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Marketing communication of E-shop Sporticus
Kušta, Jan ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing communication of shop and e-shop Sporticus Objectives: The main objective of this master's thesis is to analyse and evaluate marketing communication of shop and e-shop Sporticus. Based on the acquired knowledge, then propose adjustments to streamline the already established activities in the field of marketing communication and at the same time present new measures and opportunities that should contribute to exploiting the potential and further development of shop and e-shop Sporticus. Methods: Qualitative research methods were used for the analysis of marketing communication. Specifically, a semi-structured interview with the shop owner, sales manager and administrator of e-shop. Selected internal documents and statistics (Heureka, SEO test, Facebook, business results) were analyzed. The selected method was accompanied by the participant observation, because the author has been regularly in direct confrontation with development of shop and e-shop Sporticus since September 2016. Selected methods provided the author evidence for designing appropriate changes and measures. Results: The evaluation of marketing communication revealed mostly positive results, which correspond to predominantly positive ratings in online shopping comparison engines. The qualitative methods helped to...
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Website presentation of the Kooperativa NBL's basketball clubs
Kohout, Matěj ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Web presentation of basketball clubs in Kooperativa NBL Objectives: The main objective of this diploma thesis is to create a summary of recommendations for the web presentation of the sports club through marketing research based on the evaluation of existing websites, but also based on the requirements, recommendations and expectations of website visitors. Methods: There are used two interdependent methods in the thesis. The first method is the content analysis of the website, which was subjected to 12 websites of KNBL clubs. The second method is Focus Group, which was attended by 8 selected respondents. Results: The research results show that the web presentation of clubs in KNBL is on the high level. The results show that the expectations and demands of visitors in certain areas do not meet the reality on the website itself. Keywords: Internet, web page, online marketing, online communication
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The Analysis of Marketing Communication of the Žižkovská noc festival 2018
Klocová, Michaela ; Bezouška, Martin (advisor) ; Pečenková, Markéta (referee)
This bachelor's thesis aims to analyse the communication tools used by the organisers of Žižkovská Noc 2018 festival and how these are perceived by the target audience. The thesis provides theoretical base of marketing and art marketing, describes specific issues related to marketing communication of music festivals and surveys current trends, from the viewpoints of professionals behind more than ten Czech and Slovak festivals (Rock for People, Pohoda Festival, Mighty Sounds, etc.). The main focus has been placed on Žižkovská Noc festival. The thesis specifies its origins, development, mission and particularly its marketing communication which is the subject of original research. Based on the theory of marketing and art marketing, this bachelor's thesis surveyed the communication tools used by music festivals. Apart from that, the thesis provided a detailed description of Žižkovská Noc, including research into ways the festival communication was perceived by the target audience before the 2018 season. Thus, the goals that had been set at the beginning were achieved. The results of the survey research confirmed the hypotheses. It has been shown that, within the target group, the awareness of Žižkovská Noc brand is high, despite its fragmented communication. The findings also show that the festival's...
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Comparative analysis of communication of selected Czech public universities via social network Facebook
Fikejzová, Michaela ; Máchová, Eva (advisor) ; Hrabánková, Markéta (referee)
The bachelor thesis deals with a content analysis of the official Facebook pages of selected Czech public universities for the period of December 2018 - March 2019. The selected subjects are following: Jan Evangelista Purkyně University in Usti nad Labem, University of Ostrava, Tomas Bata University in Zlin, University of West Bohemia in Pilsen and University of Hradec Kralove. The aim of this thesis is to determine what type of content the universities publish on their Facebook pages and to what extent they manage to encourage their followers to interact with given content and to spark conversation. In theoretical part, the thesis deals with the characteristics of social media and its communication specifics, as well as the social network Facebook and its role in the Czech context. The theory further focuses on the adoption of the marketing approach and its specifics in the field of tertiary education, followed by subchapter directly dedicated to the communication of universities via social networks and its effects. In the metodological part there is a characterization of the research method, quantitative content analysis, and its parameters used in the empirical part of this thesis. In the empirical part, there is the analysis of data obtained from the official Facebook pages of the...
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Marketing Communication of a Software Company
MĚRTLOVÁ, Jana
The aim of this bachelor thesis is to analyse and evaluate the current condition of marketing communication of a software company agentes IT. Since the chosen company uses mainly online communication, a closer attention was given to it. The main goal was to evaluate the website of the company and also its profiles on social networks Facebook and Instagram, then create a measures to improve the online communication. In the first part of the thesis, the terms regarding marketing mix and marketing communication are described and explained. In the introduction of the practical part of the thesis, the company agentes IT is introduced. In the next part, the elements of communication mix are presented, both those used by the company and those which are not used. The next part of the thesis deals with the analysis of the website traffic, which was carried out with the help of Google Analytics data and questionnaires. Then this analysis was followed by another analysis - of the profiles on social media Facebook and Instagram, which are used by the company as an another tool of online communication. The thesis also contains the costs, which the company payed for the online communication. On the basis of all the results, a suggestions for improvement of the company's online communication were developed.
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Marketing communication in a chosen company
KREJČÍŘOVÁ, Dominika
This diploma thesis called Marketing Communication in a chosen company aims to analyse used marketing communication tools in the selected company and propose changes and recommendations based on the acquired knowledge and results. According to them, the company's target groups of marketing communication will be set and the overall plan of activities for the year 2020 will be compiled in the practical part.
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Online marketing of a chosen organisation
HRONOVÁ, Lenka
This thesis is focused on usage of online marketing in the language school CC School of languages. The aim of this work is to analyze and evaluate current state of online marketing in a chosen organisation and design a plan of online marketing for the next period. Whole thesis is divided into three parts. In the first part, all the important terms related to marketing and online marketing are explained. Practical part is mainly focused on the web page of the company and its social networks. Web page research was performed using questionnaire survey and Google Analytics tool. Social network Facebook was analyzed based on the data from Page Insights tool. The Facebook advertisement was analyzed using Facebook Ads manager. Next part of the thesis deals with YouTube server. In this case, the data was collected using the YouTube Analytics tool. Furthermore, all the costs of online marketing of this company are declared in the practical part. Based on the acquired results from previous analysis, possible adjustments and new tools for better functioning of online marketing were designed.
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Applying digital marketing for start-up development
Zadáková, Diana ; Procházková, Markéta (advisor) ; Čermáková, Senta (referee)
This Bachelor thesis is devoted to digital marketing and its use for the development of a new fitness portal ClassPoint.cz. The theoretical part deals with internet marketing, or digital marketing and its influence on marketing strategy and tactics. The work focuses on online communication, which, due to massive use of the Internet and digital technology, has created a separate communication mix. The work deals with all online communication tools (advertising, PR, sales promotion, direct marketing) and evaluates its benefits for the company. The practical part describes application of content marketing and PR in social media for the development of the start-up ClassPoint.cz. Two main targets were to increase on-line traffic for the portal and to broaden awareness among population. In the conclusion chapter the fulfillment of the goals using Google Analytics is discussed and recommendations for the future direction of the development of the portal are outlined.
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Marketing communication of company Shoptet with focus on the online channels
Štěpka, Lukáš ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The Bachelor thesis analyzes possibilities for marketing communication of Shoptet (e-commerce developing company) via online channels which are mainly used because of the industry the company operates in. The task of the thesis is to offer a comprehensive look at this wide topic, whose importance has been growing and all companies regardless of their size use it. The author tries to grasp this area, which is currently diversifying into smaller sub-sections, as a one and show the connections between the sub- sections. The first part briefly sums the theory of marketing communications in general and subsequently applies those theories on the company. Descriptive method is used for analyzing various channels and marketing techniques that the company uses in its communications, and puts them into the context of general trends and knowledge in this area. The aim is to create a coherent description of marketing communications, including assessment of its level, which is applicable to the planning and evaluating the communication of other comparable entities.
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