Image Studentské unie UTB

Bc. Jakub Jan Kučera

Diplomová práce

The Image of UTB Student Union

Anotace:

Diplomova prace si klade za cil podat podklady pro tvorbu brandbooku Studentske unie UTB, tedy dokument, ktery popisuje interni korporatni kulturu teto organizace. Sleduje tvorbu image organizace skrze korporatni identitu, korporatni kulturu a nasledne zvyky, pribehy, symboly a ritualy bezne pro tuto organizaci. Teoreticka cast zpracovava tento proces tvorby a hleda souvislosti mezi jednotlivymi teoretickymi pojmy, a take vysvetluje roli leaderu a clenu v organizaci. A to vse v souvislosti v prostredi neziskove organizace. Prakticka cast a vyzkum zpracovavaji vychodiska pro tvorbu brandbooku, predevsim pak podavaji inspiraci pro jeho tvurce a overuji jeho platnost v dlouhodobem horizontu. V projektove casti je navrhnut projekt pro tvorbu brandbooku v konkretnich krocich.

Abstract:

Primary goal of this thesis is to give materials for creation of brandbook for TBU Student Union. This document should represent internal corporate culture in this organization. It follows process of building image through corporate identity, corporate culture, and through customs, habits, stories, symbols and rituals common for this organization. Theoretical part describes this process of image creation and seeks connection between theoretical concepts. And also describes role of the leaders and members of the organization. And that's all in the environment of non-profit sector. Practical part and survey serves suggestion for brandbook creation, and also gives some inspiration for its creators and validates this brandbook in long term period. In project part is designed project describing plan for brandbook creation in particular steps.

Klíčová slova

Image, positioning, znacka, vize, vedeni, komunikace, korporatni identita, korporatni kultura, pribeh, symbol, archetyp, neziskova organizace, studentska organizace, Studentska unie UTB, brandbook.

Jazyk práce: čeština

Datum vytvoření / odevzdání či podání práce: 21. 4. 2016

Zveřejnit od: 21. 4. 2016

Obhajoba závěrečné práce

Univerzita Tomáše Bati ve Zlíně

Fakulta multimediálních komunikací

Magisterský studijní program / obor:
Mediální a komunikační studia / Marketingové komunikace