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Efektivní politická komunikace
Nguyen, Linh
Publikace, která se vám dostává do rukou, si klade za cíl posílení komu- nikačních schopností a dovedností v politických tématech. Získat si přízeň voličů, veřejnosti nebo určitých skupin je dnes extrémně důležité. Ať půso- bíte v evropských institucích, státní správě nebo v politickém aparátu, tak je přízeň velmi důležitým ukazatelem. Efektivní využití úspěšných postupů a nových technologií je obsahem příspěvků ve sborníku. Anna Matušková se ve svém příspěvku Politika a komunikace zabývá otázkou, proč je důležité komunikovat se svým voličem a jak dále formulo- vat své sdělení. Ve druhém textu se Otto Eibl snaží představit nový fenomén v dnešním komunikačním světě a to takzvaný Web 2.0, který může, ale i nemusí pomoct politikům nebo mediátorům k novým možnostem v kon- taktu s veřejností. Jan Krčmář ve svém textu „Vizuální image v politice“ vysvětluje, že komunikace není vaší jedinou zbraní. Je-li čtenář voličem, kandidujícím politikem, novinářem, studentem či jinak aktivním členem občanské společnosti, najde v této publikace cenné informace a doporučení, jež se týkají významu politické komunikace. Věřím, že rady zprostředkované příspěvky v této publikaci pomohou významně obohatit čtenáře, kteří se chtějí dozvědět více o problematice marketingu a politické komunikace. Je jen na nás jakých nástrojů použi- jeme, nicméně jednou z cest jak úspěšně prosadit své zájmy je naslouchat druhým.
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Analysis of marketing communication of recreational resorts Tuxertal and Špindlerův Mlýn (comparison)
Kotva, Martin ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
The bachelor thesis has got the objective to map the status of today's marketing communication in the mountain resorts Tuxertal and Špindlerův mlýn, to compare the quality and means of marketing communication of both areas, to draw corresponding conclusions and to make relevant recommendations. The research has been conducted by assembling promotional materials, interviewing competent persons and by analyzing the collected information. The analysis has resulted in characteristics of the communication strategies of both resorts. In the comparison Tuxertal has fared better, nevertheless the difference is not too big. The mentioned comparison has shown strengths and weaknesses in marketing communication of both resorts.
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Internal Communication in the Chosen Company
Koutníková, Lucie ; Turnerová, Lenka (advisor) ; Drozen, František (referee)
The aim of this thesis is to analyse internal communication in the company DCom spol. s r.o. In the first part there is the descritpion of the DCom company. The second part is theorethical base - there is a characterization of communication, internal communication, its aims, channels and the consequences of internal communication errors. In the last part there is described the analysis of the internal communication in the DCom company and its results.
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Use of web 2.0 in marketing
Vorel, Tomáš ; Pešek, Ondřej (advisor) ; Vojtěchovská, Martina (referee)
This bachelor's thesis deals with the development of the internet into the present state, newly formed communication platforms and the possibilities for marketers. The aim of this paper is to define the internet trends and describe the shift of customers' thinking. The thesis adverts to the hidden potential of internet users, the groundswell, and outlines possible style of approaching them. Firstly, the author describes the internet development and its specific features and character just to later show various tools usable for marketing. Further it deals with the shift of customer thinking and strategies required to be applied for a successful approach of public. All mentioned is demonstrated on a Dell case study. Dell has used the modern internet tools extensively over last 5 years and the author shows the results and impact on company. To conclude, Dell style of dealing with customers is confronted with the opposed Apple approach.
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The Communication Strategy of the Chosen Company
Tormová, Monika ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main focus of the work is the communication strategy. Firstly, the author explains a few of the definitions, which are crucial to creating and functioning of the communication strategy in practice. Next, the author analyzes the process of creating the communication strategy and then she applies them to specific chosen firms. Aside from the defining the communication strategies, the author also focuses on summarizing the important theoretic findings, which relate to nonprofit organizations, because one of the examined firms is a nonprofit organization. The practical part of the work concentrates on the introduction of the firms (Česká společnost pro rozvoj lidských zdrojů, o.s. a HR forum, s.r.o.) and analysis of their communication strategy. The author uses inner sources of both of the firms for close studies and then she evaluates that particular strategy. In the following part, she focuses on the future development in communication strategies of both of the firms, which will record some substantial changes thanks to upcoming rebranding. At the end of the work, the author introduces planned changes and offers particular possible resolutions and improvements, which could be applied by the companies in practice in the future. The goal of this work is to extend a comprehensive sight of the communication strategies of two different companies, which are inseparable and linked for both of the subjects, against a background of theoretically gathered information. The work will provide enough of information for possible improvements of both of the firms and theoretic fundamentals for possible elaboration of next academic works.
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Problems of Internal Communication in Project Management
Hlinková, Judita ; Chocholatý, Drahomír (advisor) ; Paška, Pavel (referee)
The primary influence on project results is human effort, therefore the most essential tool for effort management and focus is communication. Communication in Project Management is characterized by its complexity however it may be analysed from two perspectives; communication tools and human factor. The main objective of this work is to identify problematic areas of internal communication in Project Management and the design of corrective measures that will mitigate or eliminate these problems. This work is based on research in a dynamic environment and comprehensive project program, which is an excellent example and material for definition of such areas. The theoretical section lists the topics of project management and communication; each topic affects specific features that are part of the program or directly related (SOA, agile management, conflict parties business, ICT, etc.). The practical part acquaints readers with the concept of sociological research and defines a hypotheses and set of methods that were used in this research. Further, it contains a description of the program in which research was undertaken and the results of such analysis with recommendations on what measurements should be implemented to improve communication and its effectiveness.
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Ochrana Olympijské Symboliky v Komerčních Komunikacích
Rodiucov, Vadim ; Mikeš, Jiří (advisor)
Tato práce pokrývá problematiku ochrany olympijské symboliky v České Republice. První část je věnována teoretickému základu. Po stručném popisu marketingových komunikací následuje rozbor právních předpisů chránících Olympijskou symboliku na území ČR. V druhé části - praktické, jsou popsány případy narušení práv Olympijských symbolů a závěr je věnován právnímu hodnocení probíhajícího sporu mezi Českým Olympijským Výborem a Budějovickým Budvarem.
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The role and importance of etiquette in business dealings with clients of specific building society.
Havelková, Simona ; Švecová, Lenka (advisor) ; Cibulka, Václav (referee)
This bachelor thesis elucidates the social rules of commercial intercourse and analyzes their role in business decision making. The thesis is divided into two parts. The theoretical part explains the basic concepts regarding to the etiquette and describes the principles of business dealing - introducing, course of business meeting, communication with clients. Principles of distance communication are clarified in the last point of this part of the thesis. The aim of the practical part is to provide recommendation for workers of Building Society in the area of behaviour and dealing with customers. Recommendation is based on theoretical information and evaluated questionnaire surveys.
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Sensory and emotional marketing.
Mendlíková, Petra ; Postler, Milan (advisor) ; Kupec, Václav (referee)
Diploma thesis "Sensory and emotional marketing" deals with engagement of sensory stimulations and try to clarify their meaning in commercial communication. It approaches this issue for which struggles to create a theoretical background. Emphasis is placed on the use of sensory stimuli, both within the various communication products or services, but also multiple-sensory involvement in the brand communication. After defining the basic concepts of marketing and brand management, the work is fully focused on the consumer and his behavior in the shopping environment. It also brings to the multiple-sensory communication as an opportunity, through which companies can gain a competitive advantage in the market. On the basis of practical examples there is demonstrated the effectiveness of the involvement of multiple sensory stimuli toward consumers. The final text is devoted an investigation, that was as part of this work done, and produces results revealing the importance of individual factors, focusing on selection of coffee and cafes.
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