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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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Marketing communication of Surf Camp
Stejskal, Jan ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: Marketing communication of Surf Camp Objectives: The purpose of this bachelor thesis is to create a proposal to improve the marketing communication of Surf Camp for the 2019 season. The evaluation of current marketing communication was achieved through both the standpoint of its customers as well as its management. Methods: Both qualitative and quantitative methods were used to evaluate the company's existing marketing communication. The main research methods used were questionnaire surveys, an in-depth semi-structured interview with the company's owner, internal data analysis and personal observation. Results: The result of this bachelor thesis is a proposal for improving marketing communication for the 2019 season. This proposal will be submitted to Surf Camp management. Key words: Promotion, advertising, online, social networks, WOM, public relations, event marketing.
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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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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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