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Musical as a Marketing Product
Vágnerová, Tereza Aster ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
The bachelor thesis "Musicals As a Marketing Product" is dedicated to marketing communication in the field of musical-dramatic arts. It provides a description of marketing communication in the licensed musical "Les Misérables", produced by the GOJA agency. "Les Misérables", in terms of marketing and ticket sales, is a musical phenomenon in the Czech Republic. The purpose of this work is to characterize marketing communication of musical-dramatic arts and furthermore, to describe the marketing specifics of the Czech musical environment through the application of theoretical knowledge. It will also give a detailed description of marketing communication in musical-dramatic arts which is then analyzed and evaluated. At the end of the study it provides possible recommendations and suggested changes to make marketing communication of musical arts more efficient.
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Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010
Vaicová, Ivana ; Dolanský, Pavel (advisor) ; Čeňková, Jana (referee)
At times, when even state-financed museums and galleries are forced to manage the entrusted financial resources responsibly, create their own profits and raise funds for their operations from other than public sources, marketing communications become an important tool for reaching out to visitors as well as potential sponsors and other supporters. It is understandable that in private organizations, which gain only a relatively small percentage of their total budget from the state grants, are the marketing activities even more important. The bachelor thesis "Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010" characterizes the DOX centre, one of the biggest czech private galleries, describes its activities, analyzes the competition, target groups, and especially its communication tools. The most important points are then summarized by a brief SWOT analysis. The contribution of the work lies mainly in the comparison of the theory of museum marketing mostly from foreign-language literature and marketing practice realized by the czech institution of DOX centre. The essence of the work consists of the analysis of the components constituting the promotional mix of the DOX centre in the given period of time, the segmentation of target groups, and the identification of...
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Communication Mix of a Selected Company
Janovský, Marián ; Gemmel, Pavol (referee) ; Navrátilová, Ludmila (advisor)
The bachelor thesis focuses on communication mix of the selected company. It concerns communication tools, which are recently in use and subsequently on their improvements. It also contains specific suggestions for improvements or completion of communication tools. The main contribution of the bachelor thesis after its aplication for company should be increase of public awareness about its assortment of goods and increase of competitive advantage of company by means of marketing communication.
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Marketing Utilization in Company Management
Doubrava, Tomáš ; Heinz, Vít (referee) ; Chalupský, Vladimír (advisor)
The aim of diploma thesis is an analysis of HR marketing focusing on university students using the example of selected company. The theoretical part deals with an explanation of general terms continuing to concrete description of used analysis. Analyses in the practical part are followed by recommendation to improve the current situation of HR marketing focused on university students in selected company.
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Event marketing and its specifics in the automotive industry
Vošta, Martin ; Říha, David (advisor) ; Przyczek, Jan (referee)
The thesis is focused on the event marketing and its specifics in the automotive industry. The aim of the bachelor's thesis is to analyze event marketing activities and to define their importance in the promotional mix of the specific company. The thesis is divided into two parts. The theoretical part of the thesis is focused on the promotional mix and its aspects and on the definition of the event marketing. The practical part of the thesis describes Mercedes-Benz Czech republic Inc. and is focused on the research of event marketing activities of this company.
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Promotional mix and marketing communication effectiveness of the company Aviva životní pojišťovna, a.s.
Kocián, Petr ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Analýza marketingové komunikace firmy Student Agency, s.r.o.
Vlková, Petra ; Zamazalová, Marcela (advisor) ; Pavlů, Jan (referee)
This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.
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Analysis of above the line and below the line communication of the brand Right Guard
Buchbauer, Václav ; Skokanová, Dagmar (advisor) ; Týrová, Barbora (referee)
Bachelor Thesis evaluates above and below the line communication of the brand Right Guard, element of the portfolio of cosmetic products of supra-national company Henkel. Purpose of this thesis is an analysis of various used marketing instruments of the communication mix and establishment of the efficiency of said instruments, using questionnaires on members of the targeted group -- men between 18 and 45 years of age. Introductory part consists of description of said communication mix and introduces specific aspects of above and below the line communication. Practical part outlines and evaluates marketing communication of Right Guard in the year 2010. Through questionnaires is detected the attitude and relationship of men towards using deodorants and perceiving of instruments used for addressing the customer. Additional questions map affiliation towards sport and its various branches and also its representatives. Based on the collected data, innovations in the marketing communication of the brand Right Guard are advised for the following period.
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Utilisation of financial resources for promotion a company
BÁRTÍKOVÁ, Hana
The aim of this thesis is the evaluation of using financial resources for promotion of a company and to propose their appropriate changes. I have chosen company ČZ a.s. with production plant in Strakonice. This company is one of the biggest engineering companies in South Bohemia and even in the Czech Republic. Thesis is pointed to evaluation of the means of promotion. Top management of ČZ company give it to me all necessary informations to perform analysis.
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