Creation of new subjects leading to an attractive study offer at FEK

Principal Investigator:	doc. Ing. Petr JANEČEK, Ph.D.
Project Number:	VS-19-020
Grant awarded by:	MŠMT
Term:	2019-2019

CO-INVESTIGATORS:

• doc. Ing. Petra TAUŠL PROCHÁZKOVÁ, Ph.D.
• Ing. Mgr. Milan SVOBODA, Ph.D.
• Mgr. Hana OVESLEOVÁ, Ph.D.

PROJECT ANNOTATION:

The proposed project will research the current use and application of selected modern technologies in marketing communication. It builds upon the previous project “SGS 2013-063 Opportunities and potential for the use of modern technology in retail”. Due to the connection with the previous research and the use of its results, the research plan has been extended to include the area of marketing communication of B2B markets, which today are still often ignored by research teams in the Czech Republic. The project is divided into two basic areas, i.e. the aforementioned B2B market and the B2C market. The B2C market will be further divided into research sub-categories, in which we will study the use of selected modern technologies in marketing communication of service businesses. We will primarily focus on the area of the tourism industry, retail and other areas which stem from the research of literature. We will mainly research small and medium sized enterprises. The research will be focused on both sides of communication, i.e. on the communicator and the communicant. The mixed research method will be used, during which the use of quantitative methods is assumed in the research of communicators and the combination of qualitative and quantitative methods in the research of the report’s recipients.