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Marketing Communication Development on the Czech Second Hand Fashion Market
Ševčíková, Karolína ; Ježková, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor's thesis is to examine the second-hand fashion market in the Czech Republic from the perspective of marketing communication, which has not yet been used for this topic. In the theoretical part of the thesis, the meaning of secondhand fashion is defined from various perspectives, which were used to compile in-depth interviews with people who are in charge of communication in the Czech second-hand shops. Furthermore, the theoretical part deals with the validity that applies to the marketing of brands and points out the limits of the application of these well-established procedures to the second-hand market. The interviews were evaluated using grounded theory and point out current obstacles and opportunities of marketing communication of second-hand fashion shops in the Czech environment.
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A Case Study of Audio on Demand Platform Spotify
Kubíčková, Barbora ; Ježková, Tereza (advisor) ; Vodičková, Karolína (referee)
This bachelor thesis is about the audio streaming company Spotify. The thesis aims to introduce and map the current form of the on-demand streaming platform Spotify. The theoretical part, using literature, introduces basic concepts related to the topic of the thesis, such as the concept of on-demand, the freemium payment model and other payment types of on- demand service providers. It also describes how music distribution works, copyright in the music streaming industry, advantages and disadvantages of on-demand services and analyses the competition. The second part of the thesis is a case study of Spotify. The introduction presents the company as well as its main ideas and the tools it uses. Then, the user experience of Spotify is discussed in detail, which can help to give a closer look at the current trends in the on-demand platform environment.
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Architecture in the era of housing crisis
Mičková, Pavla ; Ježková, Tereza (referee) ; Kratochvíl, Jan (advisor)
The diploma thesis is based on a pre-diploma project that focused on different approaches to solving the housing crisis. It was based on the evaluation of information on current trends in housing, but also on the history of global and local solutions to the problem. This was followed by the selection of a location suitable for the design of a residential complex. I focused on the Brno brownfields. The area in question belongs to the development locations of Brno, so a new attractive district should be created in its immediate vicinity in the future, to which I decided to respond. The goal of the proposed urban planning part was to connect and make the selected plot as accessible as possible in connection with the proposed development in the vicinity. The solution to the traffic situation in the locality and the connection of existing roads with newly proposed ones became part of the work. The proposal itself is then carried out in the spirit of respect for the given territory and the use of participatory housing to solve the crisis. The proposal consists of several parts, the aim of which is to fill existing gaps, replace unsuitable objects and find a way to use the complicatedly shaped brownfield. In the final design, I am trying to create pleasant housing near the city center, which is surrounded by greenery, responds to current needs, saves energy and is a response to the housing crisis.
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The Call of the Wild
Šmihuľa, Bernard ; Ježková, Tereza (referee) ; Kratochvíl, Jan (advisor)
Architecture is a fundamental element of cultural heritage, and the restoration of historic buildings can be key to preserving the heritage of past generations. By studying the historical context, we can better understand the meaning of the building and the role it played in its time. This bachelor’s thesis focuses on the recreation of the Spa Sivá Brada, which was once an important social center in the local region. Unfortunately, due to the controversial events that took place during the period of communism and the beginnings of the independent Slovak Republic, the spa is no longer standing today. The work deals with the historical significance of the spa and its impact on the local community. The study also analyzes the potential benefits of the recreation of the spas, such as the use of the potential of the healing waters in the area or the tourism increase. The aim of this bachelor’s thesis is to point out the importance of the Spa Sivá brada restoration and to stimulate a public debate through a comprehensive analysis of the history, current state and potential design of the Spa Sivá Brada.
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Readers of webtoons in Czech Republic
Víchová, Veronika ; Ježková, Tereza (advisor) ; Končelík, Jakub (referee)
The thesis examines webtoons and their consumers. Webtoons are comics suitable for publishing on the Internet. They are often published via social media and special platforms (for example webtoon. co mor tapas.io), which are often free and can be displayed on the phone. This makes webtoons easily accessible for consumers. Because of absence a publishing house, authors have a lot of creative freedom, so webtoons can be very diverse. Webtoons can have various art style, different genres and plots, or they can contain sound or animation. This can make them appealing to a wide range of consumers. Author can even earn money from publishing webtoons on platforms with revenue program (for example webtoon.com have this type of program). Successfull authors sometimes publish books or some kind of merchendise. This thesis aims to examine whether the respondents know webtoons, whether they actively consume webtoons, what their opinions are or what preferences consumers have. Important is also to find out if the respondents share webtoons with their freinds. Respondents indicate their genre preferences, reading habits, favorite platforms or authors. Respondents appreciate practicality and accessibility of webtoon, because they can read thewebtoons even while traveling or waiting.
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Measuring communication using the Amec Integrated Evaluation Framework on the example of the non-profit organization Czechitas
Jeřábková, Kateřina ; Ježková, Tereza (advisor) ; Rosenfeldová, Jana (referee)
Measurement and evaluation of public relations and communication is the main topic of the thesis. This topic resonates strongly among academics and practitioners, especially in the last decade. However, there is still a significant discrepancy between what the theory recommends and the acceptance of these recommendations in practice. Therefore, the thesis focuses on one specific framework for measuring communication and, using a case study method, determines the applicability of this framework in practice. The aim of the research, which is carried out using the case study method, is to verify the applicability of the Integrated Evaluation Framework (IEF) in measuring and evaluating the communication of the non-profit organization Czechitas. In the theoretical chapters, the thesis offers the definition of PR and the main areas PR influence in organizations (image, reputation, identity, and brand). It furher describes the Czech non-profit sector and the specifics of it's marketing and PR activities. It presents the best-known theoretical models of PR measurement and evaluation as well as the progressthe debate on PR measurement among experts has seen in recent years. The analytical part of the thesis analyzes the selected case for the study, being the Czech non-profit organization Czechitas. The analysis of...
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The influence of social media on the development of children aged 13 to 15
Tsyhannyk, Oleksandra ; Ježková, Tereza (advisor) ; Koblovský, Petr (referee)
Social media has grown exponentially in the last few decades, and is continuing to develop, making its way into every aspect of our everyday lives. This bachelor's thesis dives into the problematic of how children aged 13-15 are influenced by social media, and how it impacts their development. It first explores the history of social media, and then moves onto presenting the current state of social media and the most popular platforms. After introducing the topic from the general perspective, the thesis delves deeper into the issue of young teenagers and social media, the processes, and effects of it. The second part of this work includes practical research on the topic, the evaluation of its results and following discussion.
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Diversity in the beauty industry and its perception in Czech environment
Kuželová, Kateřina ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor thesis focuses on diversity in the beauty industry and its perception in Czech environment. Firstly, the theoretical framework introduces the concept of diversity marketing and describes how brands can include different underrepresented groups in their marketing strategies. For the purpose of this thesis, we recognize five such groups, namely: racial and ethnic minorities, people over the age of 50, people with various body shapes and sizes, members of the LGBTQ+ community and people with disabilities. So we focus on multicultural marketing, age-agnostic marketing, body-positive marketing, LGBTQ+ marketing and marketing strategies that include people with disabilities. Subsequently, we provide a few examples of several diverse cosmetic brands and we show that the inclusion of neglected groups can have a positive effect on consumer satisfaction and company's success. A review of previous research on diversity and its perception is then presented. In the practical part, we examine the perception of diversity in the Czech Republic. Our focus is Generation Z. The data is collected through a questionnaire. We find out how Czech Generation Z consumers perceive diversity in the cosmetics industry in general, how the inclusion of individual neglected groups is perceived, and whether and how...
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Female consumer view on menstrual stigma in advertising of menstrual products
Malečová, Tereza ; Ježková, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the perspective of female consumers on menstrual stigma in advertisements for menstrual products. Firstly, it focuses on how the view of menstruation was changed throughout history and how it formed period stigma. It describes how the advertising world worked with menstrual stigma from the beginning of the 20th century to the present day and how the view of menstruation is shaped today. It deals with the so-called #periodpositive phenomenon, which has been reflected in social discourse and advertising communication for several years, and analyzes several advertisements that were created with the intention of de- tabooing menstruation. Last but not least, part of the theoretical work focuses on the impact of the stigmatization of menstruation on the consumers themselves. The subject of the research part is to understand how Czech female consumers perceive menstrual stigma and how they approach current advertising communication for menstrual products. The thesis examines whether the view of female consumers on the issue differs depending on their age. The method of quantitative collection of data was used for the research.
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