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Communication Strategy of Komerční banka, a.s. with a Focus on the Youngsters
Bartůňková, Eva ; Postler, Milan (advisor) ; Jelínková, Jitka (referee)
Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.
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Student accounts evaluation
BEDNÁŘOVÁ, Michaela
The goal of this work was to evaluate the order of student accounts in terms of advantegousness, which are offered by banks on the domestic banking market. Not only theoretically, but also using quantitative methods. Firstly, the current offer of students products on the domestic market was explored, then a survey among some students was made in order to determine which student accounts are the most favourite ones, most commonly used and why. By using methods multiple-criteria evaluation of alternatives clients can make an easier decision when choosing from a large number of specified criteria. Afterwards, an appropriate evaluation criteria were fixed and evaluated in terms of profitability of individual alternatives by using methods of multiple criteria evaluation. For all analysed students, the account called - U konto pro mladé from UniCredit Bank was clearly selected as the best one. On the contrary account FRESH from Česká spořitelna appeared to be the mist disadvantageous one. According to the questionnaire, this account is owned by the majority of young respondents.
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Analysis of student accounts in the Czech Republic
HAIDINGEROVÁ, Adéla
The objective of the bachelor thesis is to analyse student bank accounts on the Czech market. The theoretical part of this bachelor thesis describes banking products and payment systems. Main focus is given to overall bank account maintenance and payments cards. The practical part of the bachelor thesis benchmarks student accounts. Secondary market research was conducted to collect data from seven banks which offer student products in the Czech Republic. In making comparison between these products, four different attributes, which students typically look for in a bank account, were defined. At the conclusion of this thesis is evaluated which account is the most advantageous and under what conditions are student accounts effective.
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Comparison of services offered by banks to students in the Czech Republic
KŘEMENOVÁ, Kateřina
This diploma thesis compares the bank accounts offered by banks to students. The diploma thesis also compares the offers overdraft, which are provided on student accounts. The analysis includes student´s accounts of the four largest Czech banks (Česká spořitelna, a. s., Komerční banka, a. s., Československá obchodní banka, a. s.,GE Money Bank, a. s.) two German banks (Deutsche Bank AG, Commerzbank AG) and two Slovak banks (Slovenská spořitelna, a. s., Tatra banka, a. s.).
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Bank product for students
Sukovská, Zdenka ; Křížek, Tomáš (advisor)
Bachelor thesis is focused on the analysis and comparison of bank products for students offered by four biggest banks on czech and british market. In the first part is defined offer of students products offered in the Czech Republic, the second part includes offer of the british banks. Third part is focused on criteria for choice of correct account. In the last part is comparison of charges for four model subjects.
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Student Accounts in the Czech banking market
PLEVKOVÁ, Vladimíra
The bachelor thesis analyzes the range of student bank accounts in the Czech Republic. There are introduced the basic concepts in banking, which are used in the issue, creating an overview of individual accounts, as shown for letter illustration in tables. The goal is to map students accounts offer, comparing monthly cost of bills, finding bonus offers individual banks and highlight the most suitable student account. The thesis is supplemented by a test case focused on the monthly fees as well as examples to calculate the cut-off at the end of the year.
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The Marketing Strategy of Specific Product
Fasselová, Iva ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This Master Thesis describes marketing strategy of G2 Student Account that was adopted by Komerční banka, a.s. in 2007. Despite a strong competition , within a year after its launch the bank became a market leader in student accounts segment. Objectives of this work are to introduce theoretical approaches to marketing strategy creation, to depict activities connected to launching a particular marketing strategy and last but not least, to evaluate its results and propose possible corrections.
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The comparison of internet banking on student accounts in chosen Czech banking institutions
Petrikovič, Jan ; Dvořák, Petr (advisor)
The thesis focuses on specification and comparison of services that are provided by ČSOB, KB, ČS and GE Money Bank. The thesis is built on internet banking and student accounts. The purpose of the thesis is to pin-point actual advantages of each banking-house on Czech market and its student accounts. The next step is to help potential client to imagine each banks internet banking viewing interface and to familiarize oneself with the way that banks deal with the information and financial instruments provided by the client. The first part focuses on explanation of basic terms that are linked with direct banking, nominally with student accounts and internet banking in pre-chosen banking entities. The gist of the second part is to describe in more detail parameters of each student product and to provide the reader with information about the security and basic login data that are needed for internet banking. The thesis includes preview of internet banking interface with witch the customers deal with on daily basis. At the end of each part that describes banking product of certain bank is its evaluation with author's feedback and findings. The third part puts together all services and summarizes them with a pick of the best product.
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