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Cause-related marketing campaign in the organization Mamma HELP in coordination with the company called Ryor
Kolářová, Simona ; Pospíšilová, Tereza (advisor) ; Dohnalová, Marie (referee)
The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.
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Social Enterprises in Prague Communication of Entrepreneurship with a Social Benefit
Čížková, Klára ; Matyáš, Ondřej (advisor) ; Dohnalová, Marie (referee)
The diploma thesis focuses on social enterprises and their use of marketing tools for their communication. In its first part the field where they operate within the Czech Republic is laid out including the legislative setting. Since the concept is relatively new here, approaches and inspiration from abroad are a cited. The part dedicated to marketing introduces different approaches to marketing presentations and to the overall communication of social enterprises and social firms. The outcome of this was to portray the possibilities of their communication with their target audiences. The research itself looks at the communication of social enterprises from several viewpoints. First of all it aims to show the approach taken by the subjects of social economy themselves. This is done through questionnaires and content analysis of documents. Also the view on the matter is expressed through an interview with a consultant of NESsT, an organization which deals with the theme of social entrepreneurship. The last angle, which is represented by a questionnaire for a selected segment of the public looks at their view of social enterprises and firms and their communication.
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Specifics of marketing communication of Greenpeace ČR organization
Šilhavý, Petr ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor thesis Specifics of marketing communication of Greenpeace ČR organization presents the Czech affiliate of global non-governmental environmental organization Greenpeace. This thesis looks at the organization from the marketing point of view perspective. Its objective is to identify specific marketing activities of Greenpeace ČR between years 2010 - 2012 on the basis of situational analysis of representative campaigns. Greenpeace does not accept funds from corporations and state institutions and therefore it is dependent on contributions from volunteers. The Czech affiliate is financially autonomous thanks to its accent on fundraising and communication. Greenpeace ČR uses inexpensive marketing and PR tools, as it follows from summary of analyzed campaigns. Due to its limited budget, Greenpeace is forced to use such campaigns which are most addressed to target groups. The main strategies are guerilla marketing and subvertising, PR and lobbing, research in cooperation with experts, online tools and publishing of promotional materials.
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Social advertising opportunities in the practice of the Czech social work
Uchevatkina, Stanislava ; Kodymová, Pavla (advisor) ; Holda, Dalibor (referee)
The diploma thesis "Social advertising opportunities in the practice of the Czech social work" is devoted to the relatively new advertising genre for our society- the social advertising, and how social workers can now use this type of advertising in their activities. The thesis defines the concept of public service advertising, describes the history of its origin and the level of development in some countries, and also by whom and for what purposes it is mainly used. The author aims to answer the question whether PSA can be considered as one of the tools of the social work, which gives us an opportunity to draw public attention to the existing social problems, find ways to solve these problems and prevent the occurrence of new pathological phenomena. The diploma thesis also focuses on social marketing, which is closely related to social advertising and should be used for the success of any social campaign, as well as on new trends in the activities of commercial organizations. These trends are identified as Corporate Social Responsibility. The conclusion is devoted to the description of problematic aspects of social advertising and its use in the social work, and the measures that can be taken for the development of social advertising in the Czech Republic in general and specifically in the...
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Analysis of Green Doors Civic Association Communication Strategy in 2009 - 2010
Bednářová, Ivana ; Köppl, Daniel (advisor) ; Hejlová, Denisa (referee)
Thesis Analysis of Green Doors Civic Association Communication Strategy in 2009 - 2010 illustrates application of marketing principles and techniques in the czech non-profit sector on case of Green Doors Civic Association. This association provides labour and social rehabilitation to people with shizophrenia or another shizotypal disorder. Thesis describes and reviews not only the organization communication strategy for a different target segments as a whole but also each marketing communication instrument in terms of different theorethical principles used. According to a different communication purposes association perceive its communication with the external enviroment on the three different levels - Promotion, Fundraising and Social Marketing. Thesis shows asscociation communication in connection to marketing mix that was extended in non-profit enviroment by another 4P - Public, Partnership, Policy and Purse String. It analyzes the application of seven doors method in terms of organization social marketing communication. Seven doors represent seven barriers in recipients mind that non-profit organization have to overcome on the way of change recipients attitudes or behaviour. Thesis also tries to involve each aspects of market eviroment which affects Green Doors operation and communication. It...
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Educative Campaign for People with Psychical Disabilities. Project "Tailored Job"
Brůnová, Lada ; Dolanský, Pavel (advisor) ; Ježek, Jiří (referee)
The Thesis "The Educative Campaign for People with Psychical Disabilities. Project "Tailored Job" deals with social marketing, specifically social campaign of a non-profit organization Asistence o.s. and its various aspects with regard to the Czech non-profit environment. I devote a large part of the thesis to the communications mix which, if used cleverly, saves the non-profit organization some money. Finally, I try to evaluate the project, in particular the communications site and outline how it could be improved and what communication channels should be used in the future.
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Internet Marketing E-commerce
Balharová, Lucie ; Kubíčková,, Lea (referee) ; Němcová, Zuzana (advisor)
The bachelor's thesis is based on a detailed situational analysis of the new marketing strategy of the FAROT s.r.o. company, which operates on the market in the fitness area and trading of the sports equipment, while the fractional strategies for the individual elements of the marketing mix are defined.
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Digital content for social networks
Novák, Jakub ; Krsek, Libor (advisor) ; Truhlář, Filip (referee)
Abstract The goal of this thesis is to reveal some basics about social media marketing and creating the content for social media. In theoretical part thesis deals with some basic terminology and procedures used in successful marketing communication . I am explaining them and giving some examples as well. In practical part I am showing the exact approach we choose while working on our project Maťa varí!
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Successful Campaigns in the Pursuit of Human Rights
Kalousková, Lucie ; Mikeš, Jiří (advisor) ; Kultová, Dana (referee)
The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.
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Healthy Lifestyle of Czech University Students
Marholdová, Lucie ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
The thesis deals with the healthy lifestyle of Czech university students. The main objectives are to map the healthy lifestyle of Czech university students, especially to find out whether they follow the principles of healthy lifestyle, to find out their knowledge concerning this issue, to find out if there are any obstacles to follow the healthy lifestyle and to find out whether they know any projects supporting health and healthy lifestyle. In the theoretical part of the thesis the basic terms are defined. There is also introduced the system of public health in the Czech Republic, occurrence of non-communicable diseases caused by unhealthy lifestyle and risk factors causing these diseases. Practical part maps the healthy lifestyle of Czech university students and fulfills stated objectives by using questionnaire survey and data mining.
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