Repositioning job fair of career opportunities – Career DAYS
| Thesis title: | Repositioning veletrhu kariérních příležitostí - Career DAYS |
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| Author: | Vodák, Ondřej |
| Thesis type: | Bakalářská práce |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | Tato bakalářská práce mapuje proměnu prestižního veletrhu kariérních příležitostí Career DAYS v neformální festival. Využívá důkladných analýz vnímání zákazníků, které slouží jako základ pro samotnou diferenciace produktu a positioningovou strategii. Na této cestě bylo využito hlavně životních zkušeností a děl od profesionálů z oboru - Kotlera a Trouta. Práce zkoumá celý proces od segmentace zákazníků, cílení, diferenciace marketingové nabídky až po změnu brandu a positioning. Cílem práce je objektivně vyhodnotit proces repositioningu Career DAYS a navrhnout doporučení pro dlouhodobou úspěšnou kampaň a zároveň poskytnout informace a náhled dalším subjektům a organizacím do problematiky positioningu a pracovních veletrhů. |
| Keywords: | repositioning; targeting; segmentace; veletrh; positioning; marketing |
| Thesis title: | Repositioning job fair of career opportunities – Career DAYS |
|---|---|
| Author: | Vodák, Ondřej |
| Thesis type: | Bachelor thesis |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | This bachelor's thesis maps the change of prestigious job fair Career DAYS into an informal festival. For the process of change it uses various analysis of the consumer's perceptions which are used as basics for the product differentiation and positioning strategy. Opinions about the subject were gathered from professionals such as Kotler and Trout. This work examines the process from segmentation to targeting and differentiation of marketing offer with the branding and repositioning. The goal of this thesis is to objectively evaluate the process of repositioning Career DAYS and propose further recommendations for long-term successful campaign and also to provide information to other stakeholders and an overview for organizations into the issue of positioning and job fairs. |
| Keywords: | targeting; repositioning; marketing; segmentation; positioning; job fair |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 22. 10. 2015 |
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| Date of submission: | 30. 4. 2016 |
| Date of defense: | 1. 6. 2016 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/54915/podrobnosti |