National Repository of Grey Literature 246 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Analysis of the image of selected technology startups on the spectrum of Czech internet journalism
Petruková, Anna-Marie ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This qualification thesis aims to find out the motivations of selected startups to use strategic communication, especially public relations (PR), and to analyze their media image. It is based on the theoretical part of the thesis, which deals with startups, their ecosystem, strategic communication and public relations. The thesis focuses on three research questions. Do technology startups meet their communication goals through PR? And do startups understand PR and incorporate it into their business strategy? The methodological section also sets out the hypotheses and describes the research methods used, which include interviews with startup representatives and analysis of the media image of these entities.
Business trategy of BeRider during COVID-19 pandemic
Reichelová, Libuše ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
DT Abstract Libuše Reichelová 25405630 Abstract of the diploma thesis "Business strategy of company BeRider during the COVID-19 pandemic" This thesis focuses on the Prague-based company BeRider, which has been providing a service of shared electric mopeds since 2019. The main objective of this work is to evaluate the strategies employed by the company during the crisis period caused by the COVID-19 pandemic and, among other things, to identify the company's strengths and weaknesses along with opportunities and threats not only in connection with the COVID-19 pandemic. In the theoretical part, the work introduces key concepts of strategic management, sharing economy, shared mobility, shared micromobility, strategic analysis and communication mix. A strategic analysis was conducted to evaluate the strategies, namely an external environment analysis using PEST and Porter's 5 forces methods and an internal environment analysis where the company's resources and capabilities were identified and then the VRIO analysis was used. This data, together with a description of BeRider's development, was subsequently consolidated into the SWOT analysis. The company's communication focusing on the communication mix was also evaluated for completion. The data was obtained from publicly available data, from the website of...
Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Today, the public is overwhelmed by so-called green terms on the packaging of cosmetic products. Marketing communication is moving towards its green version, which is oriented to satisfy the growing interest in environmental protection. This paper explores Generation Z's perception of the false sustainability phenomenon and its impact on trust and purchasing decisions. Results suggest that most respondents are informed about brands' green efforts through social media. The data also show that trust in brands is influenced not only by communicated values but also by the actual delivery of green promises. The research also reveals that most members of Generation Z are familiar with the concept of greenwashing. However, only a minority of them factor greenwashing into their purchasing behaviour. The conclusions of the paper provide insights into the perceptions and behaviours of Generation Z in relation to widespread green marketing and its downsides.
Analysis of Marketing Communication of Selected Czech Movies Released in 2022 by a Distribution Company Aerofilms
Kořánková, Zuzana ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
This bachelor work focuses on promotion of Czech independent movies distributed under distribution company Aerofilms in 2022. Theoretical part centers universally on the topic of film marketing. It's definiton, history and each components of marketing mix. Practical part follows three chosen films - And then there was love..., Borders of Love and Art Talent Show. Firstly the readers get in detail specified Czech film industry from the view of distributor in general so that they can easily understand specific case studies. After that each films are being analysed based on a qualitative interview with a marketer, media analysis and analysis of social media. This work contains complex view of marketing of Czech independent films. Keywords Film, film marketing, distribution, cinema, marketing mix, public relations
Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Currently, the public is overwhelmed with so-called "green" terms on cosmetic product packaging. Marketing communication is shifting towards its green version, which aims to satisfy the growing interest in environmental protection. At the same time, a dangerous space is emerging, which brands use to deceive the public through inadequate communication about the impact of their products on the environment. The focus of this thesis is on this false sustainability in the cosmetics industry, also known as greenwashing. Research targeting Generation Z and their perception of this phenomenon reveals that even the younger generation, with access to a vast amount of information on the topic, becomes confused and skeptical due to the overuse of green terms in marketing campaigns. This skepticism extends even to brands that are genuinely moving in the right direction and following the rules that are set. A significant problem lies in the lack of proper legislation and the approach of many companies that deceive customers for the sake of higher profits, thereby undermining the credibility of other cosmetic brands in the market.
Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities in Q3-Q4 2022
Marinovová, Kristina ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The diploma thesis entitled "Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities Q3-Q4 2022" addresses the expansion of communication options caused by the arrival of so-called new media. The work then focuses in detail on communication on the social networks Facebook, Instagram and TikTok and their use for the advertisement. The theoretical part of the work provides a comprehensive view of selected platforms, their environment, trends and an overview of terms necessary for basic understanding and strategic work. In addition, it provides cross-sectional work with basic advertising formats that can be used for advertisement and also description of the environment of the advertising tools Meta Ads Manager and TikTok Ads Manager. The diploma thesis discusses in detail specifically the work with Meta Ads Manager, which is a tool used for running experiments in the practical part. The practical part of the work aims to verify three hypotheses, which aim to compare the results of different approaches when setting up advertising campaigns on the Facebook platform and thus simplify future decision-making process for marketers, companies or individuals starting to work in the environment of the Meta Ads Manager. This part of the thesis also...
Local gastronomy as a destination brand: Czech Republic case study
Kunc, Martin ; Koudelková, Petra (advisor) ; Houdek, Petr (referee)
Various destinations today are struggling with a variety of challenges where they are forced to come up with interesting and innovative marketing communication solutions to attract travellers and build their overall image. This is also a difficult task due to the recent Covid-19 pandemic, which has significantly affected the tourism industry. One of the areas that countries and regions are making use of is local gastronomy, and this is no different in the Czech Republic. This thesis aims to find out how the Czech Republic generally works with the topic of local gastronomy, how it is perceived by active travellers and where its communication opportunities lie in this area. The theoretical part of the thesis gradually maps the functioning of local brands, then describes the tourism segment and marketing of this area. It also explores the topic of gastronomy in the context of the national brand and also maps the communication of the Czech Republic and its long-term vision. The research part of the thesis then examines how the Czech Republic works with the theme of gastronomy to attract tourists, whether is is an important decision factor for travellers and describes the opportunities that the country could exploit in its marketing communication. A combination of methods was chosen for this research,...
Change in the clientele of Lázně Priessnitz during the First Republic
Hlaváčková, Tereza ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
This bachelor thesis investigates the effect of promotion on the clientele change of the Priessnitz Spa in Jeseník. The thesis takes into account the origins of the spa and its history and focuses specifically on the First Republic period. It analyses the brand and promotional activities used by the spa. The introductory section presents the theoretical concepts that are the foundations to the practical application discussed in the latter part of the thesis. Based on these foundations, an analysis of the communication and promotional materials published and used during the First Republic period is presented. Subsequently, the theoretical segment introduces the historical context, providing an overview of the events of 1914 to approximately 1919, including the economic, social and political dynamic in newly formed Czechoslovakia. This is followed by an overview of the history of the spa industry and a list of competing spa establishments in Czechoslovakia, more specifically in the border region of Silesia. The promotional materials used are presented. The thesis then focuses on Priessnitz Spa itself, analysing the brand, communication and promotional activities and clientele. On the basis of providing a temporal context and a content analysis of historical materials, it is examined how the spa's...

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See also: similar author names
1 KOUDELKOVÁ, Pavlína
2 Koudelková, Pavla
11 Koudelková, Petra
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