This Diploma Thesis deals with marketing strategy of Brisk, production cooperative. It contains theoretical knowledge from the field of marketing. The practical part focuses on the analysis of the current situation of the cooperative. Based on the information from marketing analyzes are recommended proposals for the imporvement of marketing policy of the cooperative.

This Diploma Thesis deals with marketing strategy of Brisk, production cooperative. It contains theoretical knowledge from the field of marketing. The practical part focuses on the analysis of the current situation of the cooperative. Based on the information from marketing analyzes are recommended proposals for the imporvement of marketing policy of the cooperative.

This master’s thesis deals with problems of risk management connected to the marketing activities of Innovatrics s.r.o. The thesis contains three main parts. First part includes theoretical basics, second part is consisted of information about company, marketing activities inside the company and risks, which are connected with activities. Final part of the thesis dedicates to suggestions for risk minimization.

The master’s thesis focuses on marketing in the relatively new spere specifically marketing on the Internet. Specifies the specific deficiencies shop and proposes a number of essential steps for the advanced operation of an existing Internet business. Contains several design solutions that help increase visits in online store, and consequently also increase sales shop.

Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.

Marketing and commercial communications. Forms of commercial communications. Legal regulations and ethics in an advertising focused on religious elements. Analysis of selected advertising campaigns with religous themes. Qualitative marketing research.Recommendation for the future work with themes of a religion and religious symbols.

This thesis aims to analyze whether the volumes of TV, radio and print advertisements of economic- management universities relate to the number of applications at these universities. The goal is to find whether the data correspond to each other somehow. The data in the thesis are processed using descriptive analysis of secondary data. The thesis is based on media data Admosphere, Mediaresearch, a. s. These data presents an overview of all realized commercials of universities in the Czech Republic in 2011-2013. The data are compared with publicly accessible reports on interest of applicants for study at universities in the Czech Republic in 2011-2013. The theoretical part deals with marketing communications at university, its objectives and discusses the most widely used types of communication. There is also closely examined TV, radio and print advertising. The analytical part analyzes mentioned media and educational data. Analysis takes place first in the whole economic field, followed with close examination of six economic universities. In conclusion, it is judged whether the data correspond together.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

During the twentieth century, Cable & Wireless was the world’s biggest and most important telegraphy company, employing large numbers of people in stations across the world. Its network of submarine cables and wireless routes circumnavigated the globe, connecting Britain with the Empire. This thesis examines the ways in which the British Empire and modernity shaped Cable & Wireless’ corporate identity in order to understand the historical geography of the relationships between Empire, state, and modernity. Additionally, it investigates the role of design in the Company’s engagement with the discourses of modernity and imperialism. Historical Geography has not paid sufficient attention to the role of companies, in particular technology companies, as institutions of imperialism and instruments of modernity. The study of businesses within Historical Geography is in its infancy, and this thesis will provide a major contribution to this developing field. This thesis takes an interdisciplinary approach that sits at the intersection of three main disciplines: Historical Geography, Design History and Business History. This thesis examines how Cable & Wireless’ identity was produced, transmitted and consumed. This thesis is based on detailed research in Cable &Wireless’ corporate archive at Porthcurno, examining a wide range of visual and textual sources. This pays particular attention to how the Company designed its corporate identity through maps, posters, ephemera, corporate magazines and exhibitions. Drawing upon the conceptualizations of the Empire as a network, it argues that Cable & Wireless’ identity was networked like its submarine cables with decision-making power, money and identity traversing this network. This thesis seeks to place both the company and the concept of corporate identity within a broader historical and artistic context, tracing the development of both the company’s institutional narrative and the corporate uses of visual technologies. No study has been conducted into the corporate identity and visual culture of Cable & Wireless. This thesis not only provides a new dimension to knowledge and understanding of the historical operations of Cable & Wireless, but also makes a substantive contribution to the wider fields of Historical Geography, Business History, Design History and the study of visual culture.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)