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Business model of a small business directed by Markéta Lukáčová with an accent on a marketing plan
Lukáč, Vojtěch ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The main goal of this thesis was to describe the main fields of the business model and create a marketing plan for the small enterprise managed by Mrs. Lukáčová. The thesis firstly describes the theoretical framework of small enterprises in the Czech Republic and in the European Union. It briefly describes the form of the business model and the marketing plan, which will be used in the proposal parts of this thesis. Then a characterization of the business, offered products and services takes place. In the methodological parts thanks to two qualitative methods the perceptions of new and loyal customers are tested in connection with the business of Mrs. Lukáčová. Beforehand the situational analysis take place, namely the threat and opportunity matrix, SWOT analysis and PESTLE analysis. The description of marketing communication of the enterprise of Mrs. Lukáčová and competition is performed right after. In the proposal part of the business model the main necessities are written down in the template of Business Model Canvas. It mainly takes into account the actual situation of the business and then serves as a material that could help the implementation of new realities. Mainly the value proposition, where core values will be found, is appropriate for future marketing communication. In the proposal...
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The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
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Exploring the Popularity and Benefits of BeReal: User Behavior and Motivations
Krátká, Tereza ; Trültzsch-Wijnen, Christine (advisor) ; Lütke Notarp, Ulrike (referee)
This master's thesis delves into the motivations and experiences of BeReal social media platform users, aiming to understand why individuals opt for BeReal over other platforms and how this choice impacts their overall satisfaction. Grounded in the Uses and Gratification theory, the study adopts a qualitative approach, employing semi-structured interviews with regular BeReal users. The theoretical section provides an overview of the topic related to the study, examining authenticity and privacy in the social media sphere. The theoretical framework also explores the broader context of social media use and the psychological factors that influence user behavior. The practical section of the thesis details the research methodology, introducing the research sample and questions. It explains the rationale for choosing qualitative methods, particularly semi-structured interviews and thematic analysis, to gain a deeper understanding of users' motivations and experiences on BeReal. Additionally, it delves into the topic of research ethics and self-reflection regarding the research process, ensuring that ethical considerations are addressed throughout the study. The subsequent research segment is structured into subchapters aligned with hypotheses and research questions. Through analysis, the study...
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Representation of Mental Illness in Young Adult Literature
SOJKOVÁ, Michaela
The bachelor thesis looks into the representation of psychological disorders in the Young Adult literature. This kind of literary text is targeted primarily at readers within the age group of 12-18 year-olds, but nowadays it is becoming more and more popular among readers of all ages. The thesis researches the motifs of psychological disorders in Young Adult literature, especially the authenticity of representation given the specifics of disorders, and also from the viewpoint of depicting function in the scope of literary text. However, the central theme is a cultural view of how socially taboo topics are represented in literature for adolescent readers, for whom these representations can play key role in an identification of their own troubles and identity.
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The Scar
Sláma, Matěj ; Nytra, Martin (referee) ; Mazanec, Martin (advisor)
Diploma thesis Scar is a short film about the fictional history of the found „monument“. In the animated film, I examine the context and meaning of the „monument“ in a virtual environment that I created based on visual documentation and mapping of specific places that I explored during my expeditions through the urban landscape of Brno and The Hague. These are mainly „lost“ spaces (also referred to as vague terrain or no man's land), which inspired me to create my own visual map of my urban explorations. The starting point of the work is personal lived experience, which I reflect by documenting places, creating 3D objects and manipulating 3D scans of „lost“ spaces with elements of computer games. In the resulting film, the viewer follows a guide–walk through a virtual environment where objective reality is intentionally blended with a fictional world built on the author's imagination.
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The use of authentic materials in English language lessons in Czech lower secondary school
Šišková, Veronika ; Dvořák, Bohuslav (advisor) ; Mikuláš, Martin (referee)
The diploma thesis deals with authentic materials and the use of authentic materials in English language teaching. It is divided into two main parts. The theoretical part focuses on the definitions of authentic materials and authenticity in the context of language classroom. Different views on the subject matter are compared and summarized. The link between the real- world impact and the use of authentic materials and its influence on the motivation of the pupils is briefly discussed as well. Followingly, the thesis contains a classification of the authentic materials and advantages and potential shortcomings of their use. Each material type includes a number of activities usable in English lessons. The research for the practical part was conducted at an elementary school. The practical part thus consists of two main sections, specifically designing, piloting and observing lessons where different kinds of authentic materials were employed as well as a questionnaire filled by pupils. The questionnaire inquires the learners firstly about the lessons they attended. Furthermore, it also focuses on attitudes of the pupils towards the use of authentic materials in English lessons in general, their use in pupils' free time and their preferred authentic English material kinds. The survey results are...
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Validation of HPLC method for determination of organic acids in beverages
Hanychová, Silvie ; Divišová, Radka (referee) ; Diviš, Pavel (advisor)
This diploma thesis focuses on validation of RP–HPLC method for determination of organic acids in fruit juices. The aim of this thesis was to determine suitability of the method for verification of the fruit juices authenticity based on analysis of organic acids. The theoretical part describes chemical composition of fruit and fruit juices and focuses on organic acids. It provides description of various methods of organic acids analysis with more detailed description of High Performance Liquid Chromatography and its validation. The experimental part focuses on optimalization and validation of the method. Samples of malic, citric, succinic and ascorbic acid were analysed. The optimalized method was validated and following performance parameters were determined: repeatability, linearity, limit of detection (LOD) limit of quantitation (LOQ). RP–HPLC method was applied to real samples of 100% fruit juices (apple, orange and grapefruit) and the authenticity parameters were verified.
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Identity Background
Kleinerová, Zuzana ; Kleinerová, Klára (referee) ; Klodová, Lenka (advisor)
Diploma thesis Background identity is a series of events through which I am trying to find a harmony between the magic of art and life. I decided to initiate the situation, "performance" mediating an authentic, strong feelings. I tend to performance associated with life in the self-reflective approach. Based in my own performative practice in which the strength and authenticity is reflected primarily in the exchange of energy between the audience and the performer. I started to define an ideal conditions for performance to achieve this exchange, authentic experience and mutual perception of the situation within the relationship between "performer" and "spectator". In November 2015 I planned "authentic performances " series . The mutual forming of "performing" act I have anchored in the concept of identity, which is infinitely formed in relationships and the never-ending negotiation process. In the name of authenticity I am exposing myself within the anonymity of public space and waiting for the moment of identification. Waiting for concrete spectator who is already a part of me within a certain social role. Unexpected intervention into the everyday life of concrete person make the opportunity of authentic experience. Experience which is a part of his everyday life completes the action, giving the context. During the realization I got the opportunity to exhibit in the Palais de Tokyo. Aware of the significance of this opportunity for the development of my own artistic career I have decided to accepted it as a challenge. Although the terms of institution are utter contradiction of those conditions I had defined previously for authentic experience. In the name of authenticity and my principles I decided to be present in the role of spectator. To be invisible to this prestigious gallery. Be invisible to the artistic group Delta Total through which I had the opportunity to exhibit. To be inside and outside in the same time. The starting point of the last part is a necessity with the goal to get a master's degree. The necessity of outcome for jury can also betray my ideals of living authentic event. I should mediate all the experience of past events (to date 20th of April- thirty-three events) which happened in so many different places in the space of "Malá Amerika" in Brno...
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Model EDI in e-commerce
Grohmann, Jiří ; Mareth, Zdeněk (referee) ; Dvořák, Jiří (advisor)
This work is containing a model EDI in e-commerce. There is a situation about electronic signature in the a accounting is taking to parts and chosen cases of safety of electronic signature. In this work are chosen possibilities of protecting data in the e-commerce.
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