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Corporate Social Responsibility: The Future of Marketing Communications
Zidarova, Margarita ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
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Tourist information network for tourism development in the area of VMA Microregion VENKOV
HIENLOVÁ, Monika
The goal of the Diploma theses was to suggest The Information Touristic Network (TIN) for tourism development in Microregion VENKOV based on the analysis of the area. The base of the dissertation consits of five information centers and five information places in total of 10 Microregion VENKOV municipalities. The whole network will be coordinated by certified information centre placed in Mlada Vozice through the internet information system. By realisation of TIN will be established the convenient conditions for sustainable touristic development of the area.
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Sustainability of energy system in EU
Rajchl, Petr ; Bič, Josef (advisor) ; Vondrušková, Barbora (referee)
The first chapter describes energy system in European Union and its energy security politics. Second chapter is about particular energy resources end their availability in future. Third chapter talks about sustainability and perspectives of energy resources and the politics of European Union in this field.
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Business ethics
Stiborová, Hana ; Drozen, František (advisor) ; Šípek, Ladislav (referee)
This thesis covers with problems of business ethics on both macroeconomic and microeconomic level. It is focused firstly on specific expressions of ethical business approaches but at the same time it represents theoretical methods how one can achieve them. This thesis states that the basic principle of business ethics is a principle of long-term existing and sustainability. Similarly, it refers to modern trends in ethical business such as sustainable consumption and Fair Trade. The thesis evaluates current situation in companies' ethical manner and moreover, it describes an example of the company Marks&Spencer as a one of the leading corporation in the area of business ethics. Accordingly, it is a proof that ethics and business are not an oxymoron but they go hand in hand.
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Microfinance: Grameen bank and poverty in Bangladesh
Baxová, Lucie ; Štěpánek, Pavel (advisor) ; Halás, Vladimír (referee)
Diplomová práce se zabývá otázkou mikrofinancí v rozvojovém světě. Cílem práce je zjistit, jakou hrají mikrofinance roli v dnešním světě, jakým vývojem prošly a zda jsou mikro finanční instituce z dlouhodobého hlediska udržitelné. Dále je otázka mikrofinancí aplikovaná na bangladéšskou Grameen banku, která je považována za průkopníka mikrokreditu ve světě. Budou zkoumány principy jejího fungování, kritéria pro poskytnutí půjček a hlavní důraz bude kladen na analýzu inovativního systému Grameen II. Poslední část práce pojednává o chudobě v Bangladéši a také zkoumá, jaký tam mají mikrofinance vliv na chudé lidi.
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