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Marketing Communication of ICT Integrator.
Šilhavá, Kateřina ; Stříteský, Václav (advisor) ; Zloch, Tomáš (referee)
The aim of this thesis is to recommend communication practices drawn from the analysis of the ICT organization and its marketing communication activities. The subsequent objective is to examine ICT market since 90's and to identify its future growth. The thesis studies the specifics of marketing communication whiten the B2B field. The first part appraises B2B market as such which is then compared with B2C market. Additionally, the work introduces communication activities employed to the Czech market place. It mostly considers the advertising, sales support, promotion, direct marketing, sponsorship and event marketing, personal sale, trade shows, exhibitions and digital media. The practical part assesses the given ICT organization and its leading competition. This part also evaluates the characteristics of ICT market in Czech Republic. The mapping and analysis of ICT market in Czech Republic was underpinned by the primary qualitative research. The final part evaluates the communication activities of chosen company. It then concludes with the potential practical recommendations drawn from the analysis results.
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Marketing Strategy of Unicorn Company
Grämerová, Andrea ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The goal of the master thesis is to suggest a marketing strategy for company Uni-corn a.s. based on marketing situation analysis. The thesis consists of theoretical and practical parts. In the theoretical part, the concept of marketing and marke-ting management are discussed and the perception of marketing mix is described. It presents further methodology for the practical part. The practical part contains situation analysis in which the study of outer and inner enterprise environment is presented. The result is a basis for SWOT analysis a furthermore composition of EFE and IFE matrix. Next, the suggestions for tactical targets are determined through the marketing mix. In conclusion a proposition of marketing strategy is presented which is founded not only on situation analysis but also on review study of contemporary company marketing tools.
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Alternative way of ICT investment evaluating
Tomek, Martin ; Říhová, Zora (advisor) ; Téra, Miroslav (referee)
This document introduces indicators' limitations and suitability which are nowadays used for evaluating ICT investments. For better understanding of indicators' application and their limits there was used a specific practical example. As a solution, the author suggests to use value management, specifically the universal theory of value for a customer. This theory was converted to be applicable for ICT and as such eliminates and minimizes problems and limitations of before listed indicator. To fulfill the theme, the author introduces benefits of ICT market and ICT investments from the macroeconomic point of view on behalf of Czech Republic.
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Project and programme manager's certfication as a guarantee of quality and competence
Vítek, Lukáš ; Chlapek, Dušan (advisor) ; Mengler, Zdeněk (referee)
This diploma thesis deals with project management certifications. It focuses on project and program managers and explores their relationship with the certifications and possible links to quality management. The main objective is to make a cross-section area of certificates in the Czech market, create a a summary of available certifications and perform research, which chats certifications of companies carving out on bussines within the Czech ICT market. The thesis is divided into several parts. The first part is based on the theoretical foundations and was set up as an introduction to project management. Futher are particularly detailed project management competencies like an object of knowledge and skills, that are required to perform manager's work. The second part contains a list of available certificates, including requirements for obtaining. Contribution of this part is just the list created, which concentrates all the important details about particular certificates, including assignment of certificates for the recommended work positions. The last section describes the research implementing, which focuses on finfing out the plans of project and program managery for obtaining new certificates. Research deals with the analysis and synthesis of responses received and creates new knowledge, that reveal possible future trends. Research is unique in dealing with the Czech ICT market, which has not been studied on this topic yet. Diploma thesis presents a comprehensive view at the certifications, but also focuses on a narrow area of the ICT market, where possibilities of certificate usage are observed and confrontation of different views is offered.
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