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The art as a marketing tool
Smrčková, Jana ; Černá, Jitka (advisor) ; Leiss, David (referee)
The goal of this thesis is to present the reader with a more comprehensive picture of using the art as a marketing method. The fundamental focus is dedicated to poster art, from its origins (as a tool for bringing the goods and services closer to the public), up to its contemporary role and many possibilities of this advertising tool. The thesis further covers more forms and combinations of art and marketing, like interconnection of graphic design with corporate identity. As the standards of the graphic design in the Czech Republic are very high, the author concentrates mainly on domestic creative activities and presents concrete examples of corporate identities. The analytic chapter of the thesis is presented by a questionnaire research of public orientation in the matter. The target of the analysis was to discover, whether an how the art and marketing interconnection affects people, what they think about it and what particular (hence most successful) projects are taken in public awareness.
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Economic crisis and it´s impacts on corporate financing
Pavlíček, Daniel ; Staňková, Anna (advisor) ; Vitík, Matyáš (referee)
The diploma thesis deals with the impacts of economic crisis on Czech companies and corporate financing. In the introduction there is a categorization of Czech corporates according to their economic size. The chapter also describes common features and differences between small and medium enterprises and large corporations. It summarizes the contribution of these companies to GDP and other macroeconomic indicators. Next part deals with the possibilities of corporate financing in Czech Republic, describes main advantages and disadvantages of different corporate financing types. The practical part is devoted to the impacts of current crisis on Czech corporates. It evaluates the implications of the crisis for different corporate financing types. It describes the effects of the crisis from the perspective of financial institutions, lists the steps taken by the State to fight the crisis and suggests possibilities for further development.
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Corporate Culture of KPMG
Kebrdlová, Helena ; Müllerová, Františka (advisor) ; korandová, Jiřina (referee)
The aim of this work is to analyze the corporate culture of KPMG Czech Republic. The first part of the thesis is based on theory about culture and corporate culture. Next is a description of KPMG itself. This part is followed by a detailed characterization of the KPMG corporate culture with focus on Corporate Social Responsibility, external and internal communication, corporate language, career mobility, social and sports activities, and personal development of employees.
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Performance management
Štěpán, Radek ; Matuštík, Ondřej (advisor) ; Oškrdal, Václav (referee)
The corporate performance management (CPM) is a frequently discussed concept. Companies are looking for a solution, which could help them satisfy more customers, reach lower costs and therefore increase own financial results. An implementation of the CPM system is one of the approaches to support corporate priorities by supporting its decision making. The CPM offers alignment of enterprise objects with its processes and answers the questions "How are we doing? Why? What should we be doing?" This work is divided into three parts. First part provides an introduction into performance management, levers up the merits and reveals its cornerstones and offers historic insight. The second part analyses current market situation of CPM products. The final third part summaries trends and predicts future development based on discovered dependencies.
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Risk Management Integration and Corporate Governance
Duba, Peter ; Málek, Jiří (advisor) ; Witzany, Jiří (referee)
Diplomová práce zkoumá nejdřív funkci a posléze proces řízení rizik v rámci banky z hlediska zejména neoinstitucionální a behaviorální finanční teorie. Nejdřív je analyzována náplň funkce řízení rizik v kontextu maximalizace hodnoty banky. Je dokázáno, že specifický kontext bankovnictví vyžaduje zohledňování celkového rizika aktivit místo pouhé korelace se systematickým rizikem. Rovněž je třeba zohledňovat preference všech stakeholdrů banky a nejenom jejích vlastníků. Z tohoto důvodu se práce dále zaměřuje na trend směřující k integrovanému řízení rizik, který odpovídá na tyto potřeby. Analyzovány jsou zejména koncepty ekonomického kapitálu a podnikového řízení rizik (ERM). V další části práce je zkoumáno smysluplné začlenění procesu řízení rizik v rámci organizační struktury banky v kontextu konfliktních cílů maximalizace zisku a minimalizace rizika. Nesprávné propojení s ostatními bankovními procesy představuje jeden z hlavním problémů efektivního fungování řízení rizik obecně, jako i překážku při implementaci konceptu integrovaného řízení rizik v bankovní praxi. Je ukázáno, že funkce řízení musí mít na jedné straně dosah na strategické řízení banky, na druhé straně musí být transcendentní přes celou strukturu banky. Tyto shledání jsou konfrontovány s bankovní praxí v rámci případové studie.
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