scholarly journals Education in the Field of Marketing Communication. Divergent Expectations of System Participants -Experiences of 4 Countries

2021 ◽  
Vol 7 (1) ◽  
pp. 156-166
Author(s):  
Sławomir Gawroński ◽  
Łukasz Bis ◽  
Kinga Bajorek ◽  
Aleksandra Napora ◽  
Michał Jeżowski
Keyword(s):  
Marketing Communication ◽  
National Agency ◽  
The Czech Republic ◽  
International Partnerships ◽  
Academic Exchange ◽  
Communication Sector ◽  
Media And Communication ◽  
Transformation Processes ◽  
Intensive Development ◽  
Rapid Transformation

Abstract The marketing communication sector is experiencing a particularly intensive development, mainly due to the ongoing dynamic changes in the area of media, which are the driving force of communication changes. Numerous market studies prove that in the conditions of such rapid transformation processes, it is particularly important to provide students with current and desired by employers’ professional competences. The presented article verifies the system of shaping the so-called competences of the future in the sphere of marketing communication by analysing the practical form of education of Polish universities and the expectations of students from four European countries: Poland, the Czech Republic, Latvia and Slovakia. Conclusions regarding the lack of correlation of expectations within the triad: employers - academia - students were supplemented with the presentation of partial results of research carried out under the project “Media and Communication in Education and Science” (project financed by the National Agency for Academic Exchange under the program “International Partnerships”).

scholarly journals Dispute about Public Relations - Between Social and Marketing Communication

2018 ◽  
Vol 4 (1) ◽  
pp. 6-11 ◽  
Author(s):  
Sławomir Gawroński ◽  
Roland Jakubowski
Keyword(s):  
Public Relations ◽  
Sales Promotion ◽  
Traditional Model ◽  
Marketing Communication ◽  
Literature Analysis ◽  
Key Factors ◽  
Direct Sales ◽  
New Concepts ◽  
The Media ◽  
Media And Communication

Abstract Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.

scholarly journals Organizational structure of tourism in the Czech Republic

2009 ◽  
Vol 57 (6) ◽  
pp. 315-322
Author(s):  
Ida Vajčnerová
Keyword(s):  
Czech Republic ◽  
Organizational Structure ◽  
Present Situation ◽  
National Agency ◽  
Regional Organization ◽  
The Czech Republic ◽  
Management Company ◽  
Moravian Karst ◽  
Tourism Organization

The paper deals with the necessity to establish a unified organizational structure of tourism in the Czech Republic. It analyses the present situation and by using the result of the case study “The ana­ly­sis of tourism organization in the tourism region of Moravian Karst and its surroundings” it shows the low level of cooperation among individual subjects that are active in tourism, and also the absence of a covering organization of tourism (Destination management company-DMC) that would coordinate developing, promotional and conceptual activities of an area and would also cooperate with a regional organization of tourism. On the basis of the information mentioned above a model of organization tourism in the Czech Republic. Defining competencies and activities is a part of the model – for the national agency of CzechTourism as well as for DMC at individual levels of management, with the target to avoid duplicate activities and make the development of tourism in destinations more efficient. A paramount task for CzechTourism is to establish a stable organizational structure.

scholarly journals Monitoring of Ozone Risk for Forests in the Czech Republic: Preliminary Results

2007 ◽  
Vol 7 ◽  
pp. 78-83 ◽  
Author(s):  
Vít Šrámek ◽  
Radek Novotný ◽  
Emilie Bednárová ◽  
Hana Uhlírová
Keyword(s):  
Forest Health ◽  
Significant Risk ◽  
European Beech ◽  
Cold Weather ◽  
Oxidative Stress Marker ◽  
Stand Age ◽  
First Year ◽  
National Agency ◽  
The Czech Republic ◽  
Spruce Needles

Ozone (O3) is supposed to represent a significant risk for the health of forest ecosystems in Central Europe. So far, however, its impact on stands growing under natural conditions has not been clearly proved. A new project of the National Agency for the Research in Agriculture is focused on the O3effect on selected parameters of forest health. This paper presents the results of the first year of monitoring, 2005. In 2005, high O3concentrations were measured, mainly in the spring. In the summer, due to wet and cold weather, the O3load was comparatively low. In the plots investigated, the concentrations of O3were higher with the altitude. The amount of epicuticular waxes on 1-year-old Norway spruce needles was the only factor showing significant correlation to O3concentration. Defoliation of the stands depended only on the stand age. The amount of malondialdehyde (MDA), an oxidative stress marker, was related to the altitude, and only for European beech. The results are preliminary, as the summer O3development was not typical in 2005, and the results may change over the next monitoring periods.

scholarly journals Influence of marketing communication tools on customer’s purchase processes of erotic products in the Czech Republic

2021 ◽  
Vol 129 ◽  
pp. 02012
Author(s):  
František Milichovský ◽  
Pavel Mráček ◽  
Lucie Prokopová
Keyword(s):  
Value Added ◽  
Customer Behavior ◽  
Purchase Behavior ◽  
Marketing Communication ◽  
The Czech Republic ◽  
Point Of Sale ◽  
Qualitative Survey ◽  
Questionnaire Form ◽  
Definition Of ◽  
Potential Customers

Research background: Even today, part of society considers shops with erotic goods as something completely controversial, which should not be talked about, or used in any case. Erotic tools have been used by people for thousands of years (30,000 years ago, people in caves painted the first erotic aids). In the case of material finds, various tools from the period of 2,500 BC were discovered. Due to the understanding of erotic tools and the presentation of conservative to negative opinions of people, it is important to create effective communication and effectively influence the information of potential customers. Purpose of the article: The main goal of the work is a description of customer behavior, analysis of the point of sale, and marketing communication in the market of erotic tools. The primary research was realized in questionnaire form in focus on the definition of a typical customer and his characteristics within their purchase habits with the support of interviews. Methods: The description of customer behavior is based on the analysis of their behavior based on a quantitative questionnaire survey. We asked 870 people and received 463 fulfilled sheets. The results of the questionnaires will be extended by a qualitative survey in the form of personal interviews with 10 respondents. Findings & Value added: We find out four different customer types which have different purchase behavior, and on which is necessary to use a different type of communication. According to our types, sellers of erotic tools could improve their communication channels to become more effective.

scholarly journals Role of Marketing Communication in Applicants’ Choice of University

2015 ◽  
Vol 63 (4) ◽  
pp. 1311-1322
Author(s):  
Lena Malačka
Keyword(s):  
Goodness Of Fit ◽  
Tertiary Education ◽  
Marketing Communication ◽  
Primary Research ◽  
Demographic Development ◽  
Chi Square ◽  
The Czech Republic ◽  
Chi Square Test ◽  
Contemporary Situation

The article deals with the issue of identification of the main factors influencing potential study applicants’ decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fit and factor analysis using dendrogram.

scholarly journals Knowledge needs in rural tourism in Czech Republic

2011 ◽  
Vol 5 (3-4) ◽  
pp. 69-72
Author(s):  
Ludmila Dömeová ◽  
Rudolf Zeipelt
Keyword(s):  
Czech Republic ◽  
Small Businesses ◽  
Rural Tourism ◽  
The Czech Republic ◽  
The People ◽  
Study Programs ◽  
Specialized Education ◽  
Education Needs ◽  
Educational Need ◽  
Intensive Development

Rural tourism has gone through an important development, but in the Czech Republic has only been possible to run a private business only in last 18 years. In Czech Republic that form of tourism is not very widespread, although there is great potential in it and the neighboring countries such as Austria or Germany are on a much higher level. For more intensive development and better competitiveness on the marker a proper education is necessary especially on the secondary level. An inquiry investigation has been provided. The responders were owners and operators of small businesses in rural tourism. The first part of the questionnaire was focused on the matters of ownership, running the business, promotion, internet services, etc. The subsequent part of the questionnaire gathered the information about the capacity of the places, the types and prices of accommodation, and the facilities. It also surveys the surroundings of the place – both natural and cultural sights.The survey has brought interesting facts about the level of the rural tourism of selected regions.The inquiry investigation was made by trained persons who gathered much information above the framework of the questionnaire. Many demands and complains were concerned with lack of specialized education, needs of new study programs and branches. There are many specifics of this branches, the most important is that there are more than 90% of micro firms. If we want to keep the special features of the rural tourism we have to prepare future entrepreneurs and employees in completely different way than those for big hotels, spas or congress centers. The contribution deals with the present status of rural tourism in Czech Republic and the educational need of the people involved.

scholarly journals Knowledge needs in rural tourism in Czech Republic

2010 ◽  
Vol 4 (5-6) ◽  
pp. 111-114
Author(s):  
Ludmila Dömeová ◽  
Rudolf Zeipelt
Keyword(s):  
Czech Republic ◽  
Small Businesses ◽  
Rural Tourism ◽  
The Czech Republic ◽  
The People ◽  
Study Programs ◽  
Specialized Education ◽  
Education Needs ◽  
Educational Need ◽  
Intensive Development

Rural tourism has gone through an important development, but in the Czech Republic has only been possible to run a private business only in last 18 years. In Czech Republic that form of tourism is not very widespread, although there is great potential in it and the neighboring countries such as Austria or Germany are on a much higher level. For more intensive development and better competitiveness on the marker a proper education is necessary especially on the secondary level. An inquiry investigation has been provided. The responders were owners and operators of small businesses in rural tourism. The first part of the questionnaire was focused on the matters of ownership, running the business, promotion, internet services, etc.The subsequent part of the questionnaire gathered the information about the capacity of the places, the types and prices of accommodation, and the facilities. It also surveys the surroundings of the place – both natural and cultural sights.The survey has brought interesting facts about the level of the rural tourism of selected regions.The inquiry investigation was made by trained persons who gathered much information above the framework of the questionnaire. Many demands and complains were concerned with lack of specialized education, needs of new study programs and branches. There are many specifics of this branches, the most important is that there are more than 90% of micro firms. If we want to keep the special features of the rural tourism we have to prepare future entrepreneurs and employees in completely different way than those for big hotels, spas or congress centers.The contribution deals with the present status of rural tourism in Czech Republic and the educational need of the people involved.  

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