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A marketing strategy proposal for the Prague Coffee Festival brand
Duba, Šimon ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing strategy of the largest coffee festival in the Czech Republic, the Prague Coffee Festival. The theoretical part of the thesis provides a comprehensive overview of key marketing concepts, including the concepts of mission and vision, online marketing, and SWOT and PESTLE analyses. This theoretical framework serves as a basis for understanding the dynamics of marketing strategy. In the practical part, qualitative research is conducted, consisting of two in-depth interviews with the founder of the festival and the director of the last edition. The aim is to gain a deeper understanding of the key principles of the event, its specificities, marketing activities and new opportunities. Furthermore, a questionnaire survey among potential visitors, people who already have a certain relationship with coffee, is evaluated. SWOT and PESTLE analyses are developed based on the findings of the research and the analysis of the current state of social media. Subsequently, the actual proposal for a new marketing strategy is developed, with the goals of increasing overall brand awareness, expanding the reach of the festival among younger demographic groups, and strengthening the educational and inspirational aspect of the festival. Specific activities are proposed to guide...
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Analysis of marketing and monetization models in mobile videogames
Ždímal, Matěj ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor's thesis describes the history of videogame evolution, which culminates in mobile videogames. This thesis focuses on commonly employed monetization practices in such games. The context of their conception is necessary to allow the reader to truly understand why an how these practices came to be. This bachelor's thesis also focuses on dark patterns and manipulative game design that is often incorporated into these games as a way of enforcing their monetization. Some of these practices are widely known, such as lootboxes. Many other mechanics that are also questionable in regards to their ethics are relatively uknown. This thesis aims to inform the reader about some of the the more obscure practices. The presence of such malicous design will be investigated in a series of case studies, which will also shed light onto the fact, that some of these practices might seem innocent to the uninformed. A survey has been conducted to determine to what degree the public is informed about what a dark pattern is, and wether they came into contact with such mechanics. The survey also examines whether the public would be inclined to accept laws, that would protect minors and adults alike against manipulative techniques and dark patterns. In the summary a suggestion was proposed, aimed towards those...
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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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Comparative analysis of differences between western and eastern news outlets reporting on the Russian invasion of Ukraine
Neumann, Jakub ; Koblovský, Petr (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the analysis of the rhetoric of the Izvestia media in response to the Russian invasion of Ukraine. Based on a careful examination and critical analysis of the articles examined, this bachelor's thesis compares and contrasts the ways in which Western and Eastern media outlets have dealt with this conflict, especially in light of their news interests and propaganda. It then goes on to map which narratives the Izvestia media use and which are most common in their articles. The results show the frequent use of false or misleading claims by the news outlet Izvestia. They also show the different portrayal of reality between Western and Eastern media in specific analyzed articles.
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Marketing analysis of advertising advertised on pornographic websites
Trpkoš, Jan ; Koblovský, Petr (advisor) ; Houdek, Petr (referee)
This bachelor thesis deals with the analysis of marketing communication on pornographic websites. The thesis is divided into two parts - theoretical and research. The theoretical part explains the concept of pornography, outlines its issues and the requisites of advertising advertised on pornographic sites. In the practical part, a quantitative method of data collection is first carried out and then the individual specifications of advertising on pornographic sites are examined using a qualitative interview method. The data obtained show that the ads follow the classical structure of advertising communication, but due to the environment in which they occur they are absolutely different in quality and content.
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Financial literacy of horse owners
Palatová, Klára ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This paper examines the case of financial literacy of horse owners. The theoretical part outlines the causes of financial illiteracy and its implications at the national level. The thesis summarizes the different approaches to addressing financial illiteracy in terms of the scientific studies and the implementation of these recommendations in the Czech Republic. The thesis briefly describes the current level of financial literacy at the national level to understand the context in which the case under study is situated. Within the exploratory research case study, the opinions of stakeholders in equestrian sport and horse breeding are obtained by a qualitative approach and then the socio-demographic data and information as well as the financial knowledge and financial behaviour of the horse owners themselves are collected by a quantitative method. According to the data obtained, the group of horse owners shows low financial knowledge and poor financial behaviour. In addition to the low level of financial literacy of the group of horse owners surveyed, problems related to poor general knowledge concerning horse breeding are also identified. On the basis of these findings, the thesis identifies subjects for which this work should serve as a basis for directing others to better formulate rules for...
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Effectiveness and impact of advertisments using framing
Hofmanová, Aneta ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on effectiveness and impact of advertisements using framing. The first chapter of the theoretical part is devoted to the concept of framing and its effect from the perspective of psychology and sociology. Thereafter, is the framing effect explained in terms of prospect theory and other types of framing are described. Followed by regulatory focus theory and regulatory fit. The last chapters of the theoretical section discuss framing in advertising, persuasion in advertising, and various cognitive biases related to the framing effect are also described. The practical part continues with the quantitative research that is primarily exploring the effectiveness of the advertisements that are using framing. Furthermore, the experiment is trying to find a relation between the regulatory focus of the participants and the regulatory focus of the advertising message. In this case, the research findings are supporting the hypotheses and verifying the higher persuasiveness of advertisements using negative goal framing.
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Business Plan of a Selected Privately Owned Cultural Monument
Vodičková, Tereza ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis presents a comprehensive business plan for the cultural monument Sýpka Lemberk with emphasis on the specific characteristics of a non-profit entity owned by a limited liability company and the goal of finding stable sources of financing for its operation. The plan has the potential to serve as a useful guide for the management of other cultural sites with similar challenges, both in the region and beyond. The theoretical part of the thesis focuses on the definition of marketing, business plan and marketing analysis specifically applied to cultural heritage sites. It also examines the cultural policy of the Czech Republic and the possibilities of financing and supporting monuments. The practical part of the thesis presents a developed business plan with the aim of ensuring stable financing for the operation of the monument in 2024 and a business model tightly linked to the marketing plan. The insights in the marketing mix are based on a thorough environmental analysis and quantitative questionnaire research conducted on a geographically stratified sample of the population. This provided valuable data on visitor preferences and opinions, which provides the basis for improving the visibility and attractiveness of the cultural monument Sýpka Lemberk.
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