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Využití nástrojů marketingové komunikace pro podporu rozvoje a financování sportovního oddílu
Štumbauerová, Tereza
The bachelor thesis engages in designing a suitable marketing communication strategy for the sports club of microlight aviation. The thesis is divided into three sections. Literary research, analytical part and proposal part. Literary research includes theory regarding given issues. The analytical part is briefly presented the sports club and its existing marketing communication. Subsequently, a situational analysis was developed. On its basis, a marketing communication strategy to support a development and financing of the sports club was designed and recommended.
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Communication strategy concept for Fitrecepty project, focusing on target group segmentation
Lundgren, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis presents research of the Fitrecepty project target group and proposes a communication strategy for the resulting target segments. The theoretical part examines the role of marketing in strategic planning, target group segmentation, communication strategy characteristics and its mix. The analytical part introduces the Fitrecepty project, its visions, missions, goals, competitors and analyses the internal and external environment. The empirical part carries out the research conducted by in-depth interviews with customers and proposes a communication strategy for the final target segments. The aim of the research was to find out as much information about customers as possible. With that information, target segments were proposed, so that the communication strategy can be more customized.
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Marketing communication of an independent music band
Hanke, Lukáš ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The main intention of this dissertation named "Marketing communication of an independent music band" is implementing marketing routines into marketing communication of beginning independent music band considering the influence of various contemporary factors on the music industry as a whole. The first theoretical part of the dissertation illustrates the present-day state of the music industry, influence of digital media - mainly the influence of internet. The second theoretical part describes fundamental terms such as marketing communication, integrated marketing communication, elements of communication mix and new trends of marketing communication. Practical part is divided into two main chapters - analysis of relevant media-market and concept of marketing communication strategy for the band. The dissertation aims to assist independent music performers as an instrument for qualified insight on marketing communication in their own environment.
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