Tato diplomová práce se zabývá českou Generací Y v komerčních komunikacích, potažmo v marketingu. Zabývala jsem se tedy tzv. generačním marketingem, což marketingový přístup, který na zákazníky nazírá z hlediska generace, ke které příslušejí. Generace Y jsou současní mladí lidé, kteří se narodili v 80. a 90. letech minulého století. V současnosti tvoří přes jednu čtvrtinu obyvatelstva České republiky. Generace Y je již v současnosti zajímavou cílovou skupinou pro firmy, ale na svém významu bude nabývat především v budoucnu. Generace Y se od předchozích generací odlišuje v několika významných znacích, kterými se zabývám v této diplomové práci. V první kapitole práce obecně charakterizuji Generaci Y, v druhé kapitole se zabývám charakteristickými rysy, které jsou využitelné pro marketing a ve třetí kapitole poznatky konfrontuji s výzkumem Market & Media & Lifestyle -- TGI a s výsledky vlastního průzkumu mezi mladými českými lidmi.

The goal of the thesis Recruitment process in an international company is to describe selection and recruitment of employees in EY company, analyze data connected with these personnel activities and make suggestions of possible improvements of these processes based on the survey conducted by the author. The theoretical part deals with personnel management, its evolution and functions. Furthermore, this part also explains some terms connected with recruitment and describes classical as well as modern methods of the personnel functions. In addition, the theoretical part describes issues of personnel marketing and Generation Y with respect to recruitment processes. In the practical part, the company EY is introduced, and this part focuses on the recruitment process of Generation Y and personnel marketing of the company itself. Moreover, the survey with topic Satisfaction with recruitment process was conducted among members of Generation Y who started working at EY during year 2015. On the ground of this survey, three main suggestions of how to improve these processes were made.

M.Com. (Industrial Psychology) / The main objective of this study was to establish whether Generation Y job seekers consider the ethical reputation of organisations in their job-seeking endeavours. Further objectives were to identify whether job seekers from this generational group would, despite their preferences, consider working for any organisation that 1) is prepared to provide them with employment, or 2) offers competitive financial remuneration. A quantitative research study was conducted, utilising a self-developed questionnaire, labelled the Organisational Choice Indicator (OCI). Due to the inherent difficulty of obtaining unbiased responses on sensitive topics, the questionnaire measured respondents’ responses from two perspectives —self-report and non-self-report. The questionnaire was administered using a sample of convenience at a South African-based university (n = 1 992). Exploratory factor analysis was conducted, using principal axis factoring with direct oblimin rotation to facilitate interpretation. One reliable factor was extracted, containing the eight ethics-related items included in the questionnaire, and was labelled Ethical reputation. Three other (non-ethics-related) reliable factors were extracted, namely Organisational characteristics, Opportunities and benefits, and Transformation. Findings show that, although ethical reputation is a factor for consideration, the Opportunities and benefits factor has the highest mean score, and is thus considered more important than any of the other factors when making organisational choices. The analyses of variance showed that the respondents who indicated that they will consider the organisation's ethical reputation as a factor in their decision-making, in turn also admitted that they will work for any organisation that offers them employment. This could be due to the high levels of job scarcity leading to survival ethics. Furthermore, those individuals who indicated that they would consider the ethical reputation of the organisation in their job-seeking endeavours, later indicated that they will not work for any organisation purely because the pay is good. This indicates that these individuals will not work for any organisation, regardless of the financial package being offered, without considering the ethical reputation of the organisation. The four factors that were reliably extracted (Ethical reputation, Organisational characteristics, Opportunities and benefits, and Transformation) were significantly positively inter-correlated. In addition, the findings indicate that respondents tend to respond in a similar manner when reporting on the self and on the non-self.

Magister Commercii (Industrial Psychology) - MCom(IPS) / Purpose - The landscape of the world of work as we know has changed dramatically in the last decade. We have complex organizations compounded by multiple generations co-existing in the workplace. This phenomenon brings about different dynamics in organizations, progressive leaders if understood and managed correctly, could potentially capitalize on. The purpose of this paper is to understand the different generations and whether these generations require different leadership styles. The paper furthermore attempts to investigate whether different generations prefer different job resources. Design/Methodology/Approach – This research study uses a quantitative approach to determine whether there are indeed significant differences between the different generations and the leadership style they prefer as well as the job resources they prefer. Findings - Although no statistically significant differences were found between the different generations and their preferences for the specific leadership styles, the descriptive statistics regarding preference for leadership style across the generations, indicated that individuals from all generations indicated a preference for transformational leadership. Regarding preference for job resource dimensions, the results yielded a statistically significant difference in the preference for Advancement in Generation Y. Originality and Value – This research paper sheds further light on the understanding of different generations namely Baby boomers, Generation X and Generation Y. The paper maps out the preferred leadership style and preferred job resources of generations and allows business leaders an enhanced understanding of their employees.

The main objective of the thesis was to divide the Generation Y, a group of young people between 18 and 32 years, into segments depending on the types of alcoholic beverages consumed. Subsequently the aim was to recommend for these segments suitable product innovation for the Czech market of alcoholic beverages. By analyzing secondary data in MML-TGI there were identified four segments with usage of factor and cluster analysis. The segments are: Rather...something lighter, Beer and shots, Liquorer and Wine and sweeter drinks. Then a structured questionnaire was created by using qualitative research (group discussions with the specified age group) and afterwards used for quantitative research. Data gained in the research was divided into equal segments which were identified in MML-TGI data and then there were recommended suitable product innovations in the branch of alcoholic beverages based on the preferences of the respondents identified in the research.

Nos mercados de varejos altamente competitivos há uma constante busca pela diferenciação e lealdade dos consumidores. Contudo, a compreensão de como os atributos de imagem de loja são percebidos pelos consumidores é uma questão de suma importância. É nesse contexto dinâmico do varejo que o presente trabalho de pesquisa foi desenvolvido, tento como principal objetivo identificar a relação entre imagem de varejo de vestuário e a lealdade dos consumidores da geração Y. O estudo se inicia com uma revisão bibliográfica sobre imagem, imagem de loja, lealdade e o modelo conceitual de imagem de loja (MCIL). A pesquisa foi realizada através de levantamento de campo com aplicação de questionário estruturado e a população foi definida como sendo consumidores da geração Y – nascidos entre final dos anos 1970 até o ano 2000, cuja amostra foi constituída de 394 respondentes. Os dados foram avaliados através da análise estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais. Como resultados foi obtida a confirmação de que a imagem de loja é composta pelos construtos atmosfera, instalações, mix de produtos (mercadoria), promoção, pessoal de vendas e serviços e o modelo teórico proposto foi considerado adequado, indicando que a lealdade é explicada por 23,8% pela imagem de loja, apresentando uma boa contribuição tanto acadêmica quanto gerencial. / In the highly competitive retail market there is a constant search for differentiation and customer loyalty. However, understanding how store image attributes are perceived by consumers is a matter of paramount importance. It is in this dynamic retail context that this research work was carried out, try as main objective to identify the relationship between retail clothing image and the loyalty of consumers of Generation Y. The study begins with a literature review of image, image store loyalty and the conceptual model of store image (MCIL). The survey was conducted through a structured questionnaire application with field survey and the population was defined as consumers of Generation Y - born between the late 1970s until 2000, whose sample consisted of 394 respondents. The data were analyzed by multivariate statistical analysis of data, using structural equation modeling technique. The results were obtained confirmation that the store image is composed of the constructs atmosphere, facilities, merchandise, promotion, sales personnel and service and the proposed theoretical model was appropriate, indicating that loyalty is explained by 23.8% by the image store and offer great contribution both academic and managerial.

The purpose of this master thesis is to determine recommendations that would help the Thermo Fisher Scientific Brno s.r.o. company to expand their employee base. The research attempts to determine the satisfaction of interns with working environment and find crucial factors that are considered by them to choose the future employer. The research is carried out on the basis of questionnaire survey and semi-structured interviews with interns from different departments. Based on the survey results and theoretical overview appropriate recommendations will be proposed and quantify to maximise the number of interns getting employed after finishing the internship.

Millennials make up the largest generation to date and are highly involved in the support of social causes. Due to their philanthropic interests, Millennials have recently become the target of cause-marketing campaigns. Two studies utilizing focus groups were conducted with 70 college students in order to study the Millennial generation's perception of cause-related marketing campaigns. Study 1 focused on Millennials' general perceptions of cause-related marketing. Study 2 examined the Symbiotic Sustainability Model by focusing on Millennials' perceptions of partner number and relationships of a specific NGO (non-governmental organization), Susan G. Komen for the Cure. Focus group data from both studies indicated that Millennials were very familiar with cause-related marketing campaigns and see the marketing on a daily basis. Participants noted that donation amounts, donation methods, partner congruency, and transparency were all important factors in evaluating cause-related marketing campaigns. The participants were optimistic about cause-related marketing in theory. but were resentful of corporations and sympathetic of NGOs in the examples that they gave. Susan G. Komen for the Cure was seen negatively because they were perceived as monopolizing and dominating the cause market. Participants also believed that pink ribbon breast cancer marketing was too common and had negative effects on pink cause-related marketing campaigns.

Millennials are the largest generation in history and are frequently the targets of major marketing campaigns. However, no current research exists that focuses on Millennials' brand related communication habits. Focus groups with 50 college students were used to study the brand related communication habits of Millennials. Focus group data indicate that face-to-face communication is preferred by Millennials when communicating about brands and products; however, participants noted an increased use of digital communication (text messages, instant messages, social networks) when communicating a negative brand experience. Price, family tradition, and product type were found to have the biggest influence over what types of messages were communicated and with whom they were communicated.

Purpose — ​As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — ​The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in order to ensure that the analysis of the final results is as accurate as possible for the general population. 10 interviews were conducted, and over 40 responses were gathered from the survey. Through the use of mockups to act as visual cues, the methods will test for preference based on three aspects; visual, trustworthiness and purchase behaviour. Conclusion — ​Through a thematic analysis, the final results uncovered that participants based their decision according to at least one of three themes; Familiarity, Presentation of Information, and/or Advertising Intrusion. A consistent majority was not achieved across all tested aspects of preference, however, Video Ads were typically favoured. Limitations — ​The nature of this study is very specific, therefore a lot of considerations within the field have been omitted. Generations outside of Y and Z will not be considered and the study focuses on these groups within Jönköping. Additionally, aspects of social media such as hashtags, tagging functions, and influencers have been studied immensely and will not be relevant to this study. Limitations have been made in order to conduct the study reasonably and competently.