Marketingová komunikace vybrané firmy v zemích EU
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Diplomová práce je rozdělena na teoretickou a praktickou část. V úvodu teoretické části je vytyčena základní terminologie z oblasti marketingu. Jsou zde vysvětleny pojmy jako mezinárodní marketing, komunikace a segmentace. Po představení základní terminologie se práce zabývá teoretickými východisky marketingové komunikace. Součástí teoretické části je i definování nástrojů komunikačního mixu a závěr kapitoly se věnuje novým trendům z oblasti marketingové komunikace.Poté práce přechází do praktické části, kde je nejdříve představena firma, která byla vybrána pro účely diplomové práce. Hlavním úkolem praktické části je definovat možná doporučení pro vybranou firmu z dané problematiky. Aby mohl být cíl splněn, tak součástí praktické části je nejdříve provedení marketingových analýz ve vybraných zemích EU. Analýzy a jejich vyhodnocení byly provedeny pro tři země EU a to Českou republiku, Německo a Velkou Británii. Díky vyhodnocení marketingových kampaní mohl být splněn hlavní cíl, a to definovat možnosti zlepšení z oblasti marketingové komunikace pro vybranou firmu.
Diploma thesis is divided into theoretical and practical part. In the introduction of the theoretical part is outlined the basic terminology of marketing. There are explained terms such as international marketing, communications and segmentation. After introducing the basic terminology of the work deals with theoretical marketing communications. The theoretical part is defining the tools of communication mix too and conclusion of theoretical part is dedicated to new trends in the field of marketing communications.Then, the work passes into the practical part, there si presented a company that was chosen for the thesis at the first. The main task of the practical part is to define possible recommendations for selected company of the issue. In order to meet the target as part of practical is rendering analysis of marketing campaigns in selected EU countries at the first. Campaign analysis and evaluation were carried for the three EU countries namely Czech Republic, Germany and the Great Britain. Thanks to evaluate marketing campaigns could be met the main task, namely to defined the possibilities for improvement of marketing communications for the selected company.
Diploma thesis is divided into theoretical and practical part. In the introduction of the theoretical part is outlined the basic terminology of marketing. There are explained terms such as international marketing, communications and segmentation. After introducing the basic terminology of the work deals with theoretical marketing communications. The theoretical part is defining the tools of communication mix too and conclusion of theoretical part is dedicated to new trends in the field of marketing communications.Then, the work passes into the practical part, there si presented a company that was chosen for the thesis at the first. The main task of the practical part is to define possible recommendations for selected company of the issue. In order to meet the target as part of practical is rendering analysis of marketing campaigns in selected EU countries at the first. Campaign analysis and evaluation were carried for the three EU countries namely Czech Republic, Germany and the Great Britain. Thanks to evaluate marketing campaigns could be met the main task, namely to defined the possibilities for improvement of marketing communications for the selected company.
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Analýza, kampaň, komunikace, marketing, marketingová komunikace, mezinárodní marketing, segmentace, Analysis, campaign, communications, international marketing, marketing, marketing communications, segmentation