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Communication of Czech Wine Associations (VOC) in the Digital Era
Mrázová, Anna ; Koudelková, Petra (advisor) ; Wolák, Radim (referee)
Social media has been getting more and more attention from common users as well as businesses. Although the level of social media adoption varies by sector and geographical location, all companies strive to understand which social media platforms adopt and how to effectively use them. There is a specific position for the winery sector, which is widely recognised as traditional. However, more and more people search for information, share information and purchase goods or services online, which made presence on social media inevitable even for wineries. There is a body of literature concerning wineries' social media adoption and usage, however there is none of such kind to be found in the Czech Republic. Thus, this paper's aim is to fill this gap and to find out to what extent do Czech wineries use social media and why. This paper investigates 96 responses from wineries from all regions of the Czech Republic. The evidence is that the common communication channels of Czech wineries are rather traditional, being it personal communication, email or phone. However, the level of social media adoption in comparison with Australia, Germany or New Zealand is rather high. Although Czech wineries value social media, there is a significant lack of knowledge in how to use them efficiently.
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Direct Elections of the Czech President in the Magazine Katolický týdeník
Švehlová, Kateřina ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The presented bachelor's thesis deals with the issue of the Czech Catholic media. The printed periodical Katolický týdeník occupies a completely privileged position among them. The aim of this bachelor's thesis is to map how Katolický týdeník approached the topic of two direct presidential elections in the Czech Republic. These events can be considered not only as socially significant and highly monitored in the media, but their result is also relevant for the position of the Catholic Church in the Czech society due to the competencies and especially the symbolism of the presidency. The theoretical introduction outlines the position of the Catholic media in the period of presidential elections in the Czech Republic based on the reflection of the situation of the Catholic Church in the Czech Republic and its relationship to the media and the state. Other chapters present the most important Czech Catholic media, introduce Katolický týdeník as a key periodical for the analytical part and provide a brief overview of the course of the two direct presidential elections in the Czech Republic. The analytical part answers the main research questions - what was the place of the direct presidential elections in the Czech Republic in 2013 and 2018 in the agenda of Katolický týdeník and how the periodical...
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Comparation of marketing communication of two tourist destinations towards czech customer
Kočer, Ondřej ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis "Comparation of marketing communication of two tourist destinations towards czech customer" deals with tourism and its popularity among Czech travelers and focuses specifically on the region of Italy and Switzerland. At the same time, it focuses on the marketing communication of these destinations aimed at potential Czech customers and analyzes its content and the communication channels through which it is disseminated. It explains the concepts related to the topic, presents many graphs and tables related to European tourism in the last decade and compares the tourism itself in both destinations. The practical part of the work consists of quantitative research in the form of an online questionnaire survey, subsequent analysis of the results and proposed recommendations. This part of the work serves to verify or refute the researched hypotheses, which deal, among other things, with knowledge of marketing communication of individual destinations, its importance and relation to their attractiveness to Czech customers. The result of the work is a comprehensive view of the researched topic, a comparison of communication activities of both destinations and an analysis of respondents' answers.
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