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Communication Strategy for the Company
Kavan, Jiří ; Sedlák, Leoš (referee) ; Šimberová, Iveta (advisor)
The bachelor thesis ‘Company’s communication strategy proposal’ deals with the current state analysis of the company Nářadí Veselý Brno, spol. s r. o., which sales manual electronical implements, authorized service, rental implements, and suggests possible improvements in the new company’s communication strategy. The communicative strategy should contribute to the betterment of the company’s current position on the market, raise company’s income and enhance the customers’ interest in the company.
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Proposal of company’s strategic communication
Janoušek, Michal ; Fadrný, Miloš (referee) ; Šimberová, Iveta (advisor)
The bachelor thesis ‘Company’s communication strategy proposal’ deals with the current state analysis of the company STEL Hockey, spol. s r. o., which operates an ice-hockey hall with two ice-rinks, and suggests possible improvements in the new company’s communication strategy. The communicative strategy should contribute to the betterment of the company’s current position on the market, raise company’s income and enhance the customers’ interest in the company.
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The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present
Procházková, Pavla ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of the diploma thesis entitled "The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present" is to trace the main ideas behind the creation of the IKEA phenomenon, to trace what strategy and communication tools were used by its founder Ingvar Kamprad in the beginnings of the company. While it is not only about the initial vision of the company, a characteristic feature of IKEA's marketing and communication is the fact that it affects clients in the long term, it is a process of a long-term series of client-oriented communication procedures. IKEA is also rated as a pioneer of internal communication. The philosophy of building the company includes orientation towards the family and the home, solving questions and problems of everyday life, searching for rational solutions, keeping the price of products affordable while maintaining good quality, trying to stay "in" thanks to modern design. In the theoretical part, the thesis generally introduces the meaning and role of strategic communication of business companies and its individual aspects. In the practical part, the diploma thesis, based on qualitative research and with the help of analysis of source material, answers the question of what vision, what style of communication (with customers, colleagues,...
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Analysis of the image of selected technology startups on the spectrum of Czech internet journalism
Petruková, Anna-Marie ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This qualification thesis aims to find out the motivations of selected startups to use strategic communication, especially public relations (PR), and to analyze their media image. It is based on the theoretical part of the thesis, which deals with startups, their ecosystem, strategic communication and public relations. The thesis focuses on three research questions. Do technology startups meet their communication goals through PR? And do startups understand PR and incorporate it into their business strategy? The methodological section also sets out the hypotheses and describes the research methods used, which include interviews with startup representatives and analysis of the media image of these entities.
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Beyond tourism: Development of place branding in the context of the City of Prague
Legáthová, Lucia ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
In today's global landscape, cities and regions are increasingly competing for investments, tourists, and talent, prompting the adoption of multi-dimensional branding strategies beyond tourism promotion. City branding has emerged as a means to enhance the overall image and attractiveness of cities. Despite growing academic interest in city branding, a research gap exists, specifically in the case of Prague, where the international perception does not align with the progressive transformation of the city. The case study of the City of Prague is explored to examine its city branding efforts, uncover the most pressing challenges and provide possible solutions through a combination of content analysis of key strategic documents and semi-structured interviews with key stakeholders. Findings reveal a discrepancy between Prague's desired image and its branding efforts, hindered by a lack of clear leadership, political interest, coordination and long-term strategic vision. Addressing these challenges will be crucial for Prague to build a distinctive and successful city brand. Establishing clear leadership, engaging political stakeholders early in the process and defining clear and measurable objectives are among the potential solutions to bridge the gap between Prague's desired image and its branding efforts.
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EU response to hybrid threats: the national position of the Slovak Republic
Ilkova, Alexandra ; Bahenský, Vojtěch (advisor) ; Rosendorf, Ondřej (referee)
The main purpose of this master's thesis is to illuminate the national position of the Slovak Republic on the EU response to countering hybrid threats. The national position is illustrated through 9 semi-structured interviews conducted with the Slovak national officials and experts working for the national authorities and alternatively for the non-governmental organisations within the field of hybrid threats. The national officials represent the various state departments, such as the Ministry of Interior, Ministry of Foreign and European Affairs, Ministry of Defense or the Office of the Government. The respondents' professional background heterogeneity leads to a more complex national position, incorporating as many national authorities' structures as possible. At the same time, the work also provides a comprehensive overview of the EU and Slovak approach to countering hybrid threats. While the EU response is mapped out through the adaptation of political and legal frameworks, the emergence of new institutional bodies and inter-institutional cooperation, the Slovak response is demonstrated through the development of national security and defense strategies and the emergence of the departmental units focusing on hybrid threats. Clarifying the approaches to countering hybrid threats from the...
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Best Practices of strategic communication of czech companies with focus on websites and brand communication
Jančarová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis deals with strategic communication of czech companies and their brands on websites and with formulation of best practices for this field of strategic communication. In the Czech Republic, there is a lack of research covering this issue as well as best practices principles for communication of companies on the web. This thesis aims to: create an aggregate of theoretical knowledge about the selected topic of strategic communication; describe how czech companies communicate of their websites; and form best practices for strategic communication of companies and brands on websites. The theoretical section is focused on defining and describing key concepts and creating a base of knowledge for the research. In the methodological section the research questions are set and research methods are characterized - content analysis and interviews with experts in the field. A Model of Thematic Spheres was created for the quantitative content analysis. The hypothesis anticipates that an overall majority of selected companies does not communicate it's goals, visions or missions on websites. The results show that the overall majority of companies does not communicate the strategic communication elements which confirms the hypothesis. It has also been found that there are recurrent topics in the...
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School feeding in the context of strategic communication
Kilberger, Adam ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
This master's thesis deals with the challenges of the school meal system in the Czech Republic within the context of strategic communication. It illuminates the current issues of the school meal system, situating them within the context of strategic communication and relevant theoretical concepts. Utilizing quantitative analysis methods, the thesis explores the attitudes of more than 10,000 representative respondents, comprising both parents and diners, towards the school meal system. The principal findings suggest a strong positive correlation between the perceived satisfaction of diners and the overall satisfaction of parents with the school meal system. Furthermore, there is a significant influence of the satisfaction with the school canteen representatives' communication on the overall satisfaction of parents. Conversely, factors such as household income or parents' understanding of the rules governing the school meal system did not have as significant an impact on their satisfaction as initially expected. The concluding sections of the thesis formulate strategic recommendations aimed at improving parents' satisfaction with the school meal system and the overall condition of the system. These recommendations include state-supported education for school canteen personnel, incorporating...
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Strategiic communication of public policies: The case of Milostivé léto
Marek, Michal ; Konrádová, Marcela (advisor) ; Moravcová, Hana (referee)
Public policy communication is a discipline that has not yet been explored much, and this thesis has chosen to examine it through the example of the government's Milostivé léto debt relief. This was a response to the long-lasting untenable economic crisis of a part of Czech society caused by the amount of accumulated distraints affecting the quality of life of the population. At the same time, the social and economic situation of citizens are the strongest determinants of their relationship to democracy, which makes the strategic communication of a legislative aimed at removing these economic obstacles all the more important. This thesis takes an approach to communication based on government communication, stakeholder theory and theory of public policy according to Potůček, and builds on these theoretical concepts with three research questions focusing on stakeholders, communication strategy and communication recommendations. It answers each of these questions using a separate method - first exploring the online space through stakeholder mapping, then defining strategy through semi-structured interviews with government communication representatives, and finally analysing the data to formulate communication recommendations through SWOT analysis. The thesis thus contributes to research on government...
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