Application and use of corporate social responsibility in marketing
Diplomová práce / Master thesis
Osoba oponující práci:
This master's thesis aims to prove the possible relationship between corporate social responsibility and decision making of buyers as well as the potential of CSR and business philanthropy in marketing. The thesis contains the most relevant findings from the areas of marketing, social responsibility, psychology of marketing and emotions in advertising as well as brand creation. The practical part deals with RWE Czech Republic and its social sphere projects. It also contains a questionnaire which aims to identify the level of common knowledge and attitude of customers to corporate social responsibility as well as their knowledge of particular projects carried out in the Czech Republic. Deep structured interview with experts from business and marketing then completes the overview.
marketing; emotions in marketing; psychology in marketing; brand; business philanthropy; corporate social responsibility
Informace o studiu
Studijní program a Studijní obor:
Ekonomika a management/Podniková ekonomika a management