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.

The topic of the thesis "Human resources marketing in Hewlett-Packard, s.r.o." is the analysis of practical use of human resources marketing in the company and a perception of company's brand between students/recent graduastes and a proposal for improvements in particular areas of human resources management. The theoretical part deals with particular personnel activities in the company. The practical part focuses on the analysis of the situation in human resources marketing in the Hewlett-Packard, s.r.o. In the conclusion are some recommendations and proposals to solve the discovered problems and imperfections.

The character of activities of human resource management is in today's world wider and wider, to be a good employer is not enough, it is needed to communicate this message through various channels and grip potential employees, current employees and also the public. On the basis of analyzis of available sources, the thesis summarizes and completes current knowledge in the area of personnel marketing and employer branding, and proves the importance of personnel marketing in the discipline of human resource management. The theoretical part at first concentrates on the general area of personnel marketing, later it covers specific activities of personnel marketing focused on the target group of university students and graduates. The practical part of the thesis describes the approach of a specific organization and activities of that organization focused on the target group of university students and graduates. Later the practical part describes a project of building university relations in which I took a part, the results of this project, and evaluation of the impact of the results. In the end the thesis compares the activities of this organization with prevalent praxis and answers a question if the success of personnel marketing is based rather on quantitative or qualitative approach. Key words...

This diploma thesis deals with the topic of personal marketing in the area of shared services centres, mainly by its external part focusing on acquisition of university students and graduates. The main aim of the thesis is to propose improvements for personal marketing strategy of one concrete company. For this purpose, the key notions from the field of personal marketing as employer branding and employer reputation are defined as well as the terms from the area of shared services centres. After the definition of SSC, the sector of shared company services is going to be described to give reasons for the need for them to set up an effective personal marketing strategy aimed on university students and graduates. In practical part the assessment of the current approach to the personal marketing of the chosen company is to be made by analysing individual elements of its personal marketing strategy and comparing it to its competition. Then by using that and the results of the survey made amongst the target groups, the recommendation to improve current HR marketing strategy of the chosen company will be concluded.

The diploma thesis focuses on the topic of Employer Branding, where the theoretical part describes the possibilities of building a brand and improving it. The practical part contains a description of the selected company and a description of the current situation in the company. Subsequently, internal and external research of the company's brand as an employer is carried out, focusing on the Brno enterprise. According to the results of the analytical part, issues are identified and possibilities for their improvement are suggested.

This diploma thesis is focused on application of marketing instruments in personal management of large companies. It is divided into two parts -- theoretical and practical. There are basic principles of functioning of personal marketing described in the theoretical part. Practical part is also divided into two parts -- in first of them there are comparated some personal marketing activities of large companies on czech personal market. In the second part there is the evaluation of questionnaire, which should demonstrate how marketing activities of personal managers meet the requirements of potential, or current employees, or what personal managers have to focuse on.

This thesis deals with the application of human resource marketing methods in social enterprises. Its aim is to find out how human resource marketing is implemented in social enterprises and what methods of internal and external human resource marketing are used by the social enterprises under study. The thesis describes the specifics of social entrepreneurship and social enterprises, individual methods of human resource marketing, phases of staff planning and distinguishes between the concepts of human resource marketing and employer branding. The empirical part uses a semi-structured interview and a questionnaire for research and is based on the experience of human resource managers with the application of human resource marketing and on the perception of its application by the employees of the enterprise. It describes the weaknesses and strengths of the methods and differences between the enterprises under study. The output is also a recommendation for human resource managers and a comparison of human resource marketing methods used in the enterprises under study with those described in professional publications.

The diploma thesis deals with the topic of current trends in the process of recruiting employees in the organization. Recruiting employees is an important process for HR professionals and for the entire organization. Recruitment is classified as a personnel activity. First the diploma thesis characterizes personnel activities, especially the process of recruiting staff and the individual steps of the activity. Then the latest trends in the process of recruiting are presented, as the trend in the development of information technology is reflected in recruitment. The current era of digitization and development of information technology brings new conveniences and tools that can be used not only in the actual recruitment, but also in the next steps of recruitment. Attention is also paid mainly to the methods, partial methods and tools that are used in this area for individual methods. Significant attention is focused on building the employer's brand and at the same time personnel marketing. Personnel marketing is an important element for building an employer's brand and is key in the process of recruiting employees. Building an employer's brand is an essential activity for creating a good image and awareness of a potential candidate. Part of the thesis is a description of a research survey, which...

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

Between the 1850s to the 1960s, the department store emerged as a prominent retail format worldwide. As a retail format, the department store model broke away from pre-existing retailer and consumer conceptions of shopping and the shopping environment. Store leaders placed their focus on creating an uplifting mode of consumerism that perpetuated the department store as an ‘experience.’ However, behind the department store’s ‘magical’ façade, store management preplanned and manipulated consumer interactions with every part of the store. The managerial techniques managers used allowed these institutions to become an epicentre of consumerism and urban culture globally. The department store has lost its reputation as a vibrant shopping location in the digital age, and retailers and consumers alike have disregarded it as solely a monument of retail nostalgia. Nonetheless, today’s retailers still have much to learn from the ways department store leaders innovated. The management techniques used in department stores can provide insight into these institutions’ successes and pitfalls when navigating changing retail circumstances. If the department store is used as a tool of managerial know-how for retailers in the digital age, it could allow other retailers to sustain a semblance of the department store’s longevity, commercially and culturally. Hudson’s Bay, a remaining store in the Canadian department store industry, features as a case study to highlight the extent to which department store leaders designed and managed their stores. / Dissertation / Doctor of Philosophy (PhD) / This thesis examines the department store’s legacy as a tool of managerial know-how for retailers in the digital age. From the 1890s to the 1960s, department stores were an epicentre of consumerism and urban culture in locales worldwide. Department store management crafted store environments to create a ‘magical’ atmosphere for customers while calculating every consumer interaction with the store behind the scenes. Over the twentieth and twenty-first centuries, increased retail competition has forced many stores to close, often leaving visual façades as the sole reminders of some defunct stores. Yet, the extensive management techniques used inside and outside stores provide insight into how this retail format achieved prominence, how its leaders responded to competitors, and how department store management techniques can contribute to current retail discussions despite its continued decline.