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Ethics in Marketing Communications
Pešek, Ondřej ; Černá, Jitka (advisor) ; Koudelka, Jan (referee)
The thesis focuses on new marketing communication techniques. Their appearance is triggered mainly by technological progress and consumers' immunity to existing methods. Despite business ethics being part of commercial activities of majority of companies and business activities, not seldom do these upcoming and non-standard methods cross the boundaries of law and ethics. This business ethics has institutionalized itself into ethics codes. The thesis provides insight into the issue of the system of legal regulations of advertising in the Czech Republic. The regulation of ethics is executed by "Rada pro reklamu" as so-called self-regulation. The bodies of "RPR", its activity and also the "Code" and its practical application are detailed. The regulation of ethics concerning Public Relations is also involved. Trends are illustrated by many examples from real life.
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Stress and copying with it
Zuzaňák, Vojtěch ; Reichel, Jiří (referee) ; Šnýdrová, Ivana (advisor)
Rozhodnutí věnovat se ve své bakalářské práci fenoménu stresu se zrodilo při četbě knihy Stres a zdraví indického lékaře Vinaye Joshiho v rámci přípravy ke zkoušce z Mentální hygieny. Autorův výklad problematiky optikou činnosti orgánů a tělesných systémů v průběhu původně vysoce adaptivní stresové reakce mě velmi oslovil a od té doby řadím toto téma mezi oblasti svého zájmu. Práce je rozdělena na celkem čtyři části. Část první (Stres) přináší nezbytný úvodní pohled do zvolené problematiky - jak prastarý evolučně zformovaný mechanismus unifikované záchranné reakce v podmínkách současného světa a pod tíhou relativně nedávno vzniklé masy vnitřních a vnějších podnětů pozbývá svou adaptační funkci a naopak může za určitých podmínek představovat pro člověka příčinu vážných problémů včetně zdravotních. Tyto podněty - takzvané stresory - kategorizuje a zevrubně popisuje. Věnuje se klíčovým činitelům míry relativně trvalé odolnosti vůči stresorům v čele s vrozeným typem temperamentu. Poslední oddíl první části se v návaznosti na mé studijní zaměření věnuje vztahům mezi stresem a řízením lidských zdrojů, zejména doložením důležitosti této problematiky pro oblast nakládání s lidskými zdroji a řízení lidí v organizacích a popisem konkrétních opatření pro udržení pracovní zátěže v rozumných mezích.
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The Development of Toys for a Pre-School Age
Knápková, Zuzana ; Uhlířová, Jana (advisor) ; Opravilová, Eva (referee)
Hračky jsou nezbytné doplňky pro nej významnější činnost dítěte - hru. Hračky nevyhnutelně patří ke hře, ovlivňují způsob a průběh hry, umožňují hru dostatečně rozvinout a obohatit, podporují sociální kontakty mezi dospělými i vrstevníky, poskytují potěšení a zábavu. Hračky "to jsou ty žádoucí poklady, srdci dětskému tak drahé." (Studničková, 1891, s.42) Hračky jsou součástí kulturního dědictví. Ony zrcadlí kulturu a celkový způsob života společnosti, rovněž tak, jako hra. " Čistá hra sama je základem a činitelem kultury. " (Huizinga, 1971, s. 13) . Hračka byla a vždy bude odrazem doby, pro kterou je charakteristická. Zrcadlí se v ní význam a pozice dítěte ve společnosti, způsob života, kultura a tradice, estetický pohled člověka a hodnotový žebříček jedince. Hra a hračka jsou dva rovnocenné pojmy na sobě závislé ve vzájemné interakci. Nelze přesně vymezit, neboť sled prvenství se střídá, zda dítě hru rozvíjí na základě dané hračky nebo je tomu právě naopak, na základě dané hry si vybírá hračku. Při výběru hraček, je dítě ovlivněno mnoha činiteli. Subjektivní přání dítěte hrát si právě s touto hračkou, je ovlivněno prostředím, vychází z kulturního vzorce společnosti, kde dítě vyrůstá, závisí na jeho věku, inteligenci a pohlaví. Powered by TCPDF (www.tcpdf.org)
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The economic policy of three generations of the family of the Lord of Pernstein during 16th century
Síč, Jan ; Čechura, Jaroslav (advisor) ; Zdichynec, Jan (referee)
Economy of three generations of aristocrats from Pernstejn during the 16th century In my work I focus on the management of aristocrats from Pernstejn during the 16th century. On an example of three generations I am trying to show traditional forms of noble business, as well as new attempts for financial gain. I built my work on the data from sixteen urbary of Pernstejn manors reflecting the view of major aristocratic family on their own proactive approach to economic events in estates. Throughout the study I cover the history of aristocrats from Pernstejn from the beginnings to the end of the 16th century. Further I focus on the traditional forms of feudal profits also via more modern ways that started to be used during late medieval and early modern period. After that I describe the urbary and development of their studies. Furthermore, using an extant urbary I describe the economic situation in eight Pernstejn estates. In the final apendix I record all locations that are monitored in the urbary. Overall, I summarize the estates as outdated and not very profitable. According to me the self-interest of Pernstejn family in this area is minimal. Both facts led to financial bankruptcy of the family that during a certain period belonged to a political and property elite of the early modern Czech aristocracy. Key...
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Analysis of marketing strategy of the brand Biotherm Homme
Radášová, Nikola ; Průša, Přemysl (advisor) ; Krňávek, Tomáš (referee)
The aim of the diploma thesis is to give the reader insight into newly fast- growing market category of men's grooming through the analysis of marketing strategy of chosen brand Biotherm Homme and the proposal for enhancement of this brand on the czech market.The thesis is divided into five chapters. First chapter is devoted to the fundamental marketing theory, crucial strategic terms are defined and proper creation of marketing plan is described. The purpose of the second chapter is to analyse the global market of men's grooming with the comparison to the czech one. Attention is paied also to the history of this booming market category as well as to understand men's customer's behavior regarding men's grooming. Third chapter is focused on the presentation of the brand itself, its strategies and current position on the market. Fourth chapter contains detailed quantitative and qualitative market Research, which should bring reader closer to the chosen topic and provides author with the highly valuable information for composition of the last chapter. Last chapter deals with the recommendations concentrated on enhancement of the current brand position on the czech market. The author is making suggestions, which are primarily pointing at raising awareness of the brand on the czech market and boosting recruting of new customers, thereby increasing of sales and market share.
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Changes in community Bohnice
Avramopulosová, Andrea ; Dvořáková, Michaela (advisor) ; Tichá, Milena (referee)
The thesis brings a global insight into the Prague's suburb of Bohnice. Captures the appearance since the first settlements until nowadays. Focusing mainly on both historical and socio-economical milestones, which created the city. According to the lack of written resources for the historical part of the theses and to the fact, that Bohnice are often reduced to the activities of the famous mental institution, the main target is the forming of Bohnice city in the 20th century. Concentrates on institutions of both social and health care, which can compete the famous mental institution. The thesis also supplies materials about the urban concept of the housing estate of Bohnice including the traffic solutions through the past century. Points out also outstanding architectural solitaires.
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Vliv obalů na chování spotřebitele
Zakharova, Kateryna ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The usage of the packaging as the marketing tool gains on its importance and allows companies to differentiate from each other and gain the attention of the potential customer. The aim of the current thesis is to provide an analysis of the impact of packaging on the consumer buying behavior on the example of the chosen company. Moreover, the research investigated to which extent company's customers are satisfied with the packaging they get, and to which extent such packaging incited them to buy the chosen company's products. Furthermore, the recommendations regarding packaging were presented. The mixed research method has been chosen for the research, since it provided a complex picture on the researched area, it included both quantitative and qualitative approaches. The data collection included the qualitative research in the form of the interview with the manager of the chosen company and quantitative research which was conducted and analyzed through the survey.
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Funereal ritesw of eastern Slavs on the turn of the Christianity and the paganism. The issue of the conception of death and uncompleted Christianisation.
Ryšavý, Michal ; Lášek, Jan Blahoslav (advisor) ; Boček, Pavel (referee) ; Ventura, Václav (referee)
Michal Ryšavý Pohřební rituály východních Slovanů mezi křesťanstvím a pohanstvím. K problematice pojetí smrti a nedokonané christianizace. Funereal rites of eastern Slavs on the turn of the Christianity and thepaganism. The issue of the conception of death and uncompleted Christianisation. Understanding of death or adoption of the idea of the death is conditio sine qua non of worthful and real life in every culture. Possibility and realization of this understanding is not only a culture phenomenon, but it is also simply an anthropological constant. To help to this grasp, it can to learn about manners, in which the people in history reacted to it. This work offers a sight on the reactions (not only old) culteres of the Slavic ethnicity to the mentioned fact, of their aproach to it, on the quest for practical, spiritual and cultural conception of it, and on the evident attempt on humanization of it. The original and basic thesis of the dissertation is supposition, that center and meaning of funereal rite don't change in the course of the time, which is constantly demonstrated from start to finish of this essay.
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Reaction of household energy demand to improvements in energy efficiency : What about the rebound effect?
Rubínová, Stela ; Mikolášek, Jakub (referee) ; Ščasný, Milan (advisor)
Energy efficiency improvements have become a major hope for decoupling the energy demand from economic growth and for achieving environmental goals. Nevertheless, effectiveness of policies based on promoting energy efficiency may be undermined by behavioral responses. More efficiently produced energy service becomes cheaper and economic theory then suggests that consumers should demand more of it, which will cause a loss of the potential technological saving. The phenomenon is called the rebound effect and it has become a focus of energy economists since early 80s. However, even today there is no clear consensus on its importance. Quantification of the rebound effect is mainly hampered by poor data availability and the comparison of results is not straightforward due to methodological differences. Our thesis concentrates right on the economic theory of the demand for energy services, definitions and methodology of its estimation. It provides a comprehensive overview of what was done in the domain and suggests which methodological approaches correspond the most to the economic theory.
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České malé a střední podniky a efektivita jejich PPC marketingu
Zachová, Hana ; Král, Petr (advisor) ; Hlaváček, Josef (referee)
This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.
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