Hlavním cílem této diplomové práce je vypracování marketingového plánu pro období zavedení nové služby Baku XP v Baku, Ázerbájdžánu. V první části práce je představen teoretický rámec marketingu ve službách, marketingu cestovního ruchu včetně marketingu destinace, jakož i hlavní aspekty marketingového plánování. Druhou část práce tvoří analýza vnějšího a vnitřního prostředí pro novou turistiku v Ázerbájdžánu, analýzy konkurence a zákazníků. V projektové části této práce je uveden samotný marketingový plán navržený pro období zavedení nové služby Baku XP.
Anotace v angličtině
The main goal of this thesis is to develop a marketing plan for the launch period of a new service Baku XP in Baku, Azerbaijan. The theoretical framework of marketing in services, marketing in travel, and tourism including destination marketing, as well as the main aspects of marketing planning, are introduced in the first part of the thesis. The second part of the thesis consists of external and internal environment analysis for the new tourism business in Azerbaijan, extended competitor, and customer analyses. The actual marketing plan designed for the launch period of Baku XP service is presented in the project section of this thesis.
Klíčová slova
marketingový plán, marketing ve službách, marketing cestovního ruchu, marketing destinace, turistické atrakce, zážitková turistika, místní aktivity v destinacích.
Klíčová slova v angličtině
marketing plan, marketing in services, marketing in travel and tourism, destination marketing, visitor attractions, experience tourism, local activities at destinations.
Rozsah průvodní práce
161 p. (34 984), 19 p. illust.
Jazyk
AN
Anotace
Hlavním cílem této diplomové práce je vypracování marketingového plánu pro období zavedení nové služby Baku XP v Baku, Ázerbájdžánu. V první části práce je představen teoretický rámec marketingu ve službách, marketingu cestovního ruchu včetně marketingu destinace, jakož i hlavní aspekty marketingového plánování. Druhou část práce tvoří analýza vnějšího a vnitřního prostředí pro novou turistiku v Ázerbájdžánu, analýzy konkurence a zákazníků. V projektové části této práce je uveden samotný marketingový plán navržený pro období zavedení nové služby Baku XP.
Anotace v angličtině
The main goal of this thesis is to develop a marketing plan for the launch period of a new service Baku XP in Baku, Azerbaijan. The theoretical framework of marketing in services, marketing in travel, and tourism including destination marketing, as well as the main aspects of marketing planning, are introduced in the first part of the thesis. The second part of the thesis consists of external and internal environment analysis for the new tourism business in Azerbaijan, extended competitor, and customer analyses. The actual marketing plan designed for the launch period of Baku XP service is presented in the project section of this thesis.
Klíčová slova
marketingový plán, marketing ve službách, marketing cestovního ruchu, marketing destinace, turistické atrakce, zážitková turistika, místní aktivity v destinacích.
Klíčová slova v angličtině
marketing plan, marketing in services, marketing in travel and tourism, destination marketing, visitor attractions, experience tourism, local activities at destinations.
Zásady pro vypracování
1. Provide the theoretical background to the development of a marketing plan, marketing in services with a focus on tourism.
2. Define the main goal, state the research questions, and choose adequate research methods of the thesis.
3. Conduct primary research regarding market opportunities, potential customers and communication tools to reach them.
4. Provide an interpretation of the findings, answer the research questions and chose relevant results for the project.
5. Based on the research results, develop a marketing plan of the new service Baku XP and present it in the form of a project.
Zásady pro vypracování
1. Provide the theoretical background to the development of a marketing plan, marketing in services with a focus on tourism.
2. Define the main goal, state the research questions, and choose adequate research methods of the thesis.
3. Conduct primary research regarding market opportunities, potential customers and communication tools to reach them.
4. Provide an interpretation of the findings, answer the research questions and chose relevant results for the project.
5. Based on the research results, develop a marketing plan of the new service Baku XP and present it in the form of a project.
Seznam doporučené literatury
LUTHER, William M., 2011. The marketing plan: how to prepare and implement it. 4th ed. New York: AMACOM. ISBN 9780814416938
MCDONALD, Malcolm, FROW, Pennie, PAYNE, Adrian, 2011. Marketing plans for service businesses: a complete guide. 3rd ed. Chichester, West Sussex, United Kingdom: John Wiley & Sons Ltd. ISBN 9780470979099
MCDONALD, Malcolm, WILSON, Hugh, 2016. Marketing plans: how to prepare them, how to profit from them. 8th ed. Chichester, West Sussex, United Kingdom: John Wiley and Sons Ltd. ISBN 9781119217138
WOOD, Marian Burk, 2017. Essential guide to marketing planning. 4th ed. New York: Pearson. ISBN 9781292117522
ZACHARAKIS, Andrew, SPINELLI, Stephen, TIMMONS, Jeffry A., 2011. Business plans that work: a guide for small business. 2nd ed. New York: McGraw-Hill Education. ISBN 9780071752572
Seznam doporučené literatury
LUTHER, William M., 2011. The marketing plan: how to prepare and implement it. 4th ed. New York: AMACOM. ISBN 9780814416938
MCDONALD, Malcolm, FROW, Pennie, PAYNE, Adrian, 2011. Marketing plans for service businesses: a complete guide. 3rd ed. Chichester, West Sussex, United Kingdom: John Wiley & Sons Ltd. ISBN 9780470979099
MCDONALD, Malcolm, WILSON, Hugh, 2016. Marketing plans: how to prepare them, how to profit from them. 8th ed. Chichester, West Sussex, United Kingdom: John Wiley and Sons Ltd. ISBN 9781119217138
WOOD, Marian Burk, 2017. Essential guide to marketing planning. 4th ed. New York: Pearson. ISBN 9781292117522
ZACHARAKIS, Andrew, SPINELLI, Stephen, TIMMONS, Jeffry A., 2011. Business plans that work: a guide for small business. 2nd ed. New York: McGraw-Hill Education. ISBN 9780071752572
Přílohy volně vložené
APPENDICES:
1. Graphics from online survey
2. Figures from SEO tools
3. Pictures of Baku XP branding
Přílohy vázané v práci
ilustrace, grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
The Head of the committee welcomed the student at the final state examination.
The student had presented her diploma thesis according to the given structure.
The supervisor's and External examiner's review had been read out loud in front of the student and committee. The student had been allowed to express her reaction to reviews and to answer gave questions written below.
Thesis supervisor's question:
Why should visitors travel to Baku and buy the new service Baku XP?
External examiner's questions:
1. Briefly describe the extended marketing mix in tourism services.
2. Consider the importance of packaging within the proposed solutions.
3. What is the total budget for the implementation of the proposed solutions (approximately)?
The student fully answered the given questions.