Theses 

The role of socio-cultural factors of a selected country for developing marketing communication tools of a selected company: A case study – Bc. Barbora Flegelová

česky | in English | slovensky

Agenda:
Změnit agendu. Adresa v ISu:

Zpět na vyhledávání

Bc. Barbora Flegelová

Diplomová práce

The role of socio-cultural factors of a selected country for developing marketing communication tools of a selected company: A case study

The role of socio-cultural factors of a selected country for developing marketing communication tools of a selected company: A case study

Anotace: This thesis aims to demonstrate that culture plays an important role in social marketing of international non-profit organizations by conducting a case study about SOS Children’s Villages. In order to map the public perception of the SOS Children’s Villages in the Czech Republic and in France, the cultural theories of Hofstede, Fadrhonc & Wursten are adopted.

Abstract: This thesis aims to demonstrate that culture plays an important role in social marketing of international non-profit organizations by conducting a case study about SOS Children’s Villages. In order to map the public perception of the SOS Children’s Villages in the Czech Republic and in France, the cultural theories of Hofstede, Fadrhonc & Wursten are adopted. While using Hofstede’s framework of cultural dimensions and Wursten’s and Fadrhonc’s concept of cultural clusters, data was collected through an online survey, and analyzed using the value structure map framework. The study addresses how varying cultural features in social advertisement are perceived by different cultures with respect to SOS Children’s Villages. Findings indicate that the acceptance of advertised messages in France and the Czech Republic were based on two countries socio-cultural and demographic factors. Based on the findings, the study presents valuable practical information regarding advertisement strategy of social marketing, as well as recommendations for SOS Children's Villages.

Keywords: Intercultural Marketing, Social Marketing, Social Advertisement, Non-Profit Organization, Culture, Role of Language, Hofstede’s Dimensions, Cultural Clusters, Social Media, SOS Children’s Villages, Television Commercial, France, Czech Republic, Value Structure Map.

Jazyk práce: angličtina

Obhajoba závěrečné práce

  • Obhajoba proběhla 5. 11. 2015
  • Vedoucí: Mgr. Dagmar Sieglová, M.Ed.
  • Oponent: prof. PhDr. Petr Matějů, Ph.D.

Citační záznam

Citace dle ISO 690: LaTeX | HTML | text | BibTeX | Wikipedie

Plný text práce

Obsah online archivu závěrečné práce
Zveřejněno v Theses:
  • nikomu
Složka Odkaz na adresář do lokálního úložiště instituce
Jak jinak získat přístup k textu

Instituce archivující a zpřístupňující práci: Vysoká škola finanční a správní


Nahoru | Aktuální datum a čas: 25. 5. 2019 19:25, 21. (lichý) týden

Soukromí

Kontakty: theses(zavináč/atsign)fi(tečka/dot)muni(tečka/dot)cz