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Marketing Strategy of a Selected Nonprofit Organization
Kolomazník, Tomáš ; Kolenc, Jana (referee) ; Chlebovský, Vít (advisor)
The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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Marketing Strategy of a Selected Nonprofit Organization
Kolomazník, Tomáš ; Kolenc, Jana (referee) ; Chlebovský, Vít (advisor)
The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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Barriers to Continuing Education of the Unemployed in the Age Groups Endangered in the Labor Market
Kolomazník, Tomáš ; Tuček, Milan (advisor) ; Numerato, Dino (referee)
Autor práce: Bc. Tomáš Kolomazník Název práce: Bariéry dalšího vzdělávání nezaměstnaných z hlediska věku ohrožených na trhu práce Abstract The thesis "Barriers to continuing education of the unemployed in the age groups endangered in the labor market" examines the barriers to continuing education in unemployed groups of age 15-25 and 50-64 in the Czech Republic, both of which are often referred to as disadvantaged in the labor market. These age groups are characterized by a low rate of participation in continuing education, while having very specific needs and problems. The aim of this work is to identify the most frequent barriers in the education of the above-mentioned groups, to find out the differences between them and to explore their sociodemographic predictors. For the statistical analysis, data from the Kooperace research conducted by the Fund of Further Education was used. The first chapter defines the concepts of adult education, disadvantaged groups in labor market and introduces different concepts of barriers to education. Furthermore, the most important surveys of adult education in the Czech Republic are presented. In the methodological chapter, seven barrier dimensions have been examined, such as lack of self- confidence, insufficient relevance of adult education supply, lack of time, low...
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The subculture of conterporary Czech bands of the new wave of heavy metal
Kolomazník, Tomáš ; Kandert, Josef (advisor) ; Oravcová, Anna (referee)
The thesis deals with with the subculture of Czech contemporary bands dedicated to the new wave of heavy metal. The first chapter introduces the theoretical concepts of subcultures and lifestyle. Apart from the classical approach to the theories of subcultures, also introduces the post-subculture approach of David Muggleton, who does not consider subculture as a stable social phenomena. The second chapter is devoted to the historical development of heavy metal, separately in the world and in the Czech Republic (former Czechoslovakia). Presented are metal genres that have played a key role in shaping the form of the modern metal subgenres. The third chapter is based on qualitative research using semi-structured interviews with members of the subculture and participant observation. The aim of the research was to determine the rules that operate within the subculture, the common features of its members, the meaning they attach their band and music, whether they have, in accordance to the theory of subcultures, common set of standards and values, how they stylize, and what are relationship within their subculture .
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Řízení značky vinařské firmy
Kolomazník, Tomáš
Brand marketing is right communication of a company on the market based on the attributes of the brand. In other words, it is a combination of marketing and psychology. By emphasizing values and their benefits, various preferences and associations are created in a human being's life and these influence people's decisions. Concentration of interest groups is an ideal place for this presentation and preoccupation. Internet development has brought an immense number of possibilities and overcomes borders of local outreach communication. Boom of social networks has connected an immense number of people and so has made sharing of information easier. Besides all possible marketing tools, there is also viral mar-keting that can reach exponential dissemination. The thesis is focused on a combination of those aspects in order to increase awareness of a family winery's brand. The thesis is based on the analysis and interpretation of research results including a proposal of a communication mix and recommendations.
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