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Title of the Master‘s Thesis:
Nátěstová, Michaela ; Procházková, Markéta (advisor) ; Řehounek, Jan (referee)
Marketing communication is not just one-way communication, despite the wishes and needs of the customer. Today, it is necessary to keep two-way communication with a primary focus on the customer. The aim of this master's thesis is the analysis and evaluation of marketing communication of restaurants and clubs. The paper describes in detail the various marketing tools that the company uses. The thesis is divided into a theoretical and a practical part. In the conclusion are recommendations set out on possible improvements of marketing communication based on the information.
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Sports shoes reselling and its marketing contribution to brands
Hrubá, Tereza ; Procházková, Markéta (advisor) ; Kováč, Peter (referee)
Thesis on --Sports shoes reselling and its marketing contribution to brands-- aims to analyse the Nike brand awarness and to clarify the issue of sports shoe reselling and then to evaluate the benefits of it for the Nike brand. The thesis is diveded into five chapters. The first two chapters are focused theoretically and the remaining three are focused practically. The theoretical part is based on relevant contemporary literature and it describes theoretical marketing with emphasis on a brand and reselling. The practical part is focused on the Nike brand and its marketing in general. Based on a primary research -- survey -- the current Nike brand awarness is analysed and optimazation measures based on the conclusions of the questionnaire data are proposed. Furthermore, using the expert interview, the contribution of sports shoes reselling for the Nike brand and for the independent reseller is evaluated.
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Dog granules manufacturers marketing and it's influence on shopping behavior of dog owners in CR
Vavroušková, Aneta ; Procházková, Markéta (advisor) ; Polcar, Václav (referee)
This bachelor thesis on the topic of Dog granules manufacturers marketing and it's influence on shopping behavior of dog owners in Czech Republic is comparing marketing tactics and customers of two types of dog's granules in Czech market. Brands are compared by individual tools of marketing mix and customers by results of surveys. This thesis confirms that common Czech customer is greatly influenced by marketing communication of producers, but also is paying attention to the core of the product. For selected products, the most important difference is in tools product and promotion.
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Opportunities of using the social network Facebook for children's shoes shop
Šafková, Tereza ; Procházková, Markéta (advisor) ; Neugebauerová, Kateřina (referee)
The bachelor thesis is focused on mapping of opportunities offered to a local children's shoes shop by the social network Facebook and on suggestion of how to work with this tool. It is namely about "Dětská obuv Sluníčko" operated by TORI Ltd. The thesis is divided into two parts - the theoretical and the practical one. The first part explains theoretical basis of marketing, there are given fundamental information about social media, social network Facebook and promotion through them. The second part - practical one - is focused on specialized children's shoes shop "Dětská obuv Sluníčko". Single chapters in this section deal with characteristics of the store and with its marketing mix. The last section is devoted to design way how to work with the social network Facebook. Final suggestions are based on questionnaire and testing of the opportunities of promotion on social networks.
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Marketing activity plan for a startup company
Kocmanová, Lucie ; Procházková, Markéta (advisor) ; Procházková, Pavla (referee)
The Bachelors thesis focuses on the two basic objectives that are fundamental to the whole work. The first aim of the Bachelors thesis is to describe and evaluate marketing mix of the selected startup company. The objective criticism will be based on the results of the questionnaire survey. The second aim of the Bachelors thesis is to propose the convenient marketing communication under the terms of the limited financial budget. From the beginning of the theoretical chapter, the difference of marketing of the startup company is described. Later the topics such as marketing environment, marketing mix and marketing communication are introduced. The first part of the practical is dedicated to the description of the selected company. The customer and the competitors analyses are elaborated. The second part of the practical brings the objective criticism of marketing mix and then the whole communication mix is developed.
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Marketing plan of the FitBucket company
Žideková, Denisa ; Procházková, Markéta (advisor) ; Kubovichová, Michaela (referee)
The goal of this master thesis is to create a 6-month marketing plan and recommendations for 2016 for a company called FitBucket. The theoretical portion of the thesis serves as the base for the practical part of the thesis. It begins with the introduction of FitBucket, a situational analysis, and a self-produced qualitative research conducted in the form of structured surveys and interviews. The research served as a framework for an initial version in Connect, a co-working space. Included is a marketing strategy, that was transformed into a marketing mix. A large portion is comprised of marketing communication and a form of personal branding. A detailed plan of action provides an overview of all of the activities that already took place and those planned for the upcoming year as well. The last part of the thesis focuses on a budget for the activities performed and a review of the plan itself.
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Marketing activities of a babysitting company
Reisnerová, Lucie ; Procházková, Markéta (advisor) ; Havlíková, Kristýna (referee)
This thesis deals with marketing activities of the Baby Agency, a babysitting company. The aim of this thesis is to map current marketing strategies of the company and to recommend improvements. The thesis itself is divided into two parts. The first theoretical part describes specific sections of marketing, such as marketing strategies, marketing mix of services, communication targeting at children and teenagers, market research techniques or new trends in marketing. The second part analyzes current marketing activities of the company and maps the competition. In the conclusion the thesis suggests the steps to be undertaken to improve the current marketing strategy of the Baby Agency are suggested, based on theoretical findings, analyses and surveys.
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Marketing strategy of chosen company
Čížová, Natália ; Procházková, Markéta (advisor) ; Andelová, Lucia (referee)
The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of chosen company in regard to a theoretical part, analysis results and information obtained.
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Marketing activities of chosen business
Bernas, Lukáš ; Procházková, Markéta (advisor) ; Stříbrský, Vojtěch (referee)
Bachelor's thesis is aimed at description of current marketing activities of chosen business (which is cake shop/café) and includes proposal to improve the marketing strategy. The objective of this thesis is to create complete marketing strategy. The thesis is divided into theoretical and practical part. The theoretical section describes basic terminology like marketing, services marketing, marketing strategy and planning and marketing research. The practical section contains presentation of chosen cake shop including current marketing activities and primarily the suggestions and recommendations as to improvement of these activities.
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The analysis of marketing strategy of a selected company
Preňková, Martina ; Procházková, Markéta (advisor) ; Putirková, Soňa (referee)
The goal of my diploma thesis is to suggest new marketing strategy to company known for providing language courses abroad. The theoretical part involves a situational analysis of the internal and external environment of the company and the resulting outputs forming a SWOT analysis. The analysis of competition, organizational structure, human resources, product portfolio, pricing policy and communication are also included.
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