|
|
Analysis and design of marketing communication for tourist destination - village Vinné and its surroundings
Marcin, Jakub ; Říha, David (advisor) ; Makeľ, Marián (referee)
This thesis deals with the analysis of the current status of the marketing mix, communication strategy and activities of village Vinné related tourism. SWOT analysis and questionnaire surveys are also part of the analysis. Our main objective is based on the findings to make recommendations for improvement of communication strategy of the village with specific tactics that would be applicable immediately, by June 2016. The recommendations include schedule for their implementation and design of visual identity and slogan for Vinné. As the attraction of the village can attract all ages, the aim of this thesis is also to identify behavioral differences in the selection and planning vacations of people under 30 years and over and recommend time and form of marketing communication.
|
|
|
Communication Strategy of a Non-Profit Organization
Crhová, Kateřina ; Musil, Martin (advisor) ; Sedláková, Jaroslava (referee)
The main goal of the diploma thesis is to analyze the communication strategy of the non-profit organization Otevřená OKNA, z. ú. including its assessment, and to suggest an optimization of the communication strategy based on this analysis. The real possibilities of non-profit organizations and the environment in which it is located and operates were taken into account. The theoretical part defines and formulates the fundamental findings related to the non-profit sector, non-profit organizations, management, the concept of strategic management, communication, marketing, PR and communication strategy of a non-profit organization. The practical part consists of an introduction of the non-profit organization Otevřená OKNA, z. ú., and of an analysis of the organization communication's current state on which a new proposal of communication strategy was made.
|
|
|
Communication strategies and advertising campaigns of Czech large breweries
Krulišová, Eliška ; Horný, Stanislav (advisor) ; Černý, Zbyněk (referee)
This Master's Thesis analyses communication strategies of featured Czech large breweries and focuses on their target groups, media mixes and especially the creativity and originality of their communication activities. The hypothesis being verified is that Czech large breweries do not produce extraordinarily creative campaigns with strong and interesting idea and that all of them communicate in the very similar way. The theoretical part of the Thesis focuses on the brewery situation in the Czech Republic and its meaning for the Czech society as well as on the theory of communication, marketing communication, communication strategy and advertising. The practical part analyses and compares the communication strategies of featured Czech large breweries demonstrated on specific advertising campaigns. The Master's Thesis is concluded with the summary and evaluation of the communication strategies.
|
|
|
The Communication Strategy Proposal for the National Association of PKU and Other Inherited Disorders
Kusáková, Iva ; Lhotáková, Markéta (advisor) ; Puda, Radek (referee)
The diploma thesis focuses on the National association of PKU and other inherited disorders. Within the theoretical part the non-profit sector is defined, the theoretical basis for marketing communication are determined and successful communication campaigns of non-profit organisations are introduced. The main goal of the diploma thesis is to suggest the communication strategy for the National association of PKU and other inherited disorders. The main goal of the diploma theses is supported by own research in the form of in-depth interviews and survey which were answered by PKU patients. Finally, the communication strategy proposal is created, which target is to raise awareness about PKU among the general public.
|
|
|
Internal communication as a part of the National Gallery communication strategy
Menclová, Eliška ; Mikeš, Jiří (advisor) ; Riedlbauch, Václav (referee)
The thesis deals with the issue of internal communication at the National Gallery in Prague. The first part is focused on theoretical concepts, historical development and definition of the substance and means of internal communication. The essence of the work consists of situational analysis of current conditions at the National Gallery in Prague in terms of internal communication, with an emphasis on conceptual changes and communication strategy. The conclusion of the analytical part is dedicated to the evaluation of questionnaire survey, formulation of the strategy and design of communication plan, concrete activities and recommendations in the internal communication according to particularity of public cultural sector.
|
|
|
Marketing strategy of a selected company
Kouřimská, Klára ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This diploma thesis deals with the marketing strategy of a selected company. The theoretical part contains general solutions of creating a marketing strategy - such as defining a vision, a mission or strategic goals. After these general solutions the theoretical part also deals with the marketing mix and the communication mix. All theoretical bases mentioned in the first parts of the thesis are then reflected in the practical part, where the theory is applied to the biggest Czech internet retailer Alza.cz a.s. At the end of the thesis, there is the authors's evaluation of the marketing strategy of Alza.cz a.s. and reccomandations to the current strategy supported with own marketing research.
|
|
|
Communication strategy of cities, municipalities and regions
Honzík, Jiří ; Khendriche Trhlínová, Zuzana (advisor) ; Olšová, Petra (referee)
The main subject of the thesis Communication strategy of cities, municipalities and regions is to introduce the theoretical concept of marketing communication of municipalities, cities and regions and to evaluate the role of communication in development of cities and regions. The first part of the thesis is aimed on the issue of impact of marketing communication on the development of municipalities, cities and regions in theory. The second part is aimed on evaluation of communication of the town of Lovosice with its target groups with an emphasis on residents. Within this part of the thesis there are analyzed particular components of the communication of the brand of the town of Lovosice through analysis of the town environment, analysis of perception of the town by residents by exploration among residents and analysis of particular communication channels used by the town. The town of Lovosice has not drawn up any strategy paper overaching the communication of the town, nor sufficiently secures the area by adequate staffing. The communication of the town is not effective - it lacks integrity and consistence. If the town intends to be more successfull in building its brand, it should develop strategic plan of the communication and sufficiently staff this area. The town should implement interactive communication with the residents based on the regular exchange of informations, and then to base the development activities the obtained informations.
|
|
|
Communication Strategies of Municipalities of the Second Grade
Králová, Lucie ; Krbová, Jana (advisor) ; Musil, Martin (referee)
The main aim of this diploma thesis is to suggest the appropriate communication strategy of selected municipality, in this case the municipality of Jaroměřice nad Rokytnou. The theoretical part defines the basic concepts in the field of communication and communication strategy. The practical part consists of the analysis of the contemporary status of the communication strategy of the selected municipality. This analysis describes the municipality and analyses the ways of the municipal communication with the target groups and means of the communication used to do so. The second part of the practical part is a survey focused on the citizens´ contentment with the municipal communication. The survey is subdivided into the five component aims. Based on the analysis of the communication strategy and the survey, the complex communication strategy of the municipality Jaroměřice nad Rokytnou is formulated. It consists of a SWOT analysis, proposal of the communication strategy and its realization.
|
|
|
Analysis of communication strategy within the company TNT Express related to the change of brand identity
Zezulka, Vojtěch ; Postler, Milan (advisor) ; Starý, Lukáš (referee)
The objective of this thesis is to analyze the communication strategy within TNT Express and its critical evaluation. The theoretical part is devoted to marketing and its tools, the brand and its importance and corporate identity and its ingredients. I introduce the company TNT Express and its strategy in the practical part. It is followed by the SWOT analysis. Then I analyze various communication activities related to the change of the brand identity. Based on identified problems that have arisen with the change in the company I will propose their solution.
|
|
|
Communication strategy for exact range of products of company Greiner in category of fast-moving consumer goods
Horáková, Gabriela ; Postler, Milan (advisor) ; Mikulec, Petr (referee)
In first part of my thesis, I introduced basic theories of marketing, which is marketing mix, SWOT analysis, then communication strategies, definition of ATL and BTL communication activities, definition of variety of commerce communications and their description. In practical part of my thesis I introduce the company itself, its history, rules and activities in Czech Republic. Then I attached a chapter about field investigation, its results and total summary of the investigation. At the end of my thesis I recommend a few improvements to get commerce strategy of GP Slušovice better.
|
guest ::
