Search

Diploma thesis is focused on selected instruments of marketing communication in selected enterprise, their analysis and also an evaluation.

(EN) This thesis is dedicated to the processes of digitization and metadata description, as well as the links that connect them. In recent years, another topic has been becoming relevant for both mentioned processes - the logical long-term preservation of digital objects. Long-term preservation is dependent on metadata and therefore on the processes of digitization, when some important metadata is created. The first introductory chapter of the thesis briefly describes, with an emphasis on metadata, digitization and theoretical and practical problems of long-term preservation of digital objects. The OAIS reference framework is also analysed, since it is the background for digital preservation and present preservation metadata standards. OAIS is also important for the shape and functionality of digital repositories. Metadata is also the topic of the next chapter of the thesis. General metadata use and its development are discussed, with emphasis on administrative, technical and preservation metadata. The following chapter focuses on the use of metadata in the National Library of the Czech Republic. It describes the evolution during two periods leading up to the present. This section includes comments on how long-term preservation has been reflected in used metadata standards. The second-to-last part...

This bachelor thesis presents still images from technical metadata point of view, which are used nowadays to communicate images. The NISO standard ANSI/NISO Z39.87 from 2006 (MIX) is presented in detail. Commented examples of metadata records in XML structure show practical use in digital information systems. Finally, in the Conclusion all gathered information is summarized and prospects of using this standard in the Czech Republic are outlined.

This thesis analyzes a communications mix of the largest bank in the Czech Republic - Ceska sporitelna, a.s. The thesis is divided into two parts. In the first part it deals with a marketing mix and later on it focuses on the communication mix. The thesis also describes the theory related to advertising, personal selling, public relations and so on. This work also discusses new marketing tools. The second part is focused on the Ceska sporitelna, a.s., where is presented a basis and a substance of a new advertising concept across the Erste Group. The description method describes the current bank's campaign and with more detail it presents the main activities of banking advisors - the personal selling. This paper also includes the sponsorship and PR activities and finally it present the outcomes of survey, which is related to a clients awareness about the new campaign.

Bachelor thesis deals with marketing mix of Moto Morava Company that is dealer of Opel cars. Theoretical part describes and analyzes individual instruments of marketing mix. Practical part is focused on product analysis, models of Opel cars their sale ability and often demanded modifications, then ways of price forming, distribution and services jointed to it and the ways of communication that Moto Morava uses. Deficiencies are also mentioned in this part. Practical part is ended with summary and recommendations for changes.

This diploma thesis is dealing with strategy of brand Vichy focusing on the Czech market. The main theme is analysis of current position of Vichy on the dermocosmetics market in the Czech Republic and proposals for its improvement. In the first charter is the reader present into marketing, brand and it's importance in marketing. In this charter such terms like image, insight, value and elements of brand. Second charter, which is dealing with strategies of brand governing, is followed by citer free, where all the parts of marketing and communication mix are described in detail. The practical part begins with fourth charter, that subsequently describes L'Oréal as a company, its history and structure and the structure of active cosmetics division. This chapter also describes history of brand Vichy and it's re-launch in the year of 2009. Fifth chapter goes further with description and focuses on concrete situation on the dermocosmetics market and introduces the biggest competitors. It also shows activities of brand on particular parts of marketing and communication mix. This description is the base for last chapter. That shows concrete recommendations that should be considered to better the brand strategy. This recommendations are sketched once again on parts of marketing and communication mix. Thesis is ended up with conclusion, in which the most important findings are highlighted.

The market of tobacco products presents a very specific area of fast moving consumer goods. Marketing activities are strictly limited by law and the correct establishment of communication tools is sometimes considerably difficult. In addition to the above, in the case of the tobacco industry, we are talking about almost the same product for every particular cigarette brand. My diploma thesis deals with the role of the premium brand Marlboro in the product porfolio of the company Philip Morris ČR a.s.