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Czech Masters marketing communication
Vajcík, Antonín ; Průša, Přemysl (advisor) ; Šanda, Jakub (referee)
This bachelor's thesis analyses the marketing communication of the promoting company Relmost by the occasion of organising a golf tournament D+D REAL Czech Masters from tournament series of the European Tour. The aim is to introduce and then to critically evaluate current marketing communication. The first two chapters define basic concepts of marketing with a special focus on marketing communication. Follows presentation of the promoting company Relmost respectively of the golf tournament D+D REAL Czech Masters. The crucial part of bachelor's thesis is analysis of the communication mix by the occasion of promoting the tournament. Thesis on the basis of survey evaluates the effectiveness of existing marketing communication and proposes recommendations for improvement for the upcoming years. Finally, its part is also SWOT analysis.
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Martketing strategy of the Canon company in the Czech market
Vargová, Viktoria ; Cimler, Petr (advisor) ; Zeman, Jiří (referee)
The goal of this final thesis, which is broken down into 3 chapters, is the analysis of marketing strategy for the company Canon in the Czech market. Furthermore, suggested potential improvement from observed data. In the first chapter, we familiarise ourselves with the organisation of Canon and provide basic information on its history, philosophy of the company and its Corporate Social Responsibility. The theoretical section explains important terms used at work such as marketing concept, marketing mix, marketing communication and SWOT analysis. The practical section uses the theoretical section and applies said theory to the investigation of the company. In the end, there is a SWOT analysis presented by me to identify the main areas of improvement in the current marketing strategy.
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Neuromarketing and analysis of purchase decision according to special typology of the costumer
Jarolímová, Nikola ; Pešek, Ondřej (advisor) ; Jančík, Jaroslav (referee)
The Bachelor's thesis on the topic of Neuromarketing and analysis of purchase decision process according to special typology of the customer is focused on the use of neuromarketing methods in practice. Neuromarketing is one of the marketing research methods and it represents the combination of neuroscience and marketing. This Bachelor's Thesis aims to analyse the use of neuromarketing methods in marketing communication based on the psychophysiological research which measures responses of respondents and emotional system Limbic. The Thesis is based on certain neuromarketing research output. The data employed in the thesis are collected by participating on a research in a company eMerite, survey and further research made by the author.
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Social networks as a means of a law firm´s communication
Blažek, Michal ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
The bachelor thesis "Social networks as a means of law firm's communication" focuses on marketing and communication aspects of social networks, which are demonstrated on the example of Law firm Švehlík & Mikuláš's Facebook profile. The aim is to evaluate, how the social network profile affects the firm itself. The first, theoretical part, briefly characterises Marketing, Marketing mix, Marketing communication, On-line communication and last but not least Social networks. The main focus there is on Facebook. The second, practical part, describes the process of creating and controlling the Law firm Švehlík & Mikuláš's Facebook profile. In the end there is an evaluation of profile metrics, which leads to recommendations in order to improve the control and usage of Facebook profiles in general.
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Legal and ethical framework for the use of nudity in marketing communications of companies of the fashion industry
Vénosová, Veronika ; Boháček, Martin (advisor) ; Votava, Tomáš (referee)
The thesis deals with the legislative framework governing the display of human nudity in marketing communications of the fashion industry. Its aim is to explore the legal and ethical framework which governs its use in advertising in the Czech Republic and selected EU member states (The United Kingdom, France, Italy) and the United States. Firstly, the very concept of fashion is defined, followed by historical overview that focuses on the methods of promoting fashion brands, with particular regard to nudity, from the very beginning of the 20th century to the present. Following is the current practice in marketing communications, including its online aspects. Thesis then describes the legal framework and ethical framework that regulates the use of nudity. It includes an outline of selected cases, when complaints about allegedly improper use of nudity in advertising were judged by state or self-regulatory bodies. There are also results of the poll among companies which already used nudity in their marketing communication and the results of the public survey. Work is concluded by prediction of the possible use of this phenomenon in the future based on an extrapolation of current developments.
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The perception of brands online stores on the Czech market
Motyčková, Eliška ; Stříteský, Václav (advisor) ; Volešová, Šárka (referee)
This thesis examines the perception of brands online stores on the Czech market eyes of consumers in the age range 18-30 years. Three examinees brands online stores are the biggest players on the Czech Internet market. The first is Alza, second Mall and last Kasa . The aim of this work is based on its own survey to identify the perception of brands largest Internet shops in the Czech market. The theoretical part deals with the flagship brand, the Internet environment and consumer behavior of Internet users. In the practical part the analysis and comparison of selected online stores using Internet applications. Furthermore, it summarizes the results of the survey, which was conducted electronically. The results show that the most popular online store is Alza.cz.
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Analysis of the marketing communication Sue Ryder Home, z.ú.
Vothová, Petra ; Musil, Martin (advisor) ; Nový, Jan (referee)
Bachelor's thesis in theoretical part deals with the concept of the national economy and its division into various sectors and describes the main principles. Work explains the layout of non-government organizations, mission and vision. Another part is devoted to communication theory, communication strategy planning process and the structure of the communication mix. In the practical part I apply the theoretical knowledge on specific non-profit organization Sue Ryder Home, z.ú. The work deals with the organization's mission, vision and values, competition analysis and SWOT analysis. It has been performed an analysis of marketing communication strategies Sue Ryder Home, z.ú. and analysis of selected items from the annual reports. At the work has been used a qualitative research method by interviewing staff and volunteer at organization. The interviews were coded. The design of a communication strategy is performed on the end of the work.
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Marketing tools of the United Islands festival and real impacts of their use
Šimon, Michael ; Riedlbauch, Václav (advisor) ; Pešek, Ondřej (referee)
This diploma thesis, entitled "Marketing tools of the United Islands festival and real impacts of their use" is focused on the marketing tools suitable for marketing of musical production and is based on example of the United Islands festival. The goal of this thesis is to marginally present specifications of musical open air productions, to present in detail marketing tools used for promotion of these events and by using data from marketing research to demonstrate whether the tools used by the United Islands festival are chosen correctly or incorrectly. Theoretical part of the thesis is devoted to a definition of work related terms and to list marketing tools suitable for promotion of music productions. The following practical part gain from theoretical part and from marketing research and by using them it deduces what marketing tools are suitable for promotion of the United Islands festival and what is their cost effectiveness and efficiency.
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Marketing potential of contemporary art fairs
Zbořilová, Lenka ; Černá, Jitka (advisor) ; Kolouchová, Daniela (referee)
The master's thesis deals with the marketing potential of the recent art work fairs. The aim of the thesis was to analyse the potential of the fair trades with the emphasis on the benefits of participation for the Czech private galleries in such fairs. The thesis also deals with the fair as one of the communication mix tools, which shall serve to achieve the marketing and communication goals and presents the relationships between the participants in the art work market. The advantages of the participation in recent art work fairs were analysed through the method of interview comparison with the gallery owners and employees. The analytical part covers the analysis of the participation of a Czech private gallery in an international recent art fair and presents the barriers of entry for Czech galleries in such fairs. With regard to the results of the analysis the measures were recommended that would lead to more effective usage of the marketing potential of the recent art fairs.
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