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The Analysis of Marketing Communication of Sports Club
Nováková, Kateřina ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
This thesis deals with analysis of marketing communication of basketball club TJ Sokol Hradec Králové. The objectives of the thesis are to find out the current state and to analyse particular components of communication with potential spectators and sponsors. Necessary information was found out thanks to observations and communication with management of the club. The benefits of this thesis are identification and valuation of the current state of the marketing communication. At the moment the club doesn't have any analysis concerned with this issue. The bonus of this thesis is setting of medium-term marketing objectives and adumbration of marketing strategies to attain them. This thesis is divided into four parts. The first one describes in detail components of marketing mix and components of marketing communication. The second part is aimed at components of marketing and marketing communication applied to an area of sport. The third part deals with the particular analysis of the current state of the marketing communication used by the club. Finally, there are proposed marketing objectives and strategies to improve the marketing communication in the fourth part.
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New trends in marketing communication
Khalilova, Nazila ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
The bachelor thesis "New trends in marketing communication" focuses on the new methods in a communication mix, such as guerilla, buzz, mobile, direct and event marketing, and product placement. The primary goal of the thesis is to define these tools and show the importance of implementing these methods in a globalised world. Samples of implementations of these new tools are shown on both, the Azerbaijanian and world market, in the practical part of the thesis. Also, Azerbaijanian market is shown as a potential market for the foreign investors.
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Ecological marketing
Neznaj, Radek ; Procházka, Jan (advisor) ; Pešek, Ondřej (referee)
The work addresses issues of ecological marketing, specifically focuses on the marketing mix of organic products. The intention is to point out guidelines and outline options that may be the potential of products development in line with environmental objectives and the enterprise. The work is divided into three parts. The first part briefly shows the evolution of marketing and its current form, including current trends and events that led to the emergence of ecological marketing. This section defines the ecological marketing objectives. Second, the main part of this work shows the ecological marketing mix in the ordinary formulation: product, price, place and promotion. Attention is paid to all individual elements of the mix, their advantages, disadvantages and the key aspects in the use of ecological products and where possible, illustrated on practical examples. The last part consists of two case studies. The first one is focused on design and packaging at Hewlett-Packard, namely multimedia notebook HP Pavilion for Walmart. The second is focused on the Toyota and its Prius hybrid model in order to analyze key aspects of the success of this model on the market of hybrid cars. The conclusion summarizes the key aspects of ecological marketing and suggests possible development for the future.
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Marketing communication analysis of brand Activia in Czech Republic
Horká, Sabina ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
The thesis deals with marketing communication of brand Activia in Czech Rebublic which we can find in product portfolio of company Danone Inc. Danone Inc is part of Groupe Danone -- one of the biggest world's food concern. The objectives of this thesis are marketing communication analysis and its evaluation. On the basis of performed analysis, possible changes are proposed leading to maximal usage of this marketing instrument.
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Marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care
Iblová, Mirka ; Procházka, Jan (advisor) ; Holbová Melíšková, Iveta (referee)
This dissertation discusses the analysis of marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care, which carry business within the market of pharmaceutical industry. Prior to the analysis, the focus is on the theoretical part of the traditional components of the communication mix. In the practical part, the theoretical knowledge is then applied to the chosen example of the company. On the basis of performed analysis, recommendations are proposed in order to optimize the communication mix.
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Analysis of selected greenfield investments
Urbánek, Adam ; Cibulková, Iveta (advisor) ; Procházka, Jan (referee)
Bakalářská práce rozebírá systém přímých zahraničních investic v ČR. Obsahuje zvolené oblasti teorie a právní úpravy PZI, analyzuje odvětvovou a teritoriální strukturu a systém investičních pobídek. V praktické části je popis investice na zelené louce firmy Bang&Olufsen v Kopřivnici, důvody její expanze, průběh investice a mikro- a makroekonomické působení na okolí. Práce také diskutuje pozitivní a negativní dopady investic na zelené louce v České republice.
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