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Return of marketing investment
Bujdová, Darina ; Karlíček, Miroslav (advisor) ; Rožek, Jan (referee)
This Diploma thesis deals with measuring the effectiveness of marketing investments on the real model used by Royal Philips Electronics. Firstly, on the basis of qualitative research conducted through semi-structured personal interviews with marketing managers in Philips and participation in two marketing projects in the company, it determines the advantages, disadvantages and restrictive elements of the current model. Then in the theoretical context, it is compared with the practices of other companies which are one of the conclusions of the qualitative interviews. The result is a proposal of current model's improvements of measuring ROI marketing investments.
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Design and implementation of metrics for campaign management in telecommunications
Rakár, Peter ; Novotný, Ota (advisor) ; Šimáček, Martin (referee)
Diploma thesis is focused on the evaluation of marketing campaigns which are realized in the environment of telecommunication companies. The thesis' main goal is the identification, analysis and design of metrics and dimensions which can be used for evaluation of marketing campaigns benefits, and which can provide feedback in the process of new campaign definition. The solution offered in the thesis provides a tool for more effective and more reliable analysis of marketing campaigns. The analysis of the current evaluation process and a suggestion of the process modification is also part of the proposed solution. The first part of thesis explains the relation between marketing, marketing campaigns and process of campaigns evaluation. The theoretical knowledge necessary in campaign evaluation is examined. The next chapter is focused on the characteristics of the telecommunication company which affect the way how campaigns are evaluated. The introduction of the thesis' practical part identifies the metrics actually used, where the knowledge of employees is imposed. Metrics are analyzed in the third chapter. The output of the analysis is used to design an automatized solution which generates the OLAP cube and reports for campaign evaluation. The functionality and suitability of the solution is verified by the implementation of a pilot solution with an example of reports on model campaign. The thesis' last part is supplemented with an analysis of the current evaluation process in the given telecommunication company, and suggestion of process modifications, there where the designed solution is utilized.
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Internet marketing of the Vichy brand
Rusková, Ivana ; Stříteský, Václav (advisor) ; Shamma, Marvan (referee)
The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.
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Marketing campaign for José Cury
HUSÁROVÁ, Iva
My thesis is aimed at marketing campaign concerning the concert of José Cura organized within 19th International Musical Festival Český Krumlov and also at cultural marketing. The thesis is separated in practical and theoretical part. The theoretical part is specialized in cultural marketing and proceeds from findings of expert literature and information gathered from internet resources. The practical part deals with making of marketing campaign for concert of José Cura getting the data from the real campaing which was made for 19th International Musical Festival Český Krumlov.
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Marketing Camaign of Specific Product
Vokounová, Barbora ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main topic of this bachelor thesis is children's and youth's readership considered as a specific product which the text shows from the marketing point of view. Analysing the situation of book industry in the Czech Republic concerning both supply and demand the problem of readership is identified and the importance of reading for development of human skills is described. This leads to the need to apply marketing tools on promotion of readership. The campaign Growing with the Book is an example of support of reading books. The thesis analyses its contemporary activities and recognizes some insufficiencies. Furthermore it tries to propose some recommendations for the content of campaign as well as for its promotional part using the convenient combination of marketing mix with emphasis on communication mix.
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Buzz marketing and its use in practice
Khodl, Vojtěch ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to present buzz marketing as a modern marketing approach, to identify its potential and possilble problems with its implementation. It also examines the popularity and the spread of use of buzz marketing in the Czech Republic. The thesis is divided into theoretical and practical part. In the first section I focus on the general introduction of the topic of modern marketing campaigns and explanation of some important terms. The second part deals with the current situation of buzz marketing in the Czech Republic as well as its potential for next growth and development.
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Devices for user behavior analysis on Twitter
Zoričák, Miroslav ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
People connected in a social network manifest certain patterns regarding their behavior, which are stemming from similar patterns emerging from conventional social networks. In my work I will try to describe some of these behaviors as they are projected on Twitter and how they apply when performing discovery preceding a marketing campaign as well as during post-campaign evaluation. From the practical standpoint I will try to apply this information on a real marketing campaign aimed at boosting sales as well as follower numbers.
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