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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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Sociální bankovnictví
Pospíchal, Tomáš ; Chalupníček, Pavel (advisor) ; Houdek, Petr (referee)
My diploma thesis is about social entrepreneurship in the banking sector. The thesis has two parts - theoretical and practical. In the theoretical part I examine the social entrepreneurship in general, i.e meaning of altruism in entrepreneurship. The ambit of my interest is interesting also because for-profit and non-for-profit organizations operate or operated on the same market. The practical part contains several case studies of "social banking" institutions. Concretely, I chose charitable banks in Italy and Spain emerging in 15th century, furthermore kampeličky and Raiffeisen cooperatives, microcredit and P-to-P lending. I try to answer the question whether the "social banking" is a meaningful concept and whether we can find in history some development leading to the current form of microcredit.
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Galileo - Failure of a PPP Project
Pospíchal, Tomáš ; Halás, Vladimír (advisor) ; Bůvová, Ludmila (referee)
Práce analyzuje z ekonomického hlediska projekt evropského navigačního systému Galileo. Tento projekt měl být postaven a provozován na bázi PPP (Public Private Partnership), ale tento záměr nakonec skončil neúspěchem. Práce zkoumá PPP z teoretického hlediska ekonomické vědy a aplikuje tento teoretický základ na konkrétní projekt Galileo s tím, že se snaží nalézt příčiny neúspěchu tohoto projektu. V práci je diskutována problematika výběrového řízení na Galileo, cost-benefit analýza, rozdělení rizik a další podstatné faktory tohoto projektu.
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