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The Problem of Equality and Efficiency in the Implementation of Government Programmes
Benda, Vladislav ; Musil, Martin (advisor) ; Krbová, Jana (referee)
The goal of this work is to show particular conditions and problems according to Equality and Effecciency of Government Progammes and offer possibilities how to solve them, improve them or alternatives to those problems on particular examples. Theoretical part of this work is at first about the role of Public Sector in the National Economy, reasons why is this sector involved in some parts of economy, especially in Healthcare Services. This part is followed by concepts of Efficiency evaluation of particular Government Programmes and theoretical concepts about Equality. Practical part is then aimed on Regulative charges introduced in the Healthcare Services in the Czech Republic.
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The analysis of a relationship between the level of public ownnership and the procurement effectiveness in utilities sector
Rističová, Sara ; Pavel, Jan (advisor) ; Zídková, Hana (referee)
This master thesis is focused on the public procurement in the utilities sector. The main objective is to analyze the influence of the level of the public sector ownership on the public procurement effectiveness. To give the complex view of the problem, the study also determines the final impact of the public procurement effectiveness on the global operational effectiveness. The theoretical part starts with the analysis of the legal directives and the environment in the relevant sectors. The analytical part uses the econometrics methods for the data file of utilities sector procurement from the period of 2006-2011 based on the information from ISVZ and Creditinfo-Albertina systems. When the conclusions are made, the public sector ownership has the positive impact on the public procurement effectiveness but the contrary effect on the global operational effectiveness.
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Usage of videomarketing in presentation of tourism destinations on the internet
Petkov, Michal ; Herget, Jan (advisor) ; Kvítková, Zuzana (referee)
This thesis primarily focuses on usability of video in tourism destination online marketing. Main aims are analysis of video usability modes and testing of online video ad effectiveness. Thesis also evaluates overall advisability of using videomarketing tools in destination marketing. The first chapter describes international tourism and some important tourism terms related to the overall topic such as destination, image and destination marketing. The second chapter contains facts about key internet trends and their use in tourism industry. There is also part dealing with mutual influence of internet trends and tourism consumers' behavioural shift. The third chapter presents the analysis of roles and usability modes regarding online video. In the fourth chapter there is a test of banner advertisements effectiveness consisting of video and non-video banners data comparison. Results show possible usage modes of videomarketing for destination. User generated content with video, social networking and review systems were identified as key tools for combining with online video and thus enhancing online destination marketing. These topics are also considered as the most suitable for further research. Data testing results point out higher effectiveness of ads with video content when compared to non-video content ads.
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Marketing and communication strategy of Wrigley Company and evaluation of their effectiveness
Konečná, Eva ; Postler, Milan (advisor) ; Jánoš, Marián (referee)
The bachelor thesis deals with marketing strategy of Wrigley Company and analyzes current methods of evaluation of their marketing activities. Theoretical part of this thesis characterizes the basic terminology used in the marketing field with an emphasis on strategic marketing and summarizes the most important marketing metrics. The practical part introduces the Wrigley Company, their marketing strategy and methods of measuring the return on their marketing investment. In the last chapter is accomplished the goal of the thesis, which is to design a standardized method of evaluation of effectiveness of marketing campaigns in Wrigley Company.
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Marketing of financial services
Žarnaiová, Martina ; Křížek, Tomáš (advisor) ; Vacek, Vladislav (referee)
The objective of this master thesis is to analyze the contemporary situation on the Czech banking market in terms of investments into marketing communications. The efficiency of investments into marketing communications is analyzed in terms of awareness of banks surveyed, namely recognition, recall and Top Of Mind. This master thesis consists of three parts. The first part provides theoretical background and the base of the analysis. This part includes the objectives of communication on the banking market and the ways how to measure these objectives. The second part, the analytical part, is focused on the main objective and particular banks which are subjects of the analysis. In this part, hypotheses are defined. I will try to prove these hypotheses afterwards. In case of opposite results I will try to find out why my hypotheses were incorrect. The third part is focused on the conclusions of the analysis and to provide information for investment decisions in following periods.
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