National Repository of Grey Literature 696 records found  beginprevious514 - 523nextend  jump to record: Search took 0.01 seconds. 
The Phenomenon of Youtubers and their Utilisation in Marketing
Tauchenová, Kateřina ; Khelerová, Vladimíra (advisor) ; Kůželová, Tereza (referee)
This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.
Twiplomacy in the United States of America and the Czech republic
Ticháček, Antonín ; Rolenc, Jan Martin (advisor) ; Peterková, Jana (referee)
This thesis deals with the new tools of public diplomacy in the 21st century. Specifically, it focuses on twiplomacy which uses the internet and social networks for fast, boundless, and effective communication throughout the international area. The goal of the thesis is to carry out comparative analysis of Twitter usage, regarding the purposes of public diplomacy, between representatives of the United States of America and the Czech Republic. Considering the American users as advanced and the Czech rather as beginners, results of the analysis should provide data for evaluation of the different ways of using this modern method of communication with the public. Finally, suggestions for improvement of Czech twiplomacy are presented including possible inspiration by the U.S. twiplomacy.
Social Media as Means of Employee Recruitment
Prokopičová, Eva ; Böhmová, Lucie (advisor) ; Sova, Martin (referee)
This bachelor's thesis tackles the issue of utilizing social networks when recruiting new employees by HR workers and the use of social networks by students when pursuing new employment opportunities. The theoretical portion of the thesis contains a brief description of personnel management and social media. There one can find the description of social networks as a whole as well as descriptions of Facebook, Twitter and LinkedIn. The practical portion is dedicated towards an analysis of data gathered from questionnaires answered by HR workers and students. The goal of the paper is to evaluate HR workers' stance on social networks as a tool used for recruiting new employees and their experiences with this method of recruitment. It also assesses students' opinion on using social networks when pursuing job opportunities and their experiences when doing so. The practical portion contains a conclusion, which summarizes the whole thesis. The goal of this thesis is to find out whether employee recruitment via social networks can replace established methods of recruitment or whether it is merely a trend of today's society. According to the results of the surveys, this method is very preferred by students and HR workers alike. The expectation going towards the future is opposite, social networks as a tool used for employee recruitment will be used more and more.
Setting up communication on social networking sites for Becherovka Original brand
Plašilová, Tereza ; Horný, Stanislav (advisor) ; Tuháčková, Eva (referee)
The theme of this thesis is the use of social networking as a marketing tool. The aim is to describe the possibilities of working with various social networks, the role of an agency as a creator of content of a brand and describe the phases of the preparation of communication. The thesis shows the formation of communication on a specific example of Becherovka Original brand, where in the final part of the text the thesis compares the two periods of creation and aims to provide relevant communication evaluation with recommendations for further communication.
Systems solution of branding in online setting
Rais, Josef ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
This thesis if focused on brand building on the internet and possibilities brought to this filed by usage of systems methodologies. SWOT analysis is widely used in marketing, but it is focused solely on evaluating the current state of things and there is no formal framework to connect branding with marketing. Critical Systems Heuristics (CSH) methodology is used to supplement traditional marketing approaches. CSH consists of 12 boundary questions which can be used to define ideal state of analyzed systems. CSH methodology is then used to create a draft of Monoe brand, which will stand for a provider of photographical and graphical services. Based on gathered information from boundary questions, a website for the brand was created and promotion on social networks was also started. This practical use of CSH shoved that the boundary questions are too vague to be properly used in branding, but mostly address the right fields. Because of that, the boundary questions were modified. The asset of this thesis is modifying CSH methodology so it can be used as a framework to build brands on the internet.
Analysis the strategy and marketing communication on Facebook at a specific organisation
Pála, David ; Střížová, Vlasta (advisor) ; Francová, Dana (referee)
The thesis focuses on the social media strategy and marketing communication on Facebook. The main goal of the thesis is to pursue an analysis of all the steps and parts of the strategy and marketing communication on Facebook at a specific organisation. The theoretical part starts with a general introduction of the internet marketing. The thesis further looks into the topic of social networks, their development, definition, principles and benefits for a company. A detailed study of each step of the social media strategy and main parts of the marketing communication on Facebook follows. The practical part includes the analysis of the suggested strategy and all parts of the marketing communication on Facebook. In case the practical part brings some imperfect results, the author adds data based on the summary of the theoretical part. The final analysis extended by author´s suggestions can act as a practical guide for similar projects.
The functionality of the organization's facebook site for its management
Bajerová, Jana ; Novotná, Eliška (advisor) ; Ročka, Martin (referee)
The thesis examines funkcionality of the Facebook pages for an organization and its management. The thesis deals with theory of the organization in sociology and ma-nagement conception, social networks, vitrual social networks and especially with social network Facebook. I analyze real functionality of the Facebook pages for ma-nagement of organization by the research with mixed collection of data. I propose the project of implementation the Facebook page in company Siot Trade in the practical part of the thesis.
Possibilities of using social networks to promote RunCzech running league
Fejfar, Ondřej ; Molnár, Zdeněk (advisor) ; Černý, Jan (referee)
This thesis deals with the issue of social networks in terms of business support and their use for commercial purposes. Based on long-term statistics from the most widely used social networks in the Czech Republic, this thesis describes the main principles of using these social networks as a means of increasing profit or turnover. Particular attention is paid to Facebook, the leading social network in the online world. This study concerns the combination of marketing and the IT world, which nowadays has a key role in the sale of products and services. This study should show the importance of the combination of these two worlds. The practical part of the study is the analysis of the communication of the RunCzech Running League (formerly the Prague International Marathon), including a detailed analysis of one their competitors on the market. For the analysis appropriate metrics were selected, which were measured using special tools. The conclusion includes a comprehensive evaluation and presents suggestions for more effective future communication of the RunCzech running leagues in the field of social networking.
Evaluation of Nike marketing strategy focused on women, Internet and social networks
Jochmanová, Helena ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
The goal of this diploma thesis is to describe current and past marketing activities of Nike, Inc. in particular and to focuse on the company's marketing campaigns targeted at women (Nike Women). This thesis also wants to describe current influence of the Internet and social networks in marketing, the main characteristics of marketing targeted at women and to describe ongoing Nike Women campaign. Main goal of this diploma thesis is to evaluate its own survey, which is required to determine the current position of Nike, Inc. on the Czech market and the success of marketing campaigns targeted at women.
Marketing communication of small size business on the Internet
Knápková, Kamila ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
In the thesis I focus on selected instruments of internet marketing which are suitable for small size companies. The terms internet advertising and internet sales promotion instruments are explained in the first chapter. Sufficient part of the thesis is dedicated to the rules of webpage creation and the means of their optimization for search engines (SEO) as well as to the options of their attendance measuring (Google Analytics).The second chapter is focused on the concept of content marketing and in particular on its practical use in business for the improvement of business performance of the company. I will present the social networks that are appropriate for the broadcast of created content. The last chapter is the outcome of previous two chapters. The theoretical findings are applied in the present case on specific company-drevozesveta,s.r.o. All the recommendations arising from the analysis of present marketing communication of the company are consequently applied to the creation of the webpages of the new brand of the company drevozesveta, s.r.o.-Nábytek ze světa.In the conclusion of the chapter I compare the success rate of both mentioned web pages based on selected parameters.

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