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Proposal of Communication Strategy (for real company, organizaci)
Tuč, David ; Kruliš, Vladimír (referee) ; Šimberová, Iveta (advisor)
The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.
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Foreign Company's Strategy for Entering the Czech Market
Svoboda, Luděk ; Švejda, Mojmír (referee) ; Zich, Robert (advisor)
The aim of this master thesis is to consider appropriate solutions of entering the foreign market. After introducing of the company follow the external and internal analysis. The thesis proves a suitability of the target market, deals with a choice of the product portfolio. It also mentions and checks the expectations of new market’s behaviour. In the final part of the thesis we can find a proper suggestions for entering the target market, steps and measures, which the monitored company shouldn’t leave out.
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Marketing Communications of Business Firm Archmanic s.r.o.
Bartáková, Kateřina ; Medlín, Dušan (referee) ; Mráček, Pavel (advisor)
The target of this thesis is to design appropriate communication tools and channels from Marketing Communications area mainly for Business companies which engage in architectonic and project field. Recourses of this thesis will be theoretical findings from area of contemporary trends in Marketing Communication. These are applied in an analysis of present day state of the company. They are an initial point for particular design of Marketing Communication of the given company herewith.
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Proposal of the recommendations for the use of guerrilla marketing
Kulčák, Bruno ; Kaňovská, Lucie (referee) ; Havíř, David (advisor)
This bachelor thesis works with the topic of guerrilla marketing as one of the non-traditional forms of marketing and its use in marketing campaigns. At the same time, the psychological side of the matter is looked at and the fact that psychology is closely related to marketing. In the theoretical part, literature and concepts from the field of marketing and psychology are introduced. The analytical part is divided into 2 parts, where each part discusses different approaches to guerrilla marketing campaigns. Subsequently, in the design part, the parameters of each campaign are compared and from the findings, an output and recommendations are proposed. Finally, a proposal is made on how to create such a guerrilla marketing campaign using the findings of this thesis.
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The Use of Guerilla Marketing at the Election Campaign
Horáčková, Simona ; Chalupský, Vladimír (referee) ; Chlebovský, Vít (advisor)
This master´s thesis deals with application of guerrilla marketing at the election campaign. The first part contains the theoretical basis, which explain the marketing communication, current trends in marketing communications and define the concept of guerilla marketing, including establishment of this marketing trend. The practical part at first analyse a real election campaign, at the development and application I have participated. The campaign took place before the municipal elections in Humpolec in the autumn 2014. Then the work continues by a questionnaire survey, where I want to examine the knowledge of the term guerilla marketing to the general public, including opinion on a particular campaign, which took place in the city. In conclusion, I included proposals to improve the campaign for its next use.
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Proposal of Guerilla Campaign for Baliarne obchodu Poprad Company
Svobodová, Karolína ; Matušek, Viliam (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.
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Design of Communication Mix in Gammarus, a.s.
Katolický, Igor ; Maloň, Radim (referee) ; Milichovský, František (advisor)
The subject of my bachelor thesis Design of Communication Mix in Gammarus, a.s. is elaboration of a suitable commucation strategy on the basis of the previous detail results of the analysis amongst outer and inner company environment. The thesis is divided into the three main parts – theoretical, analytical and proposal part. In the theoretical part, there are basic terms of the marketing area explicated. The analytical part describes the organization and their organs, contemporary situation of the marketing communication mix of the company, in a detail. Further, there are analysis elaborated, which lead to the proposal forming of the future resolving the contemporary situation, in the proposal part of the thesis.
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Vybrané marketingové nástroje a právní úprava nekalé soutěže
Večerková, Veronika
This diploma thesis with selected marketing tools and legal regulation of unfair competition according to the Commercial code. Whole thesis is divided into two parts. Basic terms important for understanding of issue of unfair competition ac-cording to the Commercial code are analysed in theoretical part. Specifically this dis-sertation aims at selected facts of the case that are described in characterised more detailed. Furthermore, the marketing tools: advertising, guerrilla marketing and viral marketing are explained here. Practical part consists of an evaluation of chosen ad-vertising campaigns from point of view of marketing and legal. A summary of the most common mistakes in marketing communication from point of view of unfair competition and subsequent recommendation of using selected tools from the per-spective of unfair competition action is included as well.
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