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Mediocracy - political communication in the mass media era
Švejcarová, Pavla ; Müller, Karel (advisor) ; Dvořáková, Vladimíra (referee)
The aim of this master thesis is to analyse how Czech political parties used social network to political communication before election in year 2013. The work tries to define the basic concepts of political marketing, political communication and new, modern forms of it associated with the Internet and social networks. In the analytical part I analyse Facebook profiles of selected parties. The work is complemented by scans of profiles, graphs and tables, which can help to understand the analysis. The analysis uses data from the annual reports of the parties, the publication of the Institute of Political Marketing, and most of its research interviews.
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Planning and evalauation of corporate strategy in online social media environment
Šulc, Miroslav ; Karlíček, Miroslav (advisor) ; Kolář, Petr (referee)
This paper researches the problem of creation an efficient strategy for the environment of online social networks, and its' evaluation. Theoretical part of the paper progresses gradually from definition of social media, its' progress into online world, brief description of historical development and finally covers strategic marketing approaches specific for this field. The practical part of the paper contains few case studies and my own social media campaign I ran for e-shop JustHappy.cz. The conclusion is a synthesis of researched ideas and proposition of step-by-step manual for preparing social media strategy. The manual is broken down to several easy-to-follow steps and should give the reader a handbook for creating his/her own campaign or project in online social media environment.
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Social networks in marketing communication of the BMW brand in the Czech Republic
Řezníček, Vít ; Postler, Milan (advisor) ; Králíček, Ivo (referee)
This thesis analyzes the communication of BMW Group Czech Republic on the social networks (mainly on Facebook, Twitter and Instagram). The first part of the thesis describes different forms of commercial communications with an emphasis on online communication. The second part consists of the introduction of the BMW brand and its activities in the Czech Republic. The practical part consists of 2 parts. The communication of the BMW brand on social networks (Facebook, Twitter and Instagram) is analyzed in the first part. The second part consists of one realized project - the Instagram competition and one project proposal - the cooperation between the BMW brand and Czech bloggers.
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Analysis of communication of adidas Company on social media
Kofrová, Michaela ; Postler, Milan (advisor) ; Hájková, Petra (referee)
The Master's thesis focuses on adidas ČR, s.r.o. and its communication on social media. The aim of this thesis is to analyze communication of adidas Company on social media and to recommend proposals for improvement and how to be more effective. The thesis is divided into two parts. First theoretical part defines social media and its position in marketing strategies of companies. In the analytical part is provided analysis of competition and its communication's strategies on social media and comparison with adidas Company. Benefits of this thesis are proposals of improvement for communication of adidas Company on social media and recommendation to the future.
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Possibility of usage social networks to increase the competitiveness of the company
Brilová, Lenka ; Molnár, Zdeněk (advisor) ; Johnová, Radka (referee)
This master thesis deals with the field of possibilities of using social networks to increase competitiveness. In first part there are theoretically explained terms such as social network, social media and then there is described possibility to use social networks in business. The thesis includes theoretical treatment procedure entry of the company on social networks and describes appropriate monitoring and analyzing tools. The practical part is focused on dance club Beton, there are made the critical analysis of current attitudes of the club forward to social network, competitive analysis and comparison between Beton's and competitor's social network activities. The last part is devoted to selection appropriate monitoring tool and designed a social media monitoring system.
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Exploratory Social Network Analysis of Management Faculty students on social media Facebook
Loušová, Petra ; Novák, Michal (advisor) ; Bína, Vladislav (referee)
The aim of the bachelor thesis is the introduction of modern approaches in analysis social networks. In theoretical part there is characterized various social media used in both the Czech Republic and in the world. Additionally discussed are fundamental elements of social networking and the ability of analysis using software. In practical part are these basic approaches applied for an exploratory analysis of the social network of students of University of Economics, Faculty of Management in social media Facebook. For analysis is used SNA program Gephi. The goal of this work is to explore the social network of students of Faculty of Management on FB and to obtain potentially useful information.
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The Influence of Internet Development of the Labour Market in the Czech Republic after 1989
Machová, Martina ; Kaczor, Pavel (advisor) ; Svojšová, Liliana (referee)
The bachelor thesis deals with the development of the labor market in the Czech Republic during the last 25 years from the perspective of the computer revolution, the development of the Internet and social networks. The author examines the impact of the expansion of the Internet and social media on the labor market in the Czech Republic, on the recruitment and job searching methods and on increase of the labor market flexibility. It deals with transformation of methods and forms of recruitment for the last 25 years. In the practical part, the author conducts and evaluates a survey, whose objective was to determine whether and how the impact of the Internet transformed the labor market in the period. In the end, the author formulates a personal view on the prospects for further development of recruitment methods in the labor market in the Czech Republic.
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Social networks in the life of teenagers
HOTOVÁ, Marcela
This bachelor's thesis discusses social networks and their role in the life of the teenagers. The thesis is focused on the process of socialization and gaining of identity in the relation to the social networks. It is divided into theoretical and practical part. In the theoretical part terms like growing up, socialization and gaining of identity are defined; these terms are described in the meaning of the attitude to social networks. Practical part is focused on practical research; which is based on a survey and an analysis of essays. The aim of the scientific research is to find out how teenagers feel about social networks in their lives in the meaning of being a part of a social group and how important the social networks are generally in their lives.
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Significance of communication via social network for students of secondary school
UKAŠÍKOVÁ, Lada
Bachelor thesis deal with a communication through the social networks of the pupils of second grade of elementary school. Theoretical part is divided into several chapters, which deal with adolescence period, communication and infrom us about internet and social networks. Second part of this thesis deal with results of the survey in the middle school in Jemnice. I as well tried to answer the questions, which is related to communication and its form, importace of the social networks for adolescences and so on. Results of the survey is presented by the tables and graphs.
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The Internet and social networks as a way of spending leisure time in secondary schools
KABÁTOVÁ, Eliška
This thesis deals with the problem of spending free time by students at the second grade of primary schools. Its aim is to find out whether the Internet and social networks have a major impact on leisure time of these pupils and whether these pupils are aware of the risks associated with the use of the Internet. The first part is divided into chapters that seek to clarify the area of leisure time, its functions, determinants and factors affecting the form of leisure time activities. At the same time, there is a summary of the sphere of media, the Internet and social networks that significantly affect people's lives. The second part is devoted to the questionnaire survey carried out among pupils at the 8th and 9th grade at primary school in Lhenice and 3rd and 4th grade students at grammar school Jírovcova in Ceske Budejovice. The research results are presented in tables and graphs. The appendix contains additional pictures that add the text of theoretical part of the thesis as well as a model questionnaire submitted to the respondents.
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