The main aim of this master’s thesis entitled “Communication strategy of the company” is to develop a new communication strategy for a specific business based on the results of analysis. The thesis consists of three parts, the theoretical that explains the concepts of concerning marketing and marketing communication, analytical, in which the company is introduced and subsequently analyzed and finally implementation part, where the suggestions for improvement of the communication strategy are introduced. Part of the implementation part is also the budget needed for the notions as well as economic evaluation of specific proposals.

This diploma thesis examines the current communication strategy in a company which is doing an on-line business. It lists recommendations, how this strategy should be changed. It shows communication strategy, communication mix, Internet marketing and on-line business in the theoretical part. In the practical part is a description of communication strategy on a specific company CuteShop s.r.o. Survey was carried out in the practical part to examine the customers opinions about the used communications strategy. At the end of this diploma thesis are all the recommendations, how should the company make the communication strategy better to attract more costumers.

This theses deals with the communication mix for the shop and e-shop. It defines important forms and concepts of marketing mix focusing on marketing communication and contains detailed analysis of current conditions which is basis for selection of individual tools of communication mix. In progress there is concept of new communication mix which is compiled to improve adverse situation of business. New communication mix should attract new customers, improve sales and strengthen its market position.

COMMUNICATION STRATEGY OF THE SOCCER CLUB SK SLAVIA PRAHA AND PROPOSALS OF ITS IMPROVEMENT Objectives: The objective of this research is the establishment of communication strategies of an organization SK Slavia Praha Football Club for the upcoming season. This project will be completed based on the analysis of the club's current communication mix as well as current communication distribution channels with the club's fan base. Methods: For the research various methods were used such as the case study, the analysis of the documents, the interviews and the SWOT analysis. The case study was applied during the research of the current club's communication strategy with its fan base, the analysis of the documents for the evaluation of the club's communication mix, the SWOT analysis for the evaluation of the communication mix and interviews for obtaining the essential information from the individuals involved. Results: A new project of the club's communication strategy was established, which includes the improved communication mix of the club, the communication strategy project with the most important fans' organizations as well as a communication strategy project with the club's youth. Keywords: sports marketing, communication strategy, communication mix, soccer, fans

Thesis is dealing with theoretical description of effective marketing communication and some its components. Practical part of the thesis is focused on the description of marketing campaign of the company SEAL Communication s.r.o. The result of the work is suggestion of marketing campaign for foreign markets of the firm. Moreover, the simulation of its realisation is also a part of the work.

Sponzoring je relativně novým nástrojem komunikačního mixu. Nástrojem, který umí zasáhnout cílovou skupinu, vybudovat tzv. ?goodwill?, zefektivnit reklamní kampaně a dopomoci lepším vztahům s klíčovými partnery. Má hodně společného se vztahy k veřejnosti (PR), reklamou a ?Event marketingem?, měl by však pro svou jedinečnost zůstat samostatným a plnohodnotným nástrojem komunikačního mixu. Jeho nejoblíbenější formou je v posledních letech bezpochyby sportovní sponzoring. Sport znamená emoce, boj, vytrvalost, dokonalost, vítězství ? hodnoty, na něž aspiruje každá společnost. Jedním z nejdůležitějších prvků je ale lidský faktor a jeho pocit sounáležitosti a ztotožnění se prostřednictvím daného sportu se značkou sponzora, a to přirozenou cestou emocí. Firmy zde logicky spatřují komunikační potenciál který se dá snadno přetvořit na jednu z konkurenčních výhod. A to nejen díky vytvořenému goodwillu v očích zákazníků, ale také díky relativně novým, dynamickým nástrojům pro firemní marketingovou strategii. Tato práce se věnuje jednomu z největších sponzoringových projektů, které byly v České Republice realizovány a to současnou podporou národního hokejového týmu, společně se sponzorstvím MS 2004 společností Eurotel

This thesis aims to discuss the main political and public aspects in the frame of media development and their changes, which are recalled by media. Political competition and its market behaviour is nowadays very naturally predisposed. Decision-making processes in the political sphere attract the attention not just by the experts, but also by wide and laic community. Behaviour of political leaders is influcnced by several changes approving in the political sphere and its circles. The global approach to media plays the key role, at the hand of political circles, which candidates directly and very hard appeal in all the elector's groups. Also very important factor here is a wide expansion of informative technologies. Racionalization of elective behaviour becomes very often in these days, what in many cases means that voters are still more sceptical to the relationship of the political scenes and its candidates. The more voices belong to that candidates who the voters think about, they refer the most interesting political pre-voting marketing and campaign. These changes shown, lead to the claim, that political parties direct their campaign by the hand of the base of marketing rules. The concept about the consequence of political communication leads to the rising interest of mass media and policy. The...

En ny värld har skapats med Internets möjligheter till marknadsföring med sociala medier i centrum. Det har satt marknadsföraren på okänd mark då sociala medier introducerar helt nya prövningar då konsumenten själv kan styra över det publicerade materialet som ett företag väljer att lägga ut. Kommunikationens tillvägagångssätt mellan en kund och ett företag har förändrats, och därmed även beteendemönstret för respektive part. Detta leder till många frågetecken som; hur går företaget tillväga? Behåller vi ett traditionellt angreppssätt? Aggressivt eller passivt? Viralt eller direkt? Studien tar an ett kvalitativt angreppssätt där två aktuella aktörer på marknaden har valts ut och därefter intervjuats. Det är två företag verkande inom varsin social medie-marknadsföring strategi, nämligen viral marknadsföring respektive direktmarknadsföring. Som primär informationsdata har delvis strukturerade frågor använts. Till hjälp för att besvara forskningsfrågorna och övriga frågetecken i problemdiskussionen har teorier utvecklats utifrån studiens grundteorier, viral och direktmarknadsföring. Båda av de intervjuade företagen tycks vara medvetna om att det nödvändigt att följa med i utvecklingen med social medie marknadsföring. De båda företagen tycks också bedriva framgångsrika marknadsföringskampanjer inom de båda marknadsföringsstrategierna viral och direkt marknadsföring. Kommunikationen är en gemensam nämnare för de båda marknadsföringsstrategierna. Det är även viktigt att nå rätt målgrupp vid rätt tidpunkt. Det går att hitta risker med båda nämnda strategier, men de ser ganska olika ut för respektive strategi. Att kunna definiera störningsmomentet och ta itu med det kan underlätta för budskapet. Viral och direktmarknadsföring är två vitt skilda strategier som används inom sociala medier. De båda tycks ändå vara framgångsrika strategier med stor utdelning då de verkar på rätt plattform. Det återstår att se hur social medie-marknadsföring kommer att formas i framtiden.

Thesis (Ph.D.)--University of Western Australia, 2006.

Made available in DSpace on 2016-08-03T12:30:41Z (GMT). No. of bitstreams: 1 Maria Rosana.pdf: 1085452 bytes, checksum: a86b9b66c658cd9db76064bb740fa1fd (MD5) Previous issue date: 2008-04-08 / This study focuses the action to events sponsorship as a communication tool incorporated into the marketing communication compound. The main objective is to analyze and present how the enterprises use and articulate the marketing integrated communication tools at the sponsorship actions in order to create a synergic effect of communication. The methodology is constituted by bibliographic and documental research and the cases studies involving the companies Ambev, Petrobras and Bradesco with the sponsorship to their respective events: Skol Beats; Pan-american Games 2007 and the Saltimbanco s show from Cirque du Soleil, verifying how the theoretical aspects were appropriated in each case. The conclusions point to, mainly, that the enterprises have searching to employ the maximum communication potential from events, not only when they foster, but also as a sponsors condition, and that the sponsorship must be part of an integrated plan, in which the strategic communications marketing actions, through the several tools which they re constituted, are able to and must be conjugated in order to reach synergy and add value to the sponsor s communication actions.(AU) / Este trabalho enfoca a ação de patrocínio a eventos como ferramenta comunicacional, incorporada ao composto da comunicação de marketing. O principal objetivo é analisar e apresentar como as empresas usam e articulam as ferramentas da comunicação integrada de marketing às ações de patrocínio para se criar um efeito sinérgico de comunicação. A metodologia constitui-se em pesquisa bibliográfica e documental e o estudo de casos envolvendo as empresas Ambev, Petrobras e Bradesco com o patrocínio aos respectivos eventos: Skol Beats; Jogos Pan-americanos 2007 e o Espetáculo Saltimbanco do Cirque du Soleil, verificando como os aspectos teóricos foram apropriados em cada caso. As conclusões apontam, principalmente, que as empresas vêm buscando utilizar o potencial máximo de comunicação dos eventos não só ao promoverem, mas também na condição de patrocinadoras, e que o patrocínio deve ser parte de um plano integrado, no qual as ações estratégicas de comunicação de marketing, através das várias ferramentas que as constituem, podem e devem ser conjugadas para alcançar sinergia e valorizar as ações comunicacionais dos patrocinadores.(AU)