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Fail marketing, a marketing technique of planned crisis communication
Kolek, Ondřej ; Hejlová, Denisa (advisor) ; Strielkowski, Wadim (referee)
The aim of the bachelor thesis "Fail marketing, marketing technique of planned crisis communication" is a describtion of a theoretical foundation of working mechanics this marketing technique posseses with use of case studies and confirmation or disproof of technique's existence. Theoretical basis consists of a detail analysis of crisis communication, spin doctoring and customer psychology. Communication activies of McDonald's ČR spol. s. r. o. and Domino's Pizza, Inc., which caused or used negative tone of its communication, are analyzed in detail in case studies. These contrasting campaigns in addition to the theoretical basis of fail marketing create a part of this thesis in which a mix of communication activities and guidelines for the existence of fail marketing is created. The thesis also consists of an analysis, whether do fail marketing activities exist and if so, its purpose is to be a manual for commercial subjects on how to use the technique of fail marketing and also as an informational material for customers to identify this technique.
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Ukrainian labour migration and remittances in the European Union
Šperková, Lenka ; Strielkowski, Wadim (advisor) ; Korbel, Václav (referee)
The remittances or money transfers sent by migrants to the country of origin are considered to be one of the welfare channels with potential to influence macroeconomics indicators. The aim of this thesis is to analyse migration and remittance behaviour of Ukrainian migrants in the context of the EU. Study is based on the questionnaire survey inspired by the similar projects in the Latin America and Mexico. Contribution of the thesis lies in the detailed analysis of the topic that separates different forms of remittances. The econometric model consists of statistical summary of the data and three hypotheses tests focusing on the probability and amount remitted; consumption behaviour and probability of getting skilled position. According to findings, probability and amount remitted is determined by demographic factors and direction of effects differs in the case of regularly and one- time payments. Altruism and business financing are primary motives to remit. Remittances appear to be transferred by informal channels into the productive forms of consumption. A procurement of skilled position is positively influenced by human capital factors but also reflects labour market situation in the destination country. JEL Classification C31,C35,C51,C52, C83, E21, E27, F24, F22, J15, J24, J61, Y10 Keywords...
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Adolescents' Perception of TV Show Product Placement
Mrázová, Markéta ; Strielkowski, Wadim (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to describe the attitude of Czech adolescent toward product placement (PP), a form of marketing communication in TV series. Having said that, the thesis describes the term "product placement", its definition, history, development as well as its various formats. Apart from that, product placement's efficiency, legislative regulation and its meaning in marketing communication are taken into consideration. Besides, the thesis also defines the interactions between adolescents and commercials, and it refers to adolescents as a specific target group within marketing environment. The empiric model of product placement, based on adolescents' answers, describes the attitude of 507 respondents towards this marketing technique. The examination shows how Czech adolescents perceive TV series' product placement and whether they notice this technique in the chosen media format, and if the commercial message has an impact on the target group. Based on the analysis of all answers, a recommendation of product placement for Czech market will be set. On top of that, this recommendation includes an empiric model of product placement and a SWOT analysis to summarize strengths, weaknesses, opportunities and threats of this communication. The research, analyses and suggestions are the biggest...
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Communication strategy of Peugeot Czech Republic in 2012-2014
Vaněk, Petr ; Klimeš, David (advisor) ; Strielkowski, Wadim (referee)
The first part of this bachelor thesis "The communication strategy of Peugeot Czech Republic in the years 2012 - 2014" focuses on the introduction of the theoretical base, which is essential part of the other parts of this thesis. There are introduced concepts such as marketing mix and communication mix and the term "major sport event" is here defined. The second part contains a presentation of the French brand Peugeot and its Czech branch Peugeot Czech Republic. The history of this big French company is described and via descriptive method there is defined the situation of Peugeot Czech Republic in the current Czech car market. In the third, fourth and fifth part of this thesis there is an analysis of the communication strategy of Peugeot Czech Republic in the years 2012 - 2014. Firstly, there are always listed the sporting events of the current year, followed by a brief summary of all campaigns by the company Peugeot Czech republic from the same year and in the last parts there are compared major sports event with all those campaigns by Peugeot Czech Republic. The final sixth part contains a comparison of the intensity of each campaign across the years 2012 - 2014. Campaigns are also compared based on other criteria and the final recommendation for the use of sporting events in the communication...
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Communication activities in flavoured beer segment: Staropramen Cool in 2011-2014
Kohoutová, Barbora ; Klimeš, David (advisor) ; Strielkowski, Wadim (referee)
The bachelor thesis deals with communication activities of Staropramen Cool brand in the timeframe 2011-2014. Its main objective is to compare communication activities in individual years by the method of comparative analysis and to describe how they changed over the years. The secondary objective is to determine what are the common and different elements of communication in the segment of flavoured beer. The first part of the thesis deals with the segment of flavoured beer, explains its origin and development. Then, the thesis is focused on the competing brands of Staropramen Cool brand and analyses their communication activities. The next part introduces Pivovary Staropramen company, whose portfolio includes Staropramen Cool brand. The following part is focused on Staropramen Cool brand and its marketing aspects and includes coparative analysis of its communication activities. Most attention is paid to advertising, sales promotion, sponzoring, online communication and public relations as tools by which the brand communicates with consumers. The final part includes the results of the comparison of the brand communication activities in the defined timeframe and evaluate communication problems. Then, the common and different elements of communication in the segment are revealed.
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Marketing and PR Activities of Spartan Race Serial
Čech, Filip ; Strielkowski, Wadim (advisor) ; Halada, Jan (referee)
The "Marketing and PR Activities of Spartan Race Serial" focuses on the growing popularity of this type of racing around the world. Hurdle races experienced a huge boom in the last decade not only in the US but also in Europe. Spartan Race is, in this respect, one of the most successful international concepts which first entered the Czech market and Central European market in general. This work aims to analyze the used marketing and PR techniques of Spartan Race Series races with a focus on online communication. At the same time, a qualitative survey was conducted on a sample of 50 respondents from the Czech and Slovak Republics. It is to identify the strengths and weaknesses of the aforementioned series of races. Emphasis is placed not only on the organizational skills of the organizers, but also on overall communication towards the customer.
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Communication of the town Mikulov in years 2012-2013
Pláničková, Karolína ; Dolanská, Nora (advisor) ; Strielkowski, Wadim (referee)
The subject of this bachelor thesis on the topic of Communication of the town Mikulov in years 2012 - 2013 is description and analysis of communication activities of the town Mikulov in tourism. The thesis analyzes activities of the city within the communication mix, information centers, presentation at tourism fairs and cooperation with twinned cities. It focuses on wine, active and culture tourism, which is potential for a growth of tourism in the future. At the conclusion the thesis defines by using SWOT analysis strengths and weaknesses of the communication and submits a proposal how to improve communication activities in the future.
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Labour market restrictions and migration flows in the European Union: the case of Belarus, Moldova and Ukraine
Ducháč, Tomáš ; Strielkowski, Wadim (advisor) ; Jurajda, Štěpán (referee)
The thesis aims to estimate the future migration flows from Ukraine, Belarus, and Moldova to the EU. Based on the experience of previous EU enlargements and econometric modelling using the method of Ordinary Least Squares with Fixed Effects, multiple forecasts are created. The forecasts capture the likely development of migration flows in the event of collapse of labour market restrictions as well as the case of no labour market liberalization. The results show that migration flows are expected to be moderate, posing no threats to the stability of the labour markets of EU member states. The increase of migration due to the accession to the EU is likely to be short-term, without substantial impacts in the long-run. Ukraine has the biggest migration potential and is likely to supply the highest amount of labour migration.
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Analyzing the integration of migrants in the Eurozone: lessons for the EU integration
De Luna Gallardo, Gustavo ; Strielkowski, Wadim (advisor) ; Kameníček, Jiří (referee)
Charles University in Prague Faculty of Social Sciences Institute of Economic Studies Bibliographic Record of a an Academic Thesis Title in the language of the thesis (as recorded in SIS) Analyzing the integration of migrants in the Eurozone: lessons for the EU integration Subtitle Translation of the title into English/Czech (as recorded in SIS) Type of the Thesis Master's thesis Author: Gustavo De Luna Gallardo Year 2014 Advisor of the thesis Dr. Wadim Strielkowski, Ph.D. Number of pages 119 Awards Specialization Abstract in Czech Abstract in English Since European Union enables free mobility between its Members States, certain EU countries have become attractive destinations because of the working conditions and/or employment opportunities. As a result, some EU nations have experienced the inflow of large amount of immigrants and disturbances on their labor markets. With regard to this, the concept of Immigration Surplus that proposes that phenomenon of immigration can trigger a process of redistribution of wealth that could enhance the level of production and increase the national income can be applied for analyzing these processes. In addition, research literature suggests that deeper integration of immigrants into host countries can lead to higher levels of economic success. Thus, high levels of...
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The Specificity of Digital Games and Their Communication in Growdfunding
Pecháček, Václav ; Švelch, Jaroslav (advisor) ; Strielkowski, Wadim (referee)
This thesis deals with a relatively new phenomenon of crowdfunding, specifically relating it to the computer games industry. It poses the question: What is the reason for the disproportionate success of computer games compared to other types of products? and clarifies the rules of crowdfunding and the current state of the computer game industry. It analyses computer games as a medium and also their publicand among all these elements tries to identify those relevant for crowdfunding success and unique to computer games. Furthermore, it deals with crowdfunding campaigns with the specific focus on computer games campaigns. The final part of this work focuses on the crowdfunding of Czech computer game projects and in the form of case study examines three specific campaigns that were successful either on the Startovač.cz or the Kickstarter.com webpage. These three games are Brány Skeldalu from Napoleon Games, Dex from Dreadlocks Studios, and Kingdom Come: Deliverance from Warhorse Studios. These projects are very different and the goal of this work is not to directly compare them, but examine through them the extent of adaptation of the Czech computer game scene to the new global trend with the potential to cause far- reaching changes in the whole computer game industry.
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