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Employer Branding: Marketing Approach to HR
Kollerová, Kristýna ; Bedrnová, Eva (advisor) ; Lukeš, Martin (referee)
The main aim of the thesis is to explain the essence and benefits of using a marketing approach, tools and means for the area of human resources and analyze the content and interdependence of two parts of HR marketing, external and internal. Thesis has also the ambition to apply the theory of brand building on the specific case of employer brand. Part of the thesis forms research on FMCG company Nutricia, which should show what the company does for its HR marketing and how it is perceived as an employer both on the internal and external labor market. The principal methods of work includes analysis of Czech and foreign literature and papers on the theme. Materials provided by Nutricia and written questionaires were analyzed in the practical part of the research. The conclusion sums up the benefits of marketing aproach to HR, its coherence within the general framework of marketing mix and current actual state.
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Sponsorship of the energy company RWE, focused on support of Czech cinematography
Kollerová, Kristýna ; Postler, Milan (advisor) ; Jančová, Sylva (referee)
Bachelor's thesis entitled "Sponsorship of the energy company RWE, focused on support of Czech cinematography" deals in its introductory theoretical part with sponsorship in general . This part is based on the main available literature dealing with the sponsorship. After brief presentation of the energy group RWE, with a focus on the Czech Republic, follows the core of the thesis - sponsorhip of the RWE. The thesis offers an overview of the major sponsorship projects and it focuses on the project RWE - Energy of Czech Film. The main objective of the thesis is to describe the project in a broader context, analyze it and submit potential recommendations for the future.
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