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Fortuna football league in the Deník Sport and the MF Dnes sports section during the coronavirus crisis in the period from 1.3. 2020 to 31.12. 2020
Malík, Štěpán ; Halada, Jan (advisor) ; Trunečka, Ondřej (referee)
This thesis aims to present how the daily Sport, the web iSport, the sports section of MF Dnes and the website sport.idnes.cz reported on the coronavirus crisis in connection with the Fortuna League. To achieve the objectives of the thesis, quantitative content analysis is used. Three time periods are examined in the thesis, with each period chosen to cover an important period in the events related to the coronavirus crisis and the Fortuna League. The research part of the thesis analyses the articles published in each period, as well as examining mentions of clubs and the use of narratives. The results are compared both between periods and between media. The thesis also presents the Fortuna League as a competition, individual clubs and their history. At the same time, the thesis chronologically characterizes the key events of the coronavirus crisis in the Czech Republic. It also briefly presents recent research findings on sports journalism during the coronavirus crisis.
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Using referral marketing on the example of Tesla
Malík, Štěpán ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis focuses on the problem of referral of programs as an acquisition tool. As a practical example of using this tool, Tesla referral analysis is used. The first chapter and the second chapter of the thesis deal with anchoring referral programs to marketing theory. The third part of the thesis describes the basic problems of referral programs and presents the main streams of current research in this field. At the end of this chapter, the basic steps to implement the program are described. The fourth chapter focuses on describing a phenomenon called Tesla. In the first part of this chapter, I describe the history of the company. In the next part of this chapter, I focus on the role of Elon Musk in Tesla. I'm trying to describe how Tesla and its other companies, specifically SpaceX and Solar City, work together to focus on the strength of its social networks and its impact on PR companies. Another part of this chapter deals with Tesla's marketing communication analysis. In the last part, I focus on the fan community, which is an important part of the acquisition of customers. The fifth chapter of the thesis describes the principles of the Tesla referral program between 2015 and 2017, and here is the analysis of the theory from the third chapter. The last part of the thesis deals...
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