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Marketing communication in wushu
Vrána, Daniel ; Černá, Jitka (advisor) ; Lorenzová, Petra (referee)
Bachelor´s Thesis deals with the specifics of sports marketing and marketing communication of sport wushu in the Czech Republic. The aim of this thesis is to compare the effectiveness of marketing communication of wushu sports clubs. The first part contains a characteristic of sport marketing with a focus on the specifics of martial arts marketing. In the practical part are described four selected wushu clubs from the Czech Republic. Then follows the analysis of the activities of individual clubs and their comparison based on secondary research. Furthermore, the questionnaire is evaluated and analyzed based on the answers of the pupils of selected clubs. The result of the thesis is an analysis of the current state of marketing communication, comparison of marketing communication of selected schools and marketing recommendations.
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Marketing Communication of Technological Conferences
Venglár, Stanislav ; Černá, Jitka (advisor) ; Müllerová, Veronika (referee)
This bachelor thesis is focused on marketing communication of technological conferences. The goal is to choose and evaluate the suitability of the tools for communication mix used by propagation of a technological conference. In the theoretical part the terms like event marketing and event, marketing communication and communication mix specifically applied on the events are defined. Practical part is focused on a specific technological conference and also on the analysis of the marketing communication tools used in this conference. The outcome is the recommendation for the specific tools of the communication mix useable in the next years for the organizers of the conference.
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Prague Musicals Celebrity Marketing
Kuzmová, Tereza ; Černá, Jitka (advisor) ; Meiserová, Markéta (referee)
This Diploma Thesis deals with the issue of Prague musicals celebrity marketing, which is a significant characteristics of the contemporary Prague musical scene. The theoretical part of this thesis introduces the basic theories of celebrity studies and the specifics of marketing mix of musicals, in which celebrities play a significant role. On the margine, the thesis is also focused on current overproduction of musicals and related problems in marketing activities of musical productions. The main part of this thesis is the own research, which was realized by analyzing the promotional materials of the greatest musical productions in Prague, as well as questionnaire survey among the visitors of musical shows. The aim of this research was to assess the contemporary celebrities of the Prague musicals and to assess the influence of celebrities on the decision to go to see some musical.
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Marketing strategy of Museum of Decorative Arts in Prague
Hlaváčková, Karla ; Černá, Jitka (advisor) ; Meiserová, Markéta (referee)
This bachelor's thesis concerns itself with marketing of state funded organizations (SFO). Firstly, in the theoretical part, it focuses on the theory of SFO marketing and the description of the specifics related to its legal form. It states the legal framework of the SFO and museum institutions. This section of the thesis also presents arguments in favour of supporting the cultural organizations. The aim of the practical part of the thesis is to describe the development of marketing strategy of Museum of Decorative Arts in Prague. The emphasis is put on the marketing mix tailor-made for a specific segment, students. A qualitative research using structured interviews with a focused sample of students has also been conducted for this section of the thesis.
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Evaluation of the Communication on Social Networks of Selected Titles of the Company Economia
Pokorná, Kateřina ; Černá, Jitka (advisor) ; Ischia, Michal (referee)
The content of the thesis is a description of social media and social networks and the following analysis of communication on social networks for titles Hospodářské noviny, Respekt and Ekonom which belong to company called Economia. The main goal of this thesis is to analyze and to compare the communication on social networks of each title and come up with a recommendation for the titles. The secondary goal of this thesis is to map the situation of social networks and propose the procedure for companies which want to analyze the communication on social networks or compare their communication with competitors. In the practical part, there will be used Socialbakers Analytics tool for analyzing the communication, as well as Google Analytics and Facebook Insights. There will be also used a questionnaire survey among fans of titles and public.
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Personal marketing of amateur theatre
Hejduková, Lenka ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The bachelor thesis focuses on the issue of acquiring new members in amateur theater associations. The aim of the bachelor thesis is to find out what motivational factors are essential for it. The theoretical part explains the basic concepts of theater marketing and personal marketing. The methodological part describes the benefit optimization method. Using this method, different perspectives are sought between the members of the theater and its leadership in the theater. The survey was used marketing research, was based on which a questionnaire survey was conducted. The benefit of this bachelor thesis is to propose an effective procedure for recruiting new members into amateur theaters. The result of the bachelor thesis is an increase in the number of newcomers to the theater.
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E-shop and marketing
Dulová, Tereza ; Černá, Jitka (advisor) ; Horňáková, Daniela (referee)
The aim of the thesis is to evaluate the marketing environment and factors specific to the selected e-shop on the basis of undertaken PEST analysis and Porter's five forces analysis. One of the outcomes is a SWOT analysis and risk analysis firm, and through web analytics tools Google Analytics is analyse visitors on real company data. The benefit of this thesis is to assess the real situation of the e-shop and propose marketing recommendations.
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Marketing Communication of gallery´s exhibitions
Chalupová, Kateřina ; Černá, Jitka (advisor) ; Prokůpek, Marek (referee)
Bachelor´s thesis focuses on the current possibilities of using communication tools in museums and galleries focusing on marketing communication and promotion of exhibitions. The aim of the thesis is based on a research to design more effective marketing communications gallery on the example of selected exhibitions in the DOX Center for Contemporary Art. The theoretical part deals with the terminology associated with the areas of arts management and marketing communications. Studies dealing with marketing communications, galleries and museums focusing the use of the new possibilities of communication and participation in social networks are also included in the theoretical part. The practical part is focused on the analysis of marketing communication of the previous exhibitions at the DOX Center for Contemporary Art. Included are three interviews, with Zuzana Masná, from the DOX Center, and with two bloggers: Sandra Kisić and Anna Stránská. The research is based on the analysis of communication studies research and personal interviews. At the end of this part I will suggest the new possibilities for the use of marketing tools and ways to update the current marketing communications on example of the current exhibition Big Bang Data.
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Consumer behaviour in E-auctions of apartments
Gavlasová, Kateřina ; Černá, Jitka (advisor) ; Hlavinka, Radovan (referee)
The aim of this thesis is analysing consumer behaviour while buying an apartment in E-auction. The analysis will be performed using a frequency of data, pivot tables and by moving average within 5 years period. The theoretical part will characterize basic terms of target marketing like segmentation, targeting and positioning. Furthermore, it will focus on auctions and different types of auctions. Then it will examine the current status of the real estate market in Prague and the whole Czech Republic. In the practical part the analysis of consumer behaviour in the E-auctions of apartments will be executed. Consumers will be divided into segments according to their demographic, geographic and behavioural criteria. In those segments will be analysed their behaviour while buying an apartment via E-auction.
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The role of brief in tender for marketing campaigns
Procházková, Michaela ; Černá, Jitka (advisor) ; Grunt, František (referee)
The bachelor thesis deals with the issue of a tender procedure and the importance of a high-quality brief which facilitate this process. Theoretical part focuses on advertising agencies, their history, division and covering associations. Furthermore, the recommended content of the brief and the tender procedure by Association of communication agencies are specified. The role of quality research through the expert interview is emphasized. In the practical part of this thesis is interviewed the contracting authority and the agency's failure in the specific tender is being investigated. Following this research, there are recommendations for the agency resulting from the interview.
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