Marketing importance of company’s CSR politics for young generation in Czech Recpublic
| Thesis title: | Marketingový význam CSR politiky firem pro mladé lidi v CR |
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| Author: | Gibalenko, Tetiana |
| Thesis type: | Diplomová práce |
| Supervisor: | Tahal, Radek |
| Opponents: | Vávra, Oldřich |
| Thesis language: | Česky |
| Abstract: | Tato diplomová práce probírá a vysvětluje pojem společenské odpovědnosti firem (CSR), její vliv na všechny elementy trhu. Na základě literatury ukáže tato práce vztah mezi marketingem a existujícími variantami udržitelných aktivit.
Pomocí pozorování a analýzy, diplomová práce ukáže, zda existence CSR strategie, politiky nebo programů ve firmách z určitých oborů, budou vzaty v potaz během nákupního rozhodování. A zda si mladá generace Čechů uvědomuje, vnímá a požaduje odpovědné chování od podniků. |
| Keywords: | CSR; reklama; marketing; Společenská odpovědnost firem; generace Y; udržitelnost |
| Thesis title: | Marketing importance of company’s CSR politics for young generation in Czech Recpublic |
|---|---|
| Author: | Gibalenko, Tetiana |
| Thesis type: | Diploma thesis |
| Supervisor: | Tahal, Radek |
| Opponents: | Vávra, Oldřich |
| Thesis language: | Česky |
| Abstract: | This thesis explores and explain the consept of corporat social responsibility (CSR) and it is influens on all market players. Based od literature overview this work will show the connection between marketing and existing variations of sustainability activities.
Throught observation and analysis the thesis will show if the existence of CSR strategy, politics or programs in the companies, from certain fields and areas, will be take into consideration during buying decision. If young generation of Czech people realize, react or expect firms have it and apply into their practise. |
| Keywords: | sustainability ; advertising; generation Y; marketing; Corporate social responsibility |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 1. 12. 2016 |
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| Date of submission: | 20. 5. 2017 |
| Date of defense: | 6. 6. 2017 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/59849/podrobnosti |