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Business model of a small business directed by Markéta Lukáčová with an accent on a marketing plan
Lukáč, Vojtěch ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The main goal of this thesis was to describe the main fields of the business model and create a marketing plan for the small enterprise managed by Mrs. Lukáčová. The thesis firstly describes the theoretical framework of small enterprises in the Czech Republic and in the European Union. It briefly describes the form of the business model and the marketing plan, which will be used in the proposal parts of this thesis. Then a characterization of the business, offered products and services takes place. In the methodological parts thanks to two qualitative methods the perceptions of new and loyal customers are tested in connection with the business of Mrs. Lukáčová. Beforehand the situational analysis take place, namely the threat and opportunity matrix, SWOT analysis and PESTLE analysis. The description of marketing communication of the enterprise of Mrs. Lukáčová and competition is performed right after. In the proposal part of the business model the main necessities are written down in the template of Business Model Canvas. It mainly takes into account the actual situation of the business and then serves as a material that could help the implementation of new realities. Mainly the value proposition, where core values will be found, is appropriate for future marketing communication. In the proposal...
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The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
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Exploring the Popularity and Benefits of BeReal: User Behavior and Motivations
Krátká, Tereza ; Trültzsch-Wijnen, Christine (advisor) ; Lütke Notarp, Ulrike (referee)
This master's thesis delves into the motivations and experiences of BeReal social media platform users, aiming to understand why individuals opt for BeReal over other platforms and how this choice impacts their overall satisfaction. Grounded in the Uses and Gratification theory, the study adopts a qualitative approach, employing semi-structured interviews with regular BeReal users. The theoretical section provides an overview of the topic related to the study, examining authenticity and privacy in the social media sphere. The theoretical framework also explores the broader context of social media use and the psychological factors that influence user behavior. The practical section of the thesis details the research methodology, introducing the research sample and questions. It explains the rationale for choosing qualitative methods, particularly semi-structured interviews and thematic analysis, to gain a deeper understanding of users' motivations and experiences on BeReal. Additionally, it delves into the topic of research ethics and self-reflection regarding the research process, ensuring that ethical considerations are addressed throughout the study. The subsequent research segment is structured into subchapters aligned with hypotheses and research questions. Through analysis, the study...
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Testing of primers for real-time PCR-HRM analysis of fruit products containing one fruit species
Boháčová, Barbora ; Dzurendová, Simona (referee) ; Fialová, Lenka (advisor)
Determining the authenticity of fruit products, which are often counterfeited by substituting part of a more expensive fruit with a cheaper but botanically similar fruit, is a current topic in the food industry. A prime example is the dilution of apricot products with peach puree. This study focuses on testing specific primers AGS18 and PdCass to reveal the true proportion of apricot content in model products mixed with peach puree using PCR analysis followed by HRM analysis. Testing of these primers for authenticity determination revealed limited utility of AGS18 primers due to the formation of small amount or no specific products during reactions with fruit DNA. PdCass primers required PCR condition optimization, but subsequently, specific DNA sequences from fruit leaves could be amplified in sufficient quantities. PCR analysis of DNA from model products with PdCass primers provided specific products in samples with apricot content of 70% or less. HRM analysis of samples and calculation of GCP did not distinguish purees with 0%, 10%, and 30% apricot content. However, purees with 50% and 70% apricot content exhibited significantly different melting curves compared to other samples.
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Representation of Mental Illness in Young Adult Literature
SOJKOVÁ, Michaela
The bachelor thesis looks into the representation of psychological disorders in the Young Adult literature. This kind of literary text is targeted primarily at readers within the age group of 12-18 year-olds, but nowadays it is becoming more and more popular among readers of all ages. The thesis researches the motifs of psychological disorders in Young Adult literature, especially the authenticity of representation given the specifics of disorders, and also from the viewpoint of depicting function in the scope of literary text. However, the central theme is a cultural view of how socially taboo topics are represented in literature for adolescent readers, for whom these representations can play key role in an identification of their own troubles and identity.
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The Scar
Sláma, Matěj ; Nytra, Martin (referee) ; Mazanec, Martin (advisor)
Diploma thesis Scar is a short film about the fictional history of the found „monument“. In the animated film, I examine the context and meaning of the „monument“ in a virtual environment that I created based on visual documentation and mapping of specific places that I explored during my expeditions through the urban landscape of Brno and The Hague. These are mainly „lost“ spaces (also referred to as vague terrain or no man's land), which inspired me to create my own visual map of my urban explorations. The starting point of the work is personal lived experience, which I reflect by documenting places, creating 3D objects and manipulating 3D scans of „lost“ spaces with elements of computer games. In the resulting film, the viewer follows a guide–walk through a virtual environment where objective reality is intentionally blended with a fictional world built on the author's imagination.
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Phloridzin content in selected apple varieties
Křehlíková, Jana ; Mikulíková, Renata (referee) ; Diviš, Pavel (advisor)
Phloridzin, a phenolic compound found in Malus genus, was targeted in this study for detection in apples and apple-based foods via HPLC. The research aimed to assess phlorizin’s potential as a marker for confirming apple presence in food, addressing food authenticity concerns. The methodology encompassed method optimization for sample preparation, considering solvent selection and oxygen impact on stability. Analysis revealed significant phloridzin distribution among apple varieties (Golden Delicious, Red Delicious, Granny Smith, Gala, Champion, Jonagold), averaging 17 ± 10 mgkg1. Further, 15 fruit products were surveyed for phloridzin content, with 5 non-apple-labelled foods also analysed. Phloridzin proved effective in detecting undeclared apple presence in jams, fillings, and fruit purees, highlighting potential for authenticity verification. However, fruit drinks and juices exhibited inconclusive results, suggesting a need for improved sample preparation and analysis methods.
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The use of authentic materials in English language lessons in Czech lower secondary school
Šišková, Veronika ; Dvořák, Bohuslav (advisor) ; Mikuláš, Martin (referee)
The diploma thesis deals with authentic materials and the use of authentic materials in English language teaching. It is divided into two main parts. The theoretical part focuses on the definitions of authentic materials and authenticity in the context of language classroom. Different views on the subject matter are compared and summarized. The link between the real- world impact and the use of authentic materials and its influence on the motivation of the pupils is briefly discussed as well. Followingly, the thesis contains a classification of the authentic materials and advantages and potential shortcomings of their use. Each material type includes a number of activities usable in English lessons. The research for the practical part was conducted at an elementary school. The practical part thus consists of two main sections, specifically designing, piloting and observing lessons where different kinds of authentic materials were employed as well as a questionnaire filled by pupils. The questionnaire inquires the learners firstly about the lessons they attended. Furthermore, it also focuses on attitudes of the pupils towards the use of authentic materials in English lessons in general, their use in pupils' free time and their preferred authentic English material kinds. The survey results are...
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