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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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Collective Responsibility in the Book of Genesis
PLEVOVÁ, Zuzana
This work deals with situations in the Book of Genesis, where the collective responsibility was used and the purpose what it was used for. First of all, the basic concepts of collective responsibility, guilt and forgiveness are defined. After that the work includes analysis of texts from the Book of Genesis 12:10-20; 18:16-33; 20:1-18; 26:1-11; 34:1-31. In the last section these texts are discussed from the perspective of collective responsibility. The key question: In what situations in Genesis is collective responsibility used? The analysis of individual texts showed that collective responsibility in Genesis is associated with punishment or warning. Collective responsibility showed the direction, which had to be followed by the chosen people to go to God, and warned before departing from this path and distancing from God.
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The Burnout Syndrome and the Worker of the Lowthreshold Establishment for Children and Youth
PLEVOVÁ, Zuzana
The thesis deals with risk elements which influence the origin of burnout syndrome and leaving of workers from lowtreshold establishments for children and youth. The first part characterizes lowthreshold, the lowtreshold establishment for children and youth. It is followed by characteristics of workers of the lowtreshold establishment for children and youth, burnout syndrome description and its impact on workers of the lowtreshold establishment for children and youth. In the second part particular risk elements of work in the lowtreshold establishments are specified. From the discussion with the workers of the lowtreshlod establishment emerged a few risk factors, which could evoke the burnout syndrome. The important reasons for leaving the job are: lack of team communication, psychical immunity, art of compensation, vision meaningful work, finance, evaluation and newness of the field.
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