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Marketing Research of Brand in the Retailing Chains
Matysíková, Ivana ; Tomášková, Eva (referee) ; Šimberová, Iveta (advisor)
This thesis is focused on marketing research of brands in retail chains. In theoretical part a course of each part of marketing research is described so as subject matter of brand value that is necessary for understanding of an examining problem. A practical part is focused on a description of retail chains and a specific conclusion of whole research. Another part is also a recommendation for self-employers.
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Marketingová komunikace barbershopů
Svítil, Lukáš
The thesis deals with marketing communication of barbershops and its influence on consumers. The aim of this thesis is to identify the factors of marketing communication influencing consumers in the choice of barbershop and to propose recommendations in the field of marketing communication for entities operating in this market. To meet the objective, qualitative research (n = 36) combining an eye-tracking experiment together with in-depth interviews was conducted. In ad-dition, a questionnaire survey is used (n = 235). Marketing communication factors affecting consumers and consumers are collected by means of a questionnaire survey and in the form of static images that attract human attention. The influence of: product layout, face, tattoo, celebrity or logo presence on human attention span is investigated. Based on the findings, the paper concludes by proposing recom-mendations for actors in the industry in the form of a communication mix.
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Communication of the European Parliament and its influence on the democracy in the Czech Republic
Hrabětová, Magdaléna ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to coherently unify the functioning communication strategies and tools of the European Parliament into one academic work. Furthermore, to provide an insight into the functioning of individual institutions of the European Union and introduce important concepts that connect communication with democracy. In the practical part, with the help of theoretical knowledge and qualitative research, we will gain a comprehensive understanding of the communication of individual Czech Members of the European Parliament with citizens, evaluate the effectiveness of EP communication, and assess its impacts on democracy in the Czech Republic.
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Greenwashing in fashion industry: perspective of GenZ
Kyselová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the subject of greenwashing, its occurrence in the fashion industry and focuses on a specific target group - generation Z. The theoretical part first describes the concept of green marketing, its definition, benefits for companies and society, as well as its criticism. The following chapter focuses on greenwashing, its history, the most common practices and then the strategy for sustainable communication. The final chapter of the theoretical part of the work is devoted to the fashion industry itself, fast fashion and trends. Next, Generation Z, its perception, purchasing and consumption behavior is brought up. In the practical part, based on the theoretical part, the author defines three areas of questioning for use in qualitative research. The interviews are conducted in a semi-structured manner. The analysis of the interviews then tries to answer the research question of the perception of greenwashing by Generation Z.
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Marketing Communication Development on the Czech Second Hand Fashion Market
Ševčíková, Karolína ; Ježková, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor's thesis is to examine the second-hand fashion market in the Czech Republic from the perspective of marketing communication, which has not yet been used for this topic. In the theoretical part of the thesis, the meaning of secondhand fashion is defined from various perspectives, which were used to compile in-depth interviews with people who are in charge of communication in the Czech second-hand shops. Furthermore, the theoretical part deals with the validity that applies to the marketing of brands and points out the limits of the application of these well-established procedures to the second-hand market. The interviews were evaluated using grounded theory and point out current obstacles and opportunities of marketing communication of second-hand fashion shops in the Czech environment.
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Case Study of MADMONG as an example of marketing on Twitch
Pecíková, Laura ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of this diploma thesis is to identify which specific marketing tools were used by MADMONQ in order to reach its current stable position on Czech-Slovak gaming and streaming scene. The brand, originally a startup, became famous by bringing a whole new product to the gaming market, the first nutritional supplement made specifically for gamers. And its breakthrough was able to happen mainly thanks to the Twitch streaming platform. Therefore, the qualitative research of this thesis is set into a context of history and characteristics of Twitch, game marketing, the streaming phenomenon and influencer marketing. The research itself, which results in a complex case study, is based upon an in-depth interview with MADMONQ's founder and current CEO Michal Noga, on an analysis of the brand's online marketing tools, a SWOT analysis and on a survey in which streamers promoting products by this brand on their streaming channels took part. The case study is exposing the best and worst practices which led MADMONQ to its current position and explains the brand's communication strategy, which is from the very beginning focused on solely gamers, while striving to fulfill its mission that every gamer gives health the same amount of attention, they give to their hardware setup.
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Travelogues and travel literature in the teaching of geography at the lower secondary schools
MENHARDOVÁ, Eva
Travelogues have always played a major role in teaching for many decades. Even though the widely used travel literature that was originally used is now receding into the background, it does not mean that travelogues are disappearing from teaching. Their new forms are coming to prominence, and teachers are often using them more than ever before. This bachelor thesis aims to present the importance of travelogues in geography teaching and identify their position in the field of modern trends and problems of today's geographical education. By using an in-depth interview with geography teachers at lower secondary schools, the thesis investigates and describes their views of the problems. Furthermore, it synthesizes the results and tries to link them with the identified aspects of the geographical education issues. The thesis is divided into two parts - theoretical and analytical. The theoretical part is devoted to getting familiar with modern trends in teaching in lower secondary schools, modern trends in geography teaching and travelogues themselves. After that, the research methodology with data processing is described. The analytical part is focused on the interpretation of the results and their synthesis. At the end of the thesis, the results are summarized and connected with the theoretical basis.
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The use of monitoring and filtering software at lower secondary school and its pedagogical impacts
RYBA, Jakub
The aim of this bachelor thesis was to map what are the possibilities and limits of using monitoring and filtering software in primary schools. To find out their advantages and disadvantages, focus mainly on the role they have during teaching and describe the programs that schools use. Discover what type of filter they are using in school network and which specific areas of the site they focus on when filtering the network. In the research, the researcher examined more cases, so he chose a multi-case studies. This knowledge was achieved by studying the relevant literature, which focused on what these software can do, and the knowledge of schools that already use these technologies in teaching, this helped in understanding the issue .He further analyzed the findings and compared them in order to achieve the most accurate view of the issue. Research has shown that schools often use similar solutions to these problems, and that the great majority of their experience with these software is positive. This work can show schools that do not yet use these technologies the issue and limits of these technologies for education in practice.
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Generation Z' s attitude to shocking advertising
Procházka, Ondřej ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on Generation Z and its attitude towards shock advertising. The theoretical part is firstly devoted to the definition of advertising and shock advertising. Next, it introduces Generation Z, its specifics and key attitudes. The practical part of the thesis describes the attitudinal research through in-depth interviews with ten respondents. Finally, the main findings from the research are presented in the form of eight key attitudes held by Generation Z towards shocking advertising.
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Agenda Setting in the Issue of Refugeedom: Analysis of Connection Between Media Exposure and Perceived salience of the Issue
Michalová, Lea ; Remr, Jiří (advisor) ; Soukup, Petr (referee)
The diploma thesis concerns itself with the analysis of connection between the media exposure to refugeedom topics and the perceived salience of the issue. Combined qualitative and quantitative research designs ruled by QUAN → qual scheme are used in the thesis. In the quantitative part the effect of exposure to refugeedom-related news on the perceived salience of the subject is constructed using TV and newspaper viewing figures while controlling socio- demographic characteristics of respondents. Binary logistic regression was used to find the influence. The analysis shows that the exposure to content concerning immigration and refugees has influenced the rated importance of the issue. However, there are other variables not included in the model which are affecting the salience. The qualitative approach offers insights into the relationship discovered with quantitative methods. In-depth interviews showed people are aware of the media influence mainly regarding topics they are thinking about and discussing with their social surroundings. According to some interviewees this influence is stronger observed in topics where we lack personal experience, like the refugees. Apart from the media other issues like value orientation, life experience, social surroundings or the extent of criticism may have...
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