<p><strong>Aim:</strong></p><p>The purpose was to perform a pre-study to marketing planning for a local squash club in Sweden that had difficulties with membership growth and development. This pre-study would provide the squash club with valuable information and a starting point when creating its first marketing plan.</p><p><strong>Method:</strong></p><p>The chosen research approach included theoretical and empirical studies. Empirical data was collected by triangulation, using both qualitative and quantitative methods. A semi-structured interview and two surveys using on-line questionnaires were conducted, analyzed and presented. The discussed theory including key definitions, models and concepts was related to the empirical data findings and reflected on.</p><p><strong>Results & Conclusions: </strong></p><p>A small non-profit squash club with scarce resources and slim organization has to implement a customer centered mindset and work smarter instead of harder.It is important for the club to carefully match market opportunities with its objectives and capabilities.Engaging in marketing planning and the development of a marketing plan will enable the club to find new creative ways to offer a unique squash experience that will result in a positive membership development.</p><p><strong>Recommendations:</strong></p><p>The squash club should strive to develop key strategic partnerships that can compliment its strengths and help reduce its weaknesses.An own club website would improve internal and external communication significantly and decrease the club management’s administrative workload.It would be advisable for the club to perform annual online customer satisfaction surveys to monitor and measure own performance and detect key changes in the marketplace.</p><p><strong>Contribution:</strong></p><p>This pre-study could be a good opportunity for the squash club’s management team to engage in marketing planning and develop its first marketing plan. Perhaps this study could also benefit other small sports clubs with similar challenges and give them ideas and new tools for future development, such as using on-line surveys.</p><p><strong>Suggested future research:</strong></p><p>It would be interesting to perform a comparison among the four racket sports: tennis, badminton, table-tennis and squash and the reasons behind young people choosing to play one sport over the others.The result would help racket clubs to better understand how they should position themselves in the market place to attract young people to their particular sport.</p>

Aim: The purpose was to perform a pre-study to marketing planning for a local squash club in Sweden that had difficulties with membership growth and development. This pre-study would provide the squash club with valuable information and a starting point when creating its first marketing plan. Method: The chosen research approach included theoretical and empirical studies. Empirical data was collected by triangulation, using both qualitative and quantitative methods. A semi-structured interview and two surveys using on-line questionnaires were conducted, analyzed and presented. The discussed theory including key definitions, models and concepts was related to the empirical data findings and reflected on. Results &amp; Conclusions: A small non-profit squash club with scarce resources and slim organization has to implement a customer centered mindset and work smarter instead of harder.It is important for the club to carefully match market opportunities with its objectives and capabilities.Engaging in marketing planning and the development of a marketing plan will enable the club to find new creative ways to offer a unique squash experience that will result in a positive membership development. Recommendations: The squash club should strive to develop key strategic partnerships that can compliment its strengths and help reduce its weaknesses.An own club website would improve internal and external communication significantly and decrease the club management’s administrative workload.It would be advisable for the club to perform annual online customer satisfaction surveys to monitor and measure own performance and detect key changes in the marketplace. Contribution: This pre-study could be a good opportunity for the squash club’s management team to engage in marketing planning and develop its first marketing plan. Perhaps this study could also benefit other small sports clubs with similar challenges and give them ideas and new tools for future development, such as using on-line surveys. Suggested future research: It would be interesting to perform a comparison among the four racket sports: tennis, badminton, table-tennis and squash and the reasons behind young people choosing to play one sport over the others.The result would help racket clubs to better understand how they should position themselves in the market place to attract young people to their particular sport.

This paper presents the marketing management of the nonprofit sector as a prerequisite for NGO sustainability. It examines the existing literature on the nonprofit marketing, the current situation of the local NGOs in Kosovo with regards to the application of marketing. The research methodology follows the introduction and presentation of the research objectives. The theoretical background introduces the necessary baseline to analyze empirical findings. The empirical findings and analysis reveal that nonprofit sector in Kosovo does not have a holistic marketing approach. The focus of the research is to emphasize the importance of marketing orientation, segmentation, and planning at nonprofit sector. Moreover, NGOs should create, communicate and deliver values based on customers’ (beneficiaries, volunteers, and donors) needs. As a result of this research, a marketing plan guide was prepared.  The guide aims to educate NGOs in Kosovo about the benefits of having a holistic marketing approach and will serve as basis for further marketing planning.

Η παρούσα διπλωματική εργασία αφορά την εκπόνηση ενός σχεδίου (ή προγράμματος) μάρκετινγκ (marketing plan), το οποίο έχει σκοπό να διερευνήσει τη δυνατότητα ανάπτυξης και εμπορίας των βιολογικών προϊόντων στον νομό της Ηλείας. Βασική πηγή πληροφόρησης για την εκπόνηση του σχεδίου μάρκετινγκ αποτελεί η διεξαγωγή μιας έρευνας αγοράς στον νομό της Ηλείας για να διαγνωσθεί η στάση των καταναλωτών απέναντι στα βιολογικά προϊόντα και να ερμηνευθεί η καταναλωτική τους συμπεριφορά (κριτήρια επιλογής, συχνότητα χρήσης, είδος και ποσότητες που επιλέγονται κτλ.) αλλά και η συνδυαστική συλλογή λοιπών δευτερογενών δεδομένων που αφορούν το γενικότερο περιβάλλον (πολιτισμικό, τουριστική υποδομή περιοχής, μορφολογία εδάφους, κλίμα, δημογραφικά και οικονομικά στοιχεία νομού κτλ). Τα δευτερογενή δεδομένα σε συνδυασμό με τα ευρήματα της έρευνας αγοράς χρησιμοποιούνται για να προσδιοριστεί με ακρίβεια το κοινό-στόχος (target group) των βιολογικών προϊόντων, να επιλεχθεί το κατάλληλο επίπεδο τιμών, να σχεδιασθεί το μίγμα προβολής-προώθησής τους και να επιλεχθούν τα αποτελεσματικότερα κανάλια διανομής τους, επιτυγχάνοντας συνέργειες με τα τουριστικά καταλύματα, τις μονάδες εστίασης και τους πολιτιστικούς χώρους. Συνεπώς, βασικός στόχος της παρούσης μελέτης είναι η βελτίωση της ανταγωνιστικότητας της Ηλείας, μέσω της αναβάθμισης και ανάδειξης του τουριστικού προϊόντος και της σύνδεσης του με τα πολιτιστικά και περιβαλλοντικά στοιχεία της περιοχής, καθώς και με τα ιδιαίτερα τοπικά βιολογικά προϊόντα. Επιπλέον, στην παρούσα διπλωματική πραγματοποιήθηκε έρευνα αγοράς (παρόμοια με αυτή που διεξήχθη στο νομό Ηλείας), αλλά και ανάλυση παραγόντων στην ευρύτερη περιοχή της νοτιοδυτικής Ελλάδας και πιο συγκεκριμένα στις περιοχές Μεσσηνία, Ηλεία, Αχαΐα, Μεσολόγγι-Ναύπακτο, Αγρίνιο και Πρέβεζα. Και εδώ, βασικός στόχος είναι η διερεύνηση της καταναλωτικής συμπεριφοράς των καταναλωτών απέναντι στα βιολογικά προϊόντα. Όσον αφορά την παραγοντική ανάλυση, που πραγματοποιήθηκε, αυτή αναφέρεται στην ομαδοποίηση ενός μεγάλου αριθμού μεταβλητών που έχουν υψηλή συσχέτιση μεταξύ τους και την δημιουργία παραγόντων. Από τη δημιουργία των παραγόντων και την έρευνα αγοράς επιδιώκεται η ανίχνευση των βασικότερων χαρακτηριστικών των καταναλωτών που στη συνέχεια θα χρησιμοποιηθούν για τη δημιουργία του προφίλ κάθε ομάδας καταναλωτών βιολογικών προϊόντων με στόχο την κατασκευή του καταλληλότερου οδηγού μάρκετινγκ βιολογικών για τους καταναλωτές της νοτιοδυτικής Ελλάδας, αλλά και μια γενικότερη σύνδεση των βιολογικών προϊόντων με τον τουρισμό και τον πολιτισμό. Στο πρώτο κεφάλαιο ορίζεται το μάρκετινγκ, οι βασικές έννοιες του, καθώς και η χρησιμότητα του. Στην συνέχεια, προσδιορίζεται ποια θα είναι η συμβολή της μελέτης στο κοινωνικό και επιχειρηματικό σύνολο της νοτιοδυτικής Ελλάδας και ιδίως για τους Ηλείους καταναλωτές, τους παραγωγούς βιολογικών προϊόντων, τους ιδιοκτήτες τουριστικών καταλυμάτων και μονάδων εστίασης. Τέλος, παρουσιάζεται συνοπτικά η μεθοδολογία της έρευνας (αναλυτική παρουσίαση γίνεται στο κεφάλαιο 3) καθώς και οι δυσκολίες (περιορισμοί) που παρουσιάστηκαν μέχρι την ολοκλήρωσή της. Στο δεύτερο κεφάλαιο παρουσιάζεται η ιστορική εξέλιξη της βιολογικής καλλιέργειας, οι διαφορές μεταξύ συμβατικής και βιολογικής γεωργίας, ο ορισμός και οι προδιαγραφές παραγωγής βιολογικών προϊόντων. Στην συνέχεια αναλύονται θεωρητικά τα επιμέρους πεδία ενός σχεδίου μάρκετινγκ, παρουσιάζεται το περιβάλλον και ο κλάδος της βιολογικής παραγωγής στην Ελλάδα, παρουσιάζονται θεωρητικές αναλύσεις για την τμηματοποίηση και την συμπεριφορά του Έλληνα καταναλωτή απέναντι στα βιολογικά προϊόντα και τέλος γίνεται στοχευμένη θεωρητική ανάλυση των επιμέρους πολιτικών μάρκετινγκ: προϊόντος, διανομής, προβολής και τιμολόγησης (που αποτελούν βασικά πεδία ενός σχεδίου μάρκετινγκ). Το τρίτο κεφάλαιο, περιλαμβάνει τα ευρήματα της έρευνας αγοράς σε ένα δείγμα 200 καταναλωτών του νομού Ηλείας (δείγμα ποσοστών ελεγχόμενο και αναλογικό ως προς το φύλο και την ηλικία των καταναλωτών σε σχέση με το σύνολο του Νομού Ηλείας) σχετικά με την στάση τους απέναντι στα βιολογικά προϊόντα. Η έρευνα αγοράς βασίστηκε σε ένα ειδικά σχεδιασμένο ερωτηματολόγιο, το οποίο κάλυπτε τις πληροφοριακές ανάγκες για την εκπόνηση του σχεδίου μάρκετινγκ. Η μέθοδος συλλογής ήταν η προσωπική συνέντευξη. Στο κεφάλαιο αυτό παρουσιάζονται τα αποτελέσματα της έρευνας αγοράς για κάθε μια μεταβλητή ξεχωριστά (μονομεταβλητή περιγραφική στατιστική) και επιλεγμένες διμεταβλητές συσχετίσεις. Στο τέταρτο κεφάλαιο χρησιμοποιούμε: (α) τα ευρήματα της έρευνας αγοράς στον νομό της Ηλείας και (β) τα δευτερογενή στοιχεία που συλλέχθηκαν, προκειμένου να παρουσιάσουμε το σχέδιο μάρκετινγκ, το οποίο όταν εφαρμοσθεί θα οδηγήσει στην βελτίωση της ανταγωνιστικότητας της Ηλείας, μέσω της αναβάθμισης και ανάδειξης του τουριστικού προϊόντος και της σύνδεσης του με τα πολιτιστικά και περιβαλλοντικά στοιχεία της περιοχής, καθώς και τα ιδιαίτερα τοπικά βιολογικά προϊόντα. Το σχέδιο μάρκετινγκ περιλαμβάνει συγκεκριμένες πολιτικές και ενέργειες που θα πρέπει να υλοποιηθούν ώστε να αναπτυχθούν με επιτυχία τα βιολογικά προϊόντα στην Ηλεία. Το πέμπτο κεφάλαιο περιλαμβάνει τα ευρήματα της έρευνας αγοράς (παρόμοια ανάλυση με το νομό Ηλείας) και ανάλυσης παραγόντων σε ένα δείγμα 1200 καταναλωτών στη νοτιοδυτική Ελλάδα (δείγμα ποσοστών αναλογικό ως προς το φύλο και την ηλικία των καταναλωτών σε σχέση με το σύνολο των κατοίκων της νοτιοδυτικής Ελλάδας και πιο συγκεκριμένα των περιοχών Μεσσηνίας, Ηλείας, Αχαΐας, Μεσολογγίου-Ναυπάκτου, Αγρινίου και Πρέβεζας, από κάθε μία περιοχή επιλέχτηκε δείγμα 200 καταναλωτών). Η έρευνα αγοράς και η ανάλυση παραγόντων βασίστηκε στο ίδιο ερωτηματολόγιο που χρησιμοποιήθηκε στην έρευνα αγοράς του νομού Ηλείας, το οποίο είναι ειδικά διαμορφωμένο για να καλύπτει όλες τις πληροφοριακές ανάγκες για την εκπόνηση του σχεδίου μάρκετινγκ. Εκτός από την παρουσίαση των αποτελεσμάτων της έρευνας αγοράς για κάθε μεταβλητή ξεχωριστά (θα γίνει παρόμοια ανάλυση με αυτή του νομού Ηλείας), στο κεφάλαιο αυτό παρουσιάζονται και αναλύονται οι παράγοντες που δημιουργούνται και προτείνονται οι καταλληλότερες στρατηγικές μάρκετινγκ για την αύξηση της ζήτησης και κατανάλωσης βιολογικών προϊόντων για κάθε ένα από τους σημαντικότερους παράγοντες που προέκυψαν, αλλά και γενικότερα για όλους τους καταναλωτές της νοτιοδυτικής Ελλάδας. Κλείνοντας, στο έκτο κεφάλαιο παρατίθενται συμπερασματικά τα σημαντικότερα ευρήματα της έρευνας αγοράς, αλλά και του προτεινόμενου σχεδίου μάρκετινγκ (τόσο για την Ηλεία όσο και για την ευρύτερη νοτιοδυτική Ελλάδα). Tέλος, παρουσιάζονται συγκεκριμένες προτάσεις για την ανάπτυξη των βιολογικών προϊόντων στο νομό Ηλείας, αλλά και στην ευρύτερη περιοχή της νοτιοδυτικής Ελλάδας. / This dissertation concerns the elaboration of a marketing project (marketing plan), which aims at the market development (expansion) and marketing of organic products in the prefecture of Elia (in Peloponnese - Southwest Greece). The main source of information for the development of this marketing plan lies on the conduct of a market survey in the county of Elia, in order to diagnose the consumer’s attitude towards the organic products, and to interpret their behavior (selection criteria, frequency of use, type and quantities selected etc.) as well as the combined collection of other secondary data concerning the general environment (cultural, tourist infrastructure of the region, land morphology, climate, demographic and economic data of the county etc.). The secondary data combined with the findings of the market research (primary data) are used to accurately determine the target group of the biological products, to choose the appropriate price level, to design the promotional mix and to select the most effective distribution channels, thus achieving cooperation with tourist accommodations, catering facilities and cultural sites. Therefore, the main objective of this study is to increase the competitiveness of the organic market to the aforesaid prefecture, through the upgrading and enhancement of the tourist product in addition to its connection with the cultural and environmental assets of the region, as well as with the particular local organic products. Moreover, in this dissertation a market research was conducted (similar to the one conducted in Elia prefecture) and factor analysis in the broad area of southwestern Greece and more specifically in the areas Messenia, Elis, Achaia, Missolonghi - Nafpaktos, Agrinio and Preveza. Here, also, the main objective is to investigate the consumers’ behavior towards organic products. Concerning the factor analysis this refers to the grouping of a large number of variables that are highly correlated with each other. Through the factors’ creation and the market research, we seek to detect the fundamental consumers’ characteristics, which will afterwards be used for the shaping of the profile of every group of people who consume organic products, aiming to construct the most appropriate guide of these products for the consumers living in the southwest of Greece. Furthermore, we also seek a more general association of organic products to tourism and culture. The first chapter defines the marketing, the basic concepts and its utility. Then there is determined what the contribution of the study will be to the social and business world throughout the southwestern Greece and especially to the consumers of Elia, organic farmers, owners of tourist accommodation and catering units. Finally, it outlines the research methodology (detailed presentation made in Chapter 3) and the difficulties (research restrictions) presented up to its completion. The second chapter describes the historical development of organic farming, the differences between conventional and organic farming, the definition and standards for organic production. Then the individual fields of a marketing plan are theoretically analyzed, the environment and the industry of organic production in Greece are presented as well as the theoretical analyses concerning the segmentation and behavior of Greek consumers towards organic products; finally, another theoretical analysis concerning the individual strategies of marketing is presented, which is related to: product, distribution, promotion and pricing (which constitute the key areas of a marketing plan). The third chapter contains the findings of the market survey in a sample of 200 consumers of Εlia (a sample rate controlled and proportionate to the gender and age of consumers in relation to all the residents of Εlia) about their attitudes towards organic products. The market research was based on a specially designed questionnaire, which covered the information needs for the development of the marketing plan. The collection method was the personal interview. This chapter presents the results of market research for each variable separately (univariate descriptive statistics) plus selected bivariate correlations. In the fourth chapter we use: (a) the findings of a market research conducted in the prefecture of Elia and (b) secondary data collected in order to present the marketing plan, which, when implemented, will lead to an improved competitiveness in Elia, through the upgrading and enhancement of the tourism product and its connection with the cultural and environmental assets of the region, and especially local organic products. The marketing plan includes specific strategies and actions that should be implemented in order to successfully grow organic products in Elia. The fifth chapter contains the findings of a market research (a similar analysis to the one in Elia) and a factor analysis in a sample of 1,200 consumers in southwestern Greece (sample rates proportionate to the gender and age of consumers in relation to all the residents of southwestern Greece and more specifically the regions of: Messinia, Elia, Achaia, Mesolongi - Nafpaktos, Agrinio and Preveza- from each region a sample of 200 consumers was selected). The market research and factor analysis relied on the same questionnaire used for the market research in Elia, which is specially designed to meet all the information needs for the development of the marketing plan. In addition to presenting the results of the market research for each variable separately (there will be a similar analysis to that of Elia), this chapter also presents and analyzes the factors that are created and proposes the most appropriate marketing strategies for the increasing demand and consumption of organic products for each one of the major factors that emerged, and generally for all the consumers of southwestern Greece. Finally, the sixth chapter presents the conclusions in relation to the major findings of the market research, as well as specific recommendations for the development of organic products not only in the prefecture of Elia, but also in the wider region of southwestern Greece.

Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson &amp; Johnson and P&amp;G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition. Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?” Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix. Research tools: Interview, field study and secondary data Finding &amp; analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented. Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.

The photographic heritage of the General Archive Department (DAG) of the Federal University of Santa Maria (UFSM) is located on the ground floor of the Rectory in University City/Santa Maria. This collection has a large number of photographs that record the history of the first university founded in the city that was not the state capital, thus constituting an important source of scientific research and information. This study aims to develop a marketing plan to disseminate these photographs to the academic community. The DAG collection of has, approximately, 85.130 images on flexible negatives, which were produced between 1958 and 2002, and closed its production in the last year, giving way to digital photography, which are recorded on optical disks (CD), a total of 88 CDs, containing about three thousand images produced between 1998 to 2009. The search for information in the collection is made through an updated database, which was developed with the Microsoft Office Acces program. It is being implemented a new software for searching, called ICA-AtoM, a multilingual application for easy searching, covering the web environment and totally based on the International Standard for Describing Archives - ISAD(G), which structure is covered by the Brasilian Standard for Archival Description (NOBRADE). The researcher who comes to see the photographic collection must fill out a form containing basic identification information, however, as the marketing plan was established, a new form called Registration Data of the DAG Collection Photo Researchers was adopted, as a way to receive feedback of the information when needed. Based on information obtained from the researchers registration forms of the year 2005 to 2010, it was possible to see that the main research group consists of academics from the Media, Archival Science, History and Architecture and Urbanism courses. It can be best explored potential users, in other words, those who do not yet use the collection for reference, but may use it, they are: ordinary citizens, professionals who use this material as a raw material in their routine and virtual users. Once the collection is located at an Federal University, it doesn t intend to generate profits, so the marketing plan will focus on quality service to these two types of users. Thus, marketing strategies have been established in order to educational, cultural, editorial spread and with the use of computer resources. In this context, the marketing plan was formed from the redefinition of the information, adding new activities, along with those applied prior to the drafting of this project, employing tactics that are best suited to this type of collection. It is observed that there are many marketing strategies that can be deployed, most are accessible, low cost and easy applicable. / O patrimônio fotográfico do Departamento de Arquivo Geral (DAG) da Universidade Federal de Santa Maria (UFSM) está localizado no térreo do prédio da Reitoria, na cidade Universitária/Santa Maria. Esse acervo possui grande número de fotografias que registram a história da primeira universidade fundada em cidade que não fosse capital de Estado, constituindo, assim, uma importante fonte de pesquisa científica e de informação. O presente estudo tem como meta elaborar um plano de marketing a fim de difundir estas fotografias frente à comunidade acadêmica. O acervo do DAG é formado por, aproximadamente, 85.130 imagens em negativos flexíveis, que foram produzidos entre os anos de 1958 e 2002, sendo encerrada sua produção nesse último ano, dando espaço à fotografia digital, as quais são gravadas em discos ópticos (CD), existindo um total de 88 CDs, contendo aproximadamente três mil imagens produzidas entre os anos de 1998 até 2009. A busca por informações no acervo é feita através de um banco de dados atualizado, que foi desenvolvido com o programa Microsoft Office Acces. Atualmente já esta sendo implantado um novo software para a busca, chamado ICA-AtoM, sendo um aplicativo multilíngue de fácil procura, que abrange o ambiente web e totalmente baseado na Norma Internacional para Descrição de Arquivos ISAD(G), cuja estrutura está contemplada pela Norma Brasileira de Descrição Arquivística (NOBRADE). O pesquisador que chega para consultar o acervo fotográfico deve preencher uma ficha, contendo informações básicas de identificação, porém, conforme o plano de marketing estabelecido foi adotado uma nova ficha chamada Dados Cadastrais dos Pesquisadores do Acervo Fotográfico do DAG, pois esta, melhor ajudará a fazer um feedback das informações quando forem necessários. Com base nas informações obtidas nas fichas cadastrais dos pesquisadores do ano de 2005 a 2010, pode-se constatar que o principal grupo de pesquisadores é composto pelos acadêmicos dos cursos de Comunicação Social, Arquivologia, História e Arquitetura e Urbanismo. Podendo ser explorado melhor os usuários potenciais, ou seja, aqueles que ainda não utilizam do acervo para consulta, mas que podem vir a utilizá-lo, sendo eles: cidadãos comuns, profissionais que utilizam desse material como matéria-prima na sua rotina e usuários virtuais. Por o acervo estar inserido numa Universidade de âmbito federal, este não tem por objetivo gerar lucros, portanto o plano de marketing terá como foco o atendimento com qualidade a esses dois tipos de usuários. Dessa maneira, foram estabelecidas estratégias de marketing com vista à difusão educativa, cultural, editorial e com a utilização de recursos disponibilizados pela informática. Nesse contexto, o plano de marketing foi constituído a partir da redefinição das informações, incorporando novas atividades, juntamente com aquelas aplicadas antes da elaboração deste projeto, empregando táticas que melhor se adaptam a esse tipo de acervo. Observa-se que existem inúmeras estratégias de marketing que podem ser implantadas; a maioria é bem acessível, sendo de baixo custo e de fácil aplicação.

[pt] Plano de Marketing é um documento que analisa toda a empresa sob a ótica do marketing e através dessa ótica destaca forças, fraquezas, ameaças e oportunidades para então traçar estratégias e objetivos. Esta dissertação traça um Plano de Marketing para o lançamento de uma banda independente, através da percepção de especialistas ligados à indústria fonográfica e da análise de dados do mercado fonográfico nacional, e estuda o caso da banda Seu Cuca. A banda enfrenta várias dificuldades para conseguir expandir seu público e deve tomar decisões para trabalhar sua carreira de forma independente, e para isso precisa desenvolver um planejamento de marketing, estabelecendo estratégias de penetração ou crescimento junto aos públicos alvos. Este estudo identifica possíveis estratégias de marketing que poderiam ser utilizadas pela banda, e alternativas de divulgação e distribuição para artistas independentes. / [en] Marketing Plan is a document that analyzes the whole company under the optics of marketing and through this optics it detaches forces, weaknesses, threats and opportunities for then tracing strategies and objectives. This present work traces a Marketing Plan for the release of an independent band, through the perception of phonographic industry specialists and through the analysis of the national phonographic´s market data, and studies the case of the band Seu Cuca. The band faces several difficulties to expand its public and must take decisions to work its career through an independent way, and needs to develop a marketing plan, establishing penetration or growth strategies to expand the band´s target public. This study identifies possible marketing strategies of that could be used by the band, and alternatives of promotion and distribution for independent artists.

This thesis describes the design of a marketing plan for the Moravan hostel, which provides short-term accommodation for tourists and long-term accommodation for workers. This thesis contains literature part, which describes the concepts related to the creation of a marketing plan. It also contains an analytical part, where are individual analyzes including comprehensive SWOT analysis made. In the last part is marketing plan created, including the determination of cost, schedule, risks and benefits of proposals and inspection plan for a possible correction of the individual elements is determined.

The diploma thesis deals with the creation of the marketing plan of the new event agency. The thesis consists of two parts - theoretical and practical. In the theoretical part are presented the foundation of marketing plan issues, parts of the marketing plan, its creation, goals setting, marketing mix, budget, action plan and control of marketing plan. A separate chapter deals with event marketing. In the practical part situational analysis and marketing research are implemented and then marketing objectives, strategy and marketing mix of the agency are determined, based on synthesis of its results. Finally, the budget, the action plan and the control of the implementation of the marketing plan are presented.

The thesis deals with the topic of marketing planning of a cultural project. Its aim is to create a marketing plan for the year 2018 and to analyze the specifics of a cultural project from the viewpoint of tourism and internet background. The theoretical part describes the theory of marketing planning with the focus on the theory of specifics in culture and tourism. The practical part presents the creation of a short-term marketing plan for the project Skryte pribehy for the year 2018 The marketing plan of the project takes into consideration the current needs of the project with the focus on trends in product-marketing, mobile app and web-sites. The conclusions are supported by an interview with the founder of the project and expert interview.