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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
41

En Ny Era - Artificiell Intelligens inom Digital Marknadsföring

Bergström Stacey, Emily, Björk, Fredrika January 2023 (has links)
I slutet av år 2022 introducerades det nya AI-verktyget ChatGPT, en AI-modell som använder maskininlärning för att generera människoliknande svar i stor skala. ChatGPT:s snabba framväxt medför en ovisshet kring hur AI-verktyget kommer påverka praxis för digital marknadsföring. Denna studie utreder därför vilken roll ChatGPT kommer spela inom olika praxis för digital marknadsföring och ämnar därmed att utreda forskningsfrågan: Hur kommer ChatGPT att påverka praxis för digital marknadsföring? Den valda forskningsstrategin för denna studie är en kartläggning där ansikte-mot-ansikte kartläggning tillämpas. Detta stöds med hjälp av intervjuer som datainsamlingsmetod och vidare appliceras en tematisk analys för att analysera insamlad data. Fem marknadsföringsexperter intervjuades i denna studie och samtliga menade att ChatGPT på något vis påverkar praxis inom digital marknadsföring. Slutsatsen pekar därför mot att ChatGPT, trots dess nya upptäckt, redan börjat påverka processer inom praxis för digital marknadsföring och att det troligtvis i bredare utsträckning kommer fortsätta göra det på olika vis, genom att fortsätta inspirera, effektivisera och optimera. Vidare hade alla respondenter en positiv inställning till att se ChatGPT som ett komplement till dagens marknadsföringspraxis, dock en mer negativ inställning till att se det som ett substitut. / In late 2022, the new AI tool, ChatGPT, was introduced. It is an AI-model that uses machine learning to generate human-like responses on a large scale. The rapid rise of ChatGPT has resulted in a lack of sufficient knowledge about the effect that ChatGPT will have on digital marketing practices. Therefore, this study investigates the role of ChatGPT in different digital marketing practices and aims to address the research question: How will ChatGPT af ect digital marketing practices? The chosen research strategy for this study is a survey strategy, as well as the application of the face-to-face survey. This is supported by the data collection method interviews and then a thematic analysis is applied to analyse the collected data. Five marketing experts were interviewed in this thesis and all believed that ChatGPT will, and already has, in some way influenced digital marketing practices. The conclusion therefore points to the fact that ChatGPT, despite its recent discovery, has already begun to influence processes within the practice of digital marketing. Furthermore ChatGPT will most likely continue to enhance digital marketing in a variety of ways on a wider scale, through continuing to inspire as well as contribute with efficiency and optimisation. In addition, all respondents had a positive attitude towards seeing ChatGPT as a complement to current marketing practices, however a more negative attitude towards seeing it as a substitute.
42

Televisões regionais: o processo de comunicação entre a Rede Globo e as afiliadas

Pachler, Lilian Cristina 12 September 2006 (has links)
Made available in DSpace on 2016-04-26T18:15:48Z (GMT). No. of bitstreams: 1 Lilian Cristina Pachler.pdf: 4319016 bytes, checksum: 8a09899c54de7d1386102ba9a6d4aa6a (MD5) Previous issue date: 2006-09-12 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This monograph tries to scrutinize the communication process between Globo Network and its affiliates, as well as many other aspects of this partnership, which involves also its their workforce and local communities. History has shown that Globo was born and got bigger looking always to become the leading Brazilian television network. On February 2006, Globo Television Network had 119 affiliated stations scattered all over Brazil. But to impose what became known as Globo Quality Standards upon all its partners, it had to set up a bunch of strict rules, which are followed without any exception by all Globo affiliates. But each one of them has its own set of characteristics. So to understand the way they operate, to identify their internal structure and how they relates with the local community, its necessary to examine each station daily routine. We chose TV Diario, based in the city of Mogi das Cruzes, São Paulo and one of the Globo affiliates, as our case to study. Another reason for the choice is the fact that the author of this monograph worked at TV Diario news desk from 2003 till 2005. To perform our work we have interviewed members of the TV Diario workforce and visited the national coordination desk at Globo TV in São Paulo. To avoid any bias in the results by using just one Globo affiliate as a case study, we have decided to enlarge our research including other stations, such as the RBS (Rede Brasil Sul) that feeds Globo Television programs to Southern Brazilian states (Rio Grande do Sul and Santa Catarina), the EPTV (Emissoras Pioneiras de Televisão), that controls three regional TV stations in the state of São Paulo and one in the state of Minas Gerais; and TV Modelo, based in the city of Bauru, the first local TV station to get the status of Globo affiliate in Brazil. Our research allowed us to find out that Globo has only one set of quality standards for all its affiliates but leaves enough space for them to innovate and produce their own local programs. These open spaces rely not only on the creativity of their staff but also on the capacity of the affiliates to invest in new professionals and technical equipment / Este trabalho busca examinar o processo de comunicação entre a Rede Globo e as suas afiliadas, bem como as distintas relações existentes nessa parceria, que também envolve funcionários e comunidade. A história mostra que a Globo nasceu e cresceu querendo ser a maior rede do Brasil. Até o início de 2006, eram 119 emissoras espalhadas de norte a sul do país. Mas para que o Padrão Globo de Qualidade seja respeitado por todas essas afiliadas, existem regras, que em linhas gerais são iguais para todas as emissoras da Globo. Por outro lado, não podemos desconsiderar que cada uma possui características próprias e que para entender como uma afiliada funciona, de que maneira é estruturada e em que condições desenvolve um trabalho regional, foi necessário escolher e mergulhar no dia-a-dia de uma delas. Escolhemos a TV Diário, de Mogi das Cruzes, uma das afiliadas da Globo, no estado de São Paulo, e a escolha se justifica pelo fato da realizadora desta pesquisa ter trabalhado nessa redação, entre os anos de 2003 e 2005. Para realizar este trabalho, foram feitas entrevistas com os funcionários e visitas à Globo São Paulo. Mesmo assim, para não corrermos o risco de reduzir a complexidade da relação entre a Globo e as afiliadas a uma só experiência, buscamos examinar o funcionamento de outras emissoras, com auxílio de alguns pesquisadores, que, em investigações anteriores, nos revelaram os bastidores de emissoras regionais, como: RBS (Rede Brasil Sul), responsável pela retransmissão do sinal da Globo nos estados do Rio Grande do Sul e Santa Catarina, EPTV (Emissoras Pioneiras de Televisão), com três emissoras no estado de São Paulo e uma em Minas Gerais, e a TV Modelo, de Bauru, que foi a primeira afiliada da Rede Globo. Assim, foi possível identificar que o padrão estabelecido pela Globo é um só e que as regras para representar a maior rede de televisão do país são rígidas, mas que também existe espaço para produzir e inovar, e que isso não depende só da capacidade de aproveitar as brechas e da criatividade dos profissionais, mas também da condição financeira da afiliada para custear profissionais e equipamentos
43

Podnikatelský záměr-internetového projektu Světotrip.cz / Business Plan for an internet project Svetotrip.cz

Košťál, Michal January 2017 (has links)
The thesis deals with the business plan of the online project Světotrip.cz. It is a travel portal that connects experienced travelers with people who don`t have much experience with individual travelling. The goal is to reach out to the public in general and offer them the possibility of low-cost travel. The introductory part contains theoretical starting points and explains the necessary terms. The second analytical part evaluates the market environment through external, internal and sectoral analyzes. The final part focuses on the development of a actual business plan. The reader will be thoroughly acquainted with the goal of the whole project, the various services offered, the competitive advantage and the specific business model of the whole project.
44

Reklamní kampaně na internetu

Bludská, Kateřina January 2007 (has links)
Diplomová práce řeší problematiku reklamních kampaní na internetu. Podrobně se věnuje pay-per-click reklamě v internetových vyhledávačích a reklamě ve srovnávačích cen (shopping comparison engines). V práci je popsána tvorba, správa i optimalizace reklamní kampaně v těchto dvou druzích internetové reklamy. Práce poskytuje jak pohled teoretický, tak zahrnuje i praktické zkušennosti z oboru. V závěru práce je nastíněna možná interakce těchto dvou druhů online reklamy.
45

Komplexní marketingová strategie v online prostředí / Complex Marketing Strategy in the Internet Environment

Novák, Michal January 2011 (has links)
This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
46

A Fundação Hospitalar de Saúde na SES de Sergipe e as estratégias de gestão do trabalho: examinando o caso do hospital de urgência de Sergipe / The Health Foundation Hospital in SES Sergipe and management strategies at work: examining the case of Hospital Emergency Sergipe

Fontes, Katiene da Costa January 2009 (has links)
Made available in DSpace on 2011-05-04T12:36:25Z (GMT). No. of bitstreams: 0 Previous issue date: 2009 / O presente estudo tem o propósito de analisar o processo de implantação do modelo gerencial de fundação estatal de direito privado adotado para a gestão da rede hospitalar do Estado de Sergipe, a partir da criação da Fundação Hospitalar de Saúde (FHS) e suas inovações no âmbito da gestão do trabalho. Elegeu-se como lócus da pesquisa o Hospital de Urgência de Sergipe Governador João Alves Filho. Em termos metodológicos, trata-se de um estudo de caso de abordagem qualitativa. Foram realizadas entrevistas com atores-chave que tiveram participação em diversos níveis na implantação da atual política de saúde no Estado e grupos focais com trabalhadores do HUSE. Adotando como pano de fundo a abordagem psicossociológica, e, como arcabouço da análise, o modelo contextualista, o estudo irá fazer uma breve descrição do contexto atual do SUS no Estado de Sergipe, e como se constituíram as propostas de mudança, em particular na assistência hospitalar, além de analisar o processo de implementação da Fundação Hospitalar de Saúde e o conteúdo da mudança a partir do olhar dos principais atores implicados no HUSE, sobretudo no que tange aos aspectos relativos à gestão do trabalho. Os resultados obtidos permitiram identificar um contexto favorável à criação de um novo modelo que fizesse enfrentamento aos problemas que se apresentavam, no âmbito da assistência, da gestão do trabalho e da capacidade operacional do estado. Na análise de conteúdo, inferiu-se que as propostas de inovações no âmbito da gestão do trabalho nos seus aspectos objetivos faz enfrentamento à questão da precariedade dos vínculos. Na análise do processo, o estudo permitiu visualizar o momento atual como de transição do modelo anterior para o novo modelo em implantação. Nos aspectos subjetivos e simbólicos, a pesquisa identificou que para o grupo gestor, expressa-se um imaginário de potência, de crença no projeto. Contudo,embora reconheçam a complexidade da implantação da mudança, não percebem os aspectos subjetivos e do imaginário presente na vida do hospital sobre o projeto, que ainda está distante de favorecer uma afiliação do coletivo de trabalhadores. Para o grupo trabalhador há um imaginário que expressa descrença, falta de idealização,impotência, frustração, dúvidas e expectativas negativas. Não reconhecem o projeto como seu e não se afiliam à proposta. / This study aims to examine the process of implementation of state management model foundation under private law adopted for the management of the hospital network of the State of Sergipe, with the creation of the Hospital Foundation of Health (FHS) and its innovations in work management. The selected research locus was Emergency Hospital Governor of Sergipe João Alves Filho. In methodological terms, this is a case study of qualitative approach. Interviews were conducted with key actors who have participated in various levels in the implementation of current health policy in the state and groups with workers from Huse. Adopting as its background the psychosocial approach and, as a framework of analysis, the contextual model, the study will give a brief description of the current context of SUS in the state of Sergipe, and constituted themselves as the proposals for change, particularly in assisting hospital, and analyze the implementation process of the Hospital Foundation of Health and the content of the change from the look of the main actors involved in Huse, especially regarding those aspects of the work management. The results identified a favorable environment for the creation of a new model that makes coping with the problems that presented themselves under the care, management of labor and operational capacity of the state. In content analysis, we inferred that the proposals innovations in the management of labor in its objective aspects is confronting the issue of insecurity linkages. In process analysis, the study allowed visualization of the current moment as a transition from the previous model for the new model in development. In the subjective and symbolic aspects, research has identified that the group manager, is expressed in an imaginary power, and belief in the Project. However, while acknowledging the complexity of the implementation of the change, do not realize the subjective and the imaginary life of this hospital on the project, which is still far from promoting an affiliate of the collective of workers. For this group there is an imaginary employee who expresses disbelief, lack of idealization, helplessness, frustration, oubts and negative expectations. Do not recognize the project as yours and is not affiliated with the proposal.

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