firmy.
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