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The analysis of marketing communications of the Prague Spring International Music Festival 2009
Kyncl, Jan ; Čeňková, Jana (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "The analysis of marketing communications of The Prague Spring International Music Festival 2009" deals with the method how basic marketing principles are applied in the field of arts. The major goal of this study is: 1. to make a list of the main features marketing of an art organization should include, 2. to name the reasons why marketing policy should be adopted by such organization's management, 3. to indicate conditions needed for success in arts marketing. The theoretical part is based upon the relevant art marketing publications available, and on the major marketing literature which creates a framework for modern marketing theory. The second part deals with the marketing campaign of the The Prague Spring International Music Festival 2009 which is widely considered to be the most significant cultural event within the Czech republic and Central Europe as well. The analysis consists of detailed description of the marketing planning proces, characterization of the campaign's communication mix, and the evaluation of it's effectiveness. There's also a short resumé at the end of the text which provides a brief review of festival camping. Complex overview of all the information gained by writing the diploma thesis and studying the subject is also included.
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Communication activities "Nadace Terezy Maxové dětem" Foundation in particular with project TERIBEAR
Bendlová, Klára ; Dolanská, Nora (referee) ; Jirků, Vojtěch (advisor)
This bachelor thesis deals with the communication activities of the "Nadace Terezy Maxové dětem" foundation, in particular with the project TERIBEAR. This project is integrated in so called cause-related marketing, which is based on the principle of useful cooperation of a commercial subject and a noncommercial one for the sake of a good purpose. This bachelor thesis describes the communication activities of the foundation, which have been realized in order to support children placed in infantile asylums or children's homes, after the split-up of the indigenous "Nadace Terezy Maxové" foundation. The aim of this thesis is to demonstrate the necessity of utilizing the marketing tools in communication of the non-profit-making organizations. This thesis also includes the definition of the non-profit-making sector, in contrast to the profit-making sector. The non-profit-making sector is specific as compared with the profit-making one, which is evident in their different ways of communication. The particularities of the non-profit-making organizations are well shown in the way of using the marketing and communication tools in so called social marketing campaigns. On the basis of this fact, this thesis reflects the particularities of social marketing, which is used by the non-profit-making organizations. A...
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The etrance of Starbucks Coffee Company into the Czech market in 2008-2009
Nováková, Petra ; Halada, Jan (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "The entrance of Starbucks Coffee Company into the Czech market in 2008-2009" deals with Starbucks Coffee Company and its entrance into the market of the Czech Republic. Thesis is concerned with the description of Starbucks brand in general, its distinctive position among the others and its specific approach to marketing communication. First and foremost, the thesis is the description of its marketing and communication activities in the Czech Republic between years 2008 and 2009 and review of the communication techniques they were used for the entrance into the new country. The thesis also compares communication activities of Starbucks in the Czech Republic and foreign countries. Simultaneously, it describes the modern way of marketing communication including individual approach to customer, corporate social responsibility and use of new communication channels, which all Starbucks represents. The purpose of the bachelor thesis is to create a comprehensive file about Starbucks Coffee Company, its corporate strategy and culture and to describe the particular marketing procedures used by the company in global and local measure. It also proposes to find out if and how is Starbucks brand adapting the marketing communication patterns in foreign markets to correspond with a local customer standards...
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The Ministry of Transport campaign "Nemyslíš-Zaplatíš!" in years 2008-2009
Grieslerová, Martina ; Dolanská, Nora (referee) ; Jirků, Vojtěch (advisor)
Bachelor's thesis "The Ministry of Transport campaign "Nemyslis?-Zaplatis!" in years 2008-2009" deals with a long-term communication campaign of the Ministry of Transport aimed against aggressive and dangerous road traffic. The communication strategy is based on three main topics, which are alcohol and other psychoactive drugs, aggressive driving and speeding and the use of safety harnesses. To fully understand the topic, it provides a small introduction into the traffic situation and road accidents in the Czech Republic. There are also a few terms, such as social marketing, social campaign or even marketing itself, explained at the beginning. It also describes steps in the social marketing planning process. The actual case study follows, providing both basic campaign characteristics and its background. It also analyzes the communication channels chosen. Furthermore, it deals with the media consequences caused by this unique campaign and finally, at the end, marketing effectiveness is analyzed, though merely temporarily since the end of the campaign is due to the end of 2010.
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Place marketing of the town Český Krumlov
Juránková, Simona ; Halada, Jan (referee) ; Dolanská, Nora (advisor)
The purpose of my Bachelor thesis is to analyse the destination marketing of the town Cesky Krumlov and to suggest the optimal solution of the marketing communication to other member towns on the UNESCO List of World Heritage sites in the Czech Republic. The theoretical part of the thesis describes Cesky Krumlov as a cultural destination (product), the specifics of the destination marketing, the communication activities of organizations promoting Cesky Krumlov plus the role of the Destination management. Analytical part focuses on Cesky Krumlov's marketing strategy and promotion of first three "marketing phases" or "core marketing objectives". The thesis closes with a SWOT analysis.
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Press trips as tool of PR communication of tourism
Vančurová, Hana ; Hejlová, Denisa (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "Press trips as a tool of PR communication of tourism" deals with problematic of press trips, specially from tourism industry. The thesis starts with a generalized theory of communication. Then shows how they are related to more concrete areas as marketing and public relations. At the end thesis puts all in the context of tourism, describing the position where press trips takes place and also regularities of this conclusion. The practical part forms the analysis of the article, which is a result of author's participation on the press trip to Lisbon and surrounding area.
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Help the Children collection Projekt : case study of the 11th year in 2009
Bokotejová, Helena ; Dolanská, Nora (referee) ; Jirků, Vojtěch (advisor)
The bachelor thesis named Help the Children! Collection Project - Case Study of the 11th year in 2009 deals with a particular period of this long-term collection project in terms of noncommercial marketing, aiming to describe this project in detail with focus on the aspect of communication. The particular chapters therefore deal with a general characteristics of this project, its specific target groups or various possibilities and ways how contributions can be made to the collection bank account and how it is therefore possible to support projects helping disadvantaged children and children at risk. Considerable attention is also given to the communication of the project during the period of the 11th year, the nature of its campaign and the communication tools used. By means of the terminology of the non-profit sector and of the social marketing, the thesis introduces us to the basic terms related to the topic.
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H&M brand in Czech market since 2003
Vargaeštoková, Martina ; Dolanská, Nora (referee) ; Hejlová, Denisa (advisor)
Bachelor thesis "H&M brand in Czech market since 2003" deals with the position of the Swedish fashion retail chain Hennes & Mauritz AB on the Czech market. Within a given theme, the objective of the introduction is to interpret and define a term "fast fashion." H&M brand represents this specific business concept. Furthermore, the thesis describes marketing activities of the brand when entering Czech market. At its core, it analysis the communication mix of the brand and compares its communication tools and techniques with the direct competitors of H&M (representing the concept of fast fashion as well). Finally, the thesis focuses on one particular marketing activity - fashion collections created in collaboration with famous fashion designers and celebrities. The main objective of the thesis is to present a comprehensive insight of the brand on the Czech market and then, through SWOT analysis to highlight the potential threats and opportunities in the future.
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Communication of Charta 77 Konto BARIÉRY foundation in 2008
Vízková, Zuzana ; Dolanská, Nora (referee) ; Jirků, Vojtěch (advisor)
Bachelor thesis "Communication of Charta 77 Konto Bariery foundation in 2008" deals with communication of non-profit sector organizations. Firstly deals with the specifics of the campaign in the non profit sector in the comparison with the commercial and the social marketing. At the beginning it devines the relationship between Charta 77 foundation and its pivotal project Konto Bariery and then it is concerned with the analysis of the marketing communication of Charta 77 Konto Bariery foundation in 2008. The aims of the communication, chosen target group, and used communication tools and channels are mentioned. There is also detailed analysis of the communication mix of the Lukasek image campaign and its presentation in TV, radio, print, CLV and on the internet. In the second part of the thesis, the other communication and public relations activities are mentiond. Some space is also devoted to the characteristics and benefits of public relations and the importance of PR for the communication of non-profit sector organizations. At the end of the thesis there is an overall assessment of the Konto Bariery project communication in 2008 and the use of the tools of non-profit sector in communication of the project and few suggestions for its effectiveness.
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Theatre and Incoming Tourism in Prague
Hubálková, Michaela ; KAŠPAR, David (advisor) ; DOLANSKÁ, Nora (referee)
This diploma thesis focuses on the issue of cultural tourism, particularly focusing on Prague theatres and incoming tourism in Prague. This work specifically examines the relationship between these two areas.
The aim of this study is to confirm the hypothesis whether it makes sense to look at theatres in Prague as one of the tools of marketing strategies and promotion of the city in relation to foreign visitors. First part of this work is theoretical. It deals with the definition of culture, performing arts and tourism. This part also examines theoretical approaches to the issue of cultural tourism and cultural tourist.
Practical part of this study includes a survey and interviews in selected theatres and institutions, thematically focused on marketing communication and overall approach to the target group of foreign visitors.
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