|
|
The in-store communication of the Air Bank between 2011-2013
Jordán, Libor ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor thesis entitled "In-store marketing communication of the Air Bank between 2011 - 2013" deals with Air Bank's marketing communication at the point of sale in the Czech Republic. It also aims at comparative descriptive analysis of in-store communication with the main competitor, Česká spořitelna. In the first part of this thesis is used the retrieval of resources available for in-store marketing communication including presentation of the basic concepts. It also describes the history of this kind of communication and sensory marketing. The second part deals with the description of the concept and the implementation of the corporate values to the in-store marketing communication of the bank. In this section there is also a comparative analysis with the competitor. The results describe the status of Air Bank's communication during the first two years of operation on the market and the evaluation of competitive benchmark analysis.
|
|
|
Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
|
|
|
Analysis of internal communication of the organization Junák - český skaut, z.s.
Kroupová, Mariana ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this bachelor thesis is the analysis of internal communication of the organization Junák - český skaut, z.s. in last two years. Theoretical part lays down basic goals, purpose, outputs, and strategy of internal communication and focuses on its specifics in the non-profit sector generally and in the organization Junák specifically. The practical part of the thesis uses elements of the GAP Analysis and looks for gaps between the ideal and current state of communication in the organization. It suggests organizational plans to fill the gaps and overview of risks involved.
|
|
| |
|
| |
|
|
Trends, development and perception in the context of programmatic advertising
Cahlík, Zdeněk ; Koudelková, Petra (advisor) ; Stillerová, Markéta (referee)
The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.
|
|
|
Presentation of a local fashion in Czech lifestyle magazines
Bártová, Tereza ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The Czech fashion industry is constantly in progress and has growth potential. However, it still has significant deficiencies. The thesis focuses on local fashion and its presentation in Czech lifestyle magazines. The primary quantitative research focused on examining the Czech lifestyle fashion magazine's environment and determining in what context and how often these media write about local fashion and its designers. Through the content analysis, the three fashion titles (Vogue CS, Elle, and Harper's Bazaar) were examined during the period between August 2018 and December 2020. The theoretical part of the thesis focuses on the topic introduction, where deals with fashion and fashion journalism evolution. Then, the current situation in both fields is described. The methodological part consists of a theoretical basis, literary review, and research design. Three research questions and four hypotheses were formulated within this paper. Research results suggest that Czech fashion media outputs regarding the local fashion are mostly connected with Mercedes-Benz Prague Fashion Week via online editorial articles.
|
|
| |
|
|
Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
|
|
|
Business Strategy of the Jipka - Moje jazykovka Translation Agency
Ludačková, Zuzana ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis ,,Business Strategy of the Jipka - Moje jazykovka Translation Agency" deals with the strategic planning process within a SMB in the field of translation agencies. Its goal is to create a complex business plan, that will ensure future growth of the company. Based on a literature research, it first describes the theoretical practice of preparing a business plan, from goal-setting, through situation analysis, to an actual creation of the plan. It introduces the analytical tools and models, their outcomes, the process of choosing the right option, followed by its implementation and evaluation. The practial part focuses on application of these theoretical principles, to a specific example of Jipka - Moje jazykovka translation agency, formulation of its goals, and proposing the steps leading to their fulfillment.
|
guest ::
RSS feed.