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Analysis of Book Publisher's Marketing Tools
Gruberová, Laura ; Pešek, Ondřej (advisor) ; Hanzlík, Jan (referee)
This Master's thesis entitled Analysis of Book Publisher's Marketing Tools focuses on the Czech book market and marketing tools that are currently used by book publishers. The aim of the work is to evaluate marketing tools of the specific Czech book publisher based on qualitative research and suggest possible improvements in their use. The theoretical part contains definitions of basic concepts in the field of book publishing and book marketing, which serves as the basis for the practical part. The practical part deals with the analysis of marketing tools of book publisher Argo, presents pros and cons of these instruments and in the end, brings suggestions for their improvement. This part of the thesis is based on marketing situation analysis, on analysis of available data on publisher's activities and on an interview with one of its writers. This thesis is primarily valuable for book publishers and sellers, who can obtain information about possible marketing tools. For book readers, this thesis is particularly interesting in terms of obtaining information about how marketing tools can help them in the selection of books.
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Psychological facet of pastoral care
LOJÍKOVÁ, Pavlína
The thesis describes pastoral care from the perspective of psychology; more precisely, it examines the psychological facet of the pastoral care. The theoretical part describes the pastoral care as a help to a human in the context of faith. Next, psychological intervention is described in the form of psychotherapy, psychological counseling, crisis intervention and psychodiagnostics. Some views of the relationship and connection between the pastoral work and the psychology follow and after that, some psychological means used or usable in the pastoral care are proposed. The key research question is how the pastor reflects his pastoral work. Using depth interviews, data from five professional pastors of different Christian denominations were acquired. Using grounded theory method, a three-phase model, which captures the possible course of the pastoral care, was created. The existence and working of God is taken into account. In the pastoral care, more practical topics than spiritual ones are dealt with, and besides spiritual factors, human factors also help the people in the pastoral care. It was found that psychological elements occur in the pastoral care, but its goals are different from the psychological intervention.
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The possibilities and conditions for the use of tools for analyzing customer behavior on social networks
Horák, Vít ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
The thesis deals with free tools that can be used to analyze customers of SMB e-commerce enterprises on the social network Facebook in order to increase their competitiveness within the social network. The theoretical part focuses on defining key terms, distinguishes types of social media and describes present social networks situation in world and in the Czech Republic from a users perspective and in the Czech Republic also from an enterprises perspective. Furthermore, the theoretical part also deals with possibilities that social networks can offer to the SMB enterprises. And as well it identifies different types of analytical tools that can be used for purposes of monitoring customers or analysis of customers. In the beginning of the practical part there is introduced the company Dobrutka.EU s.r.o. (the e commerce B2C company). Afterwards is presented the analysis of the survey about how SMB companies that operate the best Czech e-shops monitor and analyze their activities and customers from the social network Facebook. Subsequently there is handled the selection of appropriate tools for SME companies, which are also analyzed in the following chapter. At the end of the practical part there is practical application of knowledge from the thesis to Dobrutka.EU s.r.o. through the design and pilot deployment of appropriate procedures and analytic tools, whose effectiveness is evaluated at the end of chapter. The main benefit is in act of finding and verification of free tools and effective method that allows for detailed analysis of company customers even for micro companies and thus also effectively achieve positive economic results even in emerging facebook presentations.
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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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Design of a methodology for BI solutions in QlikView environment
Judová, Eva ; Pour, Jan (advisor) ; Kunst, Jan (referee)
This master thesis is devoted to a design for methodology of BI projects in QlikView. The main aim is to propose a recommended procedure solutions reflecting the strengths and weaknesses in the development of QlikView applications. Accompanying chapter to the discussed issue is a chapter Business Intelligence which explains the principles, characteristics and reasons for implementation in companies. Part of defining the differences between traditional and self-service solutions serves as a theoretical basis for understanding the increasing attractiveness of self-service solutions and environment of the proposed methodology. The next chapter presents the company Qlik as a market leader in BI and the owner of QlikView. The reasons for its establishment, subsequent development and actual vision are listed to create a comprehensive view of the environment where the described product was created. Along with the chapter focusing on characteristics and main advantages of QlikView a knowledge base is established for the implementation of proposed methodology. Crucial chapter of this thesis is based on the author's experience gained while implementing QlikView projects. The proposed methodology is based on the description of each phase, its activities, inputs and outputs and its concrete application in a demo environment for the area of receivables in manufacturing company. The key contribution of the author is pointing out potential problems during development or warning about critical parts or providing appropriate recommendations and benefits of the proposed procedures. The designed methodology can serve as a useful guide for self-service projects implemented the QlikView environment.
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The Religious Sisters' charitable and social service after 1948
BÁRTOVÁ, Hana
This bachelor's thesis focuses on the destiny of female orders and congregations, whose traditional work in educational and medical institutions was forbidden by Action Ř in 1950. Communist regime tried to force nuns to take off their habits and work in civil occupations, by means of hard work in factories and on farms. Female orders, whose main role was to educate children and youth, and contemplative orders had to find new areas for their activities. Despite the difficult situation, nuns tried to carry out social and charitable work in such areas, where communist regime allowed them to do so. Many of such affected female orders and congregations found their fulfilment as care workers in health service, social and charitatible area, particularly by taking care of the sick, the old and mentally and physically disabled people. The theoretical part focuses on a description of the relation between church and state after 1948, the status of nuns after the communist takeover in February 1948 and district church secretary's and region church secretary's tasks in relation to nuns. The thesis describes communist work camps for nuns in more detail, there were strict rules and routine and very poor conditions, far from dignified way of life. The summary shows individual communist work camps with factories and workshops, where nuns had to work. The reseach part of the bachelor's thesis describes nuns' social and charitable work after 1948 and their motivation that helped them overcome difficulties, resulting from communist regime. I used the method of qualitative research and oral history method. I have made four profiles of nuns, on the basis of their life stories. These profiles monitor their lives with respect to the topics from the theoretical part of the bachelor's thesis and everything is supported with suitable quotations. I try to monitor both common and different experience of individual nuns and consider how questions of great history reflected on their life stories. The conclusion of the bachelor's thesis cosiders nuns' motivation for their devoted service to their neighbours, their attitudes, opinions and experience.
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Cultural Standards of New Zealand
Sládek, František ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
This master thesis is focused on cultural standards of New Zealand. The main aim of this thesis is to define cultural standards of New Zealand and compare them with the theory. The first part of the diploma thesis is focused on theory of culture, cultural dimensions and standards, as well as different concepts of cultural dimensions applied on the Czech and New Zealand culture. The practical part describes the basic characteristics of the country, political and economical system, business dealings and diplomatic protocol. The last part is based on empirical research and defines cultural standards of New Zealand from the Czech perspective.
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Creation of the Enterprise Architecture model according to the TOGAF framework
Čapek, Jan ; Doucek, Petr (advisor) ; Zeman, Petr (referee)
The present diploma thesis aims at introducing the Enterprise Architecture and creating an abstract model of a company. The primary focus is on application and process layers as defined in the architecture framework TOGAF. The thesis is divided into theoretical and practical part. The theoretical chapter starts with a business model analysis which means to describe mission vision and companys values as a part of the strategy framework. Furthermore the business processes are described in the latter part of this section. This chapter attempts to explain how to map a business process and to categorize it by nature and maturity level. Penultimate chapter introduces the Enterprise Architecture in general. This section includes arguments as to why the companies should be concerned with the Enterprise Architecture advantages of the Enterprise Architecture implementation into the companys documentation relationship of companys core business and IT and examples of the Enterprise Architecture frameworks. The last chapter deals with the TOGAF framework where Architecture Development Method is described. This means how Enterprise Architecture model is created and how to implement changes into the layers according to the TOGAF framework. Simultaneously the last section of this chapter describes the reference models which provide graphical overview of all abstractions layers. The practical part of the thesis elaborates on the theoretical part using the Architecture Development Method process in order to create the Enterprise Architecture model according to TOGAF framework. Same as the theoretical part it only focuses on the application and process layer. Firstly the business model is decomposed into vision mission and companys values to the companys strategy and business goals in order to grasp further understanding of business processes detailed description. Subsequently the abovementioned aspects are recomposed to create process map which provides the management overview. The application layer undergoes the same process; nonetheless the process map is replaced by information system description and reference model creation. Once the models are created the thesis compares them with the business and strategic goals. The benefit brought by this thesis is critical evaluation of current status to propose changes to achieve target architacture according business and strategic goals established by management.
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Depositary Services
Helcl, Tomáš ; Janda, Karel (advisor) ; Veselá, Jitka (referee)
The thesis deals with the functioning of depositories in the enviroment of the Czech market from the perspective of legislative and practical. The introduction is devoted to directives that make up a harmonized legal framework and the Czech legislativ, which specifically prescribes behaving of depositories. The main part is devoted to the depositary functions, such as operating in the Czech market conditions. This part of work is focused not only on the distribution of the depositary market, but also on the collected amount of the fees, the efficiency of regulation in the real market enviroment and in the importace of depositories in the Czech market. The final section is devoted to the findings, including the final assessment of the depositaries. As a first of its kind, this thesis gives a comprehensive view of activity of depositories and their importace for the Czech market, as the depositaries represent entities that control whether funds act in accordance with the legislation. Depository oversees as to prevent fraud and to qualified investors or collective investment contributed to the further development of the capital market, which is necessary for the further development of all economic sectors.
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