6DVDM1 Research Design and Methodology (Doctoral)

Faculty of Management, University of Economics, Prague

The course provides an introduction to research design and methodology at the level of doctoral students. It covers the basic background for planning and conducting research in general. It provides an overview of basic research paradigms and approaches with particular emphasis on research in the social sciences or management. It enables students to acquire the knowledge and skills necessary to develop the plan for their dissertation, formulate a research problem, conduct a search and evaluation of the primary academic literature, and select a research design and strategy.

6MSMR1 Strategic Marketing (Graduate)

Faculty of Management, University of Economics, Prague

The course focuses on strategic marketing process, marketing planning, realization and marketing audit. Analysis and control of marketing results, benefits, expenses, assessments efficiency of marketing functions and systems.

6MVMM1 Research Methods for Management Students (Graduate)

Faculty of Management, University of Economics, Prague

The module is focused on mastering the basic pieces of knowledge related to specific research in the sphere of management and the formulation of research plans and projects. Furthermore, the module contains the necessity to research professional bibliography, critical evaluation of available sources, avoid plagiarism, acquiring primary data through questionnaires, draft administration and evaluation of questionnaire enquiry, getting acquainted with research strategies and methods, analysis of quantitative data, preparation and control of data, exploration data analysis, descriptive analysis, methods of statistical induction, qualitative data analysis, difference compared with quantitative data, deductive and inductive approach, recording and presenting the research results, the structure of a research report, the style of academic writing, one’s own presentation of the results.

6BSTD1 Managerial Skills (Undergraduate)

Faculty of Management, University of Economics, Prague

The main aim of the module is to practise particular skills. The student acquires the necessary theoretical essentials through studies of his own; the acquired pieces of knowledge are verified by frequent tests.

Another goal is to stimulate the whole life development of the so-called soft skills, i.e. competences necessary for managing oneself as well as other people. The module leads students to master the essentials of the competences which are considered vital for the student’s managerial practice. The main approach is the principle that the skills how to manage other people are based on the skill to manage oneself well.

At the end of the module students sit a practical exam where a student proves his acquired competences through solving a given problem and through defending the results of the solved problem in a discussion.

6MOMR1 Online marketing (Graduate)

Faculty of Management, University of Economics, Prague
The course present the spheres of web marketing as an important and efficient complement in the frame of a firm’s marketing activities. Enable the students to acquire pieces of knowledge vital for the recognition of opportunities offered by the web for a firm’s marketing. Allows to acquire experience how to draft, manage and evaluate marketing campaigns on the Internet
offer an overall survey on the current state of multimedia technologies and their relation to management. Also provides particular practical experience related to the creation of multimedia
enhance creative work in teams.
More information in InSIS.

STMR Strategic Marketing (Graduate)

Skoda Auto University
The aim of the course is to acquaint students with setting marketing objectives and formulating strategies. The students will learn the principles of marketing planning, identification of company market opportunities, target markets selection and they also will be able to solve the problems related to strategic and tactical issues of the marketing mix.

Aneta Lejčková

Faculty of Management, University of Economics, Prague

Taboos in marketing as a litmus test of contemporary society

Assal Bahrami

Faculty of Management, University of Economics, Prague

Purchase intention of mothers toward the products with green packaging

Matouš Haicl

Faculty of Management, University of Economics, Prague

Consumer Seduction in Marketing

Daria Gunina

Faculty of Management, University of Economics, Prague

Thesis defended 2024

Media Planning and User Engagement on University Instagram Accounts

The purpose of this research is to find and evaluate the impact of selected aspects of media planning on user engagement on university Instagram accounts and the role of the type of university. Relationships and directions of relationships between the studied constructs and formulated research assumptions are based on the literature review. This thesis investigates how Instagram post publishing frequency, its scheduling and timing, format and colours impact liking and commenting on university Instagram posts. It also scrutinizes how these relationships are affected by the popularity of a university Instagram account, type of university, and time period. This quantitative research is based on primary real data collected from the official Instagram accounts of universities operating in the Czech Republic. It was found that the effects of different aspects of media planning on liking and commenting not only differ in their strength, direction and significance, but even in some cases differ in their (non)presence. Furthermore, discrepancies in results at different levels of research granularity were revealed. It was also found that the popularity of a university Instagram account, type of university, and time period moderate the impacts of particular aspects of media planning on Instagram user engagement, i.e., these constructs act as quasi-moderators in the relationship between media planning and user engagement. This research is original, provides new relevant insights, and thereby contributes to a comprehensive understanding of the factors influencing user engagement with university Instagram posts, hence expanding the current state of knowledge.

Klára Šimůnková

Faculty of Management, University of Economics, Prague

Thesis defended 2022

The impact of mobile technologies on everyday (consumption) practices: an exploratory study of online/offline hybridity

This dissertation explores the implications of the physical and cognitive connection between humans and mobile technology in the realm of everyday (consumer) life. Specifically, it analyses changes in the experience of the world and consumption through the concept of hybrid space and hybrid consumption practices. Its theoretical part defines the ontological and epistemological foundations of the subsequent investigation (actor-network theory, assemblage theory, practice theory, and phenomenology). In the conceptual part, it argues for the necessity of updating key concepts of marketing and consumer behaviour theory such as hybridity, technological mediation, presence, interaction or self and proceeds to revise the current state of knowledge in the outlined field by reconceptualising the constructs mentioned above and introducing the concept of online/offline hybridity or hybrid being-in-the-world and its new rules/principles. The empirical part of the thesis presents the design, process, limitations and results of qualitative research based on a gradual (three-phase) stimulation of the reflexivity of the respondents through a questionnaire, a digital diary and phenomenological interviews, aiming to detect, analyse and contextualise new hybrid consumption practices. The analysis and interpretation of the collected data resulted in identifying reflexive and non-reflexive hybrid practices and the delineation of so-called metaphorical concepts, i.e. phenomenological themes, from which these practices emerge.

Stanislav Tripes

Faculty of Management, University of Economics, Prague

Thesis defended 2018

Perception of Strategy Formulation Process in the Sport Environment and Its Influence on Performance of the Sport Club

The purpose of this study is to address how NPSO managers perceive the steps of the strategy formulation process, managerial approaches, and skills within the strategic planning process and how these perceptions impact organisational performance. The number of non-profit sports organisations (NPSOs) associated under selected national sports governing bodies in the Czech Republic is almost 8,000. The explanatory sequen-tial mixed methods design was used where the quantitative phase was based on an in-depth questionnaire distributed to NPSOs. The questionnaire covers the perception of the whole strategic planning process and was answered by 351 NPSOs. The quantitative data was clustered and later used as a sampling tool for the qualitative phase and 11 managers were selected for a semi-structured interview. The results of both phases supported the theory that the strategy and strategic planning process in NPSOs are not conducted explicitly although some steps in the process are non-systematically used. The strategy, as presented in mainstream sports management literature, is not useful for an NPSO. The recommendation for managers is to use the stakeholder approach for strategy formulation and implementation, where managers work actively with their stakeholders. The strategy perception analysis in the sports environment was not pro-vided and the discussion of strategy in NPSOs is lacking. This dissertation uncovers a new field of research.

Michal Novák

Faculty of Management, University of Economics, Prague

Thesis defended 2017

Dynamic Models of Mass Media Planning: Structural Analysis of the Czech TV market

Due to the digitization of broadcasting there has been a massive proliferation of television stations in the last decade. The thesis brings current knowledge about the structure of the television advertising market in the Czech Republic linked to the aspects of the mass-media planning. Research is methodologically based on the data mining of the data of continuous media monitoring provided by Nielsen Admosphere, a. s. The thesis answers eight research questions concerning the structure of the TV advertising market, the similarities of objects according to selected criteria and strategies of an advertising placement in time. The contribution to the theory of managerial communication planning is the creation of a custom IMPC index that allows modeling of pulse placement of advertising in time not only regarding a pulse length, but also regarding the length of a gap between them. An important aspect of this thesis is the new knowledge of accurate estimates based more on the frequencies of phenomena than on their probabilities. The knowledge gained in the analysis of large data sets can be used as a reliable basis for managerial decision-making in the field of planning of mass communication and as a basis for further research in this area.

2014 – awarded by Prize of Josef Hlávka (Cena Josefa Hlávky) – the prize for the best students and graduates of Prague universities, Technical University of Brno and young scientists of Academy of Sciences of Czech Republic