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Analysis of energy-saving campaigns in the Czech Republic
Rudolfová, Jana ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This bachelor thesis analyzes energy-saving campaigns, which have taken place so far or are taking place at the moment in the Czech Republic. The thesis is focused only on the campaigns of the four largest energy companies in the Czech Republic, namely ČEZ, RWE, E.ON and PRE. The aim of this thesis is to describe particular ways and tools of marketing communication, which energy companies use for their energy-saving campaigns and through a questionnaire survey to find out what attitude Czech people have towards the issue of energy savings, whether there is an awareness of the existence of energy-saving campaigns in Czech society and whether Czech people are interested in information regarding this issue and also interested in this type of campaigns. The thesis is divided into two parts -- theoretical and practical. The theoretical part is focused on the explanation of marketing terms and companies' social responsibility terms, related to the topic of this thesis, which are very helpful for final understanding of the practical part. The practical part describes reasons for creating energy-saving campaigns, the situation in the market of electricity and natural gas and offers analysis of selected energy-saving campaigns. The practical part also includes the aforementioned survey.
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Agenda and campaigns focused on Occupational Safety and Health
Vacek, Josef ; Dvořáková, Zuzana (advisor) ; Kleibl, Jiří (referee)
The thesis clarify the reasons of program construction and introduction of campaigns focused on Occupational Safety and Health (OSH). On the basis of work accident rate statistics, conducted researches and investigation we have found out, considering OSH issues, that it is essential to change attitudes, approaches and thinking of the public, company management and employees. The status quo shows that people do not approve OSH issues. They take them as a burden. At this point it is impossible to reduce the number of work accidents and cases of occupational desease. Furthermore, it is impossible to achieve natural development of high-quality work culture and ease. The thesis also deal with prospective devices which could solve the current situation. These devices are mainly edification and OSH promotion. Again via researches and investigation it is being found out which specific tools of edification and promotion are the most effective ones in terms of content aspect. One part of the theory of these thesis is historical view on the process of work safety from the first extant evidence till the post-war situation in Czechoslovakia. Edification and campaigns where programs and campaigns are part of that, start from general marketing principles and directly, creation and introduction of campaigns is the matter of social marketing. That is why a part of the theory is focused on marketing principles which can be used when edifying and promoting OSH and also focused directly on social marketing and social advertising. One of the chapters specifies the process of implementation of campaigns focused on OSH. Concretely, it defines target groups, available tools and devices, planning, designation of campaign partners, principles of implementation and in conclusion it analyses how to assess the campaign and methods of getting feedback after the campaign. To demonstrate that, in the thesis there are described current campaigns focused on OSH issues in the Czech Republic and also cooperating with the European Union. The countries of the European Union have OSH at very high level and because our country is a part of this community, it is almost a duty to make the best of experience of these countries and to cooperate with them. The conclusion of the theoretical part deals with the attitude of the mentioned countries toward the issue.
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