Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-09-08T19:02:15Z No. of bitstreams: 1 Amanda Vieira Ferrari Gasparin.pdf: 1913457 bytes, checksum: 74db9b8dc571afccde4e8808d00777b2 (MD5) / Made available in DSpace on 2016-09-08T19:02:15Z (GMT). No. of bitstreams: 1 Amanda Vieira Ferrari Gasparin.pdf: 1913457 bytes, checksum: 74db9b8dc571afccde4e8808d00777b2 (MD5) Previous issue date: 2016-06-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The present marketing context of higher education, where competition is becoming increasingly aggressive, has led education institutions to establish a more strategic and competitive advertising communication management process, seeking to achieve a distinctive position in the competition in order to attract its stakeholders. This work has involved the application of communication objectives in the higher education market, analyzing the ways in which institutions have established communication processes with their target public, directed to the Brazilian private universities. The research is based on literature review, depth interviews with communication and marketing managers from the investigated sector and analysis of the content from online media communication pieces. Initially it was prepared a report about the current context of higher education market in Brazil: its evolution and characterization. Then it was established marketing applied to the higher education sector: concepts and the role assigned to it. Later marketing communication was related to the higher education service and its use in the sector. Then interviews were conducted in-depth - semi-structured, with communication and marketing managers from two institutions located in São Paulo (Insper and Universidade São Judas Tadeu) with opposing positions and different classifications regarding its image to the market - In order to know their views and opinions about the market and marketing communications actions that they have adopted. Finally, content analysis was prepared comparing ads (advertisements) in online media of the two HEI studied. All analysis procedures content have been established and categorized based on communication objectives defined by Yanaze (2011). / O presente contexto mercadológico da educação superior, onde a concorrência é cada vez mais acirrada, tem levado as instituições de ensino a estabelecer um processo de gestão de comunicação e marketing mais estratégico e competitivo, buscando alcançar uma posição diferenciada em relação à concorrência, a fim de conquistar seus públicos de interesse. Este trabalho contemplou a aplicação dos objetivos de comunicação no mercado de ensino superior, analisando as formas pelas quais as instituições vêm estabelecendo os processos comunicacionais com seus públicos-alvo, estando direcionado para as Universidades privadas brasileiras. A pesquisa se apóia em: revisão bibliográfica, entrevistas em profundidade com gestores de comunicação e marketing do setor pesquisado e análise de conteúdo de peças de comunicação em mídia online. Inicialmente foi elaborado um relato acerca do contexto atual do mercado de ensino superior no Brasil: sua evolução e caracterização. Em seguida, definiu-se marketing aplicado ao segmento de educação superior: conceitos e o papel designado a ele. Posteriormente relacionou-se comunicação mercadológica com o serviço de educação superior e sua aplicabilidade neste setor. Depois, foram realizadas entrevistas em profundidade - semiestruturadas, com gestores de comunicação e marketing de duas instituições, localizadas na cidade de São Paulo (Insper e Universidade São Judas Tadeu) com posicionamentos antagônicos e classificações distintas quanto à sua imagem para o mercado -, com a finalidade de conhecer suas visões e opiniões sobre o mercado e as ações de comunicação de marketing que vêm adotando. Finalmente, foi elaborada análise de contéudo, comparando anúncios (peças publicitárias) em mídia online das duas IES estudadas. Todos os procedimentos da análise de contéudo foram estabelecidos e categorizados com base nos objetivos de comunicação definidos por Yanaze (2011).

Made available in DSpace on 2016-08-03T12:31:11Z (GMT). No. of bitstreams: 1 Dissertacao.pdf: 1948405 bytes, checksum: 1223283ac86d66c5158557e7027358a2 (MD5) Previous issue date: 2010-04-07 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study aims to analyze the use of licensing of the character Batman in the marketing communication strategy, initiated from the appropriation of the superhero comics of the U.S. of the same name and its application in consumer items aimed at Kids, from 4 to 8 years, and Tweens, 9 to 13 years, specifically. We tried to understand the evolution and popularity of a gloomy super-hero of mass culture, with more than 70 years of existence, turned into a brand name for products for children, with no apparent relation with his characterization in his symbolic universe for a new public rediscovering the superhero through its media coverage. The study was developed through the literature on recovery concepts discussed, the historical review of the character, and field research in the form of qualitative interviews with graduates and graduates. In conclusion, arrived at the characteristics that indicate the reasons for the popularity of Batman as a character and brand, and the reasons that lead to commercial use through licensing.(AU) / Este estudo tem por objetivo analisar o uso do licenciamento do personagem Batman dentro da estratégia de comunicação mercadológica, originada a partir da apropriação do super-herói das histórias em quadrinhos norte-americano de mesmo nome e sua aplicação em itens de consumo voltados ao público infantil (Kids), de 4 a 8 anos, e pré-adolescente (Tweens), de 9 a 13 anos, especificamente. Buscou-se compreender a evolução e popularidade de um super-herói sombrio da cultura de massa, com mais de 70 anos de existência, transformado em marca comercial para produtos infantis, sem qualquer relação aparente com sua caracterização dentro de seu universo simbólico, para um público novo que redescobre o super-herói através de sua divulgação na mídia. O estudo foi desenvolvido através de recuperação bibliográfica dos conceitos abordados, da revisão histórica do personagem, e da pesquisa de campo na forma de entrevistas qualitativas com licenciador e licenciados. Na conclusão, chegou-se às características que indicam as razões da popularidade de Batman, como personagem e marca, bem como os motivos que levam à sua utilização comercial através do licenciamento.(AU)

The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.

This master thesis deals with the specifics of marketing communication of American IT company on the European market. The aim of this work is to describe principles of marketing and marketing communication. The main objective of this work is the analysis of Hewlett Packard Enterprise marketing communication, its evaluation and formulation of recommendations that would lead to more effective marketing communication. The benefit of this thesis should be creating comprehensive view of the company, analysis of its communication and subsequent suggestions for improvement, which could be applied in practice.

The thesis analyzes marketing communication of Contours fitness by using theoretical background. The aim of the thesis is theoretical description and analysis of communication tools. Based on situational analysis the thesis evaluates the effectivness of communication mix and suggest measures to its optimalization. The outcome of the thesis is theoretical description of communication mix of the company, newly established communication objectives and analysis of communication tools with emphasis on communication effectivness.

The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.

The aim of this master thesis is to analyse how Czech political parties used social network to political communication before election in year 2013. The work tries to define the basic concepts of political marketing, political communication and new, modern forms of it associated with the Internet and social networks. In the analytical part I analyse Facebook profiles of selected parties. The work is complemented by scans of profiles, graphs and tables, which can help to understand the analysis. The analysis uses data from the annual reports of the parties, the publication of the Institute of Political Marketing, and most of its research interviews.

The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."

The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.

This study is conducted through content analysis to determine the degree of advertising standardization between the United States and Taiwan. Based on the literature review the impact of standardization versus localization advertising strategies is discussed.