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Analysis and proposals for changes of marketing strategy of private secondary school
Štieglerová, Renata ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this diploma thesis is to analyse and propose changes to the marketing strategy of private secondary school. The thesis is divided into two chapters. First part deals with educational system in the Czech Republic, theoretical aspects of marketing of services and specifics of marketing of educational institutions. The practical part is focused on analysis of marketing strategy of particular school. SWOT analysis and marketing research are performed as well. On the basis of this research changes of the marketing strategy of the school are proposed.
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Direct marketing communication (an example of the selected company)
Burianová, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Direct marketing is going to strengthen its position among the other marketing tools. It enables to address the defined target group quickly, personally, effectively and to get immediate feedback. In the practical part of the thesis I delineated the creation process of campaign and analyzed three examples of different types of campaign. I would mainly recommend focusing on identification of key moments in client's (financial) life and contacting him with relevant offer.
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Brand communication in the Chinese market
Kubátová, Michaela ; Odehnalová, Jitka (advisor) ; Březinová, Anna (referee)
Brand communication in the Chinese market The main purpose of this thesis is to provide analysis of effective brand communication in the Chinese market and demonstrate it with practical examples. To achieve that, there are additional targets including brand definition, monitoring of communication tools and the newest ways of communication. Followed by definition of specifics of the Chinese market via culture and its influence on consumer behaviour. Many multinational firms which operate their businesses in China are not aware of differences in cultural background and regional differences. Therefore, it influences their profitability and brand perception. The thesis is divided into two main parts. The theoretical part describes brand, it's communication tools and influence of culture on brand perception. It also introduces storytelling and green marketing as useful tools in the Chinese market. The practical part focuses on China's final consumer in the B2C market and the environment they come from. It also involves regional specifics and the situation of the media market. It should serve as the basis for companies to know to whom they have to adjust their communication activities in order to be efficient and make their brands very well perceived in China.
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The analyzis of the communication tools used to support the pharmaceutical products PROTECTUM
Zaoral, Jaromír ; Halík, Jaroslav (advisor) ; Peroutková, Petra Miriel (referee)
The subject of this thesis is to analyze the communication tools used to support the pharmaceutical products PROTECTUM. From a theoretical point of view, this thesis describes the specifics of marketing in pharmacy, concerning the disease "age-related macular degeneration" and products that treat this disease. The theoretical findings are used in the following practical part. The practical part of this thesis focuses on the analysis of the market for these products - the lutein market. It describes the major companies operating in this sector. It presents the results of a survey dealing with the promotion of the products in the place of sale. The main point of this work is the SWOT analysis of business communication tools of the firm GLIM care. Based on the SWOT analysis, amendments are proposed to the existing communication strategy.
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External and internal communication analysis in the company XY
Boula, Petr ; Bedrnová, Eva (advisor) ; Kašparová, Eva (referee)
The aim of this thesis is to analyze the communication of a certain company, to identify its weaknesses and to suggest improvements of the current state. To analyze the communication, standardized dialogues with kingpins in the firm, questionnaire research and a study of the company documentation were used. Owing to talks to one of the employees, after familiarization with the operating and fundamental processes of the company, all employees were sent an online questionnaire, which was answered by 21 of the complete number of 24. Simultaneously, dialogues with other four persons were made. Results of the dialogues and questionnaire research were analyzed and the state of communication inside and outside the firm was described. The communication inside the firm is not on a low level, but there are significant reserves in some areas conducive to improvement. Recommendations for improving the situation are described in a separate chapter.
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Curtural marketing
STRNADOVÁ, Žaneta
The main objective of this bachelor thesis is to describe The Days of spanish culture 2010. The first part includes interpretation of basic theoretical terms of culture marketing. The next part is devoted to the general information about Spanish, the program of The Days of spanish cultrue 2010, the Europe Direct and the instruments of communication. The last part presents the results. The conclusion summarizes the whole work and success of the projekt.
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Analysis of internal and external communication in a specific organization
Srnková, Lucie ; Střížová, Vlasta (advisor) ; Pfauserová, Kamila (referee)
This work deals with internal and external communications, both in theory and in practical terms. Findings from the theoretical parts are used in the analysis of communication specific organization. The theoretical part deals with different forms, types, resources and communication tools. The practical part is realized by an analysis of internal communication, both vertical and horizontal plane and the analysis of external communications with external entities. The analysis of communication is supported by a questionnaire survey which is then evaluated and is based on specific recommendations designed to improve communication within the organization.
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