|
BTL marketing communication and its importance for brand building
Bindzarová, Lucie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The topic of the thesis deals with BTL marketing communication and its importance for brand building. The aim is to analyze tools of BTL marketing communication on the Czech market and identify the most effective tools that can be used to build brand in the FMCG environment. The thesis should provide more details about below the line communication and its increase use market positioning. Also identify appropriate tool for building brand image, quality and raising customer awareness. Research, expert interviews and case studies were used to prove the objective of this thesis.
|
|
The impact of quantitative easing on public sector bond yields of selected countries since 2007
Nacházel, Jan ; Jílek, Josef (advisor) ; Pekárek, Štěpán (referee)
This thesis deals with the impact of quantitative easing on public sector bond yields of selected countries in the world. It mentions channels of standard monetary policy tools and channels of quantitative easing, which can be included among unconventional monetary policy tools. This thesis analyses the impacts of quantitative easing, which was done by the Federal Reserve System, the Bank of England and the European Central Bank. Firstly, all these institutions fought against the financial crisis with standard monetary policy tools. However, those tools were not very effective, therefore the institutions moved to non-standard tools. After the analysis based on event-study method was carried out, it was found out that mainly the first announcements about the policy of quantitative easing were always the most effective in decreasing government bond yield. The subsequent expansion of the policy of quantitative easing did not have such impact. The main benefit of this thesis is in the examination of the impact of later statements regarding quantitative easing on government bond yield, which were not effective in decreasing government bond yield.
|
|
Detection of drought events using combination of satellite data and soil moisture modelling
Semerádová, Daniela ; Trnka, Miroslav ; Hlavinka, Petr ; Balek, Jan ; Bohovič, Roman ; Tadesse, T. ; Hayes, M. ; Wardlow, B. ; Žalud, Zdeněk
The use of satellite data offers a potentially well usable tool to accurate drought monitoring. The study examines the space-time possibility of agricultural drought detection using freely available data from the MODIS instrument onboard Terra and Aqua satellites that reflects vegetation condition. Vegetation greenness metrics used in this study are based on the spectral reflectance curves in the visible red and near-infrared part of the spectrum and are expressed in relation to the average for the period of 2000-2014. The results are presented in weekly time step for the whole area of the Czech Republic, and are compared to the drought monitor system, based on the SoilClim dynamic model for soil water content estimates. These data, as well as other parameters, such as soil properties and land use, are integrated at 500 meters spatial resolution.
|
|
Security inspection of network traffic
Kult, Viktor ; Havránek, Martin (advisor) ; Ladislav, Ladislav (referee)
Thesis topic concerns the issue of information security in corporate environments. Literature search includes information obtained by studying articles and literature in the field of information security. Resources were selected with a focus on the security risks, security technologies and legislative regulation. Attention is focused on technology that supports monitoring of communication flows in the data network. Overview of traffic operating a data network provides important information for the prevention or investigation of security incidents. Monitoring also serves as a source of information for the planning of the network infrastructure. It can detect faults or insufficient transmission capacity. The practical part is dedicated to implementation of the monitoring system in the real corporate networks. Part of the experience is the analysis of the network structure and choice of appropriate tools for actual implementation. When selecting tools, you can use the scoring method of multicriterial analysis options. The integration of the monitoring system is also the configuration of active network elements. Subsequent analysis of network traffic provides information about the most active users, most used applications or on the sources and targets of data transmitted. It provides a source of valuable information that can be used in case of failure on the network or security incident. The conclusion is a summary of the results and workflow.
|
|
Creation of the Business Plan for the Development of Family Business
Sedmerová, Romana ; Moulis, Pavel (advisor) ; Michal, Michal (referee)
The subject of this thesis is one family business and its planned expansion. This thesis supplies above all a literature research; it defines business, family business, customers, and business plan. The aim of this thesis is to elaborate a business project concerning
the expansion of an online shop. The planned expansion entails opening up a new store in Chomutov. The business plan is to serve as a tool for decision-making regarding
the project implementation. Within the plan an analysis of current customers must be done as well as a marketing plan and a market analysis in Chomutov. The analytical part includes STEP and SWOT analyses and the financial plan. In the conclusion, the results of the partial analysis are summarized and recommendations for a concrete business are given.
|
|
Migration of doctors and health workers in selected countries of Europe since 1990
Panczaková, Kateřina ; Kotýnková, Magdalena (advisor) ; Loužek, Marek (referee)
The main objective of this thesis is the comparison of the position of the healthcare personnel on the labor market and migration in selected countries - Czech Republic, Germany, France and the United Kingdom. In the theoretical introduction it describes concepts such as brain drain, remittances, emigration and others subjects associated with the migration of the workforce. It analyzes the differences in labor market of healthcare personnel in selected countries and the activities of doctors for change of working conditions. The practical part presents and analyzes data from publicly available statistical sources (OECD, Eurostat, IHIS CR etc.) regarding the number of healthcare personnel, the number of migrating doctors and nurses and their destination countries, salary and wage conditions of health professionals. Expenses on health and quality of the health care are compared between selected countries. Finally, recommendations for Czech Republic, that could help prevent excessive drain of medical personnel abroad, are given - an increase in wages and health expenditures, increasing the number of medical personnel and reduction of administrative burdens.
|
|
Application testing using Robot Framework
Mačurová, Kateřina ; Buchalcevová, Alena (advisor) ; Doležel, Michal (referee)
This thesis deals with the methodology used for application testing, using the Robot Framework. Its main objective is to develop a methodology which describes an approach to automated testing using this tool. An important part of the methodology is to design a user guide for the Robot Framework - at the time of writing this thesis assignment, this guide does not exist in the Czech language. In this thesis the basic concepts and approaches to automation testing in accordance with defined objectives are explained. An integral part of this is the description of the Robot Framework, its architecture and tools used, libraries, other built-in tools and the syntax used for creating test cases.
|
|
Application of Women on the Labour Market during Parental Leave and after
Kuchařová, Barbora ; Kaczor, Pavel (advisor) ; Nováčková, Blanka (referee)
The goal of this thesis is to analyse the factors which affect a female employment support on market job during parental leave or after that and issue our own suggestions and recommendation which would more support female. The thesis is divided into two parts which is theoretical and emperical. The theoretical part is about family policy where a factors are influencing in promotion of female employment and employment policies. The empiric part is based on quality research in regards to interviews with respondents and following summary with own recommendations which can contribute to the effective support female employment on market job in parental leave or after that. For this research I choose 15 respondents with who I made a semi-structured interview. I made a 5 research circulars which each one was based on particular number of sub questions to help analyse them make some appropriate recommendations.
|
|
Inbound marketing of Nestlé in the area of infant formula
Hnízdilová, Lucie ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
This master's thesis deals with inbound marketing of Nestlé in the area of infant formula. Its aim is to determine whether inbound marketing is a suitable tool for infant formula promotion which is strongly regulated. The thesis is based on a comprehensive analysis of the area of infant formula and analysis of inbound marketing strategy of one of the most dominant companies on the market, Nestlé. In the beginning, attention is focused on important milestones of the development of infant formula and on a case which caused an important change in the promotion of infant formula, Nestlé boycott. The following section deals with the supervision and marketing regulation both in international and the European law. The final chapter of the first part emphasizes on philosophy of inbound marketing. The second part is introduced by outlining the current situation both on global and the Czech market of infant formula. Then, attention is focused on Nestlé. Its introduction is followed by analysis of company's inbound marketing strategy which is then evaluated. For this purpose, analysis of the effectiveness of marketing tools is made with regard to strategic goals of the company.
|
|
Optimization of marketing communication of SKF CZ, a.s.
Zastoupilová, Cecílie ; Vávra, Oldřich (advisor) ; Hloušek, Miloslav (referee)
The content of this thesis is based on the marketing communication in B2B in engineering company SKF CZ, a.s. on the Czech market. First the theory regarding B2B marketing, evaluation of marketing communication, situation analysis and marketing research is introduced. It is followed by situation analysis of the company SKF CZ, a.s. using the 5C method, the description of marketing communication and evaluation of its effectivity based on primary and secondary data. The conclusion consists of appropriate allocation of investments in marketing budget on marketing communication tools and setting appropriate measures for creating the marketing dashboard, which will continuously monitor and evaluate the efficiency of SKF CZ marketing communication.
|
guest ::
