This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.

Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.

The aim of this diploma thesis is to collect data and to analyze the current marketing communication of the selected company and then evaluate its effectiveness.The thesis identified the shortcomings of this company's marketing communication, suggested suitable improvements and introduced examples of their implementation in the new marketing communication plan.

The aim of this thesis is to analyse marketing communication of pilsen company Chladírenský servis Jedlička and to find out which trends of company's marketing communication can be used or are used. The first part of thesis is literary research. This part discusses concepts such as marketing, communication, marketing communication and new trends in marketing communications. As marketing trends are definited online marketing, viral marketing, mobile marketing, event marketing and guerilla marketing. The second part of thesis is a practical part. In this part instruments of Chladírenský servis Jedlička's marketing communication are discussed. This part deal with history of marketing communication of chosen company, when company mistakenly considered advertising in the sense of a one-way flow of information as its marketing communication. At present, however, the company uses the concept of marketing communication in the right sense, two- or more-way flow of information. For marketing communication the company uses online marketing, banner advertising on YouTube, Facebook,and watchs their feedback. Futhermore the company plans an event marketing for year 2018. The company also uses QR codes and sponsorships. Several improvements are recommended to the company. The first suggestion is to improve a Facebook communication engaging more employees in marketing communication and responding to comments on posts. The second suggestion is to focus on foreign customers and create websites in foreign languages. The third suggestion is to support event marketing of the company events this for existing and potential customers. The fourth suggestion is to make another shocking events. The fifth suggestion is to start watching a feedback from QR codes. The last suggestion is to create a notebook whither employees write questions from customers which management would deal with twice a month.

The thesis is based on close relationship between human resources and marketing communication. The aim of this work is to design and validate appropriate methods for promoting the company ACP Traductera s.r.o. among relevant focus groups, the sources of potential quality employees on the labour market. The focus group in question consists of the students of chosen high schools in Jindřichův Hradec and its neighbourhood.

This master thesis focuses on online marketing communication. It specifies what online marketing is, what its tools are and also compares theoretical knowledge with reality. It includes a proposal to improve marketing communication with a focus on online marketing communication for a short-term accommodation provider, which will lead to both greater profit and awareness of the short-term accommodation provider.

No description available.

A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that “true” IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a “simple managerial task”—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other. / McAnulty College and Graduate School of Liberal Arts; / Communication and Rhetorical Studies / PhD; / Dissertation;

Title: Marketing Communication of FIBA Women Basketball Championship 2010 Goal: The goal of my thesis is to describe marketing communication during the World Women Championship 2010 on the basis of observation and my own activity. The thesis should be able to describe different parts of marketing communication during the sport event. The goal is to create the instruction for one of possibilities, how to form marketing communication of a sport event with the help of the establishment description and the existence of marketing communication. Methods: The main method is descriptive analysis. The work uses evaluation proposal and demonstration, as well. SWOT analysis is made of found data. Results: The theses proved that all parts of marketing communication should be mutually connected and consider each other. It deals mainly with Public Relations which focus first of all on reaching needed popularity. Specialised and mass media are used. Information flow from a sport organisation to media representants should keep the balance between the quality and the quantity. Key words: marketing communication, basketball, SWOT analysis.

Title: Marketing Communication of Fyziofitness Cernosice Objectives: : Aim of this thesis is to analyze and evaluate current marketing communication of Fyziofitness Cernosice from both the standpoint of its customers as well as its management. Based on gathered information, detailed concept of marketing communication is then presented, using mainly methods and tools of communication mix. Methods: To evaluate current marketing commmunications, both quantitave and qualitative methods of research were used. Clients of the fitness centre were asked to fill a questionaire and an interview with the owner of Fyziofitness Cernosice was conducted in order to better understand the current state of things. Results: The output of this thesis is an outline of marketing communication for the period starting June 2017, up until June 2018. This outline will then be presented to the management of the fitness centre and it will be used for this period of time. Keywords: marketing communication, communication mix, online communication, marketing research, developmental kinesiology in fitness