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The value of live event marketing from its implementer's perspective
Jelínek, Radovan ; Černá, Eliška (advisor) ; Moravcová, Hana (referee)
Event marketing as a marketing communication tool is constantly developing and innovating. It adapts to the changing needs of companies and customers whose activities are increasingly moving to the digital environment. However, the work is based on the premise that personal experience is still one of the most effective ways to communicate something to people so that they remember the product or message in the best possible way. The aim of the thesis is to use the focus group research method to delve deeper into topics such as the value and communication benefits of live events and to show that this type of marketing is still very important in today's digital age and should not be neglected. The theoretical part of the thesis is focused on the introduction to the issue and also presents the theoretical framework of event marketing, which is not very comprehensive in the Czech environment. It also presents the problem that the theoretical study of events deals with and introduces the topic of event typology. The methodological part is devoted to the design of the actual research and the implementation description. The thesis concludes by interpreting the findings emerging from the qualitative research.
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Case study of the center of moderrn and contemporary art Kunsthalle Praha
Melíšek, Matyáš ; Černá, Eliška (advisor) ; Vranka, Marek (referee)
The bachelor thesis focuses on a case study of the Center of Contemporary and Modern Art Kunsthalle Prague by analyzing the marketing mix and interpreting the data obtained through a questionnaire survey. The theoretical part of the thesis presents a brief history of the institution and analyses the 4P tools based on the theory defined by marketing theorist Edmund J. McCarthy. The analysis also defined the institution's competitors and added a subsection on online marketing. The practical part deals with the evaluation of data collected through a questionnaire survey in order to answer predefined hypotheses concerning the attendance of both Kunsthalle Prague and other cultural institutions. The survey was conducted among current and incoming university students and recent graduates. Using a combination of quantitative and qualitative research, data was collected that could be statistically interpreted to find causal relationships between them. The aim of this bachelor thesis is to present the history and communication mix of the aforementioned modern and contemporary art center, but above all to define the relationship between this institution and university students. Whether this institution represents an attractive place for them to visit and why.
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Preparation and analysis of fibre probes for holographic microendoscopy
Černá, Eliška ; Průša, Stanislav (referee) ; Jákl, Petr (advisor)
This theses deals with the preparation and analysis of fibre probes for a holographic microendoscope. The fibres are specifically sanded and a reflective layer of aluminium or silver is applied on them by thin film deposition. The properties of these deposited layers are further examined and evaluated using AFM, profilometer and measuring apparatus to assess the reflectivity. The protocol describing the production of fibre-optic probes with optimal parameters for holographic microendoscopy is created from measured data. Such fibre probes could be beneficial in the diagnosis of neurodegenerative diseases such as Alzheimer’s or Parkinson’s disease.
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Supervision as a source of support for midwives
Královec Černá, Eliška ; Havrdová, Zuzana (advisor) ; Pastucha, Petr (referee)
This work is focused on the profession of midwifery and supervision in this profession. The main objective was to identify the sources of stress and perceived support midwives in their work and determine, whether the supervision rendering source of support for midwives. The theoretical part is concerned with the context of the profession of midwives and then presents the profession in the Czech Republic, especially the education and competence, as provided for developing legislation. For comparison options are, also presented Conditions profession of midwives in selected European countries. Separate chapters are devoted to sources of stress to which the midwife faced in their work, the concept of resilience as its counterweight and finally sources of support that midwife in the exercise of their profession can earn. In the empirical part of the thesis is a qualitative research technique using focus groups. Its aim is to describe the factors that act as sources of stress or support in the profession of midwives as they see themselves. Using analytical story is then presented contemporary painting experience midwives set in the context presented in the theoretical part. The main results of the research point to the vague competence, lack of support and legal uncertainty in the profession of midwives...
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Convention Concerning the Protection of the World Cultural and Natural Heritage - Global Strategy for Representative, Balanced and Credible World Heritage List
Černá, Eliška ; Vajčner, Jiří (advisor) ; Veselá, Martina (referee)
Convention Concerning the Protection of the World Cultural and Natural Heritage - (Global Strategy for Representative, Balanced and Credible World Heritage List This work will follow 18 years of implementation of Global Strategy for Representative, Balanced and Credible World Heritage List, which should ensure diversity of monuments inscribed to the World Heritage List. Twenty-two years after the signing of Convention Concerning the Protection of the World Cultural and Natural Heritage, ICOMOS organization pointed to over-representation of cultural properties and underrepresentation of natural and mixed sites as well as over-representation of properties in developed regions and underrepresentation of those in developing world. Main aim of Global Strategy is to balance these cases and also work on credibility and representation of the World Heritage Convention. Outcome of this work will be an evaluation of application of Global Strategy, its shift during 18 years of its existence and an evaluation of effectiveness and usefulness of it. Keywords Global Strategy, World Heritage Convention, World Heritage List, property, protection Počet znaků: 81 080
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Financing of softball club in Czech Republic
Černá, Eliška ; Süss, Vladimír (advisor) ; Kočíb, Tomáš (referee)
Shrnutí: Cílem práce je vytvoření přehledu o možnostech financování sportovního klubu, který má formu občanského sdružení. Práce je rozdělena na tři základní části. V teoretické části jsou popsány metody, způsoby a teoretická východiska, které jsem při tvorbě přehledu použila nebo z nichž jsem čerpala. Analytická část je zaměřena na jednotlivé analýzy, které byly prakticky využity na SK Krč Altron. Obsahem syntetické části diplomové práce je marketingový plán SK Krč Altron, návrh dalších možností financování a rozšíření aktivit klubu. Shrnutí v anglickém jazyce: The aim of the study is creation of a list, where are described possibilities of financing sports club, which is in form of civic association. The study is divided into three parts. Theories and ways which I used in the process of creation of a list are described in the theoretical part. The analytical part is focused on specific analyses which were utilized practically in SK Krč Altron. Marketing plan and proposals of further possibilities of financing and expansion of club activities is content of the syntetical part of the study. Klíčová slova: Softball, Baseball, SK Krč Altron, občanské sdružení, financování - 5-
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Graffiti Subculture in the Shadow of Prague
Černá, Eliška ; Čížek, Tomáš (advisor) ; Lachmann, Filip (referee)
This thesis focuses on the issue of graffiti subculture in towns. It is considered as a subculture of young people with all its aspects. A subculture offers an opportunity to build one's own identity during the difficult period of growing up. Graffiti is considered as one of the basic elements of hip hop. First part of the thesis explains the main phrases, describes the history of graffiti and its shift from periphery of the society to mainstream, from the socially excluded to artists whose paintings hang in the galleries. These changes have inevitably shaped the graffiti scene to the form we currently know. Inseparable is the illegal form of graffiti which is frowned upon by many people. It is however the necessary evil for many active writers in order to be acknowledged by the community. There are various solutions for eliminating the illegal form and dedicate some space to graffiti. The theoretical part describes history of graffiti in the city of Melnik and its main protagonists. It also defines ones status in a group (crew) and in the subculture itself, attitude to graffiti's icons and active women writers.
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Specific linguistic apects of blogs on the Czech Internet
Černá, Eliška ; Bozděchová, Ivana (advisor) ; Lehečková, Eva (referee)
Work is devoted to a specific type ofinternet communiques - blogs. Specifical1y, tbe characteristics ofthe language side ofblogs on tbe czech internet are ana1ysed. Blogs are initia11y characterized as a whole. In the next section a possible classification af blogs and their operational division into two main groups, that are in other chapters further characterized, are adduced.
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Porovnání revenue managementu klasických a nízkonákladových leteckých společností
Černá, Eliška
The main subject of this bachelor’s thesis is to compare two price-making models of airlines, namely the full-service and the low-cost model. The first part aims to introduce and describe some of the crucial concepts of flight carriers, complementary services, revenue management and its functioning. The second part focuses on trend analysis of air flight tickets and booking classes over time of the companies ČSA and Ryanair from a collected set of data for specific destinations. Positive and negative aspects of full-service and low-cost airlines are discussed at the end of the second part, which will then be used to create a hybrid model.
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