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New Approaches in Marketing Communication in Outdoor Clothing Segment
Mráček, Pavel ; Kita, Jaroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Šimberová, Iveta (advisor)
Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.
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Proposals of Communication Mix for chosen Event in Tourism Open Cellars
Cimbalníková, Eva ; Chlebovský, Vít (referee) ; Světlík, Jaroslav (advisor)
Diplomová práce je zaměřena na komunikační mix vybrané události (eventu). Touto událostí je “Festival otevřených sklepů”, pořádaný neziskovou organizací Nadace Partnerství, o.p.s. ve městě Znojmě v dubnu 2010. Cílem práce je kriticky analyzovat stávající komunikační mix, předložit návrhy na zlepšení současného stavu. Přínosem diplomové práce, po případné implementaci závěrů, by mělo být zvýšení návštěvnosti následujícího “Festivalu otevřených sklepů” na podzim roku 2010.
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Management of Stakeholder Satisfaction with Service Quality of Higher Education Institutions
Schüller, David ; Koráb, Vojtěch (referee) ; Světlík, Jaroslav (referee) ; Spáčil, Vojtěch (referee) ; Chalupský, Vladimír (advisor)
This work focuses on the management of university stakeholder satisfaction with the service quality of these institutions. It examines the links between satisfaction, stakeholders, and service quality. This work deals with different approaches and methods of service quality satisfaction measurement and the emphasis is placed especially on tertiary education. The following goals and hypotheses were formulated on the basis of theoretical knowledge obtained from scientific publications. The main aim of this work is to suggest a new model for management of stakeholder satisfaction with the service quality of tertiary institutions. The second main aim is to suggest a new method of analysis of student satisfaction with the service quality of tertiary institutions. There is a close connection between both main targets and students are considered as clients in this dissertation. Hypotheses and sub-goals are also closely related to the main aim. They are formulated in such a way as to help reach the main targets and verify the suggested method in practice. For instance, the identification of stakeholders of tertiary institutions is one of the sub-goals of this work and its accomplishment significantly helped to fulfil the main targets. The sub-goals are also focused on the area of marketing communications. Marketing communication is the integral part of the suggested model for management of stakeholder satisfaction with the service quality of tertiary institutions. Therefore, one sub-goal is to formulate a set of recommendations which will improve marketing communication of tertiary institutions with their stakeholder. The author produced this dissertation on the basis of theoretical knowledge from scientific literature written by Czech and foreign authors and also conducted research. The primary research was done using the following techniques: individual interviews, focus groups and a (questionnaire) survey. The results of the primary research were analysed using the applications Microsoft Office Excel, Statistics and QC. Expert.Microsoft. The data analysed from the primary research was used to define the importance of individual stakeholders within the suggested model of satisfaction management. On the basis of the results provided, the criteria was identified and then used to evaluate their importance for measurement of student satisfaction with service quality. Moreover, the results obtained by primary research enabled the statistical verification or refutation of the hypotheses of the dissertation.
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Proposal of Company Communication Improvement Targeted to Raise Costumer's Satisfaction
Hladíková, Lucie ; Koščíková, Gabriela (referee) ; Světlík, Jaroslav (advisor)
Diploma thesis focuses on intra-company relations which are an integral part of company culture and intra-company communication. The Theoretical part of this theses is focused on communication process as such, individual types and theories of communication. One part of it is description of cultural influence and company image that strongly affect the communication inside the company thorough all the organization. On bases of questionnaire research the practical part is focused on particular company, i.e. on confirmation or disproof of the stated hypotheses that claims that individual elements of communication mains and quality of communication inside the company are direct tools, influencing and determining the company culture. Finally diploma theses summarizes all the findings arising from diploma theses and possible recommendations to improve the communication.
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Building Competitive Advantage of Czech Companies through Creative Online Advertising in the Single European Market
Navrátilová, Ludmila ; Kita, Jaroslav (referee) ; Šimberová, Iveta (referee) ; Turčínková, Jana (referee) ; Světlík, Jaroslav (advisor)
This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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Marketing Plan of New Project
Čikl, Jaroslav ; Jelínek, Tomáš (referee) ; Světlík, Jaroslav (advisor)
The object of this diploma thesis is the composition of marketing plan for establish new company Climbing land. The theoretic part presents the basic information from the section of a marketing planning and methods. Next follows the analyses of the corporate environment. Acquired data are evaluated and applied in the particular concept of marketing plan for one year. The last part is proposal for building climbing centre.
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Utilization of strategic management tools and techniques
Afonina, Anna ; Kubíčková, Lea (referee) ; Spáčil, Vojtěch (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
Cílem disertace je ověřit existenci vztahu mezi využitím analytických nástrojů strategického řízení a výkonností podniků. Za tímto účelem bylo třeba nejdříve definovat množinu analytických nástrojů strategického řízení, které jsou v soudobé praxi našich firem nejčastěji používané a nalézt způsob, kterým lze hodnotit výkonnost podniků. K tomuto účelu byly připraveny dva výzkumy: výsledkem prvního bylo zjištění nejčastěji používaných analytických nástrojů strategického řízení a faktorů, které jejich využití ovlivňují, t.j. jejich znalost, spokojenost s nimi a velikost podniků. Výsledkem druhého výzkumu bylo navržení nového způsobu multikriteriálního hodnocení podnikového výkonu. Pomocí analýzy hlavních komponent (principal component analysis) byly definovány čtyři skupiny ukazatelů, které umožňují komplexní posouzení podnikového výkonu: ukazatele finanční výkonnosti, konkurenční pozice, orientace na zákazníky a organizační integrity. S použitím regresní analýzy (stepwise regression analysis) byl prokázán pozitivní vliv využití analytických nástrojů strategického řízení na výkonnost podniků.
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Customer Satisfaction Analysis of Florbalovaprodejna.cz (recommentadions for its improvement)
Musil, Martin ; Pejta, Ivan (referee) ; Světlík, Jaroslav (advisor)
The master’s thesis deals with marketing survey, concretely analysis of customers satisfaction in a sport shop, Florbalovaprodejna.cz, with floorball equipment. In the practical part , the marketing analysis of the company is made with accomplishment and evalutation the customers satisfaction survey. This practical part comes from the theoretic basis of the master’s thesis.The survey of customers satisfaction research is carried out using the questionnaire method. On the basis of learned and evaluated information, acquired from the survey, a suggestion is formed for maintenance of customers satisfaction with sequentially increase the level of satisfaction.
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National image as a factor of competitiveness of Czech products
Veselá, Jitka ; Kita, Jaroslav (referee) ; Zich, Robert (referee) ; Nétek, Václav (referee) ; Světlík, Jaroslav (advisor)
The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.
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Marketing Assessment of Visit of the Holy Father Benedict XVI.
Vaculík, Lukáš ; Carda, Jakub (referee) ; Světlík, Jaroslav (advisor)
Thesis is focused on an assessment visit to the Holy Father in Brno in terms of marketing and promotion. The theoretical part of the market and compares the non-profit sector, in particular the interaction and impact of marketing in these different areas. Practical part provides the theoretical background knowledge of the practical realization of the visit and evaluate its impact on the stakeholder groups.
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