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Communication strategy
Němcová, Andrea ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this master thesis is to suggest possible improvements for the current communication strategy of Czech Centre Munich -- one of the offshore branches of the government agency Czech Centres. This thesis is divided into two parts -- theoretical and practical. Important terms (such as marketing and communication) are explained in the theoretical part with a focus on their modifications in the sector of services and cultural sphere. The practical part presents the structure of Czech Centres, their field of activities and their communication structure. This part also introduces Czech Centre Munich with its activities, partners and communication instruments. The communication strategy is analysed through a direct observation and a quantitative questionnaire. The final part of this thesis evaluates and states recommendations for the communication strategy.
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Czech Cultural Diplomacy in Germany - in Practice of Czech Centres
Doležalová, Andrea ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
This diploma thesis provides a detailed overview of actors of Czech cultural diplomacy that operate in Germany in order to support Czech-German diplomatic relations and build cultural understanding. The core of this thesis is focused on the cultural institute Czech Centres, their status and their practice in Germany. The principal aim of this thesis is to provide a complex of information about the organisation, initiatives and activities of Czech centres in Germany and analyse the differences in the practice of Czech Centres in Berlin, Munich and Düsseldorf. Furthermore, this thesis seeks to define the main factors for determining the efficiency of Czech centres and analyse their strengths, limits and opportunities.
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Czech Center New York
Kotlářová, Monika ; Müllerová, Františka (advisor) ; Hinčica, Vít (referee)
The Bachelor's thesis introduces a contributory organization Czech Republic's Ministry of Foreign Affairs, Czech Centers. It presents their history, function, network around the world and the system of financing. The aim is to evaluate the functioning of the Czech Center New York, having regard to the differences between the Czech and American culture. It using a questionnaire survey to determine public awareness of Czech Centers in the Czech Republic and propose own ideas for improving promotion, especially the Czech Center New York. It presents own recommendations to increase the interest in the Czech Center New York. By comparison Czech Center NY and the Austrian Cultural Forum New York from the perspective of events held.
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The Instruments and Methods of Czech Cultural Diplomacy
Jamníková, Lucie ; Dianová, Markéta (advisor) ; Riedlbauch, Václav (referee)
This diploma thesis aims to identify the instruments of cultural diplomacy of the Czech Republic in the form of institutions and consequently methods that are used by these institutions. In the theoretical part, the author defines the basic concepts of public and cultural diplomacy and cultural policy. Next chapter of the theoretical part will focus on the institutional promotion of cultural diplomacy and will subsequently define methods and forms, which are used in cultural diplomacy. Essential parts of foreign policy are international agreements between states and in the field covered by the Ministry of Culture these arrangements are primarily the so called Cultural Agreements. The theoretical part of the thesis will describe cultural diplomacy in practice. In the empirical part the author will use the comparative method of analysing the differences in the specific example of cultural policy instruments of Czech Centres in London, Berlin and Kiev. Comparisons will be made on the basis of quantitative data from 2011. The sources for this comparison are the internal statistics of the Czech Centres.
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Czech Centres as an Instrument of Public Diplomacy of the Czech Republic
Ďurišová, Tereza ; Peterková, Jana (advisor) ; Druláková, Radka (referee)
In present world it is not the states' action itself, which is playing more and more important role, but it is the ability to present it in an appropriate way, to achieve as positive image as possible and consequently to reach a better position in the international community. What contributes significantly to the attainment of these goals is the systematic communication and presentation of the state abroad which is called public diplomacy. The thesis examines the system of public diplomacy in the Czech Republic and it is focused especially on one of its instruments - Czech Centres. The aim of the thesis is to analyze both theoretical and practical activity level of Czech Centres and thus provide a coherent picture of their functioning. The attention is paid also to actual priorities and initiatives of this institution.
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Public Sector Marketing Communications - Comparing the Czech Republic vs the Principality of Liechtenstein
Pavlů, Jan ; Boučková, Jana (advisor) ; Kocourek, Aleš (referee)
This thesis deals with the current situation in the use of marketing communications activities in the realm of the public sector. After placing the issue of the work, followed by an explanation of the significance of marketing communication use in the state sector, the share of public sector to create the image of law, the importance of linking public sector - citizen in relation to the perception of non-commercial sector. The text outlines the methodology for the use of marketing communication strategies in public administration, and there are examples of communication techniques which public institutions in the Czech Republic use. The next chapter deals with similar situations in the Principality of Liechtenstein including a comparison with the Czech Republic. The practical part deals with the marketing research among Czech citizens and institutions of governance in the country related to the thesis topic.
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Czech centre in Moscow and its activities
Marková, Renata ; Müllerová, Františka (advisor) ; Bučková, Jitka (referee)
This thesis describes Czech centres and their activities. It depicts the role of Czech centres in the pro-export policy of the Czech Republic and evaluates their contributions for the development of external economic relations. The central point of this thesis is an analysis of activities of the Czech centre-Czech house Moscow and evaluation of its contribution for a concrete corporation which considers entering the Russian market.
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Czech centers, their evolution and role in trade support
Němečková, Jitka ; Gullová, Soňa (advisor) ; Laschoberová, Libuše (referee)
The diploma thesis is mainly focused on Czech centres with emphasis on their role in promotion of Czech republic abroad. In fact it is a comprehensive overview of realistic options of Czech centers to work effectively in area of presentation of Czech republic and to support development of trade relationships between Czech republic and foreign countries. The diploma thesis also pays attention to the cooperation among Czech centers, CzechTourism, CzechTrade and CzechInvest and is giving options of efficient coordination of their activities.
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