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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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Multimedia communication
Vondra, Zdeněk ; Horný, Stanislav (advisor) ; Skrbek, Jan (referee) ; Jurášková, Olga (referee)
Multimedia is a form of communication and sharing knowledge using synergic effect of parallel connected communication channels. Its main use is in producing communications products and services and in design of user interfaces. Main objective of this dissertation is to develop and create a model of multimedia communication for better understanding of the meaning and the purpose of using multimedia forms in communication process. The model will describe a system of elements and parameters of multimedia communication within the internal and external context. Another objective of this dissertation is to develop multimedia communication methodology that will be used for the design, development and evaluations of concepts of multimedia communication. The methodology will be created by applying the model of multimedia communication into the procedure structure. In theoretical way this dissertation is based on analysis of different definitions and approaches to the multimedia communications topic. This is followed by an analysis of communication theories, concepts of media, multimedia, delivery channels, and communication functions. The theoretical part is followed by the outcomes of the research in practice of four different fields of multimedia use. The knowledge gained is analyzed in the following parts in purpose of creating the model of multimedia communication and the methodology which is derived from the model. The methodology is further validated through case studies and the recommendations for further development are formulated. The model and the methodology of multimedia communication created in this dissertation present complex view on multimedia communication topic that is considered as a useful tool for meeting a specific communication purpose. Dissertation provides mechanics for use and study of multimedia communication and also defines the opportunities for further development of the methodology.
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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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Support for Nurses in Death Cases at Resuscitation Units and Intensive Care Units
LAYEROVÁ, Helena
At Resuscitation Units and Intensive Care Units nurses face the issue of dying and death every day. Very often they are in contact with the dying and their immediate family and they are expected to have professional approach and provide comprehensive care. Stress that the nurses experience in these situations results into mental, emotional and physical exhaustion, and can be manifested by psychosomatic problems. Preparation of nurses to these situations and support of their management is therefore a key factor for the management of this demanding profession. The theoretical part of the thesis contains a description of the current state of the issue, characterizes resuscitation and intensive care, and deals with the issue of death and dying in Resuscitation Units nad Intensive Care Units, managing situations associated with death and the support of nurses in these situations. The work has four goals. The first objective is to determine what method of preparation of nurses is in practice ensured in Resuscitation Units and Intensive Care Units for the performance of high-quality nursing care for dying patients. Another objective is to determine whether and how the nurses are prepared and trained in the field of management of situations connected with the death of a patient in Resuscitation Units and Intensive Care Units. The third objective is, whether there is and what is the form of assistance to nurses in RU and ICU provided by the team and the management of the Department in case of deaths of patients, and the fourth objective is to determine what form and manner of support nurses expect and require. Research part of the thesis was carried out by quantitative investigation using an anonymous questionnaire. Respondents were answering 38 questions, 13 questions were closed, 21 half open and 4 were open. The support is most frequently understood as a psychological support, good teamwork, communication, supervision and representation where necessary. Management is expected primarily to provide support through education, ensuring supervision, corresponding financial support and professional psychological assistance where necessary. On the basis of this work?s results a proposal for the course for paramedical professions working in RS and ICU called ?Course of the Strategy of Difficult Situations Management in the Care for the Dying and Their Close Family in Intensive and Urgent Care?, was made.
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Strategy of Corporate Social Responsibility in Hilton Worlwide company and its application in local conditions
Švábová, Kateřina ; Mokrejšová, Veronika (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on strategy of corporate social responsibility (CSR) in company Hilton Worldwide. The bachelor thesis is divided into two parts. The theoretical part deals with concept of corporate social responsibility, with the philosophy of CSR, its history and the present. This part also defines key words related to corporate social responsibility like CSR, stakeholders, corporate philanthropy, sustainable development, business ethics and corporate citizenship. It also focuses on the important role of communication in general and also in CSR. The practical part introduces the concept and strategy of CSR in the company Hilton Worldwide. This part also presents hotels Hilton Prague and Hilton Prague Old Town and their activities within the CSR. SWOT analysis as strategy tool was used to evaluate the concept and communication of CSR in both hotels. The final results of analyses showed problems in internal and external communication. Based on results of SWOT analysis are suggested solutions and recommendations that should improve understanding and perception of CSR concept in both hotels, improve internal communication for employees, and use all modern communication tools and channels for communicating information about CSR activities. These measures will lead to increased loyalty and strengthening the company's competitiveness.
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Cooperation between a nurse working at a children{\crq}s ward and an anaesthetic nurse in care of a child patient in pre-operation, per-operation and post-operation periods
ŽÁKOVÁ, Lucie
I selected the topic of the diploma thesis ``Cooperation between a nurse working at a children{\crq}s ward and an anaesthetic nurse in care of a child patient in pre-operation, per-operation and post-operation periods{\crqq} because I am very interested in the work of nurses and in preparation of children and their parents in these periods. These entire periods and the associated activities are very demanding and burdening for all the involved parties. The cooperation and communication between the anaesthetic nurse and the children{\crq}s nurse is crucial for the child to cope with the period. The objective of the diploma thesis was to ascertain the opinions of anaesthetic and children{\crq}s nurses on their cooperation, and to find out whether the cooperation between anaesthetic and children{\crq}s nurses influences satisfaction of a child{\crq}s needs in the concerned periods. The theoretical part of the diploma thesis addresses paediatrics and segmentation of childhood, anaesthesiology and the specifics of childhood, children surgery and nursing care of children in three operation periods in general terms. The practical part is divided into a quantitative and a qualitative subpart. The quantitative subpart is focused on cooperation between anaesthetic nurses and nurses working at the children{\crq}s ward, and uses the data collected by means of a questionnaire, while the qualitative subpart ascertains whether the cooperation between nurses has an influence on the needs of children in the concerned periods, and uses the data obtained from observation of children and interviews of nurses. The summary of the results revealed that hypothesis 1 ``Anaesthetic nurses and nurses working at a children{\crq}s ward cooperate in the pre-operation period{\crqq} was confirmed. Hypothesis 2 ``Anaesthetic nurses and nurses working at a children{\crq}s ward cooperate in the post-operation period{\crqq} was confirmed. Hypothesis 3 ``Anaesthetic nurses are interested in improvement of cooperation with nurses working at a children{\crq}s ward{\crqq} was confirmed. Hypothesis 4 ``Nurses working at a children{\crq}s ward are interested in improvement of cooperation with anaesthetic nurses{\crqq} was confirmed. The qualitative subpart revealed that cooperation between nurses influenced satisfaction of a child{\crq}s needs in the concerned periods. The findings of this diploma thesis may be used by children{\crq}s and anaesthetic nurses or by other persons interested in this issue for the sake of better preparation of a child for the operation period, better satisfaction of a child{\crq}s needs in the concerned period, and provision of more comprehensive care in the period in general.
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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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The Consumer dispute resolution
Marková, Kristýna ; Švarc, Zbyněk (advisor) ; Hásová, Jiřina (referee)
The thesis deals with the consumer dispute and ways how to resolve it. The main aim of this thesis is to analyze and evaluate if disadvantages of court proceeding in the Czech republic still overweight its advantages, and thus whether the topic of alternative disputes resolution of consumer disputes is actual, then to give an overview and evaluation of alternative disputes resolution for consumer dispute which the Czech republic offers in the context of Community Law of the European Union, and finally to outline the development of future initiatives in this area.
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Analysing company's behaviour and communication on social networks
Němec, Milan ; Molnár, Zdeněk (advisor) ; Jelínek, Ivan (referee)
This thesis focuses on measuring company´s communication and behaviour on social networks. To capture the interaction between the company and its users the thesis uses web analytics tools. Therefore, the main objective of the thesis is analysis of these tools. To achieve this goal, the thesis characterizes social networks and their marketing opportunities for business promotion. Thanks to this, needs of using these tools is identified. The needs are: competitive analysis, optimizing communication, measuring achievement of objectives or detection competitive viral content. Research questions were determined and then analysis tools found answers to research questions. It was found that the tools provide various views of data and create a complete system for measuring and analysing behaviour and communication companies on social networks. The results were validated in a case study focused on the Facebook profile of the University of Economics in Prague. The study analysed the interaction profile of the school and its users and compared with others schools. In the results the analysis tools are validated and it is designed recommendation for improve engagement. This thesis revealed strengths and weaknesses of tools for measuring company´s communication and behaviour on social networks. It was found that these tools have wide range of use. They can be used for understanding the company's profile, its users, for purposes of competitive analysis, monitor corporate goals and optimize communications on social networks.
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