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Coaching and developing of employees' potential
Koudelová, Eliška ; Dvořáková, Zuzana (advisor) ; Štědroň, Bohumír (referee)
The modern companies is increasingly realizing that prosperity of the companies is not only based on advanced technology, on the famously elaborate strategy but that the functioning of society depends on people themselves. Coaching is presented as a modern method of development potential employees on the basis of coaching freely determine their objectives over time achieve alone. Personal development of employees as well as the author considered a form of competitive advantage because satisfied and motivated employees are seen as a valuable source of the companies. Increased appetite for work, effort for increase their results and productivity, better perception of motivation - that all the author understands as the examples of positive results of coaching. To these positive effects were reached, it requires knowledge of substance and ideas, understanding of this method. The author is in the practical part of thesis focuses on students and graduates because she perceives them as a group preferred by modern companies. The aim of the practical part is to show which knowledge has the segmented group on the method and whether any such knowledge or ignorance is a sign of positive or negative results of coaching.
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The importance of the cultural potential for marketing of the city Kutná Hora
Procházková, Barbora ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The Master thesis evaluates the influence of cultural potential for the marketing management of historical city Kutná Hora, identifies barriers to successful implementation of marketing strategy and suggests further approaches to overstep those barriers. Firstly, the thesis analyzes current application of marketing mix tools. In the next chapters the thesis summarizes the outputs of quantitative research and presents the suggestions for improvement the implementation of marketing strategies in the city. Data were collected by method of personal interviews. The research was divided into two parts - the first parts focuses members of civic associations active in the field of culture and tourism and their attitudes and opinions. Second part represents a research of the attitudes and opinions by city's visitors. The Master thesis verified its primary hypothesis: Municipality of Kutná Hora insufficiently cooperates with the entities active in the field of culture and tourism, in the creation of marketing and communication strategies.
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Marketing Strategy of the chosen company
Sekeráková, Jana ; Zamazalová, Marcela (advisor) ; Štědroň, Bohumír (referee)
The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of these processes I have summarized in the SWOT analysis. After subsequent reminding the targets and key customer segments, I approached marketing strategy through marketing mix to describe the current situation in this area and suggest what could be improved. The most significant change should be focusing on pull strategy, instead of the current push one.
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Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors
Lašová, Martina ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
This master thesis "Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors" consists of two major parts -- practical and theoretical. In the theoretical part there are explained terms such as arts marketing, marketing mix, marketing planning, situational analysis, marketing research, visitors of cultural institutions and targeted marketing. These terms are applied on the Gallery of the Central Bohemia. The main goal for this thesis is to produce complex situational analysis of marketing of the Gallery of the Central Bohemian Region, segmentation of the visitors and from these parts target on chosen segment of visitors.
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Children and advertising and its influence on consumer behavior
Hanovská, Zuzana ; Ryšavá, Monika (advisor) ; Štědroň, Bohumír (referee)
This thesis deals with advertising and its influence on children agend 7 to 10 years. The main objective is to find out how children perceive television advertising. Theoretical part of the thesis is focused on categorization of marketing communication, as one of its parts is the efore mentioned adveritising. Another chapter is dedicated to the advertising itself, its history, types of advertising media and laws that protect children from advertising. Second part of the thesis is focused on a questionnaire survey, which examines whether children understend the concept of advertising at all, whether they are influenced by advertising, an whether they trust the commercials.
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The audience research of the Strašnice theatre
Humlová, Jana ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
This bachelor thesis focuses on marketing applied by theatres. Firstly there is a definition of marketing in general and then the thesis focuses on differences in marketing applied by cultural organizations, especially by theatres. Then it shows diverse types of theatres. Afterwards the thesis becomes less theoretical and gets more concrete and it explains the term marketing mix on example of Strašnice theatre. The practical part is represented by a marketing research. The purpose of the research was to characterize a typical customer of Strašnice theatre. Based on the marketing mix and the information gained from the research there is made a SWOT analysis. At the very end of the thesis there are several suggestions how to improve theatre's marketing mix.
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Marketing planning of regional gallery for fine arts
Bělotová, Jana ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The master thesis, "Marketing planning of regional gallery for fine arts," consists of two major segments; theoretical and practical. The first includes theoretical bases concerning marketing plans and most importantly, Arts marketing. The regional gallery of fine arts in Zlin can be given a practical definition with special focus on; characteristics, buildings, visitors, competi-tion, current marketing activities etc. The main attribute of this thesis and the initial goal con-sists of proposed communication solutions linked to the plan of exhibitions for the year 2012. Recommended communication regards the nature of exhibitions and using the suitable com-munication channel that finds the target group. The original proposal concerning the lower financial inputs while using targeted communication was proved. The effectiveness of rec-ommended solutions expressed by a higher number of visitors could be proved only after full application of proposed solutions.
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The purchase decision on cole beverage market in Czech republic
Nováčková, Aneta ; Zamazalová, Marcela (advisor) ; Štědroň, Bohumír (referee)
The aim of my thesis was to analyze consumer behavior on cole beverage market in Czech republic. I focused my research mainly on students of University of Economics in Prague. To implement it I used a questionnaire survey and data analysis Market & Media & Lifestyle of MEDIAN agency. The thesis is divided into two parts - theoretical and methodological and analytical. The content of theoretical and methodological part is the definition of basic concepts such as consumer behavior, decision-making process, its types, factors and models, market research, data analysis. Characteristics of companies, the establishment of hypotheses, the research itself, its evaluation and recommendations are included in the analytical part.
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Targeting advertising on TV
Michelfeit, Radek ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The thesis is firstly focused on television broadcasting. The author briefly describes the development of television broadcasting and the market specifics of TV stations. Then he describes the operation as well as financing issues of TV stations. The commercial broadcasters are dependent on revenues from advertising, so this issue is appropriately emphasized in the thesis. Then the thesis deals with targeted advertising on television from the perspective of advertisers. It describes their approach to targeted marketing, the criteria for selecting appropriate media for advertising message, suitable television channel, programme and type of advertising message. Describes the electronic audience measurement which helps to position the TV ads properly. Author also proposes the use of viewer satisfaction surveys for more effective positioning of TV ads. The last part is devoted to research of targeted advertising on TV Barrandov and observes if it is possible to place the TV spots properly according to the selected target group.
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Frequent Flyer Program of Air France-KLM and its Communications
Georgievová, Jitka ; Mikeš, Jiří (advisor) ; Štědroň, Bohumír (referee)
This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.
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