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Strategiic communication of public policies: The case of Milostivé léto
Marek, Michal ; Konrádová, Marcela (advisor) ; Moravcová, Hana (referee)
Public policy communication is a discipline that has not yet been explored much, and this thesis has chosen to examine it through the example of the government's Milostivé léto debt relief. This was a response to the long-lasting untenable economic crisis of a part of Czech society caused by the amount of accumulated distraints affecting the quality of life of the population. At the same time, the social and economic situation of citizens are the strongest determinants of their relationship to democracy, which makes the strategic communication of a legislative aimed at removing these economic obstacles all the more important. This thesis takes an approach to communication based on government communication, stakeholder theory and theory of public policy according to Potůček, and builds on these theoretical concepts with three research questions focusing on stakeholders, communication strategy and communication recommendations. It answers each of these questions using a separate method - first exploring the online space through stakeholder mapping, then defining strategy through semi-structured interviews with government communication representatives, and finally analysing the data to formulate communication recommendations through SWOT analysis. The thesis thus contributes to research on government...
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Concept of marketing strategy of the brand Ifé
Šputová, Natálie ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
This bachelor's thesis focuses on designing the marketing strategy for Ifé hand made, a small jewelry workshop. The thesis is divided into two main parts: theoretical and practical. In the theoretical part, the concept of marketing strategy is defined using professional literature, with emphasis on the different phases of its development and its categorization based on the marketing mix. The practical part of the thesis applies the theoretical knowledge gained to Ifé hand-made. A situational analysis is conducted to examine both the internal and external environment of the company. This analysis involves the use of PESTE analysis, Porter's Five Forces model, and the Value Chain. The outcomes of these analyses are summarized in a SWOT analysis. Furthermore, a questionnaire survey is conducted to investigate the purchasing behavior of individuals from the Moravian-Silesian region in relation to jewelry. The thesis culminates in a proposed marketing strategy based on the tools of the marketing mix. This proposal is based on the findings from the situational analysis and questionnaire survey.
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In-store marketing targeted at children
Křivánková, Barbora ; Rosenfeldová, Jana (advisor) ; Moravcová, Hana (referee)
The bachelor's thesis focuses on the topic of in-store marketing targeted at children and how they perceive this communication. The theoretical part describes its principles and possible adaptations of its elements to children shoppers. It also discusses the development of children themselves and their social and cognitive abilities. It also addresses legislative restrictions and ethical aspects. The research part subsequently investigates how children aged 8-17 perceive marketing at the point of sale. The results of the quantitative questionnaire show that children's perception is relatively complex from the age of 8. There are only minimal and insignificant differences between the youngest and oldest children. The conclusions of the thesis can serve as a basis for further research and as a foundation for creating ethical rules and principles of in-store marketing.
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Low cost influencer marketing campaingn for Armed King, s.r.o.
Zajícová, Veronika ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
Influencer marketing is an increasingly common form of promotion of products or services of smaller and larger companies worldwide. However, in the last few years it has become an increasingly expensive one, which can be problematic not only for start-ups but also for small and medium-sized businesses with generally lower advertising budgets. The aim of this thesis is therefore to design a low-budget influencer campaign for Armed King, s.r.o., a company selling airsoft goods and services. The combination of influencer marketing and the still very limited coverage of the topic of airsoft is very unique. Thus, in this thesis it will be examined in more detail whether even in the case of such a specific industry as airsoft it will be non- negligible. Due to the specific legislative and marketing situation in the airsoft market, the thesis will also examine individual social networks to see if they are suitable for collaborating with influencers. The thesis will use the compilation of personas to define suitable groups of influencers for the needs of the company to build the campaign itself. The thesis will explore two research questions, both regarding the suitability of influencers for small businesses with low marketing budgets, and the suitability of using only a barter form of collaboration in the...
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Processes in the advertising agency Dentsu Czech Republic
Jelínek, Jakub ; Moravcová, Hana (advisor) ; Koudelková, Petra (referee)
The aim of this bachelor thesis is to describe business processes in the advertising agency Dentsu Czech Republiv and to infer employees contentment with the setting of the business processes based on an internal survey. Theoretical part describes business processes and process management, then delineate new ways of management, continues with the description of adverting agencies and the business processes they use and lastly summarize history and present of the advertising agency Dentsu. The practical part of the thesis analyzes internal materiál of the project office in Dentsu Czech Republic and describes business processes in the company. Simultaneously evaluates internal survey of employees contentment with the business processes. Lastly carries out the McKinsey 7S strategic analysis.
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Marketing strategy of the company Damedis, s.r.o.
Richterová, Lucie ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
1 Abstract The bachelor thesis is focused on the marketing strategy of Damedis, s.r.o., which sells printers and printing consumables. The theoretical part introduces the company Damedis and defines the basic concepts of marketing strategy tools and analyses that will be used. The current marketing communication of Damedis is presented. In the practical part a questionnaire was developed to investigate the general awareness of Damedis as well as the purchasing preferences in the market. Furthermore, a competitive and situational analysis for Damedis was conducted. From the situational analyses, PEST analysis, Porter's five forces analysis and SWOT analysis were conducted and the results were used to suggest improvements in the marketing strategy of Damedis. The conclusion from the analyses carried out was a recommendation for Damedis to consider changing the name of their private label to make it more memorable to end consumers and to link the name to the company name. Furthermore, recommendations were made to improve the overall marketing communication to increase brand awareness among the consumers of the products sold.
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Economic History of Authors' Rights and Creative Industries in Czechoslovakia
Moravcová, Hana ; Doležalová, Antonie (advisor) ; Miskell, Peter (referee) ; Fava, Valentina (referee) ; Kvizda, Martin (referee)
Economic History of Authors' Rights and Creative Industries in Czechoslovakia Hana Moravcová Dissertation thesis Abstract The thesis analyzes the impact of cultural policy on creative industries in Czechoslovakia. The first chapter is devoted to economics of authors' rights. It identifies inconsistencies in its three main assumptions, that undermine proper understanding of the effects of copyright and authors' rights. It provides a framework for optimization behavior of authors, that respects that market transactions between authors, users and consumers take place not on one, but on many markets where a work is spread. The second chapter reveals that the emergence of the Authors' Rights Act in interwar Czechoslovakia was the result of the influence of particular interest groups. The most important organizations are identified. Their mutual interconnection and linkage to the state facilitated their ability to directly influence the wording of the new law and its practical application. They used favorable conditions, like interventionist thinking of the society. Moreover, Czechoslovakia had to implement an international copyright treaty, part of the peace treaty signed by Czechoslovakia after the Great War. The third chapter consists of two case studies about creative industries in Czechoslovakia. The first...
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Economic Analysis of the Business Activity of the Selected Banks in Czechoslovakia during the Great Depression (1929-33)
Bosáková, Diana ; Doležalová, Antonie (advisor) ; Moravcová, Hana (referee)
This thesis deals with the analysis of the economic situation of selected five Czechoslovak banks: Živnostenská banka, Tatra banka, Anglo-československá banka, Banka Československých legií and Agrárna banka during the Great Depression. Through the available data from 1922 - 1938, the development of the behavior and efficiency of banks in the pre-crisis and during the period is proven. The aim of this work is to describe the situation of banks before the onset of the economic crisis and to identify the behavior of bank management during the Great Depression using four financial indicators. Financial indicators examine the profitability, liquidity and solvency of banks. The results of the work showed that banks behaved inefficiently already before the crisis, which is indicated by low values of return on equity and assets. The ratio of loans to deposits due to the crisis has fallen in almost all banks, but points to the inefficient behavior of some of the Czechoslovak banks as part of low lending before the crisis. Although none of the Czechoslovak banks collapsed during the crisis, this thesis points to the inefficient behavior of bank management, which relied heavily on state aid.
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Analysis and Aspects of Art as an Alternative Investment and its Price Determinants
Mozolikova, Alica ; Benáček, Vladimír (advisor) ; Moravcová, Hana (referee)
The purpose of this thesis is to examine the potential of art as an alternative investment. To do this, we start with a brief history of art market that is followed by an analysis of art market structure. We cover numerous risks affecting the behavior in the market subject to information asymmetry. As far as the feasibility of art as an investment is concerned, we identify different types of alternative investment and compare their potential. Despite high opacity of the art market, more data are being made available giving us an opportunity to present a clearer explanation of the current state of the art market. A question has to be asked, does the value of art solely depend on the subjectivity of human taste or on an opportunity to speculate? The subject of the detailed discussion are, both, internal and external factors, which influence the value of artworks, and hence the sale price. Using econometric analysis of auction records, we aim to uncover objective factors, which determine the sale price. The analyses lead to a conclusion that the price determinants, the most notable of which are auction houses and auction location, affect the sale price to a different extent. Yet, regardless the price, our subjective personal pleasure from a particular art piece might be crucial. JEL Classification Key...
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