National Repository of Grey Literature 252 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present
Procházková, Pavla ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of the diploma thesis entitled "The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present" is to trace the main ideas behind the creation of the IKEA phenomenon, to trace what strategy and communication tools were used by its founder Ingvar Kamprad in the beginnings of the company. While it is not only about the initial vision of the company, a characteristic feature of IKEA's marketing and communication is the fact that it affects clients in the long term, it is a process of a long-term series of client-oriented communication procedures. IKEA is also rated as a pioneer of internal communication. The philosophy of building the company includes orientation towards the family and the home, solving questions and problems of everyday life, searching for rational solutions, keeping the price of products affordable while maintaining good quality, trying to stay "in" thanks to modern design. In the theoretical part, the thesis generally introduces the meaning and role of strategic communication of business companies and its individual aspects. In the practical part, the diploma thesis, based on qualitative research and with the help of analysis of source material, answers the question of what vision, what style of communication (with customers, colleagues,...
Campaign of the company Veolia Voda "Čerstvá kohoutková? Stačí říct!"
Jindrová, Eliška ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis Campaign of the company Veolia Voda "Čerstvá kohoutková? Stačí říct!" presents an analysis of a campaign focused on promotion of tap water supply in restaurants. The aim is to present communication activities and creative processing of the project and also to show the perception of the campaign from the point of view of the proprietors of Prague gastronomical enterprises participating in the project based on a survey. The emphasis is put mainly on description of the marketing and communication mix, performed by the descriptive method. Connection between the topic of tap water promotion and the consumption of bottled water and other ecological problems in relation to obtaining drinking water are also mentioned, as is the situation of the tap water usage in restaurants in foreign countries. Media coverage of the campaign is also included in the thesis, followed by a final evaluation.
Trends and Perceptions of the Effectiveness of Media Relations Tools in the Field of PR
Čalounová, Markéta ; Ortová, Nina (advisor) ; Hejlová, Denisa (referee)
This bachelor's thesis focuses on media relations, which are part of the field of PR. It aims to describe the current situation in the Czech PR and to find out whether traditional media relations tools are still effective and what trends in the field of media relations are used by Czech PR professionals. The first part of the thesis focuses on the theory of media relations. It briefly defines the basic terms and media relations tools as well as describes the current situation in Czech PR, ethical and legislative boundaries of media relations or media relations trends and measuring the effectiveness of media relations. In the practical part, research was conducted on trends and effectiveness of media relations tools. A combination of qualitative and quantitative methods was used to conduct the research. First, in-depth interviews were arranged with PR professionals from Czech PR agencies. Afterwards, a questionnaire survey was carried out with respondents working in PR agencies or in-house PR departments of companies. The outcomes from both research methods were analysed and the results were interpreted in the second part of this thesis. The research shows that Czech PR professionals still use traditional media relations tools such as press releases, media lists or media pitching and although their...
Covert advertising on social media
Sýkorová, Kristýna ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
The aim of this bachelor thesis is to present hidden advertising on social media, its possibilities of dissemination across platforms and its definition in czech legal framework. The first part of the bachelor thesis will consist of the introduction of advertising overall (but mainly digital advertising) and the different types of advertising presented on social media shared through influencers' channels. Advertising, especially the covert form, will be defined in terms of national and European Union law. Influencing will be further presented on the basis of its nature and content, but also on the basis of the obligations of influencers that arise in the dissemination of sponsored content. In the second part, I am going to analyse the awareness of hidden advertising from the perspective of social network users. It will examine their theoretical knowledge of advertising and collaborations, as well as their ability to recognize such advertising in practice. Finally, I will reflect on the current legislation and compare it with the results of the analysis and present the possibilities of regulating this area in terms of its importance, relevance and need.
Analysis and effectiveness of Dubai City marketing strategy in the years 2010-2020
Saarová, Patricie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the analysis and effectiveness of Dubai's marketing strategy during the years 2010-2020. The theoretical part introduces key concepts related to marketing and destinations, including the definition of marketing and destination, destination management principles, marketing mix and communication mix. The descriptive part of the thesis describes the development of Dubai as a tourist destination and identifies the factors that have contributed to its success. The practical part includes a comparative analysis of marketing activities in the periods 2010-2015 and 2016-2020, supported by a questionnaire survey. Based on the analysis, communication recommendations are then proposed.
Communication of the European Parliament and its influence on the democracy in the Czech Republic
Hrabětová, Magdaléna ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to coherently unify the functioning communication strategies and tools of the European Parliament into one academic work. Furthermore, to provide an insight into the functioning of individual institutions of the European Union and introduce important concepts that connect communication with democracy. In the practical part, with the help of theoretical knowledge and qualitative research, we will gain a comprehensive understanding of the communication of individual Czech Members of the European Parliament with citizens, evaluate the effectiveness of EP communication, and assess its impacts on democracy in the Czech Republic.
School feeding in the context of strategic communication
Kilberger, Adam ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
This master's thesis deals with the challenges of the school meal system in the Czech Republic within the context of strategic communication. It illuminates the current issues of the school meal system, situating them within the context of strategic communication and relevant theoretical concepts. Utilizing quantitative analysis methods, the thesis explores the attitudes of more than 10,000 representative respondents, comprising both parents and diners, towards the school meal system. The principal findings suggest a strong positive correlation between the perceived satisfaction of diners and the overall satisfaction of parents with the school meal system. Furthermore, there is a significant influence of the satisfaction with the school canteen representatives' communication on the overall satisfaction of parents. Conversely, factors such as household income or parents' understanding of the rules governing the school meal system did not have as significant an impact on their satisfaction as initially expected. The concluding sections of the thesis formulate strategic recommendations aimed at improving parents' satisfaction with the school meal system and the overall condition of the system. These recommendations include state-supported education for school canteen personnel, incorporating...
Analysis of the Czech Philharmonic in terms of strategic communication
Zvěřinová, Sára ; Ježková, Tereza (advisor) ; Hejlová, Denisa (referee)
This thesis analyses strategic communication of the Czech Philharmonic. It provides an overview of the orchestra's historical developments with respect to changes of its chief conductors and describes its current internal and external communication strategy. The thesis examines internal communication within the Czech Philharmonic, subsequent integration of certain departments into its organizational structure and the way content is communicated to the public. It offers, therefore, a comprehensive insight into the internal and external communication of an institution of classical music. The methodology includes data collection through semi-structured in-depth interviews with executives of the Czech Philharmonic, as well as a marketing mix 4P. The research contains an analysis of three concert seasons in terms of dramaturgy and an analysis of the communication tools used by the Czech Philharmonic such as social networks, digital media and visual identity. A questionnaire survey examines how the use of communication tools impacts listeners' decisions, their perception of the way the Czech Philharmonic communicates and the impact on concert attendance. The research focuses on three concert seasons, 2018/2019-2020/2021. The thesis ultimately connects the principles of strategic communication in the...
The Perception of Sustainable Statements of Fashion Brands from the Perspective of Customers
Rybářová, Eliška ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
In my bachelor's thesis I focus on how customers perceive sustainable statements of fashion brands. I investigate how customers' opinions influence their purchasing behaviours and how they respond to sustainable communication of fashion brands. The aim of this thesis it to find out whether customers act in accordance with their sustainability beliefs and to what extent they allow themselves to be influenced in their decision-making. The thesis is divided into a theoretical and a practical part. In the theoretical part I introduce the reader to the concepts of sustainability, green marketing, green washing and purchasing behaviour. I give examples of organisation that are actively trying to establish a sustainable society. In the practical part I introduce the reader to the research methodology. I present the data collected from quantitative research supplemented with data from the qualitative research. Finally, I evaluate the research results and answer the research questions.
Shopping behavior in the fashion industry
Růthová, Lucie ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This diploma thesis deals with purchasing and subsequent consumer behavior with a focus on the fashion industry. It looks at the differences and similarities between Baby boomers and Generation X. The introduction explores the fashion industry and its development along with the segmentation of fashion brands and the most valuable fashion brands. It interprets the foundations of the theory of shopping behavior and describes current trends in shopping in the fashion industry. In order for customers to be understood companies need to compile data on the characteristics they may be interested in. The work presents different types of typologies and defines personas that are used in marketing. Subsequently, the concept of generation is defined and individual generations are characterized with a focus on those under investigation. Knowing the different attributes of each Generation is key to understanding their behavior and opinions. The methodology describes the methods of semi-structured interviews and research diaries, the combination of which was used to collect data. Based on the data obtained from respondents of the investigated generations, the output of this work is to create personas that represent the most typical shopping habits and attitudes of respondents from the Baby Boomers and Generation X.

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