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Project uniforms in a retail chain store
Teršová, Anna ; Postler, Milan (advisor) ; Štěpánek, Petr (referee)
This master's thesis deals with the analysis of a project uniforms in a retail chain store. The role of company's uniforms and its connection with the brand identity is usually very underestimated part of brand strategy. The thesis clarify this role and in its practical part it offers a procedure how to change company's dress code. The aim of this thesis is to analyse the process of uniform's change in a retail chain store. To analyse its parts, evaluate the procedure and propose recommendation. The asset of this thesis is treatment how to change company's uniforms in a real project and its critical analysis.
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The Analysis of the communication of the brand Made in Czechia in a selected region of the world
Figurová, Nela ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master's Thesis focuses on the communication of the brand Czechia and the brand Made in Czechia with an emphasis on the American market. The aim of the thesis is to find out the awareness of our country and primarily of Czech products in the United States of America. The theoretical part of the thesis specifies the marketing and commercial communication and describes the process of creating effective communication. It also contains characterization of a brand and its strategic management. The practical part focuses on the existing communication of our country brand and Czech products. Subsequently, a questionnaire survey was conducted to find out the awareness and perception of the communication of the brand Made in Czechia in the United States, to compare and complete the issue, the questionnaire survey was also conducted on a sample of the Czech population and foreigners living in our country. It is followed by the evaluation of the research results, recommendations and own design of the communication of the brand Made in Czechia in the USA.
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Proposal of strategy to improve waste separation and its communication
Klučina, Tomáš ; Postler, Milan (advisor) ; Kartalová, Petra (referee)
The Master's Thesis focuses on waste separation in the Czech Republic. The aim of this thesis is to propose a strategy and its communication, which would result in increasing participation in waste separation in the Czech Republic. To achieve the stated goal the thesis utilizes primarily two methods, analysis and comparison, which are later supported by primary research in the form of survey and its evaluation. Results of the conduced survey provide key information about main barriers and motivators perceived by the target group and serve as a basis for formulating strategy and plan of communicating the individual parts of this strategy.
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The influence of social networks on marketing strategies of the company Coca Cola within FMCG category
Nguyen Minh, Tuan ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.
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Communication analysis and proposal of the Study in Prague project
Lipavská, Markéta ; Postler, Milan (advisor) ; Coňková, Zuzana (referee)
The Master´s Thesis Communication analysis and proposal of the Study in Prague project is focused on the issue of communication to international students. Study in Prague is a project of five Prague public universities, whose common goal is to increase the number of international students in their foreign language programs through joint marketing communications. The goal of this thesis follows the effort of this project as it aims to analyse its current communication and to propose its potential changes and improvements. In order to choose an appropriate communication, the thesis is applying a situation analysis, SWOT analysis, Benchmarking and an own field survey in the form of Focus Group. In the proposal, there is the emphasis on digital communications, which is the most appropriate tool for the given target group of young students.
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Communications domestic music clubs and organizations on social networks and its changes
Bártová, Anna-Marie ; Postler, Milan (advisor) ; Trávníčková, Karolína (referee)
The aim of this bachelor thesis is to evaluate communication of domestic music clubs and organizations on social networks and its impression on the users of these pages. First chapter is dedicated to the marketing, marketing and communication mix and its tools concerning online communication, especially social networks and its use in the commercial area. Second chapter introduces us examined music clubs and organizations and analyses its online communication by the SWOT analysis and comparison. The main part of the work focuses on the perception of the communication of selected subjects on Facebook. Right after that is the research analyzed and evaluated. Based on this process, there have been made some tips and recommendations, which can be useful in the future.
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A proposal to improve the marketing strategy of the travel agency FIRO-tour a.s.
Míchalová, Jana ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this bachelor´s thesis is creating a proposal to improve the marketing stratégy of travel agency FIRO-tour a.s. The first part of this thesis is focused on a summary of theoretical knowledge about marketing, market segmentation and marketing mix. In the next practical part of the thesis is processed analysis of the market, analysis of marketing mix, SWOT analysis and survey on the perception of the travel agency FIRO-tour a.s the target group. On the basis of the evaluation results is created a proposal to improve to the future.
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Influencers on social networks and their Use in Marketing
Petrovčíková, Lucia ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This diploma thesis called "Influencers in Social media and their Use in Marketing" deals with the new current trend in which, instead of well-known celebrities, star just ordinary people. Despite of this, they managed to conquer the masses through social networks thanks to their unique personality and authenticity. The first chapter focuses on online marketing and explains the basic concept of it, its tools and communication mix, along with data on the structure of the Czech Internet population. The second chapter is devoted to the social media and it also explains Word-of-mouth marketing, as it is one of the ways in which awareness of influences is spread. The third chapter aims to familiarize the reader with the YouTube portal and it also includes statistics about the Czech YouTube. The last chaptermedia. The aim of this master thesis is to give a comprehensive overview of the phenomenon of influencers, with particular regard to YouTubers who represent the influencers of the present. The practical part of this thesis is the to identify target group of influencers (YouTubers) and the subsequent characteristic of this target group.
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Draft of communiation strategy for Dokořán Initiative
Šmýrová, Barbora ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The diploma thesis deals with the communication strategy of the association Dokořán Initiative. Dokořán Initiative is a nonprofit organization working in the field of culture. The goal of the thesis is to design a communication strategy which will be effective, and at the same time overcome all barriers specific for non-profit sector, especially the field of the culture. The thesis is divided into three chapters. The first two chapters provide a theoretical basis for the development of the practical part. It deals with marketing in general, eventually it gets to all commercial communications and specifics of non-profit organizations and Culture. The third chapter contains a detailed analysis of the association. In the conclusion of these analyzes we can find a comprehensive proposal on a communication strategy for the season 2017.
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