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Specifics of marketing communication of Greenpeace ČR organization
Šilhavý, Petr ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor thesis Specifics of marketing communication of Greenpeace ČR organization presents the Czech affiliate of global non-governmental environmental organization Greenpeace. This thesis looks at the organization from the marketing point of view perspective. Its objective is to identify specific marketing activities of Greenpeace ČR between years 2010 - 2012 on the basis of situational analysis of representative campaigns. Greenpeace does not accept funds from corporations and state institutions and therefore it is dependent on contributions from volunteers. The Czech affiliate is financially autonomous thanks to its accent on fundraising and communication. Greenpeace ČR uses inexpensive marketing and PR tools, as it follows from summary of analyzed campaigns. Due to its limited budget, Greenpeace is forced to use such campaigns which are most addressed to target groups. The main strategies are guerilla marketing and subvertising, PR and lobbing, research in cooperation with experts, online tools and publishing of promotional materials.
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The Term of Palimpsest and its Application in Examining of the Urban Space
Šilhavý, Petr ; Marcelli, Miroslav (advisor) ; Jarošová, Emília (referee)
This thesis called The Term of Palimpsest and its Application in Examining of the Urban Space focuses on providing a more complex perspective of the analysis of urban space through the metaphor of text and also palimpsest. Thanks to the disintegration of the concept of the text multiple layers of reality began to be progressively viewed - from the literature to the culture text. This opens up the possibility to contemplate the city as well as another type of text, respectively in a metaphorical sense of intertextuality as so-called palimpsest. The work focuses on these terms in the theoretical part and suggests the urban space term and the possibility of examination. The empirical part is dedicated to the application of developer theoretical basis onto the site-specific urban space of the Prague's Peter's district. The anchoring of the palimpsest in the semiosphere of culture and cultural texts of historical depth but does not provide possibilities of complete renovation and securing the continuity of interpretation. This does not seem to be an obstacle for the set more complex view of palimpsest, on contrary it better reflects and deals with such this continuity. It helps to seek roots and identity of cities and their inhabitants.
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Specifics of marketing communication of Greenpeace ČR organization
Šilhavý, Petr ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor thesis Specifics of marketing communication of Greenpeace ČR organization presents the Czech affiliate of global non-governmental environmental organization Greenpeace. This thesis looks at the organization from the marketing point of view perspective. Its objective is to identify specific marketing activities of Greenpeace ČR between years 2010 - 2012 on the basis of situational analysis of representative campaigns. Greenpeace does not accept funds from corporations and state institutions and therefore it is dependent on contributions from volunteers. The Czech affiliate is financially autonomous thanks to its accent on fundraising and communication. Greenpeace ČR uses inexpensive marketing and PR tools, as it follows from summary of analyzed campaigns. Due to its limited budget, Greenpeace is forced to use such campaigns which are most addressed to target groups. The main strategies are guerilla marketing and subvertising, PR and lobbing, research in cooperation with experts, online tools and publishing of promotional materials.
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