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Factors influencing consumer buying behaviour
Patka, Jan ; Sigmund, Tomáš (advisor) ; Palová, Lenka (referee)
New findings from neuroscience, psychology and marketing disciplines to a certain extent disprove existing economic postulates and bring a different view on consumer behaviour, who do not behave rationally on purchase, but act based on simplified stimuli, such as emotion or intuition. The result is the emergence of manipulative techniques, which can be used to increase the effectiveness of sales, but simultaneously can be misused for activities exceeding the ethical and legal standards. The main subject of this thesis is an analysis of these techniques with focus on their usage and effectiveness in the Internet environment. The aim is to determine the extent to which a customer can be influenced before purchasing the product or service. To achieve the goal it is necessary to describe the key areas of consumer purchase process, to explain the basic principles of human brain functioning and especially to analyze the individual methods and their application in practice. With the Internet development the issues are also reflected on the web, where the entree to the entrepreneurship is becoming much easier. In the research there are examined techniques of manipulation tested through an interactive online questionnaire and subsequently analyzed in detail. Based on the data collected, the author formulates specific recommendations. The outputs can help an average consumer in defence against the manipulation and, at the same time, it offers a clear list of methods supporting sales for organisations.
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Social Media Marketing Focusing on Tourism
Scholz, Ondřej ; Vaško, Martin (advisor) ; Valentová, Jana (referee)
Master's thesis called Social Media Marketing Focusing on Tourism is devided into two parts. The first part examines general conditions for development of social media with regard to development of the internet and individual types of contemporary social media. The second part is focused on specifics of the tourism marketing. In this second part are also analyzed selected marketing activities of business entities in the tourism industry in social media. In the conclusion of the second part there is analyzed a questionnaire survey among users of social media whose results are summarized in the conclusion of the thesis.
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Technological progress and its impact on the music industry
Čupka, Martin ; Riedlbauch, Václav (advisor) ; Kubaš, Mario (referee)
This thesis deals with positive and negative effects of technological progress on the music industry. The first part presents important changes during the evolution of the music industry to its current status. Other chapters are trying to analyze current trends and their specific features in the field of production, distribution and promotion of music in the world and the Czech Republic. Special chapter is devoted to new forms of financing music project. The work also deals with the analysis of the current music consumption habits of music consumers in the Czech Republic and Slovakia. The last chapter deals with the approach of Czech and Slovak musicians to new possibilities in production, distribution, promotion and fundraising for the functioning of their musical projects. Key words:
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Analýza internetové marketingové strategie AIESEC
Lačevová, Aneta ; Kašparová, Eva (advisor) ; Hájková, Petra (referee)
The Master's thesis focuses on analysing the data about the customers of the student organisation AIESEC collected between 2012 and 2014. The results show the various customer segments defined by university, faculty and year of study from which AIESEC gets its applicants, the successfulness in finding an internship of students from these segments, proportions of different programmes (and sub-programmes) that students apply for, most desired countries as internship destinations, most effective communication channels and the average time periods between the process parts of application, raise, match and realization. Based on the results and insights from theory which discusses the use of Internet in communication with youth, the author suggests specific improvements for AIESEC to acquire more customers. These suggestions focus on increasing the return on investment of the organisation by increasing the quality of the applications, but equally focus on increasing the quantity of new customers acquired and increasing the efficiency of the AIESEC process.
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Analysis of marketing tools of music industry in the era of digital distribution.
Víšek, Jakub ; Riedlbauch, Václav (advisor) ; Stříteský, Václav (referee)
This thesis explores history and development of music industry including tools of monetization, from the beginning of music publishing, inventions of various sound recording methods and related birth of recording industry, to various forms of internet-based distribution of recorded music. It especially focuses on digital means of music distribution and their influence on artists, recording companies as well as consumers -- listeners. It maps connections and consequences resulting from over one hundred old paradigm shift caused by rapid evolution of mobile technology and Internet. Especially the last chapter attempts to anticipate future of this market segment, based on the examples of particular artists, even though it is still in a process of on-going changes.
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Implementation of IS for the internet travel agency
Šubr, Vladimír ; Sova, Martin (advisor) ; Klíma, Tomáš (referee)
The topic of this master thesis are information systems in turism. The author focuses mostly on reservations systems as an essential information systems for travel agencies. This thesis examines such systems in the context of the Internet and the model of software as a service. The Internet has become a necessary for operating these systems and it has influenced the field as a whole. The thesis has three main chapters. The first chapter is a theoretical one, where the author investigates the mechanics of information systems in turism. He attempts to formalize information systems in general and he seeks their role in organizations. Additionally, he explains how these systems work and what functionallity can be expected from them. In the second chapter, which moves between theory and practice, the author analyzes the current market situation of these systems. Next, he defines requirements on a system tailored for one specific bussiness plan. Using these requirements multi-criteria decision analysis is performed, selecting the system which best matches the chosen criteria. The last chapter is a practical one and it is concern with deploying selected system from the previous chapter and all aspects of this process. The goal of this thesis is to realize information system part of the Internet-based travel agency project and at the same time search for theoretical conclusions about these systems. The conclusions are then compiled into methodological manual for ASW application in the Internet-based travel agencies segment.
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Online marketing in hotel industry
Vachková, Rita ; Vávra, Oldřich (advisor) ; Pařízek, Karel (referee)
This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.
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The Influence of Internet Development of the Labour Market in the Czech Republic after 1989
Machová, Martina ; Kaczor, Pavel (advisor) ; Svojšová, Liliana (referee)
The bachelor thesis deals with the development of the labor market in the Czech Republic during the last 25 years from the perspective of the computer revolution, the development of the Internet and social networks. The author examines the impact of the expansion of the Internet and social media on the labor market in the Czech Republic, on the recruitment and job searching methods and on increase of the labor market flexibility. It deals with transformation of methods and forms of recruitment for the last 25 years. In the practical part, the author conducts and evaluates a survey, whose objective was to determine whether and how the impact of the Internet transformed the labor market in the period. In the end, the author formulates a personal view on the prospects for further development of recruitment methods in the labor market in the Czech Republic.
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Web Browsers
Samec, Radek ; Pokorný, Pavel (advisor) ; Vlnas, Pavel (referee)
The aim of this bachelor thesis is to give an insight into the current situation in the market of web browsers. The thesis describes their history and development and also offers a glimpse into the future. For testing are selected browsers that currently occupy a decisive market share. Testing takes place in areas such as compliance with web standards, speed, security, user interface and the customization. Each browser is tested for functionality of faculty information systems. The thesis deals with the versions of browsers for mobile devices and also the problems with add-ons. An important part of the thesis is a statistical survey about usage of web browsers by faculty students.
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Right to Internet
Lexová, Alžběta ; Trávníčková, Zuzana (advisor) ; Kobelková, Lucie (referee)
The Internet is one of the phenomenons of our time. As of speed and reach it surpasses all media on the world and unlike every other medium it actively engages all people to the process of creating the news. Basic attributes of the Internet make it a power standing above states -- it crosses national borders and doesn't have any direct owner -- and at the same time these attributes make it a power that is practically almost unregulatable. The Internet is regulated on a national level, but there are attempts to pay attention to it on the international level as well. The UN, Human Rights Council especially, examines the issue of the access to the Internet as a human right. This thesis examnies the effort of international community to formulate right to Internet as a human right. The right to Internet can be observed in two ways -- as a right to the content of the Internet and as a right to the technology of the Internet. This thesis observes both these dimensions and examines the international community's stance to their incorporation in the catalogue of human rights.
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