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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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More than just an object: The development of identity and subjectivity in hyperrealistic sex dolls and robots
Duffková, Barbora ; Tremčinský, Martin (advisor) ; Balon, Jan (referee)
This thesis examines the phenomenon of hyper-realistic sex dolls and robots, perceived as modern social and emotional partners. The study focuses on how users on The Doll Forum shape and interpret the gender identity and subjectivity of these artificial companions. The main objective is to determine whether interactions between users and these entities lead to the subversion of traditional gender norms or, conversely, reinforce the heteronormative paradigm. The research employs digital ethnography methods and poststructuralist discourse analysis. Results suggest that despite some tendencies towards subversion, prevailing discourses on the TDF still strengthen conventional gender roles and norms, with a group of users attempting to challenge these norms. This work thus reveals the complex dynamics between technological advancement and social norms in the context of modern intimate and interpersonal relationships.
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The use of NFT in marketing and community building in the Czech Republic
Vojík, Vít ; Rosenfeldová, Jana (advisor) ; Moravcová, Hana (referee)
This thesis focuses on the phenomenon of NFTs (non-fungible tokens) and their potential future use in brand and personal marketing communication in the Czech Republic. The aim of the thesis is to investigate what role non-fungible tokens can play in marketing communication in the Czech Republic from the perspective of Czech professionals. The theoretical part introduces the NFT itself and also the technology and philosophy of blockchain, which is essential for NFT, along with digital channels such as the game environment or the metaverse that may influence the future use of NFT. It also presents current practical examples of the marketing use of NFT in the world. The practical part is based on in-depth semi-structured interviews with communication and technology experts. Subsequent qualitative analysis of this data provides information about the experts' view on the use of this technology in marketing within the Czech Republic. The main findings of the research include that the use of NFTs in the Czech Republic can be quite broad, typically in the form of loyalty programmes or other brand community building activities. While in the past, domestic NFT projects by brands have been more short-term in nature, taking advantage of the initial popularity of NFT and increased media coverage of the topic,...
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Let's discover the past of progress with a virtual assistant
Hanzalová, Linda ; Havlůjová, Hana (advisor) ; Hnilica, Jiří (referee)
In my diploma thesis, I am looking for a way to awaken, maintain and deepen people's relationship with technical monuments in the cultural landscape, thereby increasing their chance of preserving them for future generations as evidence of the history of human ingenuity. I deal with the possibilities of connecting interpretation and education, or guides and teachers, at technical monuments with help of a virtual environment which is close to today's young generation. The goal of my work is to create such an interactive educational program/game focusing on technical monuments which will make the participants, through an application on a mobile phone or tablet, physically visit a technical monument, get to know it in its authentic environment and thus create a personal relationship with it. At the same time, in the role of the creator of this type of educational program, I also examine the environment, the conditions for the implementation of the plan, as well as the possibility of sharing game experiences, partial and overall results, including their own research, with other users. I am looking for a way to make heritage education "alive", developing and sustainable. KEYWORDS Technical monuments, play, interpretation, education, crafts, technologies, virtual environment, experience.
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Spielberk Office Centre Brno – rough substructure of Towers buildings
Roba, Adam ; Doubek, Rostislav (referee) ; Biely, Boris (advisor)
The content of my bachelor's thesis "Spielberg Office Center Brno - Rough substructure of the Towers buildings" is a general construction-technological solution of the substructure. This work includes a technical report, technological regulation, budget, off-site transport, construction site equipment, time planning, design of machine assembly control and test plan, work safety and environmental protection.
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Proposal for the Extension of the Functionality of Electronic Shelf Labels for the Improvement of Communication with Customers
Petýrková, Pavlína ; Pospíšil, Jan (referee) ; Chlebovský, Vít (advisor)
The topic of this thesis is a proposal to expand the functionalities of electronic shelf labels to enhance communication with customers. The thesis is divided into three parts – theoretical, analytical, and proposal. The theoretical part is based on professional literature and is crucial to a deeper understanding of the issue. It also serves as a basis for the analytical part. In its introduction the company DATART is presented. The analytical part then deals with answering partial research questions interviews, questionnaire survey and observation. Based on the results of the analysis, the proposal part develops proposals focusing on specific measures and strategies that will meet the defined objectives.
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FCK Technology bro
Motyčková, Natálie ; Ponešová, Barbora (referee) ; Štěpán, Marek (advisor)
The aim of the bachelor's thesis is to design a housing complex that meets ecological and passive standards and uses smart and intuitive ways to design a building without excessive use of technology during construction. The work thus reflects the current problems of society such as climate change, the housing crisis and other problems of a global scale. My primary effort was to imply knowledge about ecological and passive buildings to my design and to build responsibly and with respect for the future. The housing complex is therefore designed from ecological materials, the construction system consists of CLT panels, which are an advantageous material for the construction of apartment buildings due to simple assembly, prefabrication and the possibility of functional variability. My intention was to create pleasant and comfortable housing that provides its inhabitants with contact with nature not only through the surrounding landscape, but also through the very materiality of the building.
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Design of a group milling fixture for clamping components
Kalous, Jan ; Dvořák, Jaromír (referee) ; Zemčík, Oskar (advisor)
The thesis deals with the design of a group milling jig for four different shaped components. These parts are components of a baking line and are designed to clamp baking matrices for wafer production. The semi-product for all the parts is a casting made of EN-GJS-400-15, cast iron with spheroidal graphite. Machining on a horizontal milling centre MS NH5000 DCG from DMG Mori Czech s.r.o. was chosen to produce all four parts. A list of tools and gauges was made. Subsequently, a technological process was created for the selected part with the designation HAAC-62836-001. Then the cutting forces from the individual cutter inserts, clamping, and friction forces were calculated to verify that the machined piece could move in the jigs. This thesis includes calculations of both jigs and evaluation according to the technical aspect.
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Design of a new production line
Hejl, Martin ; Jurová, Marie (referee) ; Juřica, Pavel (advisor)
This diploma thesis deals with the project of implementing a production line in a selected company dealing with the recycling of plastic waste and the production of rPET flakes as a secondary raw material for the production of plastic products. First, it deals with the description of the current state and the production process in the company, including the layout of the equipment, and then defines the requirements for the project by the management of the company and individual shareholders of the company. Defining the requirements for the project and at the same time the method of obtaining key information took place on the basis of in-depth interviews with the interested parties of this project, while a pilot design of the layout of the machinery was created, including a description of the technology and a flowchart of the required production process. The main content of the design part is the creation of a proposal for a possible implementation of the production line using a network diagram using the PERT method, which indicates that the duration of the project was calculated to be 106.6 days. Together with the network diagram of the project, an analysis and proposals for managing the risks of this project were prepared. At the end of the draft chapter, a financial analysis of the project's payback period was carried out, as the condition of a payback period of 3-5 years must be met in order for the project to be approved by the shareholders, which this project fulfilled in all three expected progress scenarios.
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Facial Recognition in Video and its Applications in Law Enforcement
Fabián, Jan ; Šťastná, Dagmar (referee) ; Šedrlová, Magdalena (advisor)
This bachelor thesis aims to describe the facial recognition technology and its use in practice. In recent years, facial recognition technology became a heavily discussed topic, whether in connection with the deployment of this technology in China or due to its general potential for law enforcement. Facial recognition technology is a perfect example of a two-sided coin, as it brings many new possibilities of crime prevention etc. but also has the risk of being used to invade personal privacy. This thesis is based on a literature survey of some of the available resources dealing with this topic. It focuses on the history of this technology, methods used by facial recognition and mentions some examples of the use of video-based facial recognition in practice along with the social risks of the application of this technology.
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