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Digital marketing of animal shelters.
Fuchsa, David ; Vondra, Zdeněk (advisor) ; Horný, Stanislav (referee)
The purpose of this thesis is to create a concept of digital communication for nonprofit organisations like animal shelters. These organisations struggle with lack of money, people and capacity and do not utilize the potential of digital marketing. The proposed strategy should help them to mitigate the impact of those problems and also to fulfill the objectives of the organisation at a minimal budget.
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Management of a film festival and its specifics
Gabrielová, Alžběta ; Hanzlík, Jan (advisor) ; Horný, Stanislav (referee)
This Master thesis explores the area of film festivals. The first section describes the film festivals and their categorization. For a better comprehension of the issues part of the work is dedicated to the general and Czech history of film festivals. The work is focused on the interest groups and their impact on the functioning of film festivals. The current situation is analyzed through a selected case of the International Film Festival Karlovy Vary. All program activities are analyzed. The work describes the processes that take place during the organization of the film festival and also explores its internal and external conditions. It presents the structure of the organization team and summarizes responsibilities of its positions.
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Multimedia communication
Vondra, Zdeněk ; Horný, Stanislav (advisor) ; Skrbek, Jan (referee) ; Jurášková, Olga (referee)
Multimedia is a form of communication and sharing knowledge using synergic effect of parallel connected communication channels. Its main use is in producing communications products and services and in design of user interfaces. Main objective of this dissertation is to develop and create a model of multimedia communication for better understanding of the meaning and the purpose of using multimedia forms in communication process. The model will describe a system of elements and parameters of multimedia communication within the internal and external context. Another objective of this dissertation is to develop multimedia communication methodology that will be used for the design, development and evaluations of concepts of multimedia communication. The methodology will be created by applying the model of multimedia communication into the procedure structure. In theoretical way this dissertation is based on analysis of different definitions and approaches to the multimedia communications topic. This is followed by an analysis of communication theories, concepts of media, multimedia, delivery channels, and communication functions. The theoretical part is followed by the outcomes of the research in practice of four different fields of multimedia use. The knowledge gained is analyzed in the following parts in purpose of creating the model of multimedia communication and the methodology which is derived from the model. The methodology is further validated through case studies and the recommendations for further development are formulated. The model and the methodology of multimedia communication created in this dissertation present complex view on multimedia communication topic that is considered as a useful tool for meeting a specific communication purpose. Dissertation provides mechanics for use and study of multimedia communication and also defines the opportunities for further development of the methodology.
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Freelance photography
Barešová, Jitka ; Horný, Stanislav (advisor) ; Souralová, Veronika (referee)
This bachelors thesis tries to tackle the most urgent problems of beginning photographers who would like to become freelancers. The first part of this thesis presents different fields of photography and their respective trends. The second part of this paper deals with marketing for photographers. There is also an additional part that is concered with the creation of a photographers portfolio and the issue of putting a price on ones work.
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Photographic post-production special techniques
Červinka, Jaroslav ; Krsek, Libor (advisor) ; Horný, Stanislav (referee)
Goal of this thesis is to present evolution of photography post-production from the very beginning and demonstrate special techniques which are used during complex photo-montage creation. Theoretical part is dedicated to history, from early examples of analogue photography manipulation and it's techniques to present day application. The second, practical part, showcases special techniques which are used in digital domain. Each method explanation includes cases of its usage and reasons for it. Techniques are explained by real-life examples which in conclusion lead to complex photographic montage. This thesis assumes that the reader knows how to use basic functions of Adobe Photoshop.
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Corporate design of the Primary school and Kindergarten Brno
Kapounková, Andrea ; Horný, Stanislav (advisor) ; Seko, Martin (referee)
This Master´s Thesis deals with the visual style of Elementary school and Kindergarten Brno, Blažkova 9, state-funded institution with the main emphasis on its logo. The thesis also concentrates on the form of corporate identity, culture, image and corporate design in terms of graphic theory and on the comparison of corporate brands of elementary schools of both the same and different localization throughout the republic. The monitoring of various elementary schools and their logos including their applications has been carried out as a basis for the thesis. In its conclusion the thesis presents author´s design of graphic manual that should be used by the above mentioned elementary school for presentation purposes from school year 2016/2017 onwards.
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Production of the multimedia project "GOLEM"
Marková, Klotylda ; Horný, Stanislav (advisor) ; Kocourek, Ivan (referee)
The topic of this master thesis is an analysis of the multimedia project GOLEM, which has carried out two following results: theatrical one (GOLEM Štvanice) and audio-visual one (GOLEM Cube). The first part is focused on the specifics of the immersive theatre phenomenon, which was introduced in the Czech theatrical milieu for the very first time, and on the production procedure within the confines of the Prague theatre stage. The second part deals with audio-visual recording of a theatre peace, which takes place in an unconventional space, and then focuses on a technical method development for all movie-making fields with great emphasis on keeping the theatrical authenticity. It also deals with the specific system of installation within the particular space. Based on this case study of an immersive theatre performance and methodical approach to its audio-visual preservation this work develops some basic requirements that should lead to the successful results of similar future projects pointing out some possible application in other fields of practice.
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Theory and practice of branding
Drgová, Adéla ; Horný, Stanislav (advisor) ; Kocourek, Ivan (referee)
This master's thesis discusses the topic of brands and branding. Firstly, it explores various authors' definitions of the term "brand", its functions and changing role in recent decades. The work further clarifies the difference between the terms "identity" and "image", which are often interchanged. Next topic presented is the concept of Corporate Identity that is mostly used by Czech marketing professionals. For reader's better understanding of the previous parts, Top 100 global brands report is introduced. The following topic defined is the topic of branding, which is subsequently applied on Local Artists SE company, the stores of which are specialised on offering Czech souvenirs and gifts to tourists. The author was working on designing the whole branding concept of the company, which was later used in the project of opening new brand store located in the 5-star InterContinental Hotel in Prague. This master's thesis describes and presents the results of her work.
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With content to success. Content marketing strategy for start-up.
Iskrová, Anna ; Horný, Stanislav (advisor) ; Seko, Martin (referee)
The aim of this bachelor thesis is to explore the reason of brands success, which devote increasing amount of time and attention to promoting their business interests through internet and reveal processes standing behind these successful actions. The author describes why is this migration of marketing activities happening and defines theoretical knowledge about content marketing and its essential characteristics which she will eventually apply to real prospect.Theoretical part defines particular segments in the strategy of effective content marketing whereby deeply dealing with the right creation and form of brand´s communication with audience, copywriting and attributes of attractive content. Practical part is devoted to building initial content marketing strategy, following and respecting all aspects described in theoretical part, for brand BV.LINEN which we create ourselves. The end of bachelor thesis concludes all steps in creation process and describes problem situations, what happened.
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