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Seniors and healthy lifestyle: segmentation and application of public health branding
Kouřil, Michal ; Chytková, Zuzana (advisor) ; Holmerová, Iva (referee)
The thesis focuses on the segmentation of seniors in their approach to a healthy lifestyle and subsequent application of marketing tools in order to improve this approach of the selected segment. The theoretical part consists of a situation analysis explaining relations among population ageing, health care expenditures, employment and health condition of the population and then mapping of important areas such as quality of life of seniors, their healthy lifestyle and marketing methods associated with these areas. The practical part starts with the segmentation of seniors based on extensive database of the MML - TGI research and using analytical software Data Analyzer both provided by research agency Median. One of created segments is then chosen according to its possibilities of a behavioral change related to healthy lifestyle. The thesis is concluded with a design of a new public health brand and associated campaign both designed in order to appeal to selected segment according to principles of public health branding.
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Farmacoeconomic analysis of distribution of health care product CoreValve
Chaloupková, Aneta ; Klečka, Jiří (advisor) ; Kouřil, Michal (referee)
This diploma work is focused on using economic analysis methods to compare cost-effectivness of an innovative technology for treating aortic stenosis that is transcatheter implantation of an artificial valve CoreValve by Medtronic with traditional treatments. During the analyses we utilized only publicly available data which are often too general while more specific data might not be available because they do not exist or are not publicly available. This work sets up a theoretical foundation for the analyses, performs the analyse sof the product, PEST analyses and cost analyses. Since pacient's willigness to pay index (WTP) in the Czech republic has not yet been measured for this treatment, it is not posible to confirm the cost-effectivness of CoreValve, even though it has been confirmed in several countries based on the literature search related to this topic.
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Entrepreneurial characteristics of specialized road transport
Kouřil, Michal ; Eisler, Jan (advisor) ; Sobotková, Kateřina (referee)
This bachelor thesis is traditionally divided into theoretical and practical part. Its aim is to specific business characteristics of automotive transport with a focus on the transport of cars and the calculation of basic relevant operational indicators. The theoretical part contains the basic necessary definitions, the characteristics of the development of road transport and a summary of legislation related to road transport business. The practical part is focused on the actual company Walon CZ, Ltd.
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