|
|
Internet Marketing E-commerce
Balharová, Lucie ; Kubíčková,, Lea (referee) ; Němcová, Zuzana (advisor)
The bachelor's thesis is based on a detailed situational analysis of the new marketing strategy of the FAROT s.r.o. company, which operates on the market in the fitness area and trading of the sports equipment, while the fractional strategies for the individual elements of the marketing mix are defined.
|
|
|
Vliv sociální reklamy na generaci Z
Lavická, Adéla
The diploma thesis deals with social advertising and its influence on the current adolescent generation, Generation Z. The first part focuses on explaining theoretical concepts such as social marketing, social advertising and Generation Z. The aim of the diploma thesis is to find out how the elements used in social advertising spots influence Generation Z. The practical part of the thesis includes quantitative research in the form of a questionnaire survey followed by qualitative research. First, the individual social advertisements and their context are described, then the individual spots are analysed. In the final part, the results of the quantitative and qualitative research are compared and specific recommendations for use in social advertisements to reach Generation Z con-sumers are set out.
|
|
| |
|
|
Vnímání Corporate Social Responsibility ve společnosti Atlas Copco
Pavlíčková, Monika
Pavlíčková, M. Perception of Corporate Social Responsibility at Atlas Copco. Bachelor thesis. Brno: Mendel University, 2023. The bachelor thesis deals with the employees' perception of social responsibility in the company. The aim of this thesis is to find out how individual CSR activities affect employees and whether the promotion has a negative or positive effect on them. The theoretical part is devoted to social marketing, differences between commercial and social marketing, marketing mix, corporate social responsibility, CSR in the European Union and the last part describes corporate social responsibility in the czech republic. In the practical part, Atlas copco, its history and CSR activities are presented. Subsequently, an evaluation of the qualitative research is carried out, which is further supplemented by a structured interview. At the end, recommendations for problem solving are proposed.
|
|
|
Návrh komunikační kampaně pro neziskovou organizaci
Jechová, Dominika
The aim of this bachelor thesis is to propose changes and innovations that will ma-ke the marketing communication of a selected non-profit organization more effective. The thesis is divided into two main parts, namely the literature research part and the analytical part. The literature search is devoted to the concepts of marketing communication, non-profit organization and social marketing. The ana-lytical part describes the activities of the non-profit organization Liga vozíčkářů, z.ú. and its analysis of current marketing communication tools. This is followed by quantitative and qualitative research, on the basis of which recommendations for improving marketing communication are proposed to the organization.
|
|
|
Marketing strategy of Codex Labs on the Czech market
Pavlíček, Filip ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The aim of this bachelor's thesis was to evaluate the marketing strategy of the cosmetics company Codex Labs and to propose improvements in relation to its typical customer. However, such data was not available, so the next objective of the research was to define this customer. The target group of Codex Labs was determined on the basis of a questionnaire survey in which 122 Czechs participated. Respondents were selected using stratified random sampling based on highest educational attainment and gender. A SWOT situational analysis of the external and internal environment was used to assess the current marketing strategy of the brand. The marketing strategy categories evaluated were defined using the marketing mix theory, supplemented with elements of social marketing. The results of the questionnaire survey showed that the typical Codex Labs customer is a woman aged 25-34 who is actively interested in ecology and healthy living. This customer is happy to pay extra for organic packaging and natural ingredients, but insists that such products are just as effective as conventional ones. The analysis of the current marketing showed that Codex Labs has a well-adapted distribution strategy, brand positioning and strong social networks. However, in order to maintain its place in the market, the company...
|
|
|
Marketing strategies of the non-profit organizations on social media and reactions of the users
Bílková, Kateřina ; Vranka, Marek (advisor) ; Háša, Marek (referee)
This diploma thesis focuses on the marketing strategies of non-profit organizations on social media in the context of the war in Ukraine, and examines how the user audience reacts to these strategies and what attitudes they hold towards them. The theoretical part therefore deals with the concept of non-profit organizations, which it defines, along with the various types of such organizations, as well as marketing, specifically social marketing and marketing of non-profit organizations as key points of the work, and then marketing strategies of non- profit organizations. The work also analyzes the image and reputation of non-profit organizations and what constitutes them. Aseparate subchapter also discusses the factors that may discourage non-profit organizations from using social media, and factors of success. The contextual part briefly discusses the outbreak of the armed conflict in Ukraine and selected well- known non-profit organizations in the Czech Republic. This is followed by the methodological part, which describes the chosen methods of qualitative and quantitative analysis. The analytical part of the work is dedicated, in the first part, to a qualitative survey, in order to map the basic trends and characteristics of people who have contributed to non-profit organizations, both in...
|
|
|
Marketing Plan of the Selected Company
Koutný, Alexandr ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Bakalářská práce se zaměřuje na marketingovou komunikaci a strategii ve vybrané společnosti - Vzdělávací centrum MP působící v Prostějově. Tato práce se skládá ze tří hlavních částí. První z nich je teoretická část, která obsahuje pojmy, které jsou popsány. Druhá část práce se zabývá analýzou současného stavu společnosti. V poslední části této práce, respektive návrhové části, jsou uvedeny konkrétní návrhy na zlepšení využití marketingových nástrojů.
|
|
|
Non-profit event marketing: case study of Do práce na kole 2013
Nevšímal, Richard ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The thesis Social Event Marketing in Non-Profit Sector: Case Study of Do práce na kole 2013 aims to illustrate the specific environment of motivational campaigns supporting the growth of urban cycling. The grounds of UCC (Urban Commuter Cycling) act as a crossection of several communication theory and practice fields, which are examined. The non-profit Do Práce Na Kole (Bike To Work) campaign acts as an example, threading together social and event marketing, while encompassing aspects of CSR, company culture and gamification. This work describes the characteristics of the overall UCC problematic and the connected social trends, the author describes aspects of communication, that have been overlooked or might have been developped further. This work draws out the specifications, the history and communicational goals of Do Práce Na Kole 2013, the event is further analysed based on it's concept and realisation. It analyses it's main focus and lays ground for possible ways of development of it's communication strategy
|
|
|
Educative Campaign for People with Psychical Disabilities. Project "Tailored Job"
Brůnová, Lada ; Dolanský, Pavel (advisor) ; Ježek, Jiří (referee)
The Thesis "The Educative Campaign for People with Psychical Disabilities. Project "Tailored Job" deals with social marketing, specifically social campaign of a non-profit organization Asistence o.s. and its various aspects with regard to the Czech non-profit environment. I devote a large part of the thesis to the communications mix which, if used cleverly, saves the non-profit organization some money. Finally, I try to evaluate the project, in particular the communications site and outline how it could be improved and what communication channels should be used in the future.
|
guest ::
