M.A. (Clinical Social Work) / Please refer to full text to view abstract

Las acciones de marketing promocional online se han convertido en una herramienta adaptable a diversos tipos de negocios e incluso imprescindible en la actualidad. Debido a que permite a las empresas generar un mayor tráfico a las plataformas web e inducir a los usuarios a poder realizar una comprar online (conversión). Cabe recalcar que esta investigación presenta la adecuada originalidad, ya que se estudia por primera vez las acciones de marketing promocional online en las tiendas por departamento y que además la utilidad de estos resultados puede ayudar a mejorar la optimización de estrategias promocionales online con respecto a la intención de compra. Así mismo, que el propósito de la investigación es determinar la relación de las acciones de marketing promocional online con respecto a la intención de compra para la categoría de ropa en tiendas por departamento en Lima Metropolitana. Para ello, se realizó una investigación mixta. El estudio cualitativo está compuesto por dos focus group de siete personas jóvenes entre 20 a 27 años; así mismo por entrevistas a profundidad, de las cuales fueron realizadas a un experto en marketing digital, un docente de marketing digital y a la subgerente de marketing digital de una de las tiendas por departamento; por último un estudio cuantitativo aplicado a 250 encuestas al público objetivo. Finalmente, se llevó a cabo el análisis correlacional entre la variable compra (que representa intención de compra) y los diversos tipos de acciones de marketing promocional online; de lo que se obtuvo como resultados que existe una relación de “Cierra Puertas/Liquidación/Final Sale”, “Recíbelo en 90 minutos”, “2x1”, “Promociones exclusivas” con la variable “Compra”; sin embargo, con la variable “Descuentos 80%,50%,etc” fue lo contrario, no presentó una relación con la variable “Intención de Compra”. / Online promotional marketing actions have become a tool adaptable to various types of businesses and even essential today. Because it allows companies to generate more traffic to web platforms and induce users to make an online purchase (conversion). It should be noted that this research presents the appropriate originality, since the promotional online marketing actions in department stores are being studied for the first time and that the usefulness of these results can also help improve the optimization of online promotional strategies with Regarding the purchase intention. Likewise, the purpose of the investigation is to determine the relationship of the promotional online marketing actions with respect to the purchase intention for the clothing category in department stores in Metropolitan Lima. For this, a mixed investigation was carried out. The qualitative study is composed of two focus groups of seven young people between 20 and 27 years old; also by in-depth interviews, of which they were experienced to a digital marketing expert, a digital marketing teacher and the digital marketing assistant manager of one of the department stores; Finally, a quantitative study applied to 250 surveys of the target audience. Finally, the correlational analysis was carried out between the purchase variable (which represents the purchase intention) and the various types of online promotional marketing actions; from what was obtained as results that there is a relationship of "Close Doors / Liquidation / Final Sale", "Receive it in 90 minutes", "2x1", "Exclusive promotions" with the variable "Purchase"; however, with the variable "Discounts 80%, 50%, etc." It was the opposite, it did not present a relationship with the "Purchase" variable. / Trabajo de investigación

El siguiente caso se introduce en las acciones promoción digital, permitiendo ver más de cerca el rol de esta herramienta de E-Commerce como una de las nuevas formas de hacer marketing contemporáneo. El enfoque de esta investigación hace hincapié en la comunicación y el alcance digital que dinamiza la estrategia de las empresas de moda. Asimismo, la relación en la intención de compra del consumidor, quien es más difícil de captar su atención debido a la saturación en los medios de comunicación, con la promoción digital. El tipo de investigación tiene un alcance correlacional donde se busca cuantificar la relación entre conceptos o variables. De acuerdo al tema de investigación, el público objetivo son mujeres de entre 20 a 35 años de Lima metropolitana en el NSE A y B. De esta manera, se aplicaron entrevistas a usuarios y expertos en la categoría de moda; además, grupos focales en el estudio cualitativo. Finalmente, se demuestra que existe relación entre la variable alcance de la promoción digital y la intención de compra. Por otra parte, en cuanto a la comunicación digital y la intención de compra de las consumidoras, se obtuvo que no hay una correlación lineal; es decir, no hay una relación clara entre ambas variables. / The following case is introduced in the digital promotion actions, allowing to see more closely the role of this E-commerce tool as one of the new ways of doing contemporary marketing. The focus of this research emphasizes the communication and digital reach that energizes the strategy of fashion companies. Also, the relationship in the purchase intention of the consumer, who is more difficult to capture their attention due to saturation in the media, with digital promotion. The type of research has a correlational scope where it is sought to quantify the relationship between concepts or variables. According to the research topic, the target audience are women between 20 and 35 years old from metropolitan Lima in the NSE A and B. In this way, interviews with users and experts in the fashion category were applied; In addition, focus groups in the qualitative study. Finally, it is shown that there is a relationship between the variable scope of the digital promotion and the purchase intention. On the other hand, in terms of digital communication and consumer purchase intent, it was obtained that there is no linear correlation; that is, there is no clear relationship between both variables. / Trabajo de investigación

The diploma thesis is focused on the quality of provided services of Prometheus Hotel in Brno. This hotel has already provided services of high quality to its customers but it has faced low summer occupancy and a high staff turnover problem. This diploma thesis is based on concrete and real economic, technical and operational data of Prometheus Hotel. The design part presents possible measures that eliminate low occupancy during the summer months as well as high turnover of employees. Other design parts contribute to the overall prosperity of Prometheus Hotel. The implementation of the proposed measures requires a considerable amount of costs, but they should lead to an increase in the services provided throughout the hotel.

Bakgrund: Hälsosamma matvanor är ett viktigt område eftersom ohälsosamma matvanor kan leda till negativa hälsoeffekter som övervikt, näringsbrist, undervikt och ätstörningar. I skolan träffar ungdomarna skolsköterskan som har en möjlighet att påverka och influera ungdomarna till hälsosamma matvanor.  Syfte: Syftet var att undersöka skolsköterskans erfarenheter av att främja hälsosamma matvanor för ungdomar i högstadiet Metod: Elva stycken kvalitativa intervjuer genomfördes med skolsköterskor i södra och mellersta Sverige. Dataanalysen genomfördes med kvalitativ innehållsanalys.   Resultat: Att arbeta med hälsosamma matvanor visade sig vara ett svårt arbete. Att samarbeta och nå fram till ungdomarna kunde vara svårt eftersom de påverkades av sin sociala miljö. Det kunde vara känsligt att prata om matvanor eftersom ungdomen kunde känna sig kritiserad eller tro att det handlade om utseende eller vikt. Miljön runt ungdomarna var viktig och skolsköterskorna önskade ett bättre samarbete med skola och vårdnadshavare.  Slutsats: Skolsköterskor har ett betydelsefullt arbete eftersom arbetet innebär återkommande kontakt med ungdomar under flera år. Det saknas tid, material och kunskap inom området och genom mer resurser och utbildning till skolsköterskan skulle den enskildes hälsa kunna förbättras. Ur ett samhällsperspektiv skulle detta kunnat leda till lägre kostnader för hälso- och sjukvården i framtiden. / Background: Healthy eating habits are an important area as unhealthy eating habits can lead to negative health effects such as obesity, nutritional deficiencies, underweight and eating disorders. In school the adolescents meet the school nurse who has an opportunity to influence adolescents to good eating habits. Purpose: The purpose was to investigate the school nurse's experiences of promoting healthy eating habits for high school youth  Method: Eleven qualitative interviews were conducted with school nurses in southern and central Sweden. The data was analyzed with qualitative content analysis.  Results:Working with healthy eating habits proved to be a difficult job. Collaborating and reaching adolescents could be difficult because they were affected by their social environment. It could be sensitive to talk about eating habits because the adolescent might feel criticized or think it was about appearance or weight. The environment around the adolescents was important and the school nurses wanted better cooperation with schools and guardians.  Conclusion: School nurses have an important job because the work involves regular contact with adolescents for several years. There was a lack of time, material and knowledge in the field and through more resources and education for the school nurse the individual's health could be improved. From a societal perspective, this could lead to lower costs for health care in the future.

Over the years Instagram has grown successfully to an online platform whereindividuals and companies are constantly present. It has become a marketplace wherecompanies frequently can reach out to their customers with marketing. As a result, thishas created an impact on consumers' impulse buying behavior. Due to thesecircumstances, the purpose of this study was to examine whether the usage ofInstagram, time-limited discount codes, and the attitude toward influencers contributeto Swedish consumers’ impulse buying behavior. To examine this, three hypotheseswere developed from previous research on impulse buying, influencer marketing, pricepromotions, and the usage of Instagram. Primary data were collected through aquestionnaire with 306 respondents and further analyzed through the statisticalsoftware SPSS to be able to test the stated hypotheses.  The study questions to what extent time-limited discount codes on Instagram providedby influencers affect Swedish consumers’ impulse buying behavior. The results of thehypothesis testing confirm that there is a correlation between the factors, whichimplies that they have an affection for Swedish consumers. However, the test showedthat the usage of Instagram is the factor with the highest correlation with impulsebuying. Additionally, when analyzing the answers in the questionnaire it showed thatdue to various circumstances such as lifestyle and income the extent of affectiondiffers. The result is supposed to facilitate companies with their marketing to get anunderstanding of consumers’ impulsive buying behavior on Instagram for futureresearch.

Ce travail doctoral se situe dans le courant des approches comportementales en promotion des ventes. Les recherches antérieures ont omis de prendre en compte l’effet d’une variable importante, l’usage effectif des produits et des marques sur le comportement des consommateurs en matière de satisfaction et de fidélité. Dans cette thèse, nous analysons, dans le domaine de l’habillement, l’impact des dispositifs promotionnels et des soldes sur la satisfaction et la fidélité du consommateur, ainsi que le rôle médiateur de l’usage effectif des produits et des marques acquis par les consommateurs. En particulier, nous étudions l’effet direct du contexte d’acquisition, notamment en promotion, en soldes ou en outlet, sur la satisfaction du consommateur envers la transaction. De plus l’effet indirect de la fréquence d’usage des produits de la marque sur lien entre satisfaction et fidélité du consommateur est étudié. Afin de répondre à ces questions, un panel d’inventaire et d’usage, appartenant aux méthodes du journal personnel, a été mis en place afin de suivre les acquisitions et les usages des marques par des consommateurs. Nous mettons en évidence que si la satisfaction envers les transactions au bénéfice d’une marque influence négativement la fidélité, cet effet est compensé par la fréquence d’usage de la marque. Plus le consommateur est satisfait d’une transaction plus il utilise le produit et est enclin à être fidèle à la marque. En conclusion, certaines modalités du contexte d’acquisition dont les soldes et les ventes outlet présentent ainsi un potentiel de fidélisation du consommateur par la fréquence d’usage plus importante qui résulte de la satisfaction plus élevée dans ces contextes. / Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a price discount, seasonal and outlet sales; on consumer transaction-Specific satisfaction. Moreover, the indirect effect of brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions we used a diary method study. This study aims to monitoring every week consumer’s purchases and clothing usage. Our results indicate that if the transaction-Specific satisfaction with a brand is negatively linked to consumer loyalty, it is compensated by increased brand usage frequency. The more a consumer is satisfied with the transaction, the more he uses the product and is likely to be loyal to the brand. Thus, as consumer transaction-Specific satisfaction is higher for purchases during seasonal sales or outlet sales than without these offers, it allows indirectly brands to build consumer loyalty.

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)

Enhancing the cultural diversity of faculty has emerged as a prominent issue in the 1990's. While Black, Hispanic, and American Indians have made incremental gains in terms of their representation in majority institutions, they remain clustered in the lower ranks of the faculty and generally take longer to achieve tenure. Efforts to increase the representation of minority faculty have focused on intensified recruitment, with less attention paid to further career development once a minority individual has achieved faculty status. The research presented herein explores the evaluation, promotion and tenure process of a Research I university to determine the structural and ideological barriers to minority faculty advancement. The research focuses on concepts of merit, excellence, and quality that form the cornerstones to evaluation standards, and the values, attitudes and behavioral expectations that underlie those standards. Using critical theory as the conceptual framework that drives the inquiry, the findings indicate that the pervasive ideology of merit, being universalistic in nature, does not easily accommodate diversity and trivializes racial, class, and gender issues while perpetuating a system of structured inequality.

This diploma thesis is focused on strategic brand building of brand Signal. A complex research of all important issues has been made. It is an overall overview of oral care market in CZ, set up Signal status in this market.