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Development and implementation of green marketing in the watch indrustry from 2019 to the present
Donnerová, Denisa ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The thesis on the development and implementation of green marketing in the watch industry from 2019 to the present aims to find out how much watch brands are using green marketing and how they are implementing it in their strategy. It also aims to find out whether the social class of a brand's target audience has an impact on the amount of green marketing usage by a brand. In the theoretical part, the thesis explains the concept of green marketing which is crucial for the whole research. Furthermore, it links it to the concept of corporate social responsibility. The remaining chapters are devoted to the relationship of consumers with sustainable behaviour and to the introduction of the watch industry, its development and the environmental issues associated with it. Among others, the brands Citizen, Oris and IWC are introduced and further explored. The research itself was carried out through quantitative content analysis, using keywords on the social media platforms Facebook and Instagram as well as on the website to determine how much brands communicate green marketing. The thesis concludes by discussing not only the results of the research, but also its limitations and opportunities for future research.
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Comparative analysis of marketing communication of selected craft breweries during 2021-2023
Stanislav, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The paper Comparative analysis of marketing communication of selected craft breweries in the years 2021-2023 focuses on marketing communication of microbreweries in the Czech environment. Its aim is to formulate a proposal for improving marketing communication for specific selected microbreweries, but also general recommendations for all others. It achieves this through the results of a content analysis of the three most influential microbreweries in the Czech Republic. In the theoretical part, it deals with the development of the brewing industry in the Czech Republic and puts into context its current state and the position of microbreweries in it. Subsequently, it focuses on the communication aspects typical for microbreweries and presents the barriers in marketing communication that small breweries have to cope with. In the practical part, the bachelor thesis deals with the actual analysis of the communication of the selected microbreweries, on the basis of which recommendations for improving the communication of the studied breweries are subsequently formulated, but also general recommendations that can be followed by small breweries not included in the research. The thesis provides valuable insight into the functioning of microbreweries on social media and can serve as a basis for future...
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Sales promotion and advertising of the company
Haraštová, Tereza ; Mráček, Pavel (referee) ; Bednářová, Markéta (advisor)
The bachelor's thesis focuses on the evaluation of Flipky's sales promotion and advertising strategies. The work is divided into 3 parts, theoretical, analytical and recommendations. The first part of the thesis deals with the theoretical basis of marketing communication, sales promotion and advertising. The second part of the thesis introduces the specific company on which the thesis is focused, analyses the marketing strategies of the company and analyzes the selected market. As a result of the thesis, a comprehensive evaluation and recommendations are made to achieve the goal for the specific company, which will lead to expansion in the selected market and improvement of marketing strategies.
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On-line marketing communication
Bdinková, Simona ; MBA, Karel Fiala, (referee) ; Schüller, David (advisor)
The bachelor thesis is focused on the online marketing communication of Hotel Passage in Brno. The thesis is based on the terms defined in the theoretical part, which is followed by an analytical part, which contains an analysis of the current marketing and communication mix of the hotel and a questionnaire survey. Based on the performed analyzes and the results of the questionnaire survey, it proposes suitable measures leading to the improvement of online marketing communication with customers.
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Proposal for Communication Mix Changes of the Selected Club
Šturma, Pavel ; Mucha,, Ing, Martin (referee) ; Mráček, Pavel (advisor)
Diploma thesis deals with the analysis of the communication mix of ice hockey club PSG Zlín. The theoretical part parses general terms of marketing communication and communication mix with a focus on online communication. The second part introduces the club, analyzes its marketing enviroment and its current communication mix again with the focus on online communication. The last part contains suggestions for its possible changes and improvements.
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The Proposal of Company Communication Mix
Mokrušová, Libuše ; Janošík, Petr (referee) ; Novák, Petr (advisor)
This bachelor thesis deals with proposal of communication mix for self-employed person Ing. Petr Janošík. The theoretic part deals with the definitions of marketing, basic marketing terms and communication mix. Thesis analyses curent communication mix, competition and environment, and proposes improvement of contemporary communication mix, which improves the market position and competitiveness.
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On-line marketing communication
Kollár, Jan ; Chlebovský, Vít (referee) ; Schüller, David (advisor)
Obsah této bakalářské práce se zabývá marketingovou komunikací obchodů EXE Jeans. Tyto obchody prodávají smíšené zboží od více značek a jsou rozšířeny v oblasti celé České republiky. V první části práce jsou pokryty a vysvětleny teoretické pojmy úzce spjaty se zadaným tématem. V druhé, praktické části se pak dále zaměřuji na analýzu současného stavu vybrané společnosti, jejího prostředí a možných zlepšení v návrhové části, které jsou hlavním cílem této práce.
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Project to Upgrade Communication Infrastructure in High School
Konečný, Martin ; Martin,, Lonský (referee) ; Ondrák, Viktor (advisor)
Diploma thesis is dedicate to plan project which task is to improve communication on high school while it is going to use project and change management. The theoretical part is about basic knowledge of project and change management. Analysis of current state is done primarly with strategic analysis. Practical part include Logical Framework approach, risk analysis, budget etc. In this part we also choose and implement chosen IT solution. Benefits of the project and project itself is summarized at the end of thesis.
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