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Use of web 2.0 in marketing
Vorel, Tomáš ; Pešek, Ondřej (advisor) ; Vojtěchovská, Martina (referee)
This bachelor's thesis deals with the development of the internet into the present state, newly formed communication platforms and the possibilities for marketers. The aim of this paper is to define the internet trends and describe the shift of customers' thinking. The thesis adverts to the hidden potential of internet users, the groundswell, and outlines possible style of approaching them. Firstly, the author describes the internet development and its specific features and character just to later show various tools usable for marketing. Further it deals with the shift of customer thinking and strategies required to be applied for a successful approach of public. All mentioned is demonstrated on a Dell case study. Dell has used the modern internet tools extensively over last 5 years and the author shows the results and impact on company. To conclude, Dell style of dealing with customers is confronted with the opposed Apple approach.
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The Communication Strategy of the Chosen Company
Tormová, Monika ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main focus of the work is the communication strategy. Firstly, the author explains a few of the definitions, which are crucial to creating and functioning of the communication strategy in practice. Next, the author analyzes the process of creating the communication strategy and then she applies them to specific chosen firms. Aside from the defining the communication strategies, the author also focuses on summarizing the important theoretic findings, which relate to nonprofit organizations, because one of the examined firms is a nonprofit organization. The practical part of the work concentrates on the introduction of the firms (Česká společnost pro rozvoj lidských zdrojů, o.s. a HR forum, s.r.o.) and analysis of their communication strategy. The author uses inner sources of both of the firms for close studies and then she evaluates that particular strategy. In the following part, she focuses on the future development in communication strategies of both of the firms, which will record some substantial changes thanks to upcoming rebranding. At the end of the work, the author introduces planned changes and offers particular possible resolutions and improvements, which could be applied by the companies in practice in the future. The goal of this work is to extend a comprehensive sight of the communication strategies of two different companies, which are inseparable and linked for both of the subjects, against a background of theoretically gathered information. The work will provide enough of information for possible improvements of both of the firms and theoretic fundamentals for possible elaboration of next academic works.
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Problems of Internal Communication in Project Management
Hlinková, Judita ; Chocholatý, Drahomír (advisor) ; Paška, Pavel (referee)
The primary influence on project results is human effort, therefore the most essential tool for effort management and focus is communication. Communication in Project Management is characterized by its complexity however it may be analysed from two perspectives; communication tools and human factor. The main objective of this work is to identify problematic areas of internal communication in Project Management and the design of corrective measures that will mitigate or eliminate these problems. This work is based on research in a dynamic environment and comprehensive project program, which is an excellent example and material for definition of such areas. The theoretical section lists the topics of project management and communication; each topic affects specific features that are part of the program or directly related (SOA, agile management, conflict parties business, ICT, etc.). The practical part acquaints readers with the concept of sociological research and defines a hypotheses and set of methods that were used in this research. Further, it contains a description of the program in which research was undertaken and the results of such analysis with recommendations on what measurements should be implemented to improve communication and its effectiveness.
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Ochrana Olympijské Symboliky v Komerčních Komunikacích
Rodiucov, Vadim ; Mikeš, Jiří (advisor)
Tato práce pokrývá problematiku ochrany olympijské symboliky v České Republice. První část je věnována teoretickému základu. Po stručném popisu marketingových komunikací následuje rozbor právních předpisů chránících Olympijskou symboliku na území ČR. V druhé části - praktické, jsou popsány případy narušení práv Olympijských symbolů a závěr je věnován právnímu hodnocení probíhajícího sporu mezi Českým Olympijským Výborem a Budějovickým Budvarem.
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The role and importance of etiquette in business dealings with clients of specific building society.
Havelková, Simona ; Švecová, Lenka (advisor) ; Cibulka, Václav (referee)
This bachelor thesis elucidates the social rules of commercial intercourse and analyzes their role in business decision making. The thesis is divided into two parts. The theoretical part explains the basic concepts regarding to the etiquette and describes the principles of business dealing - introducing, course of business meeting, communication with clients. Principles of distance communication are clarified in the last point of this part of the thesis. The aim of the practical part is to provide recommendation for workers of Building Society in the area of behaviour and dealing with customers. Recommendation is based on theoretical information and evaluated questionnaire surveys.
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Sensory and emotional marketing.
Mendlíková, Petra ; Postler, Milan (advisor) ; Kupec, Václav (referee)
Diploma thesis "Sensory and emotional marketing" deals with engagement of sensory stimulations and try to clarify their meaning in commercial communication. It approaches this issue for which struggles to create a theoretical background. Emphasis is placed on the use of sensory stimuli, both within the various communication products or services, but also multiple-sensory involvement in the brand communication. After defining the basic concepts of marketing and brand management, the work is fully focused on the consumer and his behavior in the shopping environment. It also brings to the multiple-sensory communication as an opportunity, through which companies can gain a competitive advantage in the market. On the basis of practical examples there is demonstrated the effectiveness of the involvement of multiple sensory stimuli toward consumers. The final text is devoted an investigation, that was as part of this work done, and produces results revealing the importance of individual factors, focusing on selection of coffee and cafes.
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Commercial strategy of Ford
Petr, Rostislav ; Postler, Milan (advisor) ; Košaříková, Petra (referee)
This Thesis examines the communication strategy of the Ford Motor Company in the Czech Republic. The emphasis is on ATL communication and media planning. The theory of the functioning and the workings of commercial communications on consumers' decision-making and the characteristics of available resources (communication and media mix) is the core of this Thesis. The subject of this Thesis is the introduction of the Ford Motor Company ltd. including a portfolio on the offered products and the typology of the target group. This of course includes a brief overview of the history of the Ford Motor Company itself. In addition, this Thesis focuses on the practical usage of the elements of the communication mix and it describes some specific sub-categories in detail. The analytical part is concluded by the evaluation of the effectiveness of the strategy, its time flow and a comparison with competitors. This Thesis is then concluded by summarizing the results and recommendations for possible future improvements.
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Guerilla marketing and its application in commercial communications
Klimeš, Tomáš ; Postler, Milan (advisor) ; Pošepná, Tereza (referee)
The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.
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Corporate logo and its innovation
Tritová, Lenka ; Kašparová, Eva (advisor) ; Hauptová, Petra (referee)
The aims of the Master's Thesis were to find out how the change of the corporate logo of travel agency Strakotour has influenced the business and how the amateur and the expert feel about this innovation. The theoretical part describes the basic concepts of logo creation, corporate design, culture and communication. The logos of big companies and their "stories of success" are explained there too. In the third part I introduce the travel agency Strakotour, its position in the market and the way of communication, which is characterised by the recent change of its corporate logo. Then the practical part shows problematic factors of this innovation: its pros and cons. The research was carried out via focus group and individual personal interviews. The results of the research are well-arranged in tables, graphs and diagrams in the practical part. The most important findings and recommendations can be found in the final parts and in the conclusion of this Master's Thesis.
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