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Digital marketing communication of Spikeball Inc. and It's perception in Europe
Čejka, Ondřej ; Ruda, Tomáš (advisor) ; Opelík, Daniel (referee)
Author: Ondřej Čejka Title: Digital marketing communication of Spikeball.inc on social media. Goal: The main goal of the thesis is to assess digital marketing communication of the Spikeball.Inc on social media. Based on the results of content analysis, there will be created suggestions, which should lead to the improvement of the marketing communication and increase of it's reach. Methods: In this thesis, qualitative research methods are used within theoretical part of the thesis. These include a literature search on sports marketing, digital marketing, social-media marketing and content marketing. Within the practical part of the thesis, the content analysis is used as the main research method. Content analysis combines both qualitative and quantitative methods. This analysis focuses on the digital content, which is published by Spikeball.inc on the digial platforms the company utilizes. It devides this content into groups based on it's type, form and origin and it is reckoned how many posts are in which group. In the following step these criterion are measured: average number of comments, views and likes. Based on the output of this analysis, recommendations for the enhancement of the social media marketing communication are created. Results: The result of the work is analysis of Spikeball's...
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A marketing strategy proposal for the Prague Coffee Festival brand
Duba, Šimon ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing strategy of the largest coffee festival in the Czech Republic, the Prague Coffee Festival. The theoretical part of the thesis provides a comprehensive overview of key marketing concepts, including the concepts of mission and vision, online marketing, and SWOT and PESTLE analyses. This theoretical framework serves as a basis for understanding the dynamics of marketing strategy. In the practical part, qualitative research is conducted, consisting of two in-depth interviews with the founder of the festival and the director of the last edition. The aim is to gain a deeper understanding of the key principles of the event, its specificities, marketing activities and new opportunities. Furthermore, a questionnaire survey among potential visitors, people who already have a certain relationship with coffee, is evaluated. SWOT and PESTLE analyses are developed based on the findings of the research and the analysis of the current state of social media. Subsequently, the actual proposal for a new marketing strategy is developed, with the goals of increasing overall brand awareness, expanding the reach of the festival among younger demographic groups, and strengthening the educational and inspirational aspect of the festival. Specific activities are proposed to guide...
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Marketing Strategy for Company TOP servis spol. s r.o
Remiš, Ivo ; Kuchař, Vladimír (referee) ; Šimberová, Iveta (advisor)
This master´s thesis focuses on the changes of marketing strategy for the company TOP servis s r. o. by using content marketing. The work describes realization of content marketing and there are also included amounts of money for publication of content. At the end there are discussed advantages and disadvantages of content marketing applied on this company.
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Marketing Strategy for Start-up Project
Urubek, Vladislav ; Maštera, František (referee) ; Chalupský, Vladimír (advisor)
The diploma thesis is concerned with the marketing strategy proposal for start-up project. The thesis summarizes the theoretical knowledge about marketing strategy on the Internet. The practical part analyze the Project including the internal and external Environment. Marketing strategy is proposed according to analysis and marketing researches. At the end are suggested method of evaluating the effectiveness of the proposed strategy, financial demands and critical factors of success.
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Content marketing a jeho využití v marketingu ubytovacích služeb
Kočí, Kristýna
The diploma thesis deals with the importance of content marketing and its use in the marketing of accommodation services. Content marketing is on the rise and it is not only in the travel industry that it can help build long-term relationships and thus support business growth. The aim of the thesis is to determine recommendati-ons for the use of content marketing in hotel companies offering accommodation services in Brno. The thesis uses available secondary data to analyse the state of the current market in terms of content marketing and also to identify target segments. An important source of information was the collection of primary data using in-depth interviews with company representatives (n = 6) and representatives of the target segment (n = 6). The final recommendations are formulated through the basic processes of content marketing.
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Návrh edičného kalendára pre spoločnosť Xella CZ
Milo, Andrej
The aim of this bachelor thesis is to create an editorial calendar for Xella CZ for the second half of 2023. In the literary survey, the thesis deals with the overall characteristics of content marketing, its application, the reasons for its development, and its importance in the marketing communication of companies. Research is based both on secondary and primary data. The resulting editorial calendar was preceded by an evaluation of the current state of content marketing in the analyzed company and an analysis of its competition. Primary data obtained through in-depth interviews with company management representatives and sec-ondary data obtained from internal company sources were used in the analysis of the company. Defined recommendations are also supported by in-depth interviews with the target group of customers, which were conducted in March 2023. Based on qualitative research and individual analyses, recommendations and proposals are presented in the thesis, which are applied to the final version of the editorial calendar for Xella CZ.
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Social networks as a marketing tool
HAVLÍKOVÁ, Denisa
Social media and networks are a phenomenon these days. Technological developments and the connectedness of the world through the Internet have helped the great expansion of internet marketing. Currently, online marketing on social networks is often used as a tool for companies' marketing communications, as social networks are one of the available channels that allow us to reach literally millions of people. You could say that marketing on social networks is an indirect way of influencing the customer. The thesis is divided into three main parts. The first part is theoretical, in which the basic concepts related to online marketing are defined. The second, methodical part explains the procedures for producing the practical part of the work. In the last, practical part, the work is devoted to the results of the questionnaire investigation and the external analysis of the selected firm. Finally, a proposal is made for a company that starts in this area of marketing.
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Communication strategy of the company Ambiente in 2012-2017
Kučerová, Vlaďka ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis is focused on the description of the communication of the gastronomy company Ambiente restaurant, which includes over twenty different restaurants all over the Czech Republic. The reason I chose Ambiente restaurants is that they have an internal marketing department that takes care of all brands. This is one of the few local gastronomic establishments that use the methods of marketing communication and public relations in our country. Structurally, the thesis is divided into a theoretical and practical part. The theoretical part firstly contains a general characteristic of important marketing concepts. Specifically about the terms such as public relations, personal public relations, marketing communication, branding, social networking, content marketing and not very well-known food marketing. Secondly, the work is about the history and the present of company. The following chapter is devoted to Czech and foreign competition. There are more of the examples of Czech competition, because the competition is often equal to one business, not to whole concept. I mention just one foreign competition the model of the New York restaurant owned by David Chang, who has opened over twenty different restaurants over the past twenty years, as well as the owner of Ambinete restaurants, Tomáš...
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Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
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Návrh online komunikace pro pivovar Pivečka
Pokorná, Markéta
POKORNÁ, Markéta. Online communication for the brewery Pivečka. Brno, 2019. Bachelor thesis. Mendel University. The aim of this bachelor thesis the proposal of online communication for a small brewery Pivečka with using information technologies. On the basis of company analysis, competitor analysis, customer analysis and environment analysis we can define areas where the brewery can improve, especially in marketing. The results gained from the analysis give us information and hints how to create marketing strategy and online communication in various channels. A part of the thesis is also the proposal of web content and advertising campaigns. All this should help the brewery to get more known and increase its sales.
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