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Proposal of Marketing Communication of the Bachelor's Study Program
Gál, Patrik ; Mráček, Pavel (referee) ; Kaňovská, Lucie (advisor)
This bachelor thesis focuses on the proposal of marketing communication of the bachelor’s study program Process Management taught at Brno University of Technology Faculty of Business and Management. The thesis is divided to three main parts. The theoretical part describes individual knowledge of marketing and the focus group research method. The analytical part focuses on describing the current state and final proposals of marketing communication of the study program are based on previous analysis outputs.
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Customer Satisfaction
Poláčková, Petra ; Ing. Jitka Veselá, Ph.D (referee) ; Schüller, David (advisor)
This Master’s thesis deals with the issue of customer satisfaction in a retail store. Theoretical part summarizes a literature review needed for practical application which includes an analysis of internal and external environment, followed by own questionnaire survey of customer satisfaction. Last part contains an analysis of survey results and formulation of proposals improving the customer satisfaction including a calculation of financial, time and human resources and risk analysis.
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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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Self - greenwashing among young people aged 18 do 35
Křivánková, Simona ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this paper is to describe the consumer behaviour of young people in the Czech Republic in relation to sustainability. The thesis operates with the concept of self- greenwashing, which defines categories of young people's behavioural deviation from environmental values. The theoretical section describes greenwashing, on which the concept is based, then discusses the findings to date in relation to sustainability and concludes with a conceptualisation of the concept of self-greenwashing. The research section first describes the data collection method using focus groups and the data processing method using open and axial coding. Three focus groups were conducted with a total of 15 respondents ranging in age from 18 to 35 years. The results of the research confirmed the prevalence of self-greenwashing among young people and divided them into three groups according to their declared interest in environmental protection and real actions and influences on their behavior.
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The current development of AI tools in the Czech Republic and their possible use, limits and predictions in the strategic fight in the imformation War
Štěpánová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Koblovský, Petr (referee)
This work will discuss the current state of AI technologies in connection with disinformation and information warfare, their possible development, limits and concerns. Theoretical part will start with established concepts, works mapping the current state, but also predictions for the future and formulating possible limits. To understand the current state,various relevant case studies will be presented. In the practical part, Focus Group research will be conducted, which will discuss the conclusions and topics arising from the theoretical part and analysis. A discussion of the results and a conclusion will follow.
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Nákupní chování mladých spotřebitelů ve věku 15 - 29 let na trhu fast food restaurací v regionu Jižní Morava
Neuberger, Patrik
Neuberger, P., Consumer behaviour of young consumers between 15-29 years on fast food market in South Moravia region. Master Thesis. Brno: Mendel University in Brno, Faculty of Business and Economics, 2015. This master thesis is focused on consumer behaviour of young consumers between 15-29 years at fast food market in South Moravia region. The main aim of this thesis is to identify factors which influence consumer during buying process at this particular group of consumers and on this principle formulate general valid marketing recommendation. Qualitative and quantitative methods are used for research. Focus groups method and questionnaire method were used in research exactly. The result of these methods were used for cluster analysis. The result of cluster analysis are cluster with similar properties and members of these clusters are influenced by same factors. On this base general valid marketing recommendations are made for each cluster. These recommendations can be used in South Moravia region.
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Supervision of Professional Internships for Students of Social Disciplines at ZSF JU
PĚTIVLASOVÁ, Šárka
Future social workers are meeting with supervision already during their studies. The purpose of introducing supervision into practical teaching is the support of students in meeting the target characteristics of the graduate profile. The student acquires their own experience with supervision as one of the key instruments of the development of their professional competence. The work aims to map the opinions of students of ZSF JU social majors on the supervision of professional internships realized during their studies. A qualitative approach with a stratified sampling when students were addressed through a year speaker and the method was focus groups with students of social majors ZSF JU was chosen for the research. The data were evaluated by the open coding method and subsequent categorization of data. Students perceive the school supervising as useful for their further development. It was found that the experiences of students are very different. The first group of students would like the supervisors to change during their studies and to have education in the subject of supervision before they start their internships. The second group of students, on the other hand, would like the supervisors not to change so much so they could build trust with the supervisor. All students agreed that supervision made sense during their studies. In case of the credit is not granted by the supervisor but for example, by the practice coordinator, supervision would have greater meaning for them because they wouldn't have respect from the supervisor and could confide in them about the situation which has stopped or disconcerted them in their internship.
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The potential of Guerilla marketing
HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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University students' understanding and attitude to illustrations in biology textbooks
ZÍKOVÁ, Eva
The aim of this bachelor thesis was to find out the understanding and subjective opinions of students on illustrations occurring in textbooks of natural history and biology. Another task was to perform an analysis focusing on the illustrations used in the textbook of human biology for primary, secondary and higher education. The literature review focuses on the definition of textbooks, their function and parts with emphasis on the pictorial part of textbooks. Furthermore, selected researches dealing with pictorial material in textbooks are presented. The research itself was conducted among students of the Faculty of Education of the University of South Bohemia in České Budějovice through a questionnaire survey. The results were then expanded with information obtained by organizing a focus group discussion. In the interview, the students of science teaching discussed the questions from the questionnaire survey and found out more detailed information about the pictures.
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