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Analysis of communication strategy of Red Bull Czech Republic
Syrovátková, Anežka ; Mikeš, Jiří (advisor) ; Homolka, Pavel (referee)
In my thesis I focused on the analysis of communication strategy of Red Bull Czech Republic, specifically on advertising, communication at the point of sale, public relations and media communications, opinion leaders program, event marketing and digital communications. I started from global communication strategy represented by Red Bull Media House and I have examined, how this strategy is implemented at local level. For this analysis, it was also necessary to analyze market of energy drinks in the Czech Republic, as it stands under the category of soft drinks and what position takes Red Bull. Based on these analyzes, I evaluated pros, cons and suggested possible improvements.
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Support of marketing through social networks
Vaněk, Jiří ; Pavlíček, Antonín (advisor) ; Čermák, Radim (referee)
The goal of the diploma thesis "Support of marketing through social networks" is to pro-vide an overall series of recommendations for editorial staff of magazines and similar journals how to proceed in communication on social networks. Afterwards, these recom-mendations are applied to a specific title, Exclusive magazine. The practical part contains an introduction and analysis of communication on social networks. Based on the analysis of communication magazine Exclusive, and an analysis of the competition is designed a proposal of how to improve the use of social networks in the communication mix of the mentioned journal. The theoretical part describes the possibilities of online marketing and online PR with a focus on social media and networks.
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Communications Intercultural Aspect in Working Environment of a chosen Firm
Jenšovský, Šimon ; Hiršová, Miloslava (advisor) ; Balgová, Dagmar (referee)
The thesis covers cultural differences among employees of a multi-national corporation in relation to communication and task execution. Thesis aims to construct a theoretical framework to map these cultural differences and apply gathered insights in practical research targeting the effect of cultural differences on communication and task execution. Research questionnaire replicates Hofstede's work and also builds on practical application of Hofstede's work by several authors. Research data were gathered via digital questionnaire. Data refinement and evaluation was conducted using frequency description and statistical methods of structure comparison. The thesis provides a set of practical recommendations as a result. These are aimed to help reduce or possibly eliminate negative effects of cultural differences in the workplace.
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Data Mining for Effective Customer Communication
Madhi, Simona ; Šperková, Lucie (advisor) ; Novotný, Ota (referee)
The aim of this paper is to describe and illustrate benefits of using Data Mining for effective customer communication. The objective is to perform a Data Mining analysis in order to achieve results with potentially beneficial influence on the company s relationship with its customers, while using the KNIME Analytics Platform tool. The paper introduces the theoretical aspect of Customer Relationship Management, Data Mining and the opportunities of using Data Mining to improve CRM; followed by a market analysis of available Data Mining tools and the introduction of the KNIME Analysis Platform. Furthermore, the knowledge thus reached is used for the performance of real data analysis with the aim of reaching customer knowledge that would be appropriate to use within CRM strategy and finally to positively influence the value of customer relationships.
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The theory of communication with foreigners in nursing process
Heitzerová, Ilona ; Kutnohorská, Jana (advisor) ; Skorunka, David (referee) ; Švarcová, Eva (referee)
Bachelor thesis disserts on basic conceptions connected with communication in a plain field, related to communication with foreigners, multicultural themes and conceptions applicable to a labour. This thesis also deals with specifics of a nursing care for mothers - foreigners and there is a conceptual model of Madeleine Leininger mentioned there. There is information about Vietnamese, Bulgarian, Ukrainian and Nigerian culture, religion and characteristics of those national minorities included in this thesis. Integral part of Bachelor thesis is qualitative research solution, focused on communication, language skills and understanding of the problem and approach to the clients - foreigners with regard to nursing care during the labour. The examinated are mothers - foreigners, which gave births in the maternity ward of Podripska hospital in Roudnice n. L.
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Freedom of Expression and Censorship on the Internet and Social Networks
Reindl, Jan ; Čermák, Radim (advisor) ; Sova, Martin (referee)
This thesis is focused on freedom of expression and censorship on the internet and social networks. Its goal is to evaluate current situation of censorship of the internet, to describe the most often used methods of censorship and suppressing free speech, as well as methods of its circumvention. The thesis is focused on the progress of internet censorship in its shift from a tool of governmental domestic network control into a tool in the hands of multinational organizations. Some focus is also given to the importance of anonymity as a way to freedom of speech, and to the analysis of current situation and possible future outcomes. This thesis is divided into five chapters. The first one serves as an introduction into the problematics. Second chapter describes methods of internet censorship, the third one describes its circumvention. The fourth chapter looks into the current situation regarding the role of social media in terms of internet censorship and possible results of censorship as well as future evolvement. Fifth and last chapter is dedicated to research of anonymous parts of internet community that could otherwise face censorship.
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Diversity and intercultural aspects of the functioning of a company
Tetenková, Pavla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis concentrates on culture, its levels and characteristics, including business culture. The first part focuses on cultural diversity and management of diversity in business culture, with emphasis on the related incorrect tendencies, caused by various culturally conditioned biases. The following part considers different aspects of intercultural communication, its possible barriers and the question of intercultural training. The practical part analyses an existing multinational corporation, particularly with regards to its corporate values, practices, corporate diversity and intercultural training. Furthermore, this part is complemented with a study of the culturally conditioned difficulties within the company, the influence of existing cultural differences on employee communication and cooperation, as well as on intercultural training. The outcome of the study are recommendations, which serve as a base for potential modifications of the corresponding company processes.
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Communication Strategy of Komerční banka, a.s. with a Focus on the Youngsters
Bartůňková, Eva ; Postler, Milan (advisor) ; Jelínková, Jitka (referee)
Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.
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Problematics of hotels promotion and analysis of specific hotel
Juríčková, Kristína ; Mikeš, Jiří (advisor) ; Jenčková, Jiřina (referee)
Diploma thesis deals with the problematics of promotion in the hotel industry. After defining theoretical knowledge, it is demonstrated on specific practical example, the internationally known hotel in Prague. The practical part includes an analysis of the actual promotion of the selected hotel, where the emphasis is put primarily on communication on social networks. Subsequently, this promotion is compared to competing hotel. At the end, on the basis of the conclusions, there are presented recommendations and proposals for the marketing campaign of the hotel.
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International trade with fresh fruit and vegetables
Laketić, Aleksandar ; Štěrbová, Ludmila (advisor) ; Halík, Jaroslav (referee)
The main goal of my Master´s thesis is to evaluate dynamic environment of international trade with fresh fruit and vegetables. In the first part of my thesis I analyzed importance of the production of fresh fruit and vegetables for economies of selected countries. Next I had described the trade flows and patterns. In the second part I made a characterization of payment terms and trade negotiations in the context of international trade with fresh fruit and vegetables. Furthermore I made an analysis of import and export rules and regulations of the EU. Based on this analysis I came to general conclusions on the trade policies of countries and communities. In the last part of my thesis I applied findings from the previous parts on the analysis of two cases. The first analyzed case is the situation of imports of Chinese pomelo to the EU, with regards to maximal residue levels of pesticides. Second analyzed case is the situation of South African citruses imported to the EU, with regards to the problematic of citrus black spots.
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