|
|
The value of live event marketing from its implementer's perspective
Jelínek, Radovan ; Černá, Eliška (advisor) ; Moravcová, Hana (referee)
Event marketing as a marketing communication tool is constantly developing and innovating. It adapts to the changing needs of companies and customers whose activities are increasingly moving to the digital environment. However, the work is based on the premise that personal experience is still one of the most effective ways to communicate something to people so that they remember the product or message in the best possible way. The aim of the thesis is to use the focus group research method to delve deeper into topics such as the value and communication benefits of live events and to show that this type of marketing is still very important in today's digital age and should not be neglected. The theoretical part of the thesis is focused on the introduction to the issue and also presents the theoretical framework of event marketing, which is not very comprehensive in the Czech environment. It also presents the problem that the theoretical study of events deals with and introduces the topic of event typology. The methodological part is devoted to the design of the actual research and the implementation description. The thesis concludes by interpreting the findings emerging from the qualitative research.
|
|
|
The impact of the development of music streaming services on Czech radio stations
Šidlák, Jan ; Klabíková Rábová, Tereza (advisor) ; Moravcová, Hana (referee)
This bachelor thesis deals with the topic of the transformation of communication of Czech radio stations in the light of the development of streaming platforms, new media and technologies. In particular, it describes how radio stations use new media to communicate and complement traditional FM broadcasting. The theoretical part of the thesis describes the history of radio in our country, introduces streaming services as a new way of music distribution and summarizes the views of some authors who have dealt with the topic before. The practical part of the thesis consists of an analysis of media outputs of individual stations and interviews with respondents, professionals from radio practice.
|
|
|
Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities in Q3-Q4 2022
Marinovová, Kristina ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The diploma thesis entitled "Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities Q3-Q4 2022" addresses the expansion of communication options caused by the arrival of so-called new media. The work then focuses in detail on communication on the social networks Facebook, Instagram and TikTok and their use for the advertisement. The theoretical part of the work provides a comprehensive view of selected platforms, their environment, trends and an overview of terms necessary for basic understanding and strategic work. In addition, it provides cross-sectional work with basic advertising formats that can be used for advertisement and also description of the environment of the advertising tools Meta Ads Manager and TikTok Ads Manager. The diploma thesis discusses in detail specifically the work with Meta Ads Manager, which is a tool used for running experiments in the practical part. The practical part of the work aims to verify three hypotheses, which aim to compare the results of different approaches when setting up advertising campaigns on the Facebook platform and thus simplify future decision-making process for marketers, companies or individuals starting to work in the environment of the Meta Ads Manager. This part of the thesis also...
|
|
|
The use of artificial inteligence in graphic design for marketing purposes
Massalema, Adham ; Oukropec, Jindřich (advisor) ; Moravcová, Hana (referee)
This thesis deals with the incorporation of artificial intelligence into graphic design for marketing purposes. The aim of my thesis is to find, compare and recommend tools that are currently available that use artificial intelligence to create graphic design for marketing proposals. Artificial intelligence itself is constantly evolving and offers its help in many professions. I have divided the thesis into two parts, theoretical and practical. In the theoretical one, I deal with the explanation and evolution of the phenomenon, followed by the appearance of artificial intelligence in design, graphic design and marketing. From the acquired knowledge and according to the given criteria I compare the available tools. Following the examination, I evaluate them and recommend how they can be used today, but also where they still lack.
|
|
|
Crisis communication strategy for the city of Neratovice in the event of a chemical accident
Vrána, Petr ; Moravcová, Hana (advisor) ; Houdek, Petr (referee)
The bachelor's thesis focuses on developing a communication strategy and manual for the city of Neratovice in the event of a chemical release from the local company SPOLANA Ltd. The aim of the thesis is to minimize panic and effectively inform the residents of the city about the danger. The thesis is structured into three main parts. The introduction sets the objectives of the thesis and provides motivation for addressing the topic. The theoretical part covers strategic communication, public relations, political communication, trust management, crisis communication, and communication in local governments. The analytical part includes an analysis of the current state through case studies, interviews with authorized individuals, analysis of media outputs, and a questionnaire survey. The practical part focuses on developing a crisis communication strategy, including setting goals, identifying target groups, types of events, and procedures. Furthermore, a crisis communication manual is prepared, and budgetary and other requirements are addressed. The research is based on analysis of specialized literature, basic research on information about Neratovice City and SPOLANA Ltd., interviews with responsible individuals, case studies, and a questionnaire survey among the residents of the city. The outcome of...
|
|
|
Beyond tourism: Development of place branding in the context of the City of Prague
Legáthová, Lucia ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
In today's global landscape, cities and regions are increasingly competing for investments, tourists, and talent, prompting the adoption of multi-dimensional branding strategies beyond tourism promotion. City branding has emerged as a means to enhance the overall image and attractiveness of cities. Despite growing academic interest in city branding, a research gap exists, specifically in the case of Prague, where the international perception does not align with the progressive transformation of the city. The case study of the City of Prague is explored to examine its city branding efforts, uncover the most pressing challenges and provide possible solutions through a combination of content analysis of key strategic documents and semi-structured interviews with key stakeholders. Findings reveal a discrepancy between Prague's desired image and its branding efforts, hindered by a lack of clear leadership, political interest, coordination and long-term strategic vision. Addressing these challenges will be crucial for Prague to build a distinctive and successful city brand. Establishing clear leadership, engaging political stakeholders early in the process and defining clear and measurable objectives are among the potential solutions to bridge the gap between Prague's desired image and its branding efforts.
|
|
|
Business Plan of a Selected Privately Owned Cultural Monument
Vodičková, Tereza ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis presents a comprehensive business plan for the cultural monument Sýpka Lemberk with emphasis on the specific characteristics of a non-profit entity owned by a limited liability company and the goal of finding stable sources of financing for its operation. The plan has the potential to serve as a useful guide for the management of other cultural sites with similar challenges, both in the region and beyond. The theoretical part of the thesis focuses on the definition of marketing, business plan and marketing analysis specifically applied to cultural heritage sites. It also examines the cultural policy of the Czech Republic and the possibilities of financing and supporting monuments. The practical part of the thesis presents a developed business plan with the aim of ensuring stable financing for the operation of the monument in 2024 and a business model tightly linked to the marketing plan. The insights in the marketing mix are based on a thorough environmental analysis and quantitative questionnaire research conducted on a geographically stratified sample of the population. This provided valuable data on visitor preferences and opinions, which provides the basis for improving the visibility and attractiveness of the cultural monument Sýpka Lemberk.
|
|
|
Strategiic communication of public policies: The case of Milostivé léto
Marek, Michal ; Konrádová, Marcela (advisor) ; Moravcová, Hana (referee)
Public policy communication is a discipline that has not yet been explored much, and this thesis has chosen to examine it through the example of the government's Milostivé léto debt relief. This was a response to the long-lasting untenable economic crisis of a part of Czech society caused by the amount of accumulated distraints affecting the quality of life of the population. At the same time, the social and economic situation of citizens are the strongest determinants of their relationship to democracy, which makes the strategic communication of a legislative aimed at removing these economic obstacles all the more important. This thesis takes an approach to communication based on government communication, stakeholder theory and theory of public policy according to Potůček, and builds on these theoretical concepts with three research questions focusing on stakeholders, communication strategy and communication recommendations. It answers each of these questions using a separate method - first exploring the online space through stakeholder mapping, then defining strategy through semi-structured interviews with government communication representatives, and finally analysing the data to formulate communication recommendations through SWOT analysis. The thesis thus contributes to research on government...
|
|
| |
|
|
Concept of marketing strategy of the brand Ifé
Šputová, Natálie ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
This bachelor's thesis focuses on designing the marketing strategy for Ifé hand made, a small jewelry workshop. The thesis is divided into two main parts: theoretical and practical. In the theoretical part, the concept of marketing strategy is defined using professional literature, with emphasis on the different phases of its development and its categorization based on the marketing mix. The practical part of the thesis applies the theoretical knowledge gained to Ifé hand-made. A situational analysis is conducted to examine both the internal and external environment of the company. This analysis involves the use of PESTE analysis, Porter's Five Forces model, and the Value Chain. The outcomes of these analyses are summarized in a SWOT analysis. Furthermore, a questionnaire survey is conducted to investigate the purchasing behavior of individuals from the Moravian-Silesian region in relation to jewelry. The thesis culminates in a proposed marketing strategy based on the tools of the marketing mix. This proposal is based on the findings from the situational analysis and questionnaire survey.
|
guest ::
RSS feed.