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Czech Market with cereals marketing communication of Czech Company Emco in comparison to marketing communication of international company Nestle
Jarošincová, Jitka ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The goal of my diploma thesis is to reveal a competitive struggle between a Czech company Emco and an international food concern Nestlé in a field of breakfast cereals in our market. The company Emco positions itself as a challenger brand that tries to reach the position of so called brand leader or at least to keep up with the current brand leader. My diploma thesis is focused on comparing the marketing activities of both completely different companies and on their evaluation which is based on results of a marketing research that I assembled for the purpose of this thesis. The thesis is divided into 4 parts. The first one is dedicated to defining terms like breakfast cereals or Czech cereal market. The second one characterises and compares given brands according to their history, international activities, competition and product mix. The third part analyzes and compares their marketing activities - the above-the- line one, the bellow-the-line one and even the through-the-line one. The last part's topic is a brand identity. In this part I consider both companies from the view of Margaret Mark's and Carol S. Pearson's theory of building brands through archetypes. And finally, there is the above mentioned research attached that is assembled as a combination of brand identity perception test and...
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Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
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Customer orientation in connection to system dynamics in Vodafone CZ, a.s.
Sedláček, David ; Malinová, Ludmila (advisor) ; Sigmund, Tomáš (referee)
The content of this diploma thesis is the analysis of Vodafone CZ, Inc. as the company, which is customer-oriented in close connection to the scientific field, system dynamics. Work contains definitions of basic theoretical concepts in the field of system dynamics, and the area of customer, especially his satisfaction and loyalty. In following description of the selected company, its basic characteristics and selection processes within the organization. Separate chapter describes methodology for measuring customer satisfaction, the Net Promoter Score. Either theoretical definition, either its practical use in society. One process is processed and selected within an proces analysis. Specifically, the inspection process, which is essential and necessary for the processing of customer interaction. The final part is the elaboration and validation of hypotheses, set out to verify the connection or relationship between the studied areas and subsequent benefit to selected society.
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Rock Fan as a Recipient of Marketing Communication
Palounek, Martin ; Riedlbauch, Václav (advisor) ; Stříteský, Václav (referee)
This thesis is primarily focused on collecting insights regarding rock music fan that can be applied to marketing communication. Its main aim is to describe how the rock fans are different from the major population in terms of descriptive characteristics, values, opinions and lifestyle. The points of parity and the points of difference are investigated on the level of rock sub-genres. The message, symbolism and main ideas present in rock music are examined, including historical and social context leading to the formation and development of the genre. We also tried to assign a specific archetype to rock and its sub-genres. We assume that rock fans are in some ways different from the rest of the population and that we are able to observe the differences on the level of sub-genres. However, we also expect that there are some points of parity symptomatic for all the rock genres. We suppose that artists and music marketers approach marketing communication mostly from the point of their own intuition and that they frequently use symbolism, historical references and archetypes in their way of communication. The research is comprised of three parts. First part is the analysis of secondary data from MML-TGI database by Median Research Company for year 2013. Used methodology: General analysis and cross analysis. The objective of the analysis was to determine differences between genres and subgenres in terms of descriptive characteristics, value system and verdicts about lifestyle. The next part of the research was the content analysis of notable rock album front covers for the purpose of deeper exploration of rock symbols. The last part of the research is comprised of interviews with music industry professionals who shared their opinion regarding genre characteristics, fans and marketing communication in real life.
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Principles of learning organization project team
Rudá, Dominika ; Mildeová, Stanislava (advisor) ; Kopecký, Matěj (referee)
This thesis deals with theory and practice of learning organizations applied to the IT project team. In theoretical part key definitions and terms related to the problems of the learning organization and the information society. At the same time gives a demonstrative interpretation of the self-learning organization by various authors and presents their specific models. As the fundamental, this thesis uses the theory of Peter Senge, with which it is being worked also in the practical part, where the IT project team is analysed of their behaviour, and compared to the results obtained with the theory of the five disciplines of Peter Senge. In conclusion there is a set of recommendations that could improve the functioning of the IT development team and achieve a greatest compliance with the learning organization concept.
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Qualitative Research of Children Bedtime Rituals
KUČEROVÁ, Lenka
The following bachelor paper deals with the qualitative research of the sleeping rituals of preschool children. The research is primarily concerned with the differences in these rituals influenced by the nationality or ethnicity of the subjects. The theoretical part is focused on defining the basic terms, such as ritual, sleep or education. This part is also concerned with various developmental theories, education styles and sleeping rituals. In the research part, sleeping rituals of eight families of different nationalities or ethnicities and one nursery school are described. This research information was acquired by a research interview. The aim of the bachelor paper was to describe sleeping rituals of preschool children and discover potential differences between individual nationalities or ethnic groups.
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Clinical Contents Harmonization of EHRs and its Relation to Semantic Interoperability
Nagy, Miroslav
This paper describes solutions proposals in the field of clinical content harmonization of electronic health records and semantic interoperability establishment. First the Czech national project "Information Technologies for the Development of Continuous Shared Healthcare" will be mentioned and its approach to creation of semantic interoperability platform. Afterwards an approach using openEHR architecture will be described. Finally a technique of creation of electronic health records with harmonized clinical content will be stated.
Fulltext: content.csg -  PDF
Plný tet: 0373335 - PDF
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Harmonization of Clinical Content in EHR: HL7 Messaging vs. OpenEHR Approach
Nagy, Miroslav
This paper sums up the last stage of the project called ”Harmonization of Clinical Content in Electronic Health Record (EHR)”, which is being solved as author’s PhD project. The aim of this project was the clinical content modeling of EHR and transportation of medical data via communication standards (HL7 v3 and CEN EN 13606). An experiment was conducted where archetypes and openEHR templates were used to send patient’s information to another EHR-S. The results were compared to the previous solution based on HL7 v3 messages, which was described at the PhD Conference ’09. At the end of the paper the author discusses contemporary semantics description of real clinical data by means of ICD-10 code-list, which covers the qualitative point of view quite well. However, the quantitative view on semantics of clinical data is much more difficult and the inevitability of medical ontologies usage is emphasized.
Fulltext: content.csg - PDF
Plný tet: 0373333 - PDF
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Three mystical Writings of the Middle Ages from the Point of View of C. G. Jung's Concepts
JEŘÁBEK, Jan
The thesis presents three mystical writings of the Middle Ages,whose common least denominator is experience of inner mystical union accompanied by a religious experience and the experience of spiritual purgation. The thesis attempts to adopt a holistic approach,it presents relevant views of C.G.Jung s concepts of archetypes and relationships between consciousness and unconsciousness,views of other authors,quotes some documents of magisterial role of the church,it takes into account a long-term empiric observations,and presents one case study.In the conclusion some approaches towards handling so called psychospiritual crisis are suggested.
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Archetypes in economic analysis
Petráš, Jaroslav ; Rosický, Antonín (advisor) ; Šubrta, Václav (referee)
Transdisciplinary focused work concentrates on the possibilities of the application of the system thinking in the various science branches. Out of system disciplines it studies in detail the system dynamics -- specifically Archetypes (general structures). Introduction to the general system theory can be found in the first section of the theoretical part. Next sections are more particular and refer to the main ideas of system dynamics and Archetypes. Next part of the work focuses on common methods of the economic analysis. Apart from their brief description there is also discussion about their main theoretical flaws. The economic analysis of the specific socio-economic issue (road speed limits) is performed in the last part of the work and it includes substantial usage of the Archetypes and general system-thinking attitude. Primary aim of this part is to confirm or disprove the hypothesis of the utility of Archetypes in the economic analysis.
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