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Analysis of motivational factors for visits to cultural events
Krčmářová, Vanda ; Černá, Jitka (advisor) ; Roll, Marek (referee)
The thesis investigates the motivation structure of cinemagoers and theatregoers. Its theoretical part examines the concepts of motivation and culture. Its marketing research part consists of a questionnaire inquiry, which forms the core of the analytical part of the thesis. The objective of the paper is to determine the key factors motivating people to pay a visit to a theatre or a cinema. The practical part of the thesis consists of the questionnaire development, distribution and processing, with an emphasis on the practical application of the acquired data by the relevant cultural entities.
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The marketing and communication strategy of the brand portfolio of the Plzeňský Prazdroj, a.s.
Rusínková, Anna ; Postler, Milan (advisor) ; Krčmářová, Vanda (referee)
The diploma thesis analyzes the brand positioning and marketing strategy of the company Plzeňský Prazdroj, a.s. The first part of the study presents the main marketing terms and theories. The next chapter deals with the subject of brand identity and brand value. The practical part presents the brewery company Plzeňský Prazdroj, a.s. and portfolio of its products. The following chapter analyzes brand positioning, communication campaigns and sponsoring activities of the brands of Pilsner Urquell, Gambrinus, Radegast and Velkopopovický Kozel. The results of the field questioning show the associations of consumers with the brands mentioned above and the knowledge of their communication campaigns. Those results are compared to the identity of brands. At the end of the thesis there are some recommendations for changes in the brand communication.
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Analýza péče o zaměstnance v RI OKNA, a.s.
Krčmářová, Vanda ; Dvořáková, Zuzana (advisor) ; Dušková, Lucie (referee)
Ve své bakalářské práci se zaměřuji na oblast péče o zaměstnance. Nejprve rozvádím tento pojem teoreticky a v další části už se prakticky zabývám poskytovanými službami zaměstnancům v konkrétní firmě RI OKNA, a.s. Tyto služby nejprve podrobně popisuji, abych následně provedla SWOT analýzu. Z té pak vyvozuji závěry a doporučení pro vedení firmy, které mohou vést ke zkvalitnění poskytovaných služeb.
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