Proposal of Business Plan

Cílem bakalářské práce je vytvoření návrhu podnikatelského záměru rozvoje společnosti. V první části je obsažen teoretický úvod do problematiky, základní pojmy, metody a informace. Druhá část se zabývá stávajícím stavem společnosti a zhodnocením jejího finančního zdraví. Je zaměřena na zpracování Porterového modelu pěti sil, SWOT analýzu, SLEPT analýzu a finanční analýzu. Poslední část je věnovaná celkovému zhodnocení projektu a vlastním návrhům na zlepšení současné finanční situace společnosti pomocí vypracovaného podnikatelské¬ho plánu.The aim of this bachelor thesis is the project of entrepreneurial intention of business development. First part contains theoretical introduction of basic concepts, methods and information. The second part deals with the current state of company and the evaluation of its financial health. This part is about Porter´s five forces model, SWOT analysis, SLEPT analysis and financial analysis. The last section is about overall evaluation of this project and about improving the financial situation of the company.

Image analysis as a tool for competitiveness of universities

Czech higher education currently enters into a period of preparation for the autonomous management of universities. This situation brings not only changes in the accreditation process of study programs but especially higher pressure on marketing management of universities. The purpose of this paper is to present a model of implementing the tools of marketing research in the management of selected universities and based on this model, the importance of analyzing the image of the school in developing communication strategies for addressing potential applicants will be presented too. Interpretation of results also talks about the importance of innovating curricula in accordance with the requirements of both applicants and practice. It is based on the results of long-term monitoring of this issue, secondary analyzes, including international comparison, of qualitative and quantitative surveys (conducted on a sample of 496 respondents at the end of 2014 and the beginning of 2015) carried out with the applicants of selected universities

Student projects as part of the teaching innovations and their importance in the context of university competitiveness

Companies taking advantage of marketing management (mainly providing services) are aware of the importance of integrating the customer into the process of providing the service. This also applies to the university environment, where it is necessary to integrate students (as clients) into the education process, to increase their commitment by letting them participate in the creation and innovation of study programs, and to lead them to co-working and thus the synergy of their activities. This paper is based on the experience of best practice of a specific Czech university, the Faculty of Multimedia Communication, Tomas Bata University in Zlin, which, in the long run, perceives and strengthens the functioning of the Students Communications Agency, where students, while working on real projects, learn how to work in teams, apply their theoretical knowledge in practical situations, and, as is shown below in a survey conducted with applicants, build the prestige of the faculty at target groups

Brand building of a University as an integral part of the educational process

In relation to the quality management of universities it is necessary to follow and strategically manage indicators that formulate (measure) not only international rankings (QS World University Rankings, U – Multirank, etc.) but also national indicators because these are often linked to the financing of particular universities. University reputation among its stakeholders is one of the major indicators, too. This paper deals with the results of the primary survey (qualitative and quantitative) analyzing the impact of various factors on perception of the image of universities in the Czech Republic and it has designed a model of brand building in the key “moments of truth” from the period when an applicant develops their interest in study, through the educational process, till working with alumni and co-operating entities in order to create a positive image. © The Turkish Online Journal of Educational Technology

Influence of marketing communication tools on brand building in the context of marketing management and corporate prosperity

Modern marketing communications must respond to new trends, to the social development, the development of information technology, changing demographic, psychographic and behavioural characteristics of customers, their shopping behaviour and lifestyle preferences. Shortening of time and distances, when communication even over large distances can take place in real time, is the paradigm of these changes. Modern marketing communications are based on relationship marketing, whose basic philosophy is comprised of creating positive experience with the brand, focus on supporting the customers’ repetitive purchases, direct interaction between the product supplier and the customer, value of the brand from the point of view of the customer, high level of customer services. The study demonstrates the importance of particular criteria for the creation of an image as the result of the use of marketing communication tools. The goal of marketing communication is to create a positive image of a brand, create a love brand, which has an impact on corporate prosperity. Creating a brand is the responsibility of the entire company. In order to manage the company effectively, it is necessary that all the members of particular levels of the corporate structure adopt this philosophy. This approach gives rise to the necessity to systematically form the image towards the external public as well as towards the internal public—employees of the company. Building of the image then becomes an effective tool for marketing management, the source of competitive advantage and long-term prosperity. © 2017, Springer International Publishing AG

Innovation of educational process as a factor of enhancing competitiveness

The article focuses on the issues of higher education and its priorities. It defines the factors affecting competitiveness of universities. The study contains findings of several conducted primary surveys, in both the target group of commercial entities and university students. The study puts into context readiness of graduates for their start in practical business, requirements for the practice with regard to professional and personal qualities of graduates, and the current issues of graduates in the managements of companies and organizations. The objective of the study is to analyze the current impact of the educational process quality in the criterion of preparing students for their start in the world of business and practice, and the requirements on university graduates. The output of the study is an evaluation model measuring the efficiency of innovative features in teaching and leading to enhancing competitiveness of educational institutions, to brand building of educational institutions, in the current competitive environment and in relation to the decline of the demographic curve seeming to become the strategically fundamental task of universities. © The Turkish Online Journal of Educational Technology

Model of practical participation of students in higher education to improve graduate preparedness

The paper aims to present a model that has been developed in accordance with the results of a longterm analysis of secondary data resources and research activities (qualitative as well as quantitative research) at the Faculty of Multimedia Communications of TBU in Zlin. The model is based on the practical participation of students in particular stages of their studies, subsequent evaluation of these activities and modification of the content, form, as well as the number of lessons according to the requirements of business and industry. The model effectively improves students' competences not only as regards their expertise, but also their soft skills (teamwork, presentation skills, etc.). The implementation of the model is determined by cultural and professional factors, but serves as proven ` best practice' in the Central European scale at marketing and/or communications-oriented education institutions

Customer behavior, how to discover the secrets of „the black box“

Kniha nabízí ucelený pohled na problematiku chování zákazníka. Obsahem knihy je pohled na problematiku psychologie spotřebitele v kontextu ceny, značky, obalu a samotného výrobku. Upozorňuje na základní úskalí a důležitost chování spotřebitele na trhu.The publication offers a comprehensive look at the issue of customer behavior. The publication deals with the issue of consumer psychology in the context of price, brand, packaging and the product itsellf. It points out the importance of consumer behavior in the market.

Significant Parameters in Brand Building of a University

In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust marketing communication to target groups which will arouse positive image and at the same time retain it. An analysis of brand image of a selected Czech faculty (Faculty of Multimedia Communications of TBU in Zlin) is therefore an aim of this contribution. Based on the results of two quantitative surveys it is necessary to determine the applicant perception of image parameters of the selected faculty first and then verify whether the contradictory factors significantly affect the perception of chosen university prestige

Differences in the expected contribution of higher education in the millennials generation and the generation Z

In connection with the qualitative development of human resources and with the increase in the educational level of population, an emphasis is put on the possibilities of gaining the highest levels of education and the opportunities for enhancing one's qualification during the entire professional career. Higher education system is the base for this process. Students of higher education institutions represent an important social category, which forms an integral part of the social life of cities and towns. It is mainly higher education students who form a substantial part of the population of the city and influence its prosperity. The study reveals the results of an extensive research carried out among secondary school graduates, who enter the higher education process. The study reflects their expectations, preferences, the ways in which they select higher education institutions, knowledge of the professions and other criteria. The target group is young adults from the Millennials Generation and the Generation Z. The Millennials is a generation of people born between 1986 and 2000; the Generation Z is a term used to define the group of people born between the mid-1990s and present. Living online and in fast pace -immediate sharing of ideas and knowledge related to various topics via multimedia and by using modern communication technology - is a typical characteristic of both generations. The study gives an insight of the socio-psychological profile of the representatives of these two generations