The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on the contents of the Brand manual, which is the key to brand building. Attention will be paid to semiotic analysis of logos, utilization of images and photos, colors and fonts and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. Also, the second brand obviously does not follow the Brand manual. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using...

The Diploma thesis is focused on marketing and semiotics and the use of these two fields combined. In the course of the thesis, we will deal with the analysis of single visual marketing modes and the overall impact on perception of the brand and also its ́ building by linking these elements. In the thesis, we will focus on the Gunter Kress ́ theory of multimodality and, in this context, we will focus on graphic design rules, which are reflected within each mode and which can deliver quality and consistent communication. Attention will be paid to semiotic analysis of colors, fonts, utilization of images and photos and other components important for creating a visual marketing strategy. In the empirical section, two similar brands will be introduced, on which the single modes will be demonstrated and analyzed. Although the two brands are similar to each other, one has a clearly recognizable brand identity, while the other brand is failing. By analyzing and comparing the visual content of these two brands, we will be able to detect errors that may be critical to brand building and may have a negative impact on the perception of the potential clients with the result of brand extinction. In the result of the thesis, we should be able to confirm the importance of using semiotic techniques in marketing...

Regional utveckling är ett område som enligt tidigare forskning uppfattas som komplext ämne, där många faktorer är med och påverka, där besöksnäringen är något som kan påverka regional utveckling i både regionen och utanför. I den regionala utvecklingen finns även faktorer kring styrning, marknadsföring och kommunikation som kan påverka hur destinationer påverkas av besöksnäringen, samt vilka resurser som kan användas i de olika områdena. I tidigare forskning om Värmland gällande regionala utvecklingsperspektiv, så har det varit fokus på regional utveckling i helhet och inte så stort fokus på besöksnäringens roll i den. Dock så ser regionen och kommunerna potential i användandet av besöksnäringen som utvecklingsverktyg. Då har studierna lyft fram hur landsbygdsregioners utveckling kan påverkas av besöksnäringen, samt att generellt öka till ny kunskap om regional utveckling i samspel med hållbarhet och besöksnäringen. Detta eftersom den regionala utvecklingen i Värmland fortfarande kan ha kvar en del av de hinder som uppfattats i tidigare forskning, där just hållbar utveckling av besöksnäring vid landsbygden sågs som ett större hinder, då det ansågs finnas brister i hur besöksnäringens utveckling skulle ske hållbart. I denna studie så har studiens syfte och frågeställningar, varit i åtanke när både teorin och empirin har samlats in, där stor del av fokuset har varit på bland annat, regional utveckling, destinationsutveckling och marknadsföring. Med dessa olika begrepp så har det blivit givna kategorier för att tydligare kunna se gemensamma nämnare för studerats teoretisk- och empirisk insamling med koppling till dessa begrepp, samt hur detta senare går att utläsa i studiens analys och slutsatser. I användandet av metoderna har studien valt att förhålla sig till ett socialkonstruktivistiskt synsätt, då författarna som har skrivit uppsatsen ser arbetet med regional utveckling som en komplex social konstruktion, som kommer från olika uppfattningar kring olika områden som den regionala utvecklingen berör. De metoder som studien använder sig av är dokumentanalys och en kvalitativ enkät, som utformats efter det teoretiska ramverket och frågeställningar för att kunna uppfylla syftet. Sedan i empiridelen så presenteras den insamlade empirin i uppdelning till frågeställningarna för studien. / Regional development is an area that according to previous research is perceived as a complex subject, where many factors are involved and have an influence, where the tourism industry is something that can affect regional development in both the region and outside. In regional development, there are also factors around governance, marketing and communication that can affect how destinations are developed by the tourism industry, as well as what resources can be used in the various areas. In previous research on Värmland regarding regional development perspectives, there has been a focus on regional development as a whole and not so much focus on the role of the tourism industry in it. However, the region and the municipalities see potential in the use of the tourism industry as a development tool. This study aims to highlight how the development of rural regions can be affected by the tourism industry, and to generally increase the knowledge about regional development in interaction with sustainability and the tourism industry. This is because the regional development in Värmland may still have some of the obstacles perceived in previous research, where sustainable development of the tourism industry in the countryside was seen as a major obstacle, as there were considered shortcomings in how the tourism industry would develop sustainably. In this study, the purpose and issues of the study have been kept in mind when both the theory and the empirical data have been collected, where a large part of the focus has been on, among other things, regional development, destination development and marketing. With these different concepts, categories have been given to more clearly see common denominators for the study's theoretical and empirical collection with connection to these concepts, and how this can later be read in the study's analysis and conclusions. In using the methods, the study has chosen to relate to a social constructivist approach, as the authors who have written the essay see the work with regional development as a complex social construction, which comes from different perceptions around different areas that regional development affects. The methods used by the study are document analysis and a qualitative questionnaire, which is designed according to the theoretical framework and questions in order to fulfill the purpose. Then in the empirical part, the collected empirical data is presented in division into the questions for the study. The empirical data is then analyzed from the theoretical framework, and the analysis is followed by the conclusions that can be drawn from the analysis.

The main purpose of this master thesis is to examine the concept of populism in the post- Gutenberg era. The research stems from a premise that the evolution of the political milieu and change of the media landscape implies a need for a different approach to analyzing populism. The decline of traditional political parties, the disappearance of political cleavages, and the personalization of politics precipitate the need to re-evaluate the debate about the right definition of populism. Based on a comparative case study of two leaders - Andrej Babiš and Donald Trump, this thesis examines how various theories of populism explain their behavior and tries to determine the most suitable option. Three definitions of populism are studied - populism as an ideology, populism as a discourse, and populism as a political style. While comparing political programs, discourse, and marketing strategies of both candidates, this thesis offers a complex insight into political campaigning on both sides of the Atlantic. At the same time, this research discusses the relationship between the concept of populism and personalized politics. These two concepts form a personalized leadership where the combination of populism and personality traits of the leader might influence the political programs, discourse, and marketing...

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Dissertation submitted in fulfillment of the requirement for PhD: Management Sciences, Department of Marketing and Retail, Durban University of Technology, Durban, South Africa, 2016. / In South Africa, non-profit organisations were seen as vocal and active players in the struggle against apartheid. During the country’s transition period, non-profit organisations played a central role in mitigating the effects of apartheid’s unequal development and in mobilising opposition to the apartheid state. With the focus moving towards service delivery, non-profit organisations have continued to play a major role in filling gaps and advocating on behalf of those living in poverty. Non-profit organisations do not operate to advance their own interests, instead, they use society’s resources and goodwill to meet society’s needs. In the poor economic environment, stakeholders are unfortunately looking to cut back and save resources. It therefore becomes more critical for non-profit organisations to adopt relevant strategies to reach more stakeholders and to keep them involved and motivated. One such strategy that can be adopted is marketing, in particular relationship marketing. This study therefore sets out to investigate the role of relationship marketing within non-profit organisations in KwaZulu-Natal. A thorough overview of the literature was undertaken, mainly to investigate the nature of the non-profit sector in general as well as in South Africa, its marketing and the impact of relationship marketing. A mixed methodology was employed for this study. A census study using questionnaires was used to collect quantitative data whilst qualitative data was collected using a face-to-face, semi-structured interview schedule. The findings revealed that funding has become the main constraint faced by the non-profit sector. Many non-profit organisations have employed marketing tactics to assist them in promotion and fundraising. Relationship marketing was identified as a concept which can assist the non-profit organisations in building and maintaining relationships with their stakeholders. Respondents further positioned communication as the central point for relationship building. The results of the data analysis led to the creation of a framework which outlines the role of relationship marketing at non-profit organisations. This study has clearly indicated that relationship marketing forms a powerful strategy that non-profit organisations should apply to manage long-term relationships with their key stakeholders. / D

Despite the fact that Internal Marketing (IM) has emerged to capture the interest of academic researchers and management practitioners, there is a surprising absence of empirical study investigating how IM is experienced in the world of practice. This constitutes an impediment to bridging the gap in the holistic understanding of the IM concept. The big question that remains is how to articulate precisely those activities that can be taken to constitute the structure of IM and those that do not. This study aims to bridge this gap by exploring whether the experiences of managers who are implementing IM in their organisations could provide clarity as to the meaning and the constituents structure of IM. This study first undertakes scrutiny of the extant IM literature in an attempt to clarify the multiplicity of terms often associated with IM. The meaning and the constituents structure of IM was investigated via an in-depth qualitative study guided by the principles of phenomenology. This qualitative study is based around open-ended interviews with participants sampled from the UK private and public sector firms. Data was collected and analysed in line with Giorgi’s descriptive phenomenological research praxis. The phenomenological findings indicate nine overlapping elements, namely, internal communication, employee training, reward, empowerment, employee motivation, interdepartmental co-ordination, understanding the organisation, commitment, and top management support that emerged to constitute the experiential structure of IM. Drawing upon these elements, the study offers a conceptual framework of the IM structure. Systematic analytical steps were utilised to ensure the validity of findings.

Thesis title: Social Networks as an Essential Part of the Gambrinus league's Marketing Communication Objective Main objective of this thesis is creation of marketing manual on various social networks intended for marketing communication of the Gambrinus league. It is supposed to provide flexibly applicable tool representing communication manual for clubs of primary football league in the Czech Republic. As partial objectives of this work are stipulated analysis and assessment of individual clubs' official Facebook profiles and their development. Further objectives are identification and compilation of overview representing other platforms of social networks and its evaluation considering their potential benefits for marketing communication of the Gambrinus league. Methodology Qualitative and quantitative methods of marketing research were used for the purposes of presented thesis. Qualitative methods comprehend expert dialogue, case study and observation. As qualitative research methods were applied statistical data analysis and development study. Results The communication manual for the Gambrinus league on social networks was completed and in detail described in separate chapter of this dissertation. It is for the most part based on solutions which were presented in the analytical part of this...

Title: Marketing research of PSG Zlín fans' satisfaction Objectives: The aim of the diploma thesis is to find PSG Zlín fans' satisfaction and propose actions that would lead to an increase fans' satisfaction in following seasons. Methods: To determine the satisfaction of the fans of the PSG Zlin hockey club it has been used the method of a quantitative research with the help of an electronic questionnaire. This electronic questionnaire based on a large sample of fans enables to uncover sufficient data and analyses fans' satisfaction by various aspects. Results: The analysis and interpretation of data gained from marketing research have found that fans are very satisfied with many aspects. The most important thing for fans is the atmosphere in the stadium and the sport performance. The least interesting aspect was the supporting program, whom the fans are not completely satisfied. Overall, the greatest range for improvement was found in the allocation of a place for families and the improving of service during home matches. Regarding social networks, websites and merchandising exists mostly good satisfaction about the value of 2 (1 - very satisfied, 5 - very dissatisfied). Generally, fans would welcome more information, coverages and interviews behind the scenes of the club. Keywords: sports...

The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.