Využití inovativního marketingu v mezinárodním obchodě
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Date
2019-05-20
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Abstract
Bakalářská práce se zabývá navrhnutím komunikačních nástrojů pro komunikační kampaň projektu Greening logistiky probíhajícího v útvarech logistiky ŠKODA AUTO, a. s.. Teoretická část práce se zaměřovala především na základní pojmy marketingové komunikace, Zelené logistiky a pojmů, které se s tímto tématem pojí. V praktické části práce byla nejdříve analyzována současná situace komunikování Zelené logistiky a povědomí o tomto tématu administrativních pracovníků logistiky na budově V19. Práce byla taktéž zaměřena na aplikaci kampaně pro budoucí použití v zahraničních závodech, které produkují automobily ŠKODA AUTO, konkrétněji v Indii. Ve spojení s tímto bylo nutné prověřit zemi například i z pohledu sociální odpovědnosti podniků. Pro kampaň byly primárně využity nástroje interní komunikace Public relations.
This bachelor thesis is focused on designing tools of marketing communication, that are included in a marketing campaign for a project Greening logistics that takes places in Logistics of ŠKODA AUTO, a. s. The theoretical part of the thesis was mainly focused on basic terms of marketing communication mix, Green Logistics and terms connected with the topic. In the practical part of the thesis, the present situation of communication of Green logistics, and the knowledge of administrative employees of logistics about this topic, on building V19 were analyzed at first. Also, the thesis was focused on an application of the campaign for a future use in foreign production factories, that produce ŠKODA AUTO cars, specifically in India. In connection with the application of the campaign in India, it was neccesary to analyze the country on the basis of aspects of Corporate Social Responsibility. The tools of intern communication Public Relations was primarly used for the campaign.
This bachelor thesis is focused on designing tools of marketing communication, that are included in a marketing campaign for a project Greening logistics that takes places in Logistics of ŠKODA AUTO, a. s. The theoretical part of the thesis was mainly focused on basic terms of marketing communication mix, Green Logistics and terms connected with the topic. In the practical part of the thesis, the present situation of communication of Green logistics, and the knowledge of administrative employees of logistics about this topic, on building V19 were analyzed at first. Also, the thesis was focused on an application of the campaign for a future use in foreign production factories, that produce ŠKODA AUTO cars, specifically in India. In connection with the application of the campaign in India, it was neccesary to analyze the country on the basis of aspects of Corporate Social Responsibility. The tools of intern communication Public Relations was primarly used for the campaign.
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Zelená logistika, marketingová komunikace, public relations, komunikační nástroje, společenská odpovědnost firem, marketingová kampaň, Indie, Green logistics, marketing communication, public relations, communication tools, Corporate social responsibility, marketing campaign, India