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Digital marketing communication of Spikeball Inc. and It's perception in Europe
Čejka, Ondřej ; Ruda, Tomáš (advisor) ; Opelík, Daniel (referee)
Author: Ondřej Čejka Title: Digital marketing communication of Spikeball.inc on social media. Goal: The main goal of the thesis is to assess digital marketing communication of the Spikeball.Inc on social media. Based on the results of content analysis, there will be created suggestions, which should lead to the improvement of the marketing communication and increase of it's reach. Methods: In this thesis, qualitative research methods are used within theoretical part of the thesis. These include a literature search on sports marketing, digital marketing, social-media marketing and content marketing. Within the practical part of the thesis, the content analysis is used as the main research method. Content analysis combines both qualitative and quantitative methods. This analysis focuses on the digital content, which is published by Spikeball.inc on the digial platforms the company utilizes. It devides this content into groups based on it's type, form and origin and it is reckoned how many posts are in which group. In the following step these criterion are measured: average number of comments, views and likes. Based on the output of this analysis, recommendations for the enhancement of the social media marketing communication are created. Results: The result of the work is analysis of Spikeball's...
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Portrayal of immigrants and refugees in the news media: A comparative analysis of the 2015 refugee crisis, the Covid-19 pandemic, and the Russian aggression against Ukraine
Kovář, Jan ; Nečas, Vlastimil (advisor) ; Křeček, Jan (referee)
This master's thesis focuses on a comparative study of the political framing of immigrants and refugees in Czech media during three key periods: the migration crisis of 2015-2016, the Covid- 19 pandemic, and the period following the Russian invasion of Ukraine. The thesis has two main objectives: to examine which frames prevailed in the portrayal of immigrants and refugees during each period and, secondly, to attempt to explain the variation in frames used by individual politicians in their media appearances related to framing of immigrants and refugees. To achieve these goals, the thesis employs quantitative content analysis and regression analysis. Content analysis of the framing of immigrants and refugees is conducted based on the data from the main evening newscasts of the most-watched Czech television channels. Key frames identified during the three periods include administrative, economic, security, cultural, and humanitarian frames. The results suggest that politicians adapt their framing of immigrants and refugees based on the socio-political context and the structure and characteristics of incoming immigrants and refugees. The analysis reveals significant changes in framing across the three observed periods. The results also indicate that the use of specific frames by politicians is...
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Development and implementation of green marketing in the watch indrustry from 2019 to the present
Donnerová, Denisa ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The thesis on the development and implementation of green marketing in the watch industry from 2019 to the present aims to find out how much watch brands are using green marketing and how they are implementing it in their strategy. It also aims to find out whether the social class of a brand's target audience has an impact on the amount of green marketing usage by a brand. In the theoretical part, the thesis explains the concept of green marketing which is crucial for the whole research. Furthermore, it links it to the concept of corporate social responsibility. The remaining chapters are devoted to the relationship of consumers with sustainable behaviour and to the introduction of the watch industry, its development and the environmental issues associated with it. Among others, the brands Citizen, Oris and IWC are introduced and further explored. The research itself was carried out through quantitative content analysis, using keywords on the social media platforms Facebook and Instagram as well as on the website to determine how much brands communicate green marketing. The thesis concludes by discussing not only the results of the research, but also its limitations and opportunities for future research.
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Assessment of training and performance development of the athlete
Takácsová, Markéta ; Vostatková, Pavlína (advisor) ; Kaplan, Aleš (referee)
Title: Assessment of training and performance development of the athlete Objectives: The aim of this study is to analyze and evaluate the performance development of a sprinter who switched to athletics from another sport at the age of 17. The work focuses on the analysis of sports preparation, the evaluation of performance development in the athletic disciplines of 60 m and 100 m and the identification of key factors influencing his sports success. Methods: The study used the method of content analysis of training diaries from the YTC, in which the assessed sprinter achieved a personal best in the 100 m run. This is YTC 2012/2013. The previous YTC 2011/2012 was also evaluated as part of the analysis. General training indicators and special training indicators for sprints in athletics were obtained from the training diaries and subsequently evaluated. These training indicators were compared with the recommended values for the male category according to Kampmiller et al. (2002) and the values found in other athletes in individual studies. Results: The analysis of the training diaries showed that the monitored sprinter P. B. exceeded the recommended values for the volume of strengthening with loads and several times also for rebounding exercises. As part of the comparison with other studies, the...
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Religion Overt and Covert in Post-secular International Relations
Pur, Matěj ; Parízek, Michal (advisor) ; Karlas, Jan (referee)
Inspired by the idea of the return of religion, this thesis explores the impact of religion on international relations. The theoretical basis was post-secular theory, first outlined by Jürgen Habermas. This theory suggests that spirituality grows outside traditional institutions even as organized religion loses members. The major turning point that led to the resurgence of religion in international politics was the end of the Cold War and the subsequent process of globalization. This shift opened the door for the analysis of the influence of religion in international relations, especially after 9/11 and during the Arab Spring. This thesis focused on three main areas: the use of religious language in the UN General Assembly, voting patterns in the UN, and the survival of international alliances. An innovative methodology was used for the content analysis of the General Assembly speeches, which expanded the lexical set of religious terms. The results showed that despite the theory of secularism, representatives of states use religious language. Analysis of voting patterns revealed a statistically significant influence of religion, particularly in the context of the Palestinian conflict and human rights resolutions. Finally, analysis of alliance survival revealed that religious diversity may lead to...
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Comparison of the current state of action sports podcasts in the Czech Republic and abroad
Ludvík, Martin ; Groman, Martin (advisor) ; Křeček, Jan (referee)
This thesis focuses on the topic of sports podcasts. Within the theoretical part, the thesis provides a general introduction to the topic of podcasting, its history, and devotes a significant part of the thesis to the current state of the global podcast market and a narrower focus on the sports subcategory of podcasting. To do this, the thesis uses a range of available data and market analysis. The aim of the research part of the thesis is to categorise and present, through quantitative content analysis, the current form of the most popular sports podcasts in the Czech Republic, America and the United Kingdom. The sample of 600 podcasts shows that podcasts focused on the traditional sports are dominant compared to action sports, and the sport preferences of each country can be also visible. The second part of the study focuses on 3 selected Czech action sport podcasts and 3 American podcasts. Within the selected podcasts, the 3 most popular action sports from the first part of the research are represented, namely climbing, mountain biking and skiing. From the selected podcasts, 5 episodes are analyzed further based on the predetermined categories. Based on this analysis, the selected podcasts are described and characterized. The results of the analysis of the individual podcasts and episodes are...
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Pre-election TV debates on the example of the 2023 presidential election
Preissová, Viktorie ; Nečas, Vlastimil (advisor) ; Jirák, Jan (referee)
This master thesis deals with the pre-election TV debates before the second round of the presidential elections in 2023 in the Czech Republic, when Petr Pavel and Andrej Babiš stood against each other. The thesis draws on political communication theory, normative media theory, agenda-setting theory and previous analyses of the TV debates. Using quantitative content analysis, the three selected pre-election duels are examined in terms of the moderator's agenda setting, the types of moderator's questions and speeches, the candidates' agenda setting, the candidates' running away from the topic, and the type and tonality of the candidates' messages. The results of the analysis show that each moderator gave different importance to each topic. However, the moderators most frequently focused on the presidency itself, the conduct of the election, the communist past of both candidates, security issues, and the current government. In most cases, their speeches were neutral and did not take the form of a question. The debate on Czech Television, moderated by Martin Řezníček, had the most even distribution of replicas on each topic. Nova and Prima TV had a less even distribution of topics, and two topics dominated both of them. On both Nova and Prima, the most frequently communicated instructions were those...
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Comparative analysis of marketing communication of selected craft breweries during 2021-2023
Stanislav, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The paper Comparative analysis of marketing communication of selected craft breweries in the years 2021-2023 focuses on marketing communication of microbreweries in the Czech environment. Its aim is to formulate a proposal for improving marketing communication for specific selected microbreweries, but also general recommendations for all others. It achieves this through the results of a content analysis of the three most influential microbreweries in the Czech Republic. In the theoretical part, it deals with the development of the brewing industry in the Czech Republic and puts into context its current state and the position of microbreweries in it. Subsequently, it focuses on the communication aspects typical for microbreweries and presents the barriers in marketing communication that small breweries have to cope with. In the practical part, the bachelor thesis deals with the actual analysis of the communication of the selected microbreweries, on the basis of which recommendations for improving the communication of the studied breweries are subsequently formulated, but also general recommendations that can be followed by small breweries not included in the research. The thesis provides valuable insight into the functioning of microbreweries on social media and can serve as a basis for future...
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The history and current status of advice columns adn "agony aunts" in both English and Czech and Slovak journalism with a focus on the question of gender
Grestyová, Natália Jane ; Vochocová, Lenka (advisor) ; Rosenfeldová, Jana (referee)
The presented thesis, "The history and current state of advice columns and 'agony aunts' in both English and Czech and Slovak journalism with a focus on the question of gender" explores and analyzes advice columns as a journalistic genre, examining them from a feminist point of view and focusing on the question of the presented gender norms. The thesis begins with a brief historic overview of advice columns from its origins in the United Kingdom, the United States as well as Czech Republic and Slovakia. The methodological part of the study briefly outlines the theoretical background of the research, gender ideology, as well as previous studies in the field. Analytical part of the thesis looks into nine different advice columns; four British examples, two American ones and three from the Czech Republic, covering different types of media (daily newspapers, tabloids, women's magazines, radio). In selected examples from each of the columns, it strives to answer two key questions; how a given column portrays gender roles and what ideological inclinations can be found in the columns, particularly on the conservatism-liberalism and feminism-patriarchy axes. The thesis concludes with the results of the analysis, where it also highlights differences in these values between columns from British/American and...
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Evaluation of the landscape potential of the central Elbe region for outdoor geographical education
Hartmanová, Barbora ; Matějček, Tomáš (advisor) ; Rubáš, Dominik (referee)
The bachelor thesis identifies the main geographical themes that can be used to characterize the defined area in the Central Polabí region. The next phase of the thesis deals with the identification of specific exceptional locations where these themes can be best demonstrated. Finally, sites suitable for field geography teaching are selected. The theoretical part is first devoted to the definition of field education and the involvement of field education in the study of geography. Subsequently, the concepts of landscape interpretation and Sense of place are explained and used in the research part. In the next chapter, a characterisation of the defined area of the Central Polabie region in terms of relief, climate, water, vegetation, nature conservation and settlement is made using maps. In the practical part, content analyses of geography textbooks, mapy.cz portal and Vlastivědný zpravodaj Polabí are carried out in order to identify the main geographical themes and specific localities. The obtained information is analysed in order to select the most important topics and locations. Subsequently, the sites are analysed using the criteria of transport accessibility and road access to see if they are suitable for field education. Keywords: landscape interpretation, Sense of place, Central Labe region,...
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