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The Analysis of Communication Activities of Charity project Světluška in 2010-2013
Maršíková, Tereza ; Koudelková, Petra (advisor) ; Orban, Karol (referee)
Bachelor thesis The Analysis of communication activities of charity project Světluška in 2010 - 2013 analyses communication of non-profit organization Světluška in mentioned period. In the first part, it focuses on general concentration, function and beginnings of Světluška's activity in non-profit market and field of helping to blind people in Czech Republic. Furthermore, it deals not only with communication from founding in 2003 to 2010, but also with strategy planning and marketing of non-profit organizations in general. In the next part, thesis focuses on communication in 2010 - 2013; this includes for example defining target groups, objectives and particular communication activities. Authorial research of brand perception and awareness follows, along with data analysis and evaluation. Thesis also includes suggestions how project could communicate in the future which is based on current communication's analysis and outcomes of research.
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Celebrating the Hussite Triennium as an example of church public communication
Kubrová, Alžběta ; Orban, Karol (advisor) ; Pilati, Miroslava (referee)
This work is concerned with church communication in the Czech Republic, focusing on the Czechoslovak Hussite Church. Using case study, it looks at it as the church is organization with its own corporate communication and examines a concrete campaign ‚the Hus Fest 2015' from the marketing perspective. The aim of the text is to find the specifics of church communication of the Czechoslovak Hussite Church and to come up with new recomendations. These are summed up at the end in ten key points. The text proceeds from a very general part about communication to differences in public sector communication trought church communication to end with the specifics of The C. H. church communication. The writing was formed during the process of developing the campaign of Hus Fest. Besides the author's experience, it draws particulary from the schemes of Cornellisen's Corporate Communiaction and Kotler's Marketing in the Public Sector.
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Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014
Nykl, Jan ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor thesis entitled "Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014" describes and compares two hockey brands which participated in the Kontinental Hockey League within delineated period of time. The aim of the thesis is a comparison of two sports brands based on theoretical and practical findings. Furthermore, I would like to highlight both similar and different aspects of the aforementioned brands. In the theoretical part, the thesis presents basics of marketing and its tools, sport marketing and brand building. In addition, the profile of the Kontinental Hockey League is included due to participation of both clubs and also in order to clarify the broader context with the impact on brands. The practical part commences with an analysis of Lev Praha and then continues with Slovan Bratislava. Internal club resources, news portals and online sources were used so as to analyse these brands. The thesis describes in detail their history and identity, as well as their target groups and brand elements. Moreover, I also analyse the brand building process including information about the market and main competitors, the current state of brand and CSR activities. Lastly, the thesis focuses on marketing activities, especially on communication with fans, media, sponsors...
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Transformation of czech music journalism as a result of the development of online journalism
Kyncl, Jan ; Hejlová, Denisa (advisor) ; Orban, Karol (referee)
This thesis deals with the changes within Czech music journalism that are connected to the boom of digital media and online journalism. Firstly, in its the theoretical part, this thesis offers a brief overview of a history of music journalism in Czech lands as well as worldwide and suggests what the role of a music critic is. Then it describes the boom of online journalism - again in Czech context as well as in a wolrdwide context - and continues with describing the main specfics of online journalism.It also mentions current trends of online journalism. The second part of this thesis focuses exclusively on Czech music journalism in the era of a drastic book of digital media after 1995. Main economic and sociocultural trends that influenced Czech music journalism are also mentioned. The second part of this thesis then focuses on a Czech magazine market and various forms of music journalism within a Czech online environment. For the research part of this thesis two media maps of Czech music print and Czech music websites have been made which is followed by a analysis the most popular music website Musicserver.
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Image makers of the Czech Catholic Church, 2011-2013
Vošalíková, Anna ; Halada, Jan (advisor) ; Orban, Karol (referee)
The aim of my thesis is to analyze Czech media throughout 2011-2013, focusing on events that influence the public opinion when it comes to the Catholic Church. In the first part of my thesis, I will consider the Church a company, applying a company's measures to the Churches' communication activities. The following part will be dedicated to an overview of each year and the events that took part in the creation of the image of the Catholic Church. The third part will hold an analysis of the persons, which have a hand in creating the image as well. Thanks to their activities in the field of media, I will consider them to be the Image makers of the Czech Catholic Church. The last part of my thesis will include a more thorough look at the problematic of the dispute over the Cathedral of St. Vitus, Wenceslas and Adalbert. The closure will offer my view of communication activities of the Catholic Church.
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The Analysis of Image of Land Rover Brand in the United Kingdom in the years 2011-2014
Mühlheim, Pavel ; Obluk, Ondřej (advisor) ; Orban, Karol (referee)
This bachelor thesis analyses the image of Land Rover brand in domestic UK market between 2011 and 2014. This work builds on theoretical knowledge of Strategic Marketing and Brand Management, especially on the theory of building a brand identity and the theory of brand perception usually referred as brand image. Based on these theoretical findings, this thesis analysis Land Rover marketing strategy in the domestic marketplace; focusing on the organisation's brand management. The communications activities of Land Rover are further examined and described in detail. Based on the analysis of Land Rover marketing strategy and the organisation's individual communications activities the brand identity is presupposed. Using the secondary research in order to project the brand identity a hypothesis of brand image is suggested accordingly. The hypothesis is verified by the application of primary research; using the Semantic-Differential Scale. Powered by TCPDF (www.tcpdf.org)
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Self-presentation as the Part of Personal Marketing Strategy-Analysis of Political Speeches Between 2012-2014
Ouahdjinová, Tereza ; Orban, Karol (advisor) ; Šoltys, Otakar (referee)
The bachelor's thesis is focused on the role of the self-presentation of the individual in a communication situation. In the theoretical part are described basic principles of a marketing strategy and forces, which motivate person to certain way of behaviour. As a product the individual shows his or her personal qualities and skills to surroundings, as a marketing manager he or she directs the presentation and the change of these, regarding a development of communication situation. His aim in this competitive environment is to gain the desired place (status) and the trust of others. In the process he uses various persuasive techniques which are formed into a short-term tactics and through them is he fulfilling partial steps, which makes the whole marketing strategy focused on a success and on an achievement of the long-term aim. In the process the individual analyses the market, opponents and his- or her-own strength and weakness. Later, person applies gained knowledge in tactics which he implements into the communication process that is crucial for the reception of a send message and its interpretation. Persuasive or manipulative skills of a speaker (the sender of the message) have here the important role. For a creation of the trustworthy impression are used tools of verbal (argumentation) and...
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Communication Activities of ZOO Prague in the Period 2010-12 and Their Historical Context
Kořínková, Markéta Maryam ; Orban, Karol (advisor) ; Strielkowski, Wadim (referee)
This thesis aims to introduce and analyse the basic methods of arts marketing and marketing communications used by nonprofit organizations using the example of Prague Zoo. Selected method of this thesis is the observation and subsequent description of the main communication and marketing techniques used by Prague Zoo in the years 2010 - 2012. This thesis describes the main subject of the communication campaigns introduced during this period and also explores the following. Analysis of selected historical events that have influenced the current form and communication of the observed subject. Introduces basic terminology and examples of marketing, arts marketing, marketing research, corporate identity, image, logo, crisis management and others. Explores the longstanding dispute over the logo of the Zoo with artist Cihlář which led to complete corporate design change which has been introduced on the occassion of the celebration of 80 years of founding of Prague Zoo and crisis communications during the flood in 2002. Very briefly describes the fundamental historical moments, beginning with its founding.
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Communication activities of the Czech badminton federation in season 2013/2014
Tomalová, Kateřina ; Halada, Jan (advisor) ; Orban, Karol (referee)
The subject of this bachelor thesis named Communication activities of Czech Badminton Federation in season 2013/2014 is mapping and evaluating of these actvivities, which are based on theoretical knowledge of sport marketing. This thesos is focused on theoretical definition of sport marketing, description of 4P in sport and on the following practical application of these theoretical findings on Czech Badminton Federation and badminton in the Czech Republic. Description and evaluation of communication activities of Czech Badminton Federation between August 2013 and June 2014 is the main goal of this bachelor thesis. SWOT analysis and comparison of communication activities along with another sport organizations and proposition for future innovations are also included in this thesis. Powered by TCPDF (www.tcpdf.org)
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Marketing communication of sport team FK Mladá Boleslav in the years 2009-2014
Zikmund, Vladimír ; Halada, Jan (advisor) ; Orban, Karol (referee)
By introduction to marketing and applying its tools and processes in sport environment on example of communication of Czech football club FK Mladá Boleslav in years 2009 to 2014, I seek an answer for the question of sport marketing necessity. At the beginning, position of sport in culture and the place of media is defined. Sponsoring and partnership as crucial part of economic prosperity are introduced both theoretically and practically on significant examples from the world. Later on, characterizing historical, structural and sport background of FK Mladá Boleslav creates background for specifying its communicational outputs, mainly in continuously used mediatypes of online, radio and out-of-home. Also close relationship with strategic partners and sponsors, together with recent visual identity updates, does not remain unnoticed. Based on those learnings, I provide set of recommendations with main objective to increase attendance, as the output of my thesis. Thus the importance of sport marketing in Czech Republic is underlined.
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