Bc. Barbora Flegelová

Master's thesis

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
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.
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 …more
 

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.
 
Language used: English
Date on which the thesis was submitted / produced: 2. 10. 2015
Identifier: https://is.vsfs.cz/th/gwfvx/

Thesis defence

  • Date of defence: 5. 11. 2015
  • Supervisor: Mgr. Dagmar Sieglová, M.Ed.
  • Reader: prof. PhDr. Petr Matějů, Ph.D.

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