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YouTube advertising and its significance in the Czech Republic
Borýsek, Jan ; Stříteský, Václav (advisor) ; Zamazalová, Marcela (referee)
This bachelor's thesis is dealing with current possibilities of advertising on YouTube in the Czech Republic. Based on the analysis of selected advertising campaigns on YouTube it evaluates its effectiveness and impact. By author's own research it identifies internet users' attitude towards advertising on YouTube in comparison with television advertising. The thesis also compares selected media indicators of YouTube and television.
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Analysis of Advertising on Social Networks
Pravdová, Monika ; Hajdíková, Taťána (advisor) ; Kincl, Tomáš (referee)
This bechelor thesis is focused on social media marketing. The teoretical part will be focused on traditional and on-line advertising and differences between the two types. In the practical part will be created an advertisement placed on social networks. The perception of the advertisement will be analyzed using a questionnaire. Success of the advertisement will be analyzed using Youtube Analytics. The main goal of this bachelor thesis is analysis of the perception and success of the advetisement.
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Analysis of use of social media as a marketing communication tool
Hamaďáková, Markéta ; Průša, Přemysl (advisor) ; Toman, Jan (referee)
This master's thesis deals with luxury brand marketing communication within social networks. The subject reacts to the dynamic growth regarding the importance of social networks that bring many changes and opportunities to marketing communication conductive to the customer. Its purpose is to use theoretical knowledge about luxury brand marketing within social networks such as Facebook, Instagram, Pinterest, Twitter, and Youtube; presented in its first part, for the analysis and evaluation of the current activities on social media of the luxury Czech glass company LASVIT. Based on the findings from the analysis, the final part of this thesis presents my recommendations and concrete proposals concerning the expansion of current marketing communication activities of LASVIT within it's domain of social platforms.
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Use of on-line video in education
Eichenmann, Filip ; Pavlíček, Antonín (advisor) ; Sova, Martin (referee)
The diploma thesis is divided into a theoretical and a practical part. The theoretical part begins with explanation of basic concept of educational videos. The following chapter discusses advantages and possible barriers to using videos in education and presents examples of using videos in the classroom. The next chapter offers introduction to educational portals, selected YouTube channels, video tutorials and an example comparison of self-study versus university degree in a particular specialization. The practical part is divided into two chapters - Analysis of selected videos and Recommended steps for video production. The analytical part examines successful educational videos on YouTube in order to compile the recommended steps for creating quality video content in the last chapter. Included in the last chapter is also an educational video created by the author according to the previously recommended steps. This video was shown to students during a lecture at University of Economics, Prague. The students then filled in a short questionnaire as a feedback about the video. The conclusion summarizes the goals, results and benefits of the thesis.
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Use of Video in Physics Education
MASOPUST, Jiří
This thesis deals with the use of the video as a didactic tool in the education of the physics. Introductory part is theoretic and focuses on classification of didactic tools which can be used for physics teaching. Second part analyses the possibility of capturing physical effects, especially effects with very long or very short duration which cannot be captured by conventional devices. This part is focused on the right selection of physical effects, selecting and setting of suitable devices for capturing and further processing of the recorded video. The next section is based on the previous analysis of physical effects, which are recorded and processed into the form of educational movie. The main result of this thesis is the collection of educational movies of fast and very slow physical effects useful as the didactic tool for the teaching of physics.
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The use of the social Networks for Competitive Intelligence in Provident Financial
Klápová, Nikola ; Molnár, Zdeněk (advisor) ; Hawlová, Kateřina (referee)
This thesis deals with the use of the social Networks for Competitive Intelligence theme in Provident Financial. The main objective of this thesis is to propose the set of recommendations for the effective use of social networking of the company. The recommendations are based on the analysis made for use of social networking by the competitors. The first part of the thesis deals with the issue of the social networking and competitive intelligence. The theoretical part of the thesis explains the social Networks concept and presents the selected Czech and World social Networks and explains the CI concept. The practical part of the thesis presents Provident Financial, the current condition of social networking and company CI. The main competitors are analyzed by the social networking activities. This analysis of the competitors is summarized into one report containing the benchmark ratings. The results of the benchmarking serve as a basis for the set of recommendations for the effective use of social networking of Provident Financial.
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Viral marketing
BLÁHOVÁ, Adéla
The aim of my thesis is to provide a comprehensive overview of the viral marketing and to analyze selected viral campaigns. There is a description of advantages and disadvantages of this marketing tool. In the end I suggest for which companies viral marketing is an appropriate form of the promotion.
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Utilization of social networks in banking sector of the Czech Republic
Balcar, Filip ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
The diploma thesis deals with the problem of social networking in banking sector of the Czech Republic. The goal of the thesis is to define a set of best practices for successful activity of banks on social networks, based on own research of current activity of selected Czech banks in social networks environment. The thesis is divided into four main chapters. The first chapter summarizes the findings of previous theses, which dealt with similar topic. The second chapter deals with the problem of social networking theoretically, describes the actual most important social networks in the world, suggests their division according to typical attributes and describes the most important ways of social networking usage for business. The third chapter contains own research of social networks usage by Czech banks, definition of criteria for evaluation of the research and the evaluation itself. The final chapter contains the set of best practices based on the research, which can be used for successful activity of banks in social networks environment. Keywords
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Opportunities and conditions of use of social networks to increase competitiveness
Vondruška, Pavel ; Molnár, Zdeněk (advisor) ; Nečas, Miroslav (referee)
The diploma thesis is focused on the social networking sites in terms of their use for increasing the competitiveness of companies. The first part deals with a theoretical introduction to social networks where the basic concepts are defined and then characterized by major networks globally. Each social network is analyzed both in terms of the structure of its users, and are listed as individual options, which provides for promotion within their system - they are mentioned both paid and unpaid opportunities. At the end of this section are described the general possibilities of using social networking for business - ways to measure the impact of these activities, risks and requirements of their operation within the company. The second part is a practical solution to use social networks to support the selected e-commerce business. The introduction provides basic parameters of the e-shop is defined by the competitive environment. The analysis carried out various solutions to various social networks. It is designed and implemented their own social network to the target audience the company. The practical part ends with a final report including recommendations for further progress in the use of social networks. The main contribution of the paper is to present a detailed analysis of selected enterprise communication on social networks, including putting all the relevant data from which the conclusion can be drawn in specific recommendations to further enhance competitiveness.
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Strategic brand management in social networks
Zinchenko, Yulia ; Kašparová, Eva (advisor) ; Chládová, Martina (referee)
In my bachelor thesis I tried to describe the possibility of the brand support and strategic management in social networks. The theoretical part describes the psychological aspects of the popularity of social networking and includes several studies describing the psychological portrait of the potential users of social networks, which could help companies to understand who belongs to their target group in case of using social networking as a marketing tool. The thesis includes analysys of the social networking environment, so that czech companies of different sizes could understand the use of its potential. The questionnaire, which subject is the use of the social networking environment by companies for commercial purposes, is salso included in the practical part of the thesis. The answers are provided by the representative of Communications and Marketing Department at GE Money Bank Czech Republic, Mr. Jan Vyšehradský. The theoretical part and the example of GE Money Bank describe why it is appropriate to use social networking as a marketing tool, and what results from it can be expected. The main idea of the practical part of the thesis is creating a strategic plan that may be used as a guide to Czech entrepreneurs for establishing, evaluating and managing corporate pages in social networks such as Facebook.
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