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The Use of Stakeholder Management for Marketing Management of selected Subject
Doleželová, Lenka ; Hesková, Marie (advisor) ; Slabá, Marie (referee)
The thesis analyses the use of the principles of stakeholder management as they are applied in the marketing management of the transport and logistics company GTL, spol. s r. o. The aim of the thesis is to find a suitable marketing and marketing communicaton strategy of the company. The proposed strategy draws on findings in the field of stakeholder management. The theoretical and methodolical part of the thesis concerns marketing communication strategy focused on public relations. The thesis further discusses corporate social responsibility, marketing in B2B services and ultimately the key topic -- the theory of stakeholder management and stakeholder analysis. The introduction to the practical part of the thesis provides a situation analysis of the GTL company. This is followed by a stakeholder-analysis-based marketing research study. The last section proposes a marketing communication strategy of the GTL company for the year 2012.
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Marketing communication strategy of universities with emphasis on stakeholder management
Slabá, Marie ; Hesková, Marie (advisor) ; Kovář, František (referee) ; Štarchoň, Peter (referee)
The disertation thesis deals with the problem of marketing communication of universities. The main reason for a choice of the topic of dissertation thesis and solution to the theme of the dissertation thesis was a fact that nobody has paid adequate attention to the problem of marketing communication of universities Marketing communication of university is a complex problem which is a key part of strategic marketing of universities. The main emphasis is put on planning of marketing communication of university. The dissertation thesis proceeds from the latest knowledge in theory of marketing communication as a key part of marketing. The dissertation is based on the analysing and mapping of key groups of stakeholders by the means of Stakeholder Circle Methodology. The text of the dissertation thesis is divided into four main chapters. Chapter one analyses the current situation of the research problem in the Czech Republic and abroad. Chapter two specifies the subject of dissertation thesis, authors' benefits on the theoretical and practical level and the main aims of the dissertation thesis. Chapter three analyses the methodology of the dissertation thesis and all scientific methods and hypothesis of the dissertation thesis in detail. The main results and interpretation of the authors' research are summarized in the chapter four. At the end of this chapter there will be a verification of hypothesis and suggestion of solution of problems. In conclusion there is a summarisation of the benefits of dissertation thesis and fulfilment of dissertations' aims.
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Stakeholder management in ICT projects
Holub, Ilja ; Chocholatý, Drahomír (advisor) ; Lanz, Edvard (referee)
This work deals with the questions of the analysis and management of the parts engaged in information and communication technology projects. The stakeholder (the term "stakeholder" is used in Czech as well) is a subject, i.e. an individual or a corporate body, that is concerned about the result of the project and has the possibility to influence the project. The main goal of the thesis is to map the contemporary approaches toward the stakeholders analysis and management in the ICT projects, to analyze the problems of the influence of individual parts from both technocracy and human (psychological) point of view and to subsequently suggest the methodology for an effective analysis and management of the engaged parts, which could be used at the management of the projects in the ICT field. It is convenient to introduce the used terms and notions , their history and the way of use in the first part. There are dissect the known methodologies and tools used for the analysis and the management of the engaged parts. Subsequently, the stakeholders are systematically divide, it is accomplished their analysis from different perspectives and discussed mainly the aspects which can be crucial in the project management. The most common interests and motivations of the particular engaged parts are presented, including the influence and interest groups and the ways how to procure these parts for the aims of the projects. In the second part a research is described, which is carried out among managers of ICT companies and participants of ICT projects. There are elaborated some hypotheses on grounds of practical experiences from ICT projects and these are verified by this examination. The third part is focused on the presentation of the methodology for the analysis and the management of stakeholders in the ICT projects, which should serve the project managers for the stakeholders analysis and management in the ICT projects. Practical use of this methodology in the project of the SAP system implementation is described in the last, fourth part. This thesis completes relevant sources with the practical experiences at work on the projects in the ICT field. The effected research attested the original notion that this issue is relatively little known in the Czech Republic. The outcomes of this work could be of use for the project management in the ICT field.
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