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Czech SMEs'perception of voluntary ESG reporting
Vítová, Lucía ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The aim of this thesis is to find out how Czech SMEs approach voluntary ESG reporting. The theoretical part of the thesis describes the theoretical basis of ESG, the significance of its individual factors and its legislative grasp at the European level. In this part of the thesis the connection between ESG and circular economy, CSR and the concept of DEI is also explained. In addition, the pitfalls of ESG, greenwashing and the role of communication in ESG are discussed. In the research part of the thesis, two research questions are first formulated and predictions of the answers to these questions are made based on previous research. Then the data collection method, the data processing method and the actual evaluation of the research are described. The research in this thesis was conducted using the qualitative method of semi-structured in-depth interviews with a total of 6 respondents. The data collected from these interviews is analyzed in the practical part using thematic analysis, open and axial coding. The research results reveal a high level of skepticism among SMEs about ESG reporting and its legitimacy. Against mandatory ESG reporting, the research reveals more openness towards voluntary ESG reporting. However, respondents do not practice such voluntary reporting and do not plan to do so in...
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Sustainability communication in the coffee indrustry
Mičolková, Martina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the analysis of sustainable communication in the coffee industry, focusing on the brands Nespresso and Starbucks, and examines how these initiatives are perceived by consumers. The theoretical part of the thesis focuses on green marketing and the coffee industry, identifying specific challenges within sustainability in this sector. The practical part of the thesis combines two main research methods: content analysis of social media and quantitative research in the form of a questionnaire survey. The content analysis monitors the sustainable communication of the Nespresso and Starbucks brands on the social network Instagram, aiming to identify the topics and key words through which the brands communicate sustainability and the users' reactions to these posts. The quantitative research then examines public attitudes and engagement towards sustainability in the coffee industry and the communication initiatives of the Starbucks and Nespresso brands. The results of this research can provide brands with data on consumer preferences and expectations regarding sustainability and its communication in this field.
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Business model of a small business directed by Markéta Lukáčová with an accent on a marketing plan
Lukáč, Vojtěch ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The main goal of this thesis was to describe the main fields of the business model and create a marketing plan for the small enterprise managed by Mrs. Lukáčová. The thesis firstly describes the theoretical framework of small enterprises in the Czech Republic and in the European Union. It briefly describes the form of the business model and the marketing plan, which will be used in the proposal parts of this thesis. Then a characterization of the business, offered products and services takes place. In the methodological parts thanks to two qualitative methods the perceptions of new and loyal customers are tested in connection with the business of Mrs. Lukáčová. Beforehand the situational analysis take place, namely the threat and opportunity matrix, SWOT analysis and PESTLE analysis. The description of marketing communication of the enterprise of Mrs. Lukáčová and competition is performed right after. In the proposal part of the business model the main necessities are written down in the template of Business Model Canvas. It mainly takes into account the actual situation of the business and then serves as a material that could help the implementation of new realities. Mainly the value proposition, where core values will be found, is appropriate for future marketing communication. In the proposal...
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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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Development and implementation of green marketing in the watch indrustry from 2019 to the present
Donnerová, Denisa ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The thesis on the development and implementation of green marketing in the watch industry from 2019 to the present aims to find out how much watch brands are using green marketing and how they are implementing it in their strategy. It also aims to find out whether the social class of a brand's target audience has an impact on the amount of green marketing usage by a brand. In the theoretical part, the thesis explains the concept of green marketing which is crucial for the whole research. Furthermore, it links it to the concept of corporate social responsibility. The remaining chapters are devoted to the relationship of consumers with sustainable behaviour and to the introduction of the watch industry, its development and the environmental issues associated with it. Among others, the brands Citizen, Oris and IWC are introduced and further explored. The research itself was carried out through quantitative content analysis, using keywords on the social media platforms Facebook and Instagram as well as on the website to determine how much brands communicate green marketing. The thesis concludes by discussing not only the results of the research, but also its limitations and opportunities for future research.
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The (De)stigmatisation of Mental Health in Traditional Media between the Years 2021-2023
Čižinská, Veronika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
In recent years (2021-2023) there has been increasing public interest in the topic of mental health. This study examines the influence of the media on the perception of this topic and its destigmatisation. Taking into account theories of agenda setting and public opinion, it analyses how the media frames the topic of mental health - whether it contributes to destigmatisation or, on the contrary, reinforces stereotypical prejudices. Based on the analysis of the data found in this thesis, it can be concluded that society is gradually shedding the stigma associated with mental illness. Compared to previous years, especially 2011 and 2001, we observe an increasing public interest in this topic. These data point to the fact that mental health is becoming an important social issue and the process of destigmatization is underway.
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HR marketing in the non-profit sector - a case study of Med Students FOR Vaccination
Klimešová, Nela ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis HR Marketing in the Non-profit Sector - A Case Study of Med Students FOR Vaccination focuses on HR marketing in the non-profit sector, within the specific non-profit organisation Medici PRO Očkování (Med Students FOR Vaccination). Its aim is to find out how internal and external HR marketing of Med Students FOR Vaccination was perceived from the perspective of its former members and thus, through a combination of theoretical framework and practical research, to offer concrete recommendations for improving current practices and strategies and a comprehensive view of how HR marketing in the non-profit sector can help. The theoretical part of the thesis describes non-profit organisations, volunteering, volunteers and their motivations, and HR marketing, its divisions and its possible tools. In the practical part of the research a qualitative method of semi-structured in-depth interviews is used for data collection. Open coding is then used to analyse the data. The research results indicate that the areas of recruitment and orientation and care and support of volunteers are the least positively evaluated by respondents in the HR marketing of the organisation. The other areas are viewed largely positively by respondents, yet they mentioned some requirements and needs for improvement, based...
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The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
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GOODIE marketing strategy
Syroťuková, Karolína ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
This bachelor thesis deals with the creation of a modern communication strategy in the dynamic world of marketing, where rapid digitalization and changing consumer behavior require constant adaptation. Specifically, the thesis focuses on the Czech brand Goodie, which is known for its commitment to health, beauty and sustainability. The bachelor thesis evaluates traditional marketing methods while bringing new insights and significant transformations to these approaches. The theoretical part delves into marketing strategy and strategic planning, carefully considering the different stages of planning and the selection of appropriate analytical methods for the practical application of strategy. It then discusses the systematization of marketing strategies, leading to the selection of a specific communication strategy. This section also identifies and evaluates current trends that are reshaping marketing communications today. The practical section begins with methodology and continues with the phases of strategic planning based on theoretical knowledge. The aim is to provide the Goodie brand with a communication strategy based on theoretical knowledge and data from a marketing situational analysis and a questionnaire survey focused on consumer behaviour, brand perception and the impact of current...
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