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Development and implementation of green marketing in the watch indrustry from 2019 to the present
Donnerová, Denisa ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The thesis on the development and implementation of green marketing in the watch industry from 2019 to the present aims to find out how much watch brands are using green marketing and how they are implementing it in their strategy. It also aims to find out whether the social class of a brand's target audience has an impact on the amount of green marketing usage by a brand. In the theoretical part, the thesis explains the concept of green marketing which is crucial for the whole research. Furthermore, it links it to the concept of corporate social responsibility. The remaining chapters are devoted to the relationship of consumers with sustainable behaviour and to the introduction of the watch industry, its development and the environmental issues associated with it. Among others, the brands Citizen, Oris and IWC are introduced and further explored. The research itself was carried out through quantitative content analysis, using keywords on the social media platforms Facebook and Instagram as well as on the website to determine how much brands communicate green marketing. The thesis concludes by discussing not only the results of the research, but also its limitations and opportunities for future research.
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The influence of social media on adolescents
Janoušová, Viola ; Mazáčová, Nataša (advisor) ; Syslová, Hana (referee)
This bachelor's thesis focuses on young teenagers and their relationship with social media and how social media affects their lives and what impact it has on them. The thesis is divided into a theoretical and a practical part. In the theoretical part, the first topic is approached in more detail is the topic of adolescence and its phases, the next topic is the internet and social networks, where the risks of possible addiction to these networks and the Internet are described. The last chapter focuses on the issue of cyberbullying, its forms and manifestations. The empirical part is dedicated to practical research. I chose case studies as a form of research. The case studies are further analyzed through open coding. I used semi-structured interviews to collect data for this empirical research. The goal of this bachelor's thesis is to present social media and anylyze the relationship of adolescents to these social networks and further reveal how these networks influence the lives of today's adolescents.
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Social media in a group of children aged 9-11
Čermáková, Petra ; Rosenfeldová, Jana (advisor) ; Wolák, Radim (referee)
This thesis focuses on the research of the influence of social networks on relationships in a group of children aged 9-11 years. The theoretical part examines the development of social networks, the psychological development of children at this age and the risks associated with their use. The empirical part is based on qualitative research conducted through in-depth interviews with children and their parents. Analysis of the data using the method of interpretive phenomenological analysis revealed that children in the mentioned age range actively use social networks, despite the fact that there are age restrictions set by platforms. For them, social networks are mainly a means of communication and connection with peers, which can have a positive effect on bonds in the team and maintaining contacts outside the school environment. However, serious risks, such as cyberbullying, social exclusion and envy, have been identified as associated with children's social media activities. The results of this work can serve as a starting point for further research in this area and as a support for the development of appropriate preventive measures.
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Comparative analysis of marketing communication of selected craft breweries during 2021-2023
Stanislav, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The paper Comparative analysis of marketing communication of selected craft breweries in the years 2021-2023 focuses on marketing communication of microbreweries in the Czech environment. Its aim is to formulate a proposal for improving marketing communication for specific selected microbreweries, but also general recommendations for all others. It achieves this through the results of a content analysis of the three most influential microbreweries in the Czech Republic. In the theoretical part, it deals with the development of the brewing industry in the Czech Republic and puts into context its current state and the position of microbreweries in it. Subsequently, it focuses on the communication aspects typical for microbreweries and presents the barriers in marketing communication that small breweries have to cope with. In the practical part, the bachelor thesis deals with the actual analysis of the communication of the selected microbreweries, on the basis of which recommendations for improving the communication of the studied breweries are subsequently formulated, but also general recommendations that can be followed by small breweries not included in the research. The thesis provides valuable insight into the functioning of microbreweries on social media and can serve as a basis for future...
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The Influence of Factors on the Lifestyle of the 21st Century
Podzemská, Natálie ; Kinkorová, Ivana (advisor) ; Jandová, Tereza (referee)
Title: The influence of factors on 21st century lifestyles. Objectives: The aim of my bachelor's thesis is to analyse the influence of 21st century lifestyle factors on the population aged 20 - 30 years, or what the influence of social networks is and what was the influence of the covid-19 period on lifestyle, specifically on eating habits and physical activity. Methods: 87 respondents took part in the survey. An anonymous survey method was used. The survey was created in the online platform Survio and then shared via a link. The content of the survey consisted of 16 closed-ended questions and the data collected was processed and evaluated in Microsoft Excel. The results were interpreted using bar charts with brief comments. All data collected through this survey was used for the research results. Results: The results of the survey showed that social networks are considered by respondents as the most risky lifestyle factor nowadays. Specifically, it was identified as a negative lifestyle factor by 60 % of respondents and more than 70 % of respondents identified social networking as a risk factor. Respondents also indicated that the covid-19 period had the greatest impact on their time spent on social networking sites. Another significant impact of covid-19 was on the change in physical activity,...
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Comparison of T-Mobile, Vodafone and O2 brand strategies: effectiveness of communication and adaptation of trends addressing Gen Z
Sedláčková, Barbora ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
Telecommunications technology surrounds us every day. Generation Z, along with Millennials, are the so-called digital natives and currently represent the strongest direct and indirect buying power. Companies have thus shifted their communications in a big way to the digital space in an effort to effectively target and reach this age group. This bachelor thesis compares the communication strategies of telecommunication brands T-Mobile, O2 and Vodafone on social media platforms, specifically Facebook, Instagram and TikTok. It focuses primarily on the effectiveness of communication and the ability to adapt trends that appeal to Generation Z. The theoretical part of this thesis introduces and explains basic terms such as Generation Z, trends, social networks and influencer marketing, which are key to this thesis. In the methodological part, the author presents four set research questions, which are answered in the conclusion of this thesis. The research part of this thesis is divided into two parts - an analysis of telecommunication brands' communication on selected social media platforms, which focused on the time period from August 1, 2023 to February 29, 2024, and a quantitative questionnaire survey. The research part of this bachelor thesis shows that the T-Mobile brand performed best not only in...
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The Role of Social Networks in Senior Citizen Communications with Family and Friends
Němcová, Natálie ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This master's thesis, entitled The Role of Social Networks in Senior Citizen Communications with Family and Friends, examines the significance of online communication in the lives of older adults, with a particular focus on communication with family and friends. The thesis aims to provide a deeper insight into the use of social networks by seniors when connecting with family or friends, further explore their experience with this form of communication, and determine whether they have faced any barriers while using social networks, and who influenced them to use the networking sites. The theoretical part focuses on the demographic group of seniors, the importance of communication in the lives of seniors, and determines the characteristic features of online communication. The theoretical part examines in detail the social networks, advantages, and disadvantages of using social networks by seniors and explores which Czech organizations help seniors engage in the digital world. The methodological part describes the qualitative research method; this research method was chosen as it is suitable for carrying out the result of the thesis. The data, collected in the form of semi- structured interviews, was analyzed by using the grounded theory method. The results of the research demonstrate the significant...
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Proposal of Communication Mix for a Selected Business
Bečková, Veronika ; Sikorová, Ing, Petra (referee) ; Milichovský, František (advisor)
This thesis focuses on the issue of communication mix in the company Lumenawen, which specializes in handmade jewelry. It identifies weaknesses in the current way of communicating with the target customer base, primarily through the Instagram platform and e-shop. Based on theoretical knowledge and analysis, it proposes specific measures to improve the communication mix using communication tools. The aim of the thesis is to increase brand awareness and propose measures that will enable Lumenawen to achieve this goal.
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Advertising and Sales Promotion of the Basketball Club BK Vyškov
Slouková, Daniela ; Bednářová, Markéta (referee) ; Mráček, Pavel (advisor)
The bachelor thesis deals with the marketing communication of the Basketball Club Vyškov, z.s., especially the issue of advertising and sales promotion. The first part focuses on explaining the theory, especially in the field of marketing, communication mix, advertising and sales promotion. In the analytical part, the thesis focuses on the introduction of the club, its analysis of the current state, the analysis of the competition and the marketing research itself. In the proposal part, I come up with my own suggestions for improving marketing communication to help build the club's brand and spread awareness. I draw on the findings that have emerged from all the analyses carried out and also from my own experience gained from working in the club.
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Leisure Activities of Secondary School Students
Janošová, Ivana ; Mazúchová, Ráchel (advisor) ; Hanková, Zdeňka (referee)
This bachelor thesis on the topic "Leisure activities of secondary school students" deals with the pupils of the Secondary Medical school in Most and how they spend their free time. This bachelor's thesis preserves information regarding activities carried out in leisure time and in general leisure time of these students. In this bachelor's thesis, the task will be to define terms such as leisure time, leisure time activities in more detail. An integral part of the theoretical part will also be devoted to a more detailed description of education in leisure time, mainly the functions of education and also the content of education. A partial part of the theoretical part of the thesis will describe the risky behavior of individuals, especially its types, and the steps to prevent it. Attention is also paid to social networks, on which pupils spend a lot of their leisure time. In the practical part of this bachelor thesis, the data from the conducted investigation will be processed. The aim of the bachelor's thesis is to find out how students at the secondary medical school in Most spend their leisure time. The primary goal is to find out whether the pupils are satisfied with the amount of their leisure time, its content, and what activities they engage in their leisure time. It is also necessary to find...
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