The Marketing strategy of FTV Prima s.r.o. in the enviroment of the czech television market
| Thesis title: | Marketingová strategie Společnosti FTV Prima v prostředí českého televizního trhu |
|---|---|
| Author: | Malá, Kateřina |
| Thesis type: | Diplomová práce |
| Supervisor: | Hanzlík, Jan |
| Opponents: | Černá, Jitka |
| Thesis language: | Česky |
| Abstract: | Tato Diplomová práce se věnuje tématu marketingové strategie televize FTV Prima s.r.o. v oblasti televizního trhu. Hlavním cílem diplomové práce je vymezení marketingových činností a použití nástrojů společnosti FTV Prima, provozující celoplošné televizní vysílání televizních stanic Prima, Prima COOL, Prima Love a Prima ZOOM vedoucí k lepšímu postavení na televizním trhu. Teoretická část diplomové práce je aplikací marketingového mixu 4P do prostředí televize. Praktická část představuje deskripci vnitřního fungování FTV Prima v propojení se zmapovaným televizním trhem. |
| Keywords: | sledovanost; marketingové nástroje; FTV Prima; televizní trh; Televize; marketingová strategie |
| Thesis title: | The Marketing strategy of FTV Prima s.r.o. in the enviroment of the czech television market |
|---|---|
| Author: | Malá, Kateřina |
| Thesis type: | Diploma thesis |
| Supervisor: | Hanzlík, Jan |
| Opponents: | Černá, Jitka |
| Thesis language: | Česky |
| Abstract: | This thesis focuses on the topic of marketing strategy of FTV Prima s.r.o. in the television market. The main objective of this thesis is the definition of marketing activities and the use of marketing tools by FTV Prima, a company operating nationwide TV broadcast television stations Prima, Prima COOL, Prima Love and Prima ZOOM, leading to a better position in the television market. The theoretical part of the thesis is the application of marketing mix 4P in the television as a media. The practical part is a description of the inner workings of FTV Prima in connection with charting the television market |
| Keywords: | marketing strategy; viewer ratings; television market; FTV Prima; Television; marketing tools |
Information about study
| Study programme: | Ekonomika a management/Arts Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Arts management |
Information on submission and defense
| Date of assignment: | 20. 6. 2013 |
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| Date of submission: | 18. 12. 2013 |
| Date of defense: | 6. 2. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/43909/podrobnosti |