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Proposal for Marketing Communication Improvement
Bartošíková, Bára ; Sommer, Martin (referee) ; Kaňovská, Lucie (advisor)
The master´s thesis deals with the proposal for marketing communication improvement in chosen company. The thesis is divided into three parts. The first, theoretical part describes the important terms of marketing and presents theoretical framework for following parts. The second part is focused on the characteristics of selected company and describes its current situation. This part also analyses the internal and external environment, marketing and communication mix and contains the results of questionnaire survey. Based on results of analytical part, the third part contains proposals for marketing communication improvement.
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Návrh nové marketingové strategie pro odvětví české autorské tvorby
Bocek, Anna
The diploma thesis deals with the topic of Czech authorial creation of fashion and fashion accessories. The goal of the thesis is to propose possible marketing recommendations for Czech creators. The data needed to analyse consumer be-havior and the situation on the Czech authorial creation´s market were collected by using questionnaire surveys. The first – aimed at consumers (n=134), the sec-ond – aimed at creators (n=12). The obtained data were subjected to appropriate statistical tests, which carried out with the help of the statistical software Statisti-ca. Based on the analysis, appropriate recommendations were proposed. This mainly concerned the creator´s activity on social sites, which were found to be the most essential in the promotion of the creator and his products.
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Visual identity of the football club on social sites
Mysliveček, Václav ; Opelík, Daniel (advisor) ; Vlk, Aleš (referee)
1 Abstract Title: Visual identity of the football club on social sites Objectives: The main objective of the thesis is to create a concept of visual identity on social media for the team FK Teplice. Another objective is a detailed analysis of the elements that make up the visual identity on social networks. The third objective is to conduct research of visual identities of selected football clubs on social networks. The last objective represents a continuous observation of the visual content shared by the FK Teplice team. Methods: Qualitative research methods are used in this thesis. First, the method of standardized observation is applied to the social networks of the FK Teplice team. This is followed by a qualitative survey in which respondents evaluate the visual identity of the FK Teplice team through open-ended and closed-ended questions. Results: According to the results, the biggest problems of the visual identity of the FK Teplice team on social media are the lack of hierarchy of graphic elements, typography, working with negative space, too monotonous graphic templates and not following the recommended formats for the posts. Keywords: Graphic design, digital content, social sites, czech football, visual identity concept
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Vnímání influencer marketingu v oblasti fashion se zaměřením na sociální síť Instagram
Krpalová, Aneta
This bachelor thesis researches how fashion influencers can affect the users of the social network Instagram and how influencer marketing is perceived by the target group and the influencers themselves. The theoretical part of the thesis is focused on marketing in general point of view, marketing communication, social media and influencer marketing. The practical part contains qualitative research in the form of in-depth interviews with selected fashion influencers who have account on the social network Instagram and quantitative research in the form of a questionnaire survey, which is focused primarily on users of the social network Instagram. Based on the obtained knowledge and results from the theoretical and practical parts, recommendations will be proposed on how influencer marketing should be carried out in order to achieve positive results.
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Sharenting - Oversharing Information about Children by their Parents
HLAVINKOVÁ, Anna
The bachelor's thesis deals with the topic of Sharenting - excessive sharing of information about children by their parents. The work is divided into theoretical and practical part. The theoretical part of the bachelor's thesis is further elaborated in five chapters, which deal with risky behaviour, family, currently the most used social networks, the legal concept of sharenting and sharenting itself. The practical part is mentioning the goals and hypotheses, which were processed using a quantitative type of research, the questionnaire technique. The research sample included a total of 221 respondents, which consisted of parents who are active on social networks and young people (future parents) aged 18 to 26 years. The selection of respondents was targeted, using the snowball method. From the results of this bachelor's thesis, we found that parents know the risks associated with sharing private information, photos, videos on the Internet and social networks. We also found that parents share this information to create virtual family albums, by sharing memories with distant relatives and friends. Parents do not ask their children for approval to share photos, videos, etc. on social networks. When evaluating the questionnaires, we received different opinions from potential future parents, who mostly answered negatively to the sharing of information about children on the Internet. The results of this bachelor thesis can be the basis for further discussion on this issue. Furthermore, they can be an incentive for various educational and awareness programs not only for parents but also for the general public.
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Marketing plan of Winery Vratil for 5 years. Proposal in crisis
Vrátilová, Debora Marie ; Koudelková, Petra (advisor) ; Koblovský, Petr (referee)
The bachelor's thesis "Marketing plan of the Vrátil winery" in the theoretical part first deals with the enumeration of terms contained in the text and follows on from the theoretical part based on the study and selection of suitable literature for creating a strategy. The basics presented in the theoretical part are further elaborated into the practical part. The practical part begins with getting to know the situation on the market, introducing the company and its milestones, which is followed by the processing of analyses. From the analyses, the most important elements for the subsequent creation of the strategy and its implementation were derived, where a procedure for creating content on social networks is proposed.
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Digital and traditional fashion brand communication on example of DIOR chain
Vašutová, Mariana ; Jirák, Jan (advisor) ; Oukropec, Jindřich (referee)
The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...
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Marketing communication of a selected sports club through social networks
Hrdlička, Michal ; Štědroň, Jakub (advisor) ; Opelík, Daniel (referee)
Title: Marketing communication of a selected sports club through social networks Objectives: The main goal of this diploma thesis is based on the analysis of the current state of marketing communication on the social networks of the hockey club SKLH Žďár nad Sázavou to create a communication plan for the season 2022/2023. This plan will lead to the correct use of social networks, but also to the expansion of content and greater activation of partners. Methods: Qualitative methods were used to evaluate the current state of marketing communication on social networks. The main research methods were yearlong analysis of social networks, a semi-structured interview with the administrator of social networks and the analysis of the provided statistics from social networks. Results: The result of this diploma thesis is a communication plan through the social networks of the hockey club SKLH Žďár nad Sázavou for the season 2022/2023. The newly created communication plan is focused on low financial costs, as the hockey club puts minimal financial amounts into marketing communication on social networks, and especially on the main mistakes that the club currently makes on social networks (does not distinguish between posts on Facebook and Instagram, monotonous content, zero involvement of club partners,...
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The filter bubble and its consequences
Riva, Alexandra ; Šlerka, Josef (advisor) ; Souček, Martin (referee)
The bachelor thesis focuses on negative consequences of personalized social sites called "The Filter Bubble". As for example, bachelor thesis focuses on Facebook, the typical social media platform which tailors its services to our personal preferences. The main question of the bachelor thesis is whether we are aware of negative consequences caused by filter bubble and how filtered information effects our worldview. The aim of this work is to introduces the term "Filter Bubble", evaluate benefits and risks and map awareness of the issue within a specific group of Facebook users using semi-structured interviews. Research uses qualitative method in line with Hendl J. (2005, 2nd ed.). Presented results of the research report how is the issue perceived by respondents and whether they are aware of the Filter Bubble. At the same time, the results present basis for a future research.
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Using of social network in social enerprises
Daribazar, Togtokh ; Koudelková, Petra (advisor) ; Turková, Kateřina (referee)
This bachelor thesis deals with the topic of social networks and their use in social enterprises. This work has two parts. The first part is theoretical and deals with the history, theories and definitions of social enterprises and social networks. The second and main part of the thesis is practical. For this part, a quantitative content analysis method was chosen to analyze the posts of three selected social enterprises that were added to their social networks in the period from July 1 to December 31, 2017. The aim of the analysis is to make a comparison of three chosen social enterprises and to answer to the research questions that were asked at the beginning of the work. Based on these responses, social enterprises will be recommended strategies for communicating effectively across individual social networks. This recommendation is applicable to other social enterprises with a similar focus as selected three companies.
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