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Proposal of Advertising Campaing for Company SAMOHÝL OLOMOUC a.s.
Hudek, Martin ; Horáková, Veronika (referee) ; Zich, Robert (advisor)
The subject of the thesis is to propose an advertising campaign for the company SAMOHÝL OLOMOUC a.s. Theoretical part contains generally theoretical work, basic concepts, therms and methods of work. The analytical part deal with marketing problems of the company, its analysis, analysis of market and competition, marketing research and SWOT analysis. The final section is formed by evaluating their own proposal of solutions of issues, their effectiveness, economical requirements and their possibilities to integration to the company.
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The Proposal of Company Marketing Strategy
Pelán, Radim ; Kreps, Jakub (referee) ; Kaňovská, Lucie (advisor)
The key goal of my bachelor’s diploma thesis is to suggest a marketing plan of the eshop Brašničky.cz owned by the company OPTIMAL TWIN s.r.o. In the first part the thesis is focused on the theory of the marketing and online marketing. The second part is dedicated to the processes in the company, analysis of the marketing activities of the e-shop during the year 2013 and insights into the website traffic. The third part is focused on the suggested changes and improvements of the marketing strategy for 2014 with the return of investments taken into the account.
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Právní aspekty propagace zboží a služeb na internetu
Pernecká, Otilie
Pernecká, O. Legal aspects of promoting goods and services on the internet. Bache-lor thesis. Brno: Mendel university, 2022 This bachelor thesis is focused on legal aspects of promoting goods and ser-vices on the internet. In the first two chapters are described methods of internet promotion such as PPC, word-of-mouth marketing, e-mail marketing, influencer marketing and largely described social media and their legal aspects in context of advertisement, influencer marketing and consumer law. In the last chapter the previously gathered knowledge of internet marketing and law is applied in online marketing promotion cases for two companies, whereof the first specializes on the tobacco market and the second on the non-alcoholic beverage market.
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Perception of social media of volleyball extra-league clubs by volleyball fans
Vyhnalíková, Michaela ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Perception of social media of volleyball extra-league clubs by volleyball fans Objectives: The main objective of this bachelor thesis is to recommend a suitable social network structure for volleyball clubs based on a quantitative survey of volleyball fans. Methods: The questionnaire was distributed electronically and the research population was volleyball fans using social networks. Results: Based on a quantitative survey conducted on the use of social networks by volleyball fans, it was found that most clubs in the men's volleyball extra-league do not use the full potential of social media marketing. The most used networks are Instagram and Facebook, both by volleyball clubs and volleyball fans. After comparing the theoretical part with the data from the questionnaire, recommendations for a better social network structure of volleyball clubs were proposed. Keywords: social media marketing, quantitative research, volleyball, sports marketing, social media
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Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
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Návrh změn marketingové komunikace vybrané společnosti s využitím informačních technologií
Shybko, Aliona
Shybko, A. Proposal of changes in marketing communication of a selected company using information technologies. Bachelor thesis. Brno: Mendel university in Brno, 2019. The bachelor thesis deals with the proposal of changes in marketing communication of Tezenis brand in order to improve the perception of customers. Based on analyses of the external environment, competition and the current state of promotion, a SWOT table is complied, which is the basis for the following suggestions and recommendations. The thesis also carries out qualitative research in order to find out what customers think about Tezenis promotion. The submitted proposals and recommendations relate mainly to online marketing, namely SEO of the official e-shop, PPC ads in the search network, SMM and cooperation with influencers, but also include changes in in-store marketing. At the end of the work, all the costs needed to implement the proposals are calculated.
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Marketingová komunikace firmy Dermacol
Hrabcová, Aneta
The bachelor thesis deals with the marketing communication of the company Dermacol, and especially with the new tools of marketing communication. The theoretical part explains the basic concepts of marketing communication, com-munication mix and new communication tools or technologies especially from the area of internet marketing communication. The practical part is focused on the Czech brand of care and decorative cosmetics Dermacol and its communication mix, competitors and target segments. Furthermore, the thesis provides the view of consumers and their tools for finding information, but also the view of the Der-macol brand and its communication activities. Subsequently, there are sugges-tions for marketing communication for Dermacol, for individual segments and for the company, including the costs of designing and impacting individual proposals for Dermacol.
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Comparison of online marketing communication of SPD and TOP 09 on Facebook in terms of persuasive means
Švarc, Martin ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This thesis deals with persuasive means of the online marketing communication of Czech political parties TOP 09 and Freedom and Direct Democracy - Tomio Okamura (SPD) on Facebook. The core of this study is the analysis of selected Facebook posts of the two political subjects and their subsequent comparison. The objective of the research is to find out what persuasive means these political parties use and whether their communications have something in common in terms of persuasive means or not. In order to meet the set objective, a qualitative method with a combination of pragmalinguistic and content analysis elements was chosen to achieve the most accurate analysis. Therefore, a set of variables, which describe the manifestations of persuasion in political communication texts, has been created. This study focuses on a set of selected posts from the official Facebook profiles of the given political parties from September and October 2018 before the elections to the municipal councils and senate, held on October 5-6, 2018. The elections campaign period was chosen for its character of increased persuasive appeal in communication of political subjects.
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The role of social media in university education
Filipová, Ludmila ; Hejlová, Denisa (advisor) ; Hrabánková, Markéta (referee)
The internationalization of higher education creates a competitive environment among universities. To engage in these emulous fields, many universities therefore implement marketing strategies in their management and use social media to reach potential and current students. Social media are an effective relationship marketing tool suitable for building brand communities, support customer loyalty, and enhance positive behavior development among students. The aim of this thesis is to explore the use of Facebook by universities in the Czech Republic, to analyze communicated topics, the way they are presented and the response they receive from students. A total of 510 Facebook post from 19 university profiles has been analyzed. The author used the method of content analysis to identify communicated topics and post types. The results show that universities assign to the social media a "role" of community building. The greatest interest of the students received the category of historical events and the category of news. The most effective post format was the picture, the least effective were links to external websites. Analysis of variance further showed that there is a significant difference between individual university profiles and their proportional engagement and that the size of the institution is...
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Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
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