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Perception of social media of volleyball extra-league clubs by volleyball fans
Vyhnalíková, Michaela ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Perception of social media of volleyball extra-league clubs by volleyball fans Objectives: The main objective of this bachelor thesis is to recommend a suitable social network structure for volleyball clubs based on a quantitative survey of volleyball fans. Methods: The questionnaire was distributed electronically and the research population was volleyball fans using social networks. Results: Based on a quantitative survey conducted on the use of social networks by volleyball fans, it was found that most clubs in the men's volleyball extra-league do not use the full potential of social media marketing. The most used networks are Instagram and Facebook, both by volleyball clubs and volleyball fans. After comparing the theoretical part with the data from the questionnaire, recommendations for a better social network structure of volleyball clubs were proposed. Keywords: social media marketing, quantitative research, volleyball, sports marketing, social media
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Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
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Marketing Strategy of a Selected Nonprofit Organization
Kolomazník, Tomáš ; Kolenc, Jana (referee) ; Chlebovský, Vít (advisor)
The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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The role of social media in university education
Filipová, Ludmila ; Hejlová, Denisa (advisor) ; Hrabánková, Markéta (referee)
The internationalization of higher education creates a competitive environment among universities. To engage in these emulous fields, many universities therefore implement marketing strategies in their management and use social media to reach potential and current students. Social media are an effective relationship marketing tool suitable for building brand communities, support customer loyalty, and enhance positive behavior development among students. The aim of this thesis is to explore the use of Facebook by universities in the Czech Republic, to analyze communicated topics, the way they are presented and the response they receive from students. A total of 510 Facebook post from 19 university profiles has been analyzed. The author used the method of content analysis to identify communicated topics and post types. The results show that universities assign to the social media a "role" of community building. The greatest interest of the students received the category of historical events and the category of news. The most effective post format was the picture, the least effective were links to external websites. Analysis of variance further showed that there is a significant difference between individual university profiles and their proportional engagement and that the size of the institution is...
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Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
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The comparison of communications of Hnutí DUHA and Greenpeace ČR on Facebook
Honc, Martin ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The main topic of this bachelor's thesis is the communication of environmental non-profit organizations Hnutí DUHA and Greenpeace Česká republika on a social site Facebook. This thesis focuses on the current online activities of those organizations and analyses their communication with their supporters on Facebook. The goal of this thesis is to analyse the usage of a social site by environmental non-profit organizations and find out, if it is a suitable tool for their promotion and communication with their supporters in the internet environment. The methods used for this thesis goal fulfilment are content and comparative analysis of chosen campaigns #vyzvaprojiretin (Greenpeace Česká republika) and #chcidivocinu (Hnutí DUHA). Those campaigns were chosen because they are both regional campaigns thus are suitable of communication of both organizations. Content and comparative analysis were carried out on the theoretical basics set in the theoretical part. The analysis par is based on the content analysis of Facebook communication of chosen environmental organizations and on interviews with coordinators of chosen campaigns. Those interviews provided important information and data, which were used in the campaings analysis.
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Analysis of social media as a marketing tool for Prague companies focusing on the sale of clothing and footwear
Duong, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of this thesis is to provide an analysis of use of social media as a marketing tool, and epsecially to find out, how an average Prague-based company focusing on the sale of clothes and footwear operates on social media. Furthemore, I evaluate online presence of these companies on social media and how they communicate with their customer base. This thesis reacts to a huge rise in popularity of social media and their use to build a brand. My target group are Prague-based companies focusing on the sale of clothes and footwear. I chose this field as I wanted to study a field that is very diversified. My findings can serve as information on the current competitive environment in the field and region in question as well as to help companies to catch up with their competition.
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Marketing strategy for an eLearning platform
Protchenko, Angelina ; Lukeš, Martin (advisor) ; Mareš, Jan (referee)
The primary purpose of this Bachelors thesis is to develop a marketing strategy, demonstrating how the new website can be developed and marketed online. The thesis is divided into theoretical and practical parts. The theoretical part provides an overview on planning a marketing strategy for a new business in general. It involves definitions and process of marketing, describes a marketing plan structure in detail, outlines main components of the marketing mix and illustrates the process of creation and promoting a website. Then the practical part refers to applying theory to practice. In the practical part is examined the market for the website, are identified potential customers and are analyzed the main competitors. Furthermore, this part highlights the key promotional tools to market the website online and estimates the websites first sales at the introduction stage.
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Analysis online communication of RunCzech running series in compared to foreign marathons
Machytka, Matěj ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
The main object of this thesis is to examine, evaluate and suggest improvements for online communication of Prague International Marathon together with the largest Czech series of road races, RunCzech. In order to pursue this goal, I have conducted a survey among 158 runners. In the theoretical part, the basics of marketing, branding and consumer buying behaviour are mentioned. Great attention is paid to marketing in the online environment, especially on social networks. For the conclusions of my work, I also use internal data of RunCzech, which was provided to me by the company. In addition to internal data and interviews with RunCzech marketers, I also conducted a content analysis of RunCzech profiles on Facebook and Instagram to find their shortcomings. RunCzech races are also compared to major international races such as the Virgin Money London Marathon and the Boston Marathon.
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Suppliers and producers of information and its targeting towards user-customer via social networks
Rousková, Zuzana ; Papík, Richard (advisor) ; Pilecká, Věra (referee)
Database vendors, producers and information services suppliers are aware of trends in technology and marketing since they have been established entities of information market for decades. Thus it was inevitable that these major players would exploit the latent potential of social media and networks. They have achieved this by creating social network communities, which vary wildly in size from dozens to tens of thousands of users. Being an integral part of communication activities these groups have become important platform for direct contact with users. The contact mainly comprises targeted addressing and support in provided information services. Powered by TCPDF (www.tcpdf.org)
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