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Marketing communications & sustainable development: Conflict or synergy
Trojánek, Štěpán ; Mikeš, Jiří (advisor) ; Binar, Jan (referee)
The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.
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The global energetic problem and oil as the key commodity
Trojánek, Štěpán ; Jeníček, Vladimír (advisor) ; Abrhám, Josef (referee)
The global energetic problem and oil as the key commodity This thesis aims to analyze the situation around oil as the dominant and at the same time prospectively the most endangered energy source, the state and development of world energetics serving as fundament. Furthermore, its goal is to go through a wide spectrum of future energy alternatives and using their advantages and drawbacks to carry out basic assessment of their potential for humanity. The first part of the thesis looks into the current world energy situation using basic analysis of consumption, energy sources and their reserves. The second part covers oil, oil industry and oil markets from different points of view. The third part is devoted to future energy alternatives such as new and so far rarely used energy sources, as well as currently dominating fossil fuels.
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