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The use of social sites in the fashion industry the role of fashion bloggers and marketing trends in 21st century
Bijedičová, Andrea ; Tyslová, Irena (advisor) ; Müllerová, Jana (referee)
World as known in the 21st century is influenced by modern technologies, social sites are counted as one of them. If a fashion company wants to succeed in the globalized world, in which thanks to the Internet everything is affordable, this company has to build a positive relationship with its customers. One way how to do it is using correct marketing strategies and tools. This can be done in cooperation with fashion bloggers. They are building a big influence on their social sites profiles, reaching millions of followers from all over the world. This diploma thesis conducts a survey on this topic while describing one of each tool of fashion blogs and also principles of the fashion industry. Later on these findings are deepen by studying how the best international and Czech fashion blogs work in the reality. The end also covers a different point of view - experiences of a fashion company.
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Internet Marketing of an E-book – Case Study DeepFrreak
Stemberg, Audrey ; Hanzlík, Jan (advisor) ; Tyslová, Irena (referee)
The theoretical part of this thesis describes the environment of books, marketing, Internet marketing and its specifications. This part also focuses on essential digital marketing tools and how they are best used. The practical part of this thesis describes marketing activities of the book deepFreak, which are performed by the authors. The authors have no practical experience nor education in the fields of arts management and Internet marketing. The thesis analyzes the existing practices and based on the analyses and findings a digital marketing strategy is proposed.
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European cultural routes
Capík, Juraj ; Dianová, Markéta (advisor) ; Tyslová, Irena (referee)
The aim of this work is to create a proposal for a new European cultural route in accordance with the rules adopted by the Council of Europe. The route has to pass regions outside the traditional tourist centers, and through the promotion of their cultural heritage to contribute to their economic development. To meet this objective, methodology developed under the CERTESS has been used. The first step is theme selection and justification. Subsequently, elements of cultural heritage that correspond to the theme are identified. Range of services linked to tourism - transport, accommodation and catering - is analyzed in the regions. Then the destination management organizations with the potential to be members of the umbrella organization are identified. In conclusion, itinerary for selected customer segment is created.
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Strategy for contemporary classical music ensemble
Zaňátová, Hana ; Riedlbauch, Václav (advisor) ; Tyslová, Irena (referee)
The thesis deals with the issue of sustainability of a non-governmental non-profit organization active in the field of culture, taking into account both theoretical and practical perspective. Using the example of Prague Modern ensemble, the thesis demonstrates development of an adequate strategy with use of marketing tools to create brand awareness for the ensemble in a competitive environment. Formulation of a concrete strategy is preceded by definition of a theoretical framework that includes planning, marketing mix with emphasis put on marketing communication, corporate identity and financing with respect to the specifics of non-profit sector. Finally, the thesis provides an analysis of internal and external environment in which the ensemble operates. Based on theoretical framework and summary from the analytical part, the thesis then suggests adequate strategy for building corporate identity, marketing communication, fundraising and finally organization of the ensemble.
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Formation and strategy of the civic associacion Zakladno
Kožnerová, Petra ; Tyslová, Irena (advisor) ; Boukal, Petr (referee)
This thesis deals with a strategy of non-profit organization on a concrete example of the civic association ZaKladno. ZaKladno is still relatively short-lived organization, which is still developing. Practice shows that for subsequent systematic and efficient development of the organization is need for a strategic plan. Creating a realistic strategic plan is the goal of this thesis. The theoretical part deals with the principles and legislation of the non-profit sector in the Czech Republic. The methodology of the theoretical part is based on a literature review. The practical part consists of a description of the current state of the cultural sector in the Czech Republic, principles of operation of civic association ZaKladno and especially a draft strategic plan for the association. The conclusion discusses the confirmation or refutation of hypotheses and outlines other problems to solve.
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Industrial Sights of Czech Towns and Their Opportunity of Engaging in the Life of Contemporary Society
Merhout, Miroslav ; Kouba, Vojtěch (advisor) ; Tyslová, Irena (referee)
This Master's Thesis focuses on problems of so called brownfields and possibilities of their usage. It contains the explication of the term and options of brownfields classification. It acquaints with institutions engaging with brownfields problems. It also refers to suitable subsidy programmes that allow to obtain revitalisation benefits for these localities. The goal of this Master's Thesis is to provide basic manual for owners of these localities how to proceed with the conversion process. It illustrates finished conversions and the possibilities of their new usage. In the practical part it describes project in progress of brownfield regeneration of Světovar in Pilsen within the project preparation Pilsen - European Capital of Culture 2015.
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Presentation of Contemporary Art in The Context of The Art Museum
Prokůpek, Marek ; Tyslová, Irena (advisor) ; Janištinová, Anna (referee)
The aim of my diploma thesis is the exploration of the fine arts presentation options and methods with a focus on contemporary fine arts in context of the museums of art. The main terms concerning the topic are defined in my work prior to the main research of the museums of art and the presentation of fine arts. In the beginning of my work the reader can familiarize himself with the historical development of art museums from its genesis until the present form of this institution. Following the research part I am explaining the main aspects relevant to the presentation of fine arts, such as the spatial character of art museums and the evolution of its design. One part of my work is focused on a role of curator, who is a very important figure in the presentation of fine arts. The main basis of art museum are its art collections, which are transformed into long-term exhibitions. On the other hand, the museum should also manage the production of temporary exhibitions which plays an essential role in the presentation of fine arts in the last few decades. The methods and technique of installations are no less important for the presentation. All these aspects are described in my diploma thesis and supported by concrete examples from various museums. In the last part of my work, the theoretical thesis are applied on a specific example of an institution with the largest art collection in our country - Veletržní palác.
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The Organization of a Non-profit Cultural Project – a Photographic Exhibition
Müllerová, Barbora ; Tyslová, Irena (advisor) ; Hanzlík, Jan (referee)
This Thesis deals with the organization of a non-profit cultural project -- a photographic exhibition. It is based on the theory of project management and arts marketing, which is compared with the experience of Jan Foltán, an experienced organizer of such exhibitions. The Thesis is divided into seven chapters; the first one presents the person himself, his work and experience which forms the practical part of the following chapters. In the second chapter, I present the principles of project management, which form the theoretical ground of the Thesis. Another chapter is devoted to marketing of a cultural project where the emphasis is on Public and Media Relations. Part of that chapter is also devoted to the organization of openings of exhibitions and charity auctions of art works. The research of factors that influence the attendance of artwork exhibitions is also included in this chapter. An important part of PR and funding is sponsoring, the importance of which is evident from the chapter on financing. The fifth chapter deals with the realization of exhibitions including theme selection, ensurance of locations, logistics, and schedule. The following section is devoted to the connection of cultural projects with charity and human motivation to help others through their work. The last chapter deals with branding of artists; thus creating their brand which is also another very important part for ensuring the attendance at the exhibitions.
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Management of destination and its practical application in the area of Pec pod Sněžkou
Černá, Karolína ; Tyslová, Irena (advisor) ; Kouba, Vojtěch (referee)
The aim of this paper is an evaluation of destination's management in particular czech tourist destination. The paper begins with the theoretical part which explains basic relations and issues in management of destination. Such information is then applied in the practical part on destination Pec pod Sněžkou. It begins with the introduction of the destination. Afterwards are described main subjects, form of their cooperation and results of their activities. The deduction of the paper features an evaluation of destination and it's management and recommendations to the future.
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Utilization of cultural heritage in tourism of Italy, in comparison with CR
Hubertová, Kateřina ; Tyslová, Irena (advisor) ; Kadeřábková, Jaroslava (referee)
The diploma thesis deals with the possibilities of utilization of cultural heritage in tourism of the Czech Republic and in Italy. The thesis describes heritage care system and culture funding in both countries, but it deals also with tourism management and promotion in both countries. The case of Italy is used as an example for comparison with the Czech system. The thesis is divided into four parts. First of them deals with theoretical definition and closer description of culture and tourism, as well as cultural tourism. Second part describes the situation in the Czech Republic. Third chapter is crucial because it describes Italian practice in heritage care, arts funding, tourism and its promotion and organization. This chapter includes also practical analysis of several Italian monuments and ways they are managed, ranking from the most important monuments to local ones, from technical heritage to church monuments. Fourth chapter compares the situation in both countries according to findings of previous chapters. At the end of the comparison there are several examples, positive but also negative, where Czech Republic can learn from Italian experience.
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