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New trends in marketing communication
SOLAROVÁ, Petra
The target of my bachelor work was the analysis of new trends in marketing communication and my own suggestion for the NEOTECH company, a. s. (established in Písek). My suggestions are drawn from new trends in marketing communication for NEOTECH´s specific product: a computer service for their customers. There are listed estimated economic impacts of this kind of communication and there given costs for the implementation my suggestions.
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Internet in Marketing
Gabriel, Vladislav ; Jelínek, Jiří (advisor) ; Kincl, Tomáš (referee)
This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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New trends in marketing communication
Nguyen, Thuy Linh ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
In today's business environment of sharp competition it is very difficult to gain favour of customers, as their needs are more difficult to satisfy as time progresses. This situation creates incentives for more efficient use of traditional as well as new communication media for establishing contacts with customers. The aim of this thesis is to analyze some of the current trends in area of marketing communication, elaborate on the grounds these trends are based upon, the reasons for their development and their weaknesses and strengths. A more detailed analysis will be dedicated to mobile marketing, which is one of the new, dynamically developing trends that has recently been showing increased popularity.
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Bearings of consumers for guerilla instruments
Chuová, Trang ; Pešek, Ondřej (advisor) ; Pauknerová, Daniela (referee)
Bachelor thesis deals with the various trends in marketing communications with more focus on guerilla marketing. The main objective is to present and apprise of the various trends and identify view of consumers for classic forms of advertisement and the new non-traditional forms such as guerrilla marketing, which are more using for address the target groups.
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Viral marketing on the Internet
Štverák, Martin ; Šalamon, Tomáš (advisor) ; Svatoš, Oleg (referee)
Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The main benefit of the thesis is to provide basic information about viral marketing, an overview of the use of Facebook services for viral marketing and viral analysis of running applications and their resulting knowledge.
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Facebook as a marketing tool
Nováková, Vendula ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with social network Facebook and it's potential for marketing. In first two chapters the thesis explains viral marketing and social networking in general. Then it analyses Facebook user with an emphasis on data coming from survey "Facebook user" realized in May 2009. Acquired theoretical knowledge and detailed analysis of user environment serves for suggestions and tips for marketing use on Facebook. The whole thesis is enriched by many examples which enable deeper understanding of the topic.
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New trends in internet marketing communication -- social network Facebook
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Zimová, Štěpánka (referee)
Theme of my bachelor thesis is "New trends in internet marketing communication -- social network Facebook". Theoretical part is focused on describing those new trends -- like viral marketing, Web 2.0 and it's major tools (social media, RSS, wikis, social networks). And also I try to set the shift from old to new media into context of wider economical changes. Important source of information were books and works of Mark Earls about "herd" substance of human behavior as well as Seth Godin's PULL principle. On those two, I wanted to show important features of internet and how it is changing the communication between people and companies. In practical part I went through possible ways of marketing communication on platform of social network Facebook. Important role play banners, Facebook Beacon and in the future Engagement Ads. Their biggest strength is the ability to target commercial messages to audience very precisely. But there are also indirect forms of communication channels like Facebook Pages or Facebook Groups on Facebook. These are based on enthusiasm of fans of the brand and for companies they offer great source of insights and data for marketing research or even place for co-creation with their loyal customer core. Last, but according to many marketers very potential, forms of marketing on Facebook, are applications with incorporated brands. These applications are very fast growing business. Facebook seems to be very popular and engaging medium to address especially young audience, that doesn't pay so much attention to old means of communication.
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The usage of Web 2.0 applications in Marketing
Kiselá, Veronika ; Zadražilová, Dana (advisor) ; Franc, Daniel (referee)
Tato práce zkoumá možnosti využití aplikací Webu 2.0 v současné marketingové praxi která je vystavena neustálým vlivům změn, kdy koncoví zákazníci získávají stále větší vyjednávací sílu a jsou stále více odolnější vůči tradičním způsobům masové komunikace. Cílem teoretické části je popis a definování pojmu Webu 2.0 dle údajů ze sekundárních zdrojů, vysvětlení obecného rámce Webu 2.0. Dále zde popisuji i jednotlivé aplikace, které spadají pod kategorii Web 2.0 ? blogy, online komunity, wikis, podcasting, mash-upy a widgets. V praktické části pak zkoumám popsané aplikace z hlediska praktického využití. U každé aplikace uvádím příklady z praxe, výhody a nevýhody spojené s jejich použitím a stanovuji doporučení na jejich nejplepší využití. V závěru této části se též poohlížím po příkladech z české praxe a hodnotím ji v porovnání s praxí zahraniční.
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Viral marketing
Česalová, Tereza ; Bursíková, Marcela (advisor) ; Haas, Robert (referee)
Práce se zabývá virálním marketingem jako jednou ze složek komunikačního mixu na internetu. Představuje virální marketing i jako metodou kultivace návštěvnosti. V praktické části analyzuje některé uskutečněné virální kampaně. Shrnuje obecný postup při přípravě a realizaci virálních kampaní.
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