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Online marketing in a selected e-shop during a pandemic
PROKEŠ, Štěpán
The diploma thesis deals with the issue of online marketing during the pandemic when one of the strongest sales channels was the internet and e-shops operating in it. The aim of the work is to introduce and set up online marketing in the already functioning e-shop Obuvdirrovi.cz with subsequent verification of the effectiveness of the set online marketing. Attention is focused on setting up an online marketing strategy its implementation and subsequent evaluation of effectiveness with key performance indicators. The thesis deals with the current situation of Czech e-commerce, the principles of online marketing and the laws between the user and the advertiser. At the end of the work are summarized the results achieved during the campaign active in 2021 including proposals for recommendations for improvement.
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Political Marketing in the Czech Republic: Possibilities, Tools, Optimalization and Budgets
Šťastný, Tomáš ; Just, Petr (advisor) ; Kubátová, Hana (referee)
This thesis is devoted to the election and political marketing topics. I analysed different types of political marketing tools and guerilla marketing tools. Guerilla marketing is a special marketing form suitable for some campaign situations. Moreover we can use it for campaign optimization. This optimization is the core of this topic. It is important to find the best tools, with the lowest expenses for our preferred voters. In addition to that, I introduced several kinds of campaign tactics useable in the Czech politics. There are also election campaign proposed budgets for different types of the Czech elections.
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The vaccination against cervical cancer
Sekaninová, Jitka ; Kolářová, Kateřina (advisor) ; Pešťanská, Zuzana (referee)
The topic of my thesis is cervical cancer and its prevention with emergence on vaccination against cervical cancer. The aim of my diploma thesis is to use analyzation of the campaign against cervical cancer, All I can, and analyzation of interviews with mothers who have decided to vaccinate their daughters to find out how the responsibility of mothers for health of daughters is constructed in the connection with cervical cancer. I am interested in how campaign promoting a vaccination articulates what is good or bad motherhood and how mothers construct a good motherhood. I am also interested in gender consequences of campaign that it brings and how mothers prevent health of their daughters. The thesis shows that health is our project and is as good as we care about it. In the connection with reproductive health there is mainly appear a theme of considering risks which participate on creation of good parenthood. The thesis talks about different medicalization of child body that is set up and reproduce by interviewed mothers and by campaign. It brings gender inequalities and stereotypical gender constructions and questions of who is responsible for reproductive health.
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Political Marketing in the Czech Republic: Possibilities, Tools, Optimalization and Budgets
Šťastný, Tomáš ; Just, Petr (advisor) ; Kubátová, Hana (referee)
This thesis is devoted to the election and political marketing topics. I analysed different types of political marketing tools and guerilla marketing tools. Guerilla marketing is a special marketing form suitable for some campaign situations. Moreover we can use it for campaign optimization. This optimization is the core of this topic. It is important to find the best tools, with the lowest expenses for our preferred voters. In addition to that, I introduced several kinds of campaign tactics useable in the Czech politics. There are also election campaign proposed budgets for different types of the Czech elections.
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The power of social networking sites in the international environment
Kochová, Kateřina ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This Bachelor thesis called The power of social networking sites in the international environment analyses the power of new so could cial platforms from global perspective with the help of insights into the past, analysing the current situation and forecasting the future developments. The aim of this thesis is to form recommendations for an effective utilization of the power of social networks based on the assessment of the impact of selected campaigns on social networks and comparison of the usage of social networking sites in selected countries. The first chapter looks into the origins of social networking sites and their characteristics. The second chapter shows how this power is given and which future impacts on the usage of social networking sites could social networks have on the international environment, even if we have to change our habits. In the third chapter the impacts of selected marketing campaigns are analysed, and in the fourth, a user survey of social networking sites was taken in three selected countries (Czech Republic, France and United Kingdom).
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Aplications of international guerilla campaigns on czech market - nWave s.r.o.
Osoha, Štěpán ; Halík, Jaroslav (advisor) ; Mišenský, Martin (referee)
The first part of this thesis is devoted to the theoretical definition of marketing, marketing communications, and the very concept of guerilla marketing and its historical development. The following sections describe the various forms of guerilla marketing that are demonstrated in foreign, as well as Czech campaigns. The practical part is devoted to developing a communication campaign with the internet portal Posilka.tv, which was created and implemented by an advertising agency nWave s.r.o., using theoretical knowledge from the previous sections and thus offering their practical application.
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The position of fairtrade products on the regional market
ZEMENOVÁ, Edita
The fair trade is a concept that comes with better conditions for producers of the developing countries. It aims to improve their social, economic and environmental profile. If we want to describe fair trade market in South Bohemia Region, we have to deal with points of sale and customer's preferences. The growing phenomenon of the fair trade is also caused by many campaigns and projects supporting its philosophy.
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Political Marketing in the USA and New Information Technologies
Marková, Kristýna ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
This thesis deals about political marketing and its development in the United States of America. My analysis focuses mostly on a part of the political marketing which makes use of 'new information technologies' in political campaigns. The main aim of this thesis is to find out a way how to use information technologies successfully in political campaigns. The analysis offers an information from the campaigns that have been made recently. The results of the research show us that the success in the political marketing can be definitely achieved by the appropriate way of promotion in mass media. Each mass media offers different marketing tools and influences different parts of the electorate.
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Marketing mix ČS, a.s.
Strnad, Lukáš ; Procházková, Markéta (advisor) ; Krsička, Tomáš (referee)
This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.
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