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On-line marketing communication
Bdinková, Simona ; MBA, Karel Fiala, (referee) ; Schüller, David (advisor)
The bachelor thesis is focused on the online marketing communication of Hotel Passage in Brno. The thesis is based on the terms defined in the theoretical part, which is followed by an analytical part, which contains an analysis of the current marketing and communication mix of the hotel and a questionnaire survey. Based on the performed analyzes and the results of the questionnaire survey, it proposes suitable measures leading to the improvement of online marketing communication with customers.
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Social media as an instrument of political marketing: analysis of czech political parties
Rumiantceva, Iuliia ; Císař, Ondřej (advisor) ; Sedláček, Jakub (referee)
Bachelor thesis is about using social networks as a tool of political marketing. The aim of this work is analysis of social networks in the political marketing of Czech political parties and using the image of political marketing on social networks in numbers. Thesis is about comparison of communication on social networks with various Czech political parties. The work is focused on the communication of Czech political parties on social networks in the years 2016-2019. In this work I focused on social networks of selected Czech political parties; they are ANO, KSČM, ČSSD, SPD, Piráti, ODS, TOP 09 and STAN. Data collection is made with the help of Zoomshpere.com. It is a website that analyzes social networks and pages on social networks. It is a tool for managing, controlling, monitoring and caring for customers on social networks. The main conclusion of the thesis is that Czech political parties follow international trends in issues of political promotion, communication and representation. Czech political parties improve their communication during years and every year become more active.
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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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