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The communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic
Steinbergerová, Zuzana ; Shavit, Anna (advisor) ; Klimeš, David (referee)
The bachelor thesis Communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic presents international nonprofit organization which focuses on men's health. The first part of thesis focuses on history of the organization and its missions. The thesis continues with a chapter in which is explained the role of marketing in nonprofit organizations then marketing goals in the organization are defined. The next part of the thesis is concentrated on communication strategy of the organization in the Czech Republic. This part also analyzes who are target audiences and defines competitors among other nonprofit organizations within the same area of interest. Furthermore this chapter presents communication activities in two time periods: 2009- 2012 and 2013-2015 and analyses them. The next part concerns author's own research, which will reveal awareness of the organization in the Czech Republic. Moreover research will show if Czechs consider the organization as trustworthy institution or not. In addition to that, research will disclose if the organization was successful in terms of increasing the awareness of male's cancer during the 7- year-period of its presence in the Czech Republic. The last chapter of the thesis recommends how Movember Foundation can improve its...
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The communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic
Steinbergerová, Zuzana ; Shavit, Anna (advisor) ; Klimeš, David (referee)
The bachelor thesis Communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic presents international nonprofit organization which focuses on men's health. The first part of thesis focuses on history of the organization and its missions. The thesis continues with a chapter in which is explained the role of marketing in nonprofit organizations then marketing goals in the organization are defined. The next part of the thesis is concentrated on communication strategy of the organization in the Czech Republic. This part also analyzes who are target audiences and defines competitors among other nonprofit organizations within the same area of interest. Furthermore this chapter presents communication activities in two time periods: 2009- 2012 and 2013-2015 and analyses them. The next part concerns author's own research, which will reveal awareness of the organization in the Czech Republic. Moreover research will show if Czechs consider the organization as trustworthy institution or not. In addition to that, research will disclose if the organization was successful in terms of increasing the awareness of male's cancer during the 7- year-period of its presence in the Czech Republic. The last chapter of the thesis recommends how Movember Foundation can improve its...
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The Analysis of Communication Activities of Charity project Světluška in 2010-2013
Maršíková, Tereza ; Koudelková, Petra (advisor) ; Orban, Karol (referee)
Bachelor thesis The Analysis of communication activities of charity project Světluška in 2010 - 2013 analyses communication of non-profit organization Světluška in mentioned period. In the first part, it focuses on general concentration, function and beginnings of Světluška's activity in non-profit market and field of helping to blind people in Czech Republic. Furthermore, it deals not only with communication from founding in 2003 to 2010, but also with strategy planning and marketing of non-profit organizations in general. In the next part, thesis focuses on communication in 2010 - 2013; this includes for example defining target groups, objectives and particular communication activities. Authorial research of brand perception and awareness follows, along with data analysis and evaluation. Thesis also includes suggestions how project could communicate in the future which is based on current communication's analysis and outcomes of research.
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Music marketing strategy and promotion on the internet
Mitchev, Dobrin Dantchov ; Kubálková, Markéta (advisor) ; Ivanov, Borislav (referee)
This paper discusses the marketing strategy and promotion of music artists on the Internet. The aim is to analyze and determine the most effective digital marketing tools used in the music industry. The theoretical part explains how the music business functioned in the past and how it functions in today's digital age. The work also highlights the great importance of the Internet for the success of a music artist. The second part analyzes in detail the most successful digital campaigns of 2013 and one of the author's personal projects, from which key learnings for future projects are drawn. The work can serve artists and managers for better knowledge and understanding of music marketing.
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Marketing Communication in Pharmaceutical Industry
Jirků, Jitka ; Lešetický, Ondřej (advisor) ; Hodek, Jiří (referee)
The object of this thesis is to give a self-contained theoretical basis for understanding of the specifics of the communication in marketing of pharmaceutical companies. To formulate a marked differences in this field and to summarize the main acquired information towards the plan of optimal marketing communication for pharmaceutical companies.
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Communication strategies in the company
Radil, Lukáš ; Říhová, Zora (advisor) ; Ošmera, Jiří (referee)
Application-oriented work on the theme "Communication strategies in the company" is solving problems with corporate communications solution in companies. It is a reaction to the ever-present poor and nonconceptual marketing communication whether it's a small or large firm. The aim of this work is to provide an overview of communication tools and to show on concrete company, that for the formation of functional integrated commercial communication is not always required expensive advertising agency. The theoretical section summarizes the essence of communication strategy and business planning process with emphasis on the concept of IMC - integrated marketing communications followed by a list of commercial communication tools, including brief description and examples from practice. Detail is given to new trends in marketing and the issue of online marketing and use of social networks. In the practical part, the goal is to propose communication strategy for newly founded agency. First step is a detailed analysis of the position, target audience and competition. Then I establish a communication strategy corresponding with business goals and results of analysis. After that, appropriate communication tools are identified and design of use is outlined. In the end I also establish benchmarks for success assessment, timetable and estimated budget for implementation of the proposed strategy.
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Analysis of the marketing strategy of the Division of luxury products of the company L´Oréal in CZ
Broncová, Daniela ; Machková, Hana (advisor) ; Karlíček, Miroslav (referee)
Cílem této diplomové práce je popsat a analyzovat marketingovou strategii Divize luxusních výrobků společnosti L´Oréal v ČR. Na tomto příkladu uvádím specifika trhu luxusní kosmetiky a odlišnosti marketingu v této oblasti. Diplomová práce obsahuje a popisuje vývoj trhu s luxusní kosmetikou, současné trendy a faktory, které trh ovlivňují. Dále prezentuje nejvýznamnější společnosti, věnuje se historii a prezentaci společnosti L´Oréal, představuje i jejího největšího konkurenta, společnosti LVMH. Dále analyzuje marketingovou strategii všech značky obsažené v portfoliu Divize luxusních výrobků společnosti L´Oréal.
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Marketing strategy of Europ Assistance
Šobrová, Jana ; Halík, Jaroslav (advisor) ; Fuchs, Vladimír (referee)
Cílem této diplomové práce je popsat a analyzovat marketingovou strategii asistenční společnosti Europ Assistance, na tomto konkrétním příkladu uvést specifika marketingu služeb a nalézt odpověď na otázku, čím je navíc odlišný marketing společností poskytujících asistenční služby. Diplomová práce obsahuje charakteristiku služeb, popisuje odvětví asistence a jednotlivých forem asistenčních služeb. Dále prezentuje hlavní firmy na trhu asistence. V hlavní části se zaměřuje na prezentaci a historii společnosti Europ Assistance, její novou strategii a její promítnutí do regionální organizace společnosti, jejích aktivit a proměně firemní identity společnosti.
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