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Digitalization oriented in-store communication of perfume stores: Case study Notino
Kratochvílová, Zuzana ; Koudelková, Petra (advisor) ; Ježková, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication of perfumeries with the focus on a digitalization of stores, while it is a case study of the Notino company. The aim of the work was to find out visitors awareness of a given digitalization and how they perceive them from a user's point of view. At the same time, the usefulness of the technologies in the concept of the entire store is examined as well as how they support its operation. The thesis first theoretically defines the concept of "in-store marketing communication" and its main functions. Then there are presented modern trends and technologies related to marketing activities at the point of sale, along with cosmetics industry and its current trends. The next part of the work focuses on introduction of Notino and its stores. The research is carried out using a qualitative research method, more precisely individual interviews. The data, which were obtained from interviews with visitors as well as store employees are subsequently analyzed and interpreted. With the help of the data, the given branch is then presented in more detail together with the selected digitalizations.
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Internet aesthetics
Mihely, Valentina ; Moravcová, Hana (advisor) ; Ježková, Tereza (referee)
This thesis focuses on the social media trend of #aesthetics, represented by an all- encompassing collection of lifestyle products and values. TikTok - the platform where this style of content came to be, has certain functions, through which it shapes the behaviour of its users, specifically the suppression of one-on-one communication and self expression through personal profiles and preferring the replication of viral content as a form of socialisation. Because of this, it has been speculated that internet aesthetics are used as templates for identity formation in the real world. This has sparked a discourse between social media users which links internet aesthetics, consumerism and postmodern social theory. Therefore, this paper aims to find out whether the popularity of aesthetic content is a result of a postmodern nature of the current society, or it is a mere trend in social media content. The results of this research do not find that aesthetic content serves primarily as an aid for identity formation in individuals showing a postmodern mindset, they did however show that aesthetic content is more popular and more likely to be adapted into the real life by individuals showing a greater degree of postmodern thinking and users of those social media platforms which favour content imitation as a...
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Communication activities of the non-profit festival Budějovický Majáles
Vančata, Petr ; Černá, Eliška (advisor) ; Ježková, Tereza (referee)
This thesis focuses on the analysis of the communication and promotional activities of the largest non-profit festival in the Czech Republic, the Budějovice Majáles. Specifically, it focuses on identifying positive and negative aspects of communication in order to evaluate how to most effectively reach the target group of visitors. The theoretical part includes a definition of marketing activities and an introduction to the Budějovice Majáles. The practical part is followed by an analysis of the communication of selected festival events and the interpretation of interviews with visitors and festival organisers who evaluated their marketing strategies. Both groups, despite the seemingly worsened recognisability, appreciated the form of the visuals, which are significantly renewed every year by the festival. Differences emerged between the groups in terms of perceived importance of the festival's communication themes, with the atmosphere, personal experience and quality of the programme being most important to visitors. The organisers highlighted the attractiveness of the festival's extra activities and innovative elements in communication.
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Self-promotion and promotion of artworks by students of AVU and UMPRUM
Šašková, Sarah ; Schneiderová, Soňa (advisor) ; Ježková, Tereza (referee)
This bachelor thesis investigates the self-promotion and promotion of artworks by selected students of the Academy of Fine Arts (AVU) and the Academy of Arts, Architecture and Design (UMPRUM). The aim is to explore how the interviewed art students approach self- promotion, what do they consider to be most important regarding their self-promotion, whether they have encountered any obstacles within it, what does artistic success mean to them, and whether they perceive a need for self-promotion to ensure their future success in the art field. The theoretical part describes the study programs of AVU and UMPRUM and their communication channels, which are also used to promote their students' artistic work. It also addresses the definition of art marketing and personal branding (especially in the context of art) and the characteristics of their principles, benefits, and potential pitfalls. The practical part answers the research questions using qualitative methodology of semi-structured individual interviews and quantitative methodology of a complementary questionnaire survey. The findings suggest that the interviewed art students perceive artistic success and the importance od marketing and personal branding to ensure it quite differently. They are aware of the importance of self-promotion, but their...
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The Building on Obilní trh
Čuláková, Michaela ; Ježková, Tereza (referee) ; Kratochvíl, Jan (advisor)
The bachelor thesis focuses on the design of a modern and transparent office building in Brno on the Grain Market. Due to the proximity of the community garden, Špilberk and the incompleteness of the building of the environmental department in Brno, the Institute for the Environment was chosen. The building provides also catering and accommodation for guest collaborators, along with areas for office promotion, which include a lecture hall and a gallery. The shape of the building closes the southern part of the Grain Market and thanks to the vertical garden that forms the facade contributes to improving the microclimate.
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NEW ON THE „OLD“ – Brno, Bratislavská - Stará Corner
Ježková, Tereza ; Beránková, Eva (referee) ; Kratochvíl, Jan (advisor)
Building has six full above ground floors and two underground floors. Two six floor buildings are block of flats and the middle two floor building has a function of mall from which goes underpass to the square. This building has the function of mall. All three buildings has common underground floor- entering area, commercial area, restaurants, fitness, From third to sixth floor are flats. Roof of the lower building is roof garden.
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The Building on Obilní trh
Jálová, Kateřina ; Ježková, Tereza (referee) ; Kratochvíl, Jan (advisor)
The Obilní trh is a notable public space in the image of the Brno city. Its southern part has not been completed yet, although there is plenty of potential for development of the city, or its public institutions. The form of public administration and its authorities are criticized for a long period of time. There are a minimum of examples of modern, open, flexible and even sustainable public buildings. The social discourse is calling for them louder and louder and architects must have the answer for this calling prepared.
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The Gallery of Brno Grand Prix
Ježková, Tereza ; Boleslavská, Yvona (referee) ; Žalmanová, Petra (advisor)
The main purpose of the diploma project is to redesign an object of the Brno Grand Prix areal. The design case study is a second step after an urban project analyses created in the pre - diploma project phase. The main aim of the diploma design studio is to produce a new impulse in the whole nearby area of the Brno Grand Prix by finding a new purpose for the city's iconic areal and creating a decent and representative place for exhibition of the extensive history of Czechoslovak Motor sport.
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The impact of digital music distribution on the structure of songs and the way they are published
Škopek, Matěj ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The topic of this thesis is musical compositions and the potential impact of the modern method of their distribution on their structural characteristics, overall form, and method of their release. The work compares two periods, from the years 2005-2010 and 2015-2020, i.e., before and after the rise in popularity of music streaming services such as Spotify. The author's goal is to find a correlation between the changes of parameters selected by him and the development of the music industry and music distribution. In the work, the author first presents the concept of distribution in this broader, general sense of the word and its role as part of the marketing mix. It follows the role of distribution in the context of the music industry and a more detailed description and overall shape of the music market in each of the defined time periods. For each researched year, 10 songs were chosen that ranked at the top of the American music chart Billboard Hot 100. Therefore, the author's research includes 120 recordings. The monitored parameters are the length of the song, its tempo, the location of the first chorus, the total number of choruses, and whether the song was released as a separate single. The author presents five hypotheses that are based on the authors' publications in the field of music. As...
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