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Communication Strategy of Racio, Ltd.
Grandič, Tomáš ; Pěček, Jan (referee) ; Šimberová, Iveta (advisor)
The theme of my Master‘s Thesis called “Communicational Strategy of the company Racio” is the analysis of marketing communication in the company Racio. First part deals with the theoretical solution of process of marketing communication. In the second part I try to assess strengths, weaknesses, opportunities and threats of the company by the help of used analyses. In the last part of Master Thesis I try to propose new communication strategy that will be able to avoid some of weaknesses and threats for the company.
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Efficient communication of SMEs with geographically limited target groups
ENZ, Christian
The subject of this doctoral thesis is the communication behaviour of SMEs with a geographically defined business area. Two research objectives are pursued. Firstly, it is to be clarified whether a communication mix adapted to regional economic regions can be developed into a competitive advantage for SMEs compared to nationally or globally operating corporations. Secondly, if this is the case, a method will be developed that allows SMEs to create a more effective communication mix without particular in-house expertise or a marketing agency to be commissioned. To achieve the research objective, the behaviour of companies and consumers in the regions of Prague, South Bohemia, Nuremberg and Middle Franconia is first analysed. Based on a large-scale survey, a statistically significant dependence of corporate communication on the company's location can be identified. According to Cohen, there are also medium and firm regional dependencies in media use on the part of consumers. These dependencies provide a positive answer to the first research question. There are regional differences in media utilisation - both among SMEs and recipients. In line with Porter's competition theory, this offers optimisation potential and even the opportunity to gain a competitive advantage over nationally or internationally active market players. A further aim of the research was to develop a metric enabling decision-makers in SMEs to evaluate the available communication options without in-depth marketing expertise. As part of a literature review, the FLOW distance metric, which has primarily been used in software development to date, was identified as a suitable instrument and modified so that this metric can be used to evaluate marketing communication channels. The FLOW distance is a mathematical value quantifying an imaginary distance between the communicating company and the recipient. If the FLOW value is high, a message must travel a long way from the sender to the recipient - the communication channel, therefore, has a low level of effectiveness. The lower the FLOW value, the more efficient the means of communication. The determination of the FLOW distance is based on an easy-to-use formula - which is why the second research objective is also achieved. The significance of the FLOW distance is achieved because it takes into account the perceived intensity on the customer side. For this purpose, a consumer survey in the four target regions determines the perceived influence per communication channel. The suitability of a communication channel is also taken into account. To this end, the author quantifies the suitability of individual communication channels by employing an expert survey. In the process, 13 marketing communication channels are analysed as part of a descriptive analysis. The aspects of costs, time expenditure, personnel intensity, necessary frequency and required expertise are considered.
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PR 2.0 - The role of new media in the building of public relations
Dobrovská, Jana ; Šlerka, Josef (advisor) ; Zbiejczuk, Adam (referee)
The diploma thesis "PR 2.0 - The role of new media in the building of public relations" deals with the application of new media to the process of building links with public with help of public relations tools. The target of this thesis is to provide a comprehensive outlook on options of using new media and their influence on a transformation of communication paradigm of the public relations discipline. It focuses particularly on social media that form one of the new media categories. The theoretical part follows basic definitions and key characteristics of the public relations discipline, new and social media and main differences between the "old" and "new" media. It is dealt with the implementation of social media to the process of building relations with public and their role and contribution for the public relations discipline. As an own contribution to the thesis I conducted a research. The analytical part explores particular case studies of implementation of social media to public relations activities. The case studies and their analysis are supposed to validate or invalidate the hypothesis of the influence of new media on changing paradigm of public relations.
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Communication Strategy of Racio, Ltd.
Grandič, Tomáš ; Pěček, Jan (referee) ; Šimberová, Iveta (advisor)
The theme of my Master‘s Thesis called “Communicational Strategy of the company Racio” is the analysis of marketing communication in the company Racio. First part deals with the theoretical solution of process of marketing communication. In the second part I try to assess strengths, weaknesses, opportunities and threats of the company by the help of used analyses. In the last part of Master Thesis I try to propose new communication strategy that will be able to avoid some of weaknesses and threats for the company.
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Image and public relations of a private university
Hrodějová, Simona ; Jarošová, Eva (advisor) ; Bedrnová, Eva (referee)
The goal of this master thesis is to summarise theoretical knowledge and characteristics of the corporate image and characteristics of public relations and subsequently to practice the PR audit and the research of the corporate image by the key target groups in the surrounding of the organization. An optimazing approach to the communication process has been developed based by outputs from the PR audit. The analysis and the research were conducted on a higher educational institution XY Ltd. The analysis of the material facts through the scientific literature and company internal documents and personal partially standardised interview were used as a methodological background for the PR audit. The subjective attitudes of the key target groups of interested persons towards corporate image was conducted with the help of questionionnaires.
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