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Marketing communications of the Driving Academy Co.
Pařízek, Tomáš ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Marketing communications of Driving Academy Co. Goal: This thesis aims to present marketing communications of Driving Academy, Inc., summarize used communications tools and propose plan of marketing communications for 2016. Methods: For the collection of information was used qualitative research in the form of descriptive case study. The study consists of qualitative interviews, analysis of texts and documents. Results: The result of this work is plan of marketing communications for 2016. Work will be granted to Driving Academy. Keywords: Marketing communications, communications mix, qualitative research, driving the car
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Marketing mix of Kosagym kickbox club and its improvement suggestions
Moravec, Radek ; Omcirk, Vilém (advisor) ; Pecinová, Markéta (referee)
Title: Marketing mix of Kosagym kickbox club and its improvement suggestions Objectives: The aim of this thesis is to analyse marketing mix of Kosagym kickbox club and to propose improvement proposals. To analyse the mix, use descriptive and research methods, specifically marketing research of club members, interview and SWOT analysis compilation. To utilize the outputs of these methods and to suggest an improvements of the club's marketing mix. Methods: The analysis of the mix is performed using descriptive analysis, quantitative and qualitative marketing research through questionnaires, interview, as well as situational analysis through SWOT analysis. Results: The output of the analysis and marketing research are specific marketing mix elements improvement proposals. The main suggestions are extension and alteration of the structure of offered lessons, forms of discounts, expansion of forms of payment, utilization of direct marketing tools and electronisation of the part of the service process. Keywords: marketing, marketing research, SWOT analysis, sport services, kickbox
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The proposal for marketing communication of sports equipment BungyPump
Jelínková, Kristýna ; Pecinová, Markéta (advisor) ; Ruda, Tomáš (referee)
Title: The proposal for marketing communication of sports equipment BungyPump Goals: The goal is to analyze and evaluate the current marketing communication of BungyPump, based on the acquired data and findings and propose a new improved marketing communication. Methods: Methods of qualitative research have been employed to assess the current marketing communication - specifically an interview with the instructions, participant semi-structured observation and analysis of internal documents. Results: The output of the work is a proposal for the improvement of marketing communication of BungyPump, including new means of communication and efficiency improvement of the current means. It is primarily the possibility to test the poles during organized walks. New leaflets and a website have been designed for this purpose. The proposal also utilizes new trends in marketing, namely guerilla marketing. Keywords: communication mix, promotion, in-depth interview, participating observation, sports product, fair trade and exhibition
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The participation of professional athletes in TV advertisement in the Czech Republic
Bernardová, Martina ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: The participation of professional athletes in TV advertisement in the Czech Republic Objectives: The main objective of this bachelor thesis is to explore the perception and opinions of a selected group of consumers on the participation of the current as well as former professional athletes in TV advertisement. This research has been conducted by using qualitative methods of marketing research. Methods: This bachelor thesis is using three interdependent qualitative methods. The first of these methods is an in-depth interview based on a narrative followed by a group discussion. This form of research included a sample of 7 respondents who were members of the Y generation. The last method was an in-depth interview based on open-ended questions conducted with athletes who have already participated in TV advertisement. Results: The outcome of this research suggests that generation Y respondents positively accept participation of professional athletes in TV advertisement. These respondents appreciate the mutual connection between professional athletes and advertised products, robust marketing campaign as well as solid presentation of the professional athlete in front of TV cameras. Keywords: marketing communication, advertisement, communication media, sports celebrity
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Marketing Research of Customer Satisfaction in Tenis Klánovice
Krucká, Tereza ; Šíma, Jan (advisor) ; Pecinová, Markéta (referee)
Title: Marketing research of customer satisfaction in Tenis Klanovice Purpose: The main aim of the bachelor thesis is to find out customer satisfaction in Tenis Klánovice. Furthermore, based on the data obtained from research, point out the potentional shortage in tennis club's services. Also, give suggestion of solution which would lead to improvement of customer services. Methods: Method of quantitative research was used, specifically questionnaire. Respondents were interviewed in a writing way. As well as the semi- structured interview with the chairman of the club was done, the observation was made. Results: Thanks to research, it was found out that customers are satisfied with the services. However, there are several weaknesses in the service that can be improved. Therefore, propositions were made to improve the service. Keywords: sports service, customer, marketing mix, marketing research, satisfaction
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Harmony Wellness Club clientele care
Svatoš, Vítek ; Šíma, Jan (advisor) ; Pecinová, Markéta (referee)
Topic: Harmony Wellness Club clientele care Objectives: The primary objective of the thesis was to obtain feedback from clients concerning the running of the sports centre. On the basis of the clients' feedback, the club management representatives were provided with the data in order to identify themselves more closely with the clients' needs. The secondary objective was to propose motions that could, based on analysis, help the sports centre enhance provided service and raise the value of club membership. Methods: The method of written questioning in forms of printed questionnaire and personal questioning was used. The questionnaire was designed to show the club through the eyes of customers, and to find out about strengths and weaknesses in terms of club's running and personnel. The outcomes are demonstrated by means of charts and tables, which result in the interpretation summarizing the whole issue. Results: Clients of the club have not been systematically questioned yet, therefore the club management has not been getting the clients' feedback regarding the running of the club. All the changes up to now have been made on the basis of the club management assumptions. The research assesses the club from the clients' point of view. It points out the fields of service that are primarily noticed and...
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The proposition of marketing communication of Wellnes center Ostrov in Strakonice
Mařík, Michal ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: The proposition of marketing communication of Wellnes center Ostrov in Strakonice. The aim: The goal is analyse people's current awareness of Wellness center Ostrov in Strakonice, using obtained data, and subsequently, based on the results, make a draft of new marketing communication of Wellness center Ostrov in Strakonice. Methods: The methods of qualitative research were used in this thesis, namely the interview (the dialogue according to the instructions) and participant observation. As for the qualitative research, the method of personal inquiry was applied. Results: The result of this bachelor thesis is the draft of marketing communication of Wellness center Ostrov in Strakonice. The draft includes certain upgrades which were not at Wellness centrum management's at the time when this thesis was being written. It lays emphasis on marketing on social networks, its connection and administration. It also suggests the use of other means of communication, e.g. radio, advertising, leaflets, posters. Key words: Marketing of sport, marketing communication, interview, wellness center, fitness
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Marketing research of massage course absolvents' satisfaction in Dexter Academy
Svobodová, Barbora ; Pecinová, Markéta (advisor) ; Šíma, Jan (referee)
Title: Marketing research of massage course absolvents' satisfaction in Dexter Academy. Objectives: The main goal of this thesis is to acquire the valuation of massage school courses and services in DexterAcademy from the absolvents of these courses. The valuation is acquired by the research of absolvents' satisfaction, which is one of the main goals of this thesis. Another goal is to present, based on the obtained information DexterAcademy suggestion that might lead to the improvement of massage school courses and services. Methods: Marketing research based on the method of written survey has been used to investigate the absolvents' satisfaction. The sampling unit is made of the absolvents of massage school courses, who were chosen at availability in time of data collection. Results: The survey evaluation has shown some deficiencies in DexterAcademy. Consequently, steps to abolish these deficiencies were designed and if followed, the absolvents' satisfaction should be improved. Keywords: educational services, sport services, questionnaire construction, marketing mix, massages
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The proposition of marketing communication of outdoor centers Offpark in the Šumava Mountains
Mašek, Adam ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: The proposition of marketing communication of outdoor centers Offpark in the Šumava Mountains The aim: Formation of the marketing communication for the summer season 2017 based on the obtained data Methods: The methods of qualitative research were mainly used in the thesis, by the interview with an operations manager of Offpark and by the personal involved observation Results: The result of the thesis is a proposal for a marketing communications areas Offpark for the summer season 2017. Proposed marketing tools were previously in marketing communication Offpark used infreqently or not at all. Among the most significant are online advertising, events and sales promotion. Key words: Marketing of sport, interview, outdoor, the Šumava mountains, National Park
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