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Media as a tool of internal communication in the ICT sector
Holá, Táňa ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The diploma thesis Medium as a tool of internal communication in the ICT sector maps and analyzes the spectrum of media used in internal communication by companies that operate in the field of information and communication technologies. The thesis is divided into four main parts. The first part presents the theoretical literature review and provides the basis for subsequent analytical research. This section focuses on the description of internal communication as a field of inquiry and subsequently each communication channel and the media used in internal communication. The second part consists of a description of the methodology used for this study. The third part focuses on the presentation of data obtained from both qualitative (in-depth interviews) and quantitative research (statistical evaluation of the response of the electronic questionnaire) . The fourth part, discussion, is devoted to the analysis of the data obtained, comparing them with the theoretical part and at the same time, the author answers the research questions and sub-questions of this study.
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The Company Pandora on The Czech market in 2010-2014
Šlejharová, Veronika ; Shavit, Anna (advisor) ; Koudelková, Petra (referee)
Bachelor thesis The Company Pandora on The Czech market in 2010-2014 deals with the company PANDORA and its marketing strategy and communication forms, which the company applies on the Czech market. It also describes the entry of the brand on the Czech market and compares it with its directly competitive brand Trollbeads. Next section is devoted to a description and analysis of the main tools of communication mix which the brand utilized within its communications during the specified period. The last section is devoted to quantitative research that was conducted to obtain information on the status of PANDORA on the Czech market, purchase motives and loyalty of its customers. The conclusion of this thesis is a detailed description and analysis of the marketing activities of Pandora partly supported by research results.
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New trends in acquiring customers through online marketing platforms on the example of ŠKODA AUTO a.s.
Němcová, Markéta ; Koudelková, Petra (advisor) ; Soukeník, Štěpán (referee)
ŠKODA AUTO Inc. is nowadays trying to reach out to customers more with digital communication because of the changes brought by the technology of smartphones and the internet. This theses focuses on the techniques of online marketing alongside with digital brand strategy. Using specific online platforms, the ŠKODA AUTO company tries to introduce the brand to people who do not know the brand yet and tries to connect it more with the sponzorship of the company. The aim is to familiarize the reader with the selected types of communication activities, to describe the principles of their functioning and to analyze the strategy that is behind the creativity. Then to analyze the success of these channels, the available data and to recommend possible changes in the communication strategy.
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Facial Coding as a tool in neuromarketing research of emotional response
Picková, Barbora ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
Bachelor's thesis is devoted to the topic of neuromarketing research of consumer behaviour. It focuses specifically on one research tool, belonging to this category, called Facial Coding. The introduction part presents the theoretical foundations on which this technique is based, especially the psychology of emotion and its background. It describes the six basic emotions, which are measured by this tool. The founder of the Facial Coding research method, Paul Ekman, is then introduced and his studies of human face are recounted. The third part of the text describes the modern form of Facial Coding, its advantages and disadvantages and the applications of this tool in marketing research, which are illustrated by few practical examples.
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Using of social network in social enerprises
Daribazar, Togtokh ; Koudelková, Petra (advisor) ; Turková, Kateřina (referee)
This bachelor thesis deals with the topic of social networks and their use in social enterprises. This work has two parts. The first part is theoretical and deals with the history, theories and definitions of social enterprises and social networks. The second and main part of the thesis is practical. For this part, a quantitative content analysis method was chosen to analyze the posts of three selected social enterprises that were added to their social networks in the period from July 1 to December 31, 2017. The aim of the analysis is to make a comparison of three chosen social enterprises and to answer to the research questions that were asked at the beginning of the work. Based on these responses, social enterprises will be recommended strategies for communicating effectively across individual social networks. This recommendation is applicable to other social enterprises with a similar focus as selected three companies.
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Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2017
Škaldová, Markéta ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
Title Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2018 Annotation The aim of the bachelor thesis "Analysis of marketing and PR activities of Lidl Czech republic in years 2017-2018" is to describe selected communication activities of the company, that is specific in its philosophy based on major sale of private labels and also the concept of different thematic weeks, which contains besides products from food sector even products from non-food sector. The company has entered the Czech market as a discount store with agressive price policy and was percieved this way by customers, however then it changed its business model and has introduced a new concept through which it aims to offer quality products at the best prices. This new conception is presented mainly by the modernization of its stores, but also by other activites with aim to get better image and to target a new segment of customers. The purpose of this thesis is to describe and analyse these activities and channels, which the activities are carried out through, in form of marketing mix and Kotler's 4Ps. Another intention is to find out through primary quantitative research whether customers of Lidl still percieve the company as a cheap merchant, or as a succesful brand, which offers quality products. In addition, the...
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Comparsion of marketing activities of beer producers on the Czech market in digital environment
Doskočil, Ondřej ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Bachelor thesis aims to clearly outline online marketing activities of selected regional microbreweries located in the city of Prague or close by. The aim of this paper is also to describe the communication activities of four thoroughly selected microbreweries and show the best communicating microbrewery in the monitored region. The first parts of the thesis describes the brewing segment, mentions the legislative limitations, that are specific for the segment and in the major part describes and compares the selected brands and their communication activities.
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Concept of communication strategy of the WIN-WIN shop
Vilišová, Barbora ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The purpose of this thesis, titled "Communication strategy proposal for WIN-WIN shop", is to provide a detailed analysis of marketing-oriented communication, in relation to sustainable fashion. The thesis is focused on the case of WIN WIN love brand, describing its inception and communication strategy. The theoretical part of the thesis defines the terms communication strategy, marketing mix and communication mix, with an emphasis on advertising, public relations, direct marketing and personal sales. The theoretical bases of the brand development are explained, including its identity and value. The descriptive part of the thesis characterizes the brand and establishes its origins. The target market is analyzed by the Galaxie Gim model. The analytical part of the thesis investigates separate parts of the marketing mix and explores current communication strategy, pinpointing its advantages and disadvantages. Other factors of the brand are analyzed by SWOT. Lastly, the thesis presents results of primary research conducted through online questionnaires.
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Functional and emotional impulses during shopping at the point of sale
Šteflová, Aneta ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Functional and emotional impulses during shopping at the point of sale" addresses the description of buying impulses in a retail store. It illustrates those marketing possibilities for application of impulses in communication of non-chocolate sweets at the point of sale in hypermarkets. The first theoretical part defines shopping at the point of sale, its terminology, provides information about impulsive shopping and analyse particular buying impulses and possibilities of their usage. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication tools employed by different brands of non- chocolate category at the point of sale of Czech hypermarkets. Information about buying impulses is gained from literature and on-line sources. Information about POP communication tools in hypermarkets comes from my own observation and from analytic discussion of impulses' usage with materials gathered from the theoretical part. The main focus is on description of the current situation in application of POP communication tools, especially buying impulses used in communication of sweets with customers at the point of sale.
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Loyalty programs: Tesco Case Study
Svobodová, Veronika ; Dolanská, Nora (advisor) ; Koudelková, Petra (referee)
This is a bachelor thesis concerning titled Loyalty programs: Tesco Case Study. This thesis is divided into two parts of which the first one is theoretical. In this part the term loyalty is defined in the context of marketing and subsequently the definition of the term loyalty program is presented. This part also includes a typology of loyalty programs based on their target group, a brief history o loyalty schemes and finally the efficiency of these programs. This topic is much discussed among theoreticians so that is why there are empirical studies and their typology included in this part. The second part of this thesis is focused on Tesco. First the company is briefly introduced and next the history of Tesco is described (in this part the first attempt to introduce a loyalty program is mentioned). Subsequently the Clubcard loyalty scheme is described. This part starts with description creative process and tests of the first versions. Then the Czech version of this loyalty program is described including the principle of collecting points, calculating their value and conditions of participating in the program. The thesis is accompanied with visuals of Clubcard quarterly statement (point billing) and campaign that accompanied the official launch of the program in Czech Republic.
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