Economic Faculty

In this paper we investigate the possibilities of investing in human capital at the financial market of the Czech Republic. In particular, the conditions for this investment would be different among individuals due to the difference of bequest amount and the credit market condition in financing the money for human capital investment or education. There is also higher risk for possible investors in determining individuals' income and in adverse selection. Our paper deals with the possibilities of avoiding these problems and we use our data from the survey of Czech universities students' earnings expectations collected during the years 2002 -2004. We use expected returns to education of the Czech higher education students as a benchmark for creating student loans and human capital contracts models. Financial market and institutions should offer different ways of financial assistance. However, financial market of the Czech Republic is not prepared for this type of investment.

In many countries the government has been the major paymaster of higher education. There are differences between higher education systems in Europe. In the Czech Republic there is a free entry for students to public universities as well as a support of phenomenon of private universities with fee payments in last couple of years. By contrast in the UK the private sector remains very small and the “marketisation“ of higher education has taken place in the public universities via the introduction of tuition fees. Studies on investment in higher education worldwide have demon-strated both substantial private and social returns. In the vast majority of studies there are found positive returns although they differ according to level of education and for higher education are lower. Results of our survey identify a very close association between student perceptions of the private returns to higher education and the results of earlier studies which have measured the actual private returns.

Authors´ team manager: KOMULAINEN RUEY-Kajaanin Ammattikorkeakoulu (KAMK) Editing of English version: MOŠ ONDŘEJ-Technická univerzita v Liberci (TUL), KOMULAINEN RUEY-Kajaanin Ammattikorkeakoulu (KAMK), MARŠÍKOVÁ KATEŘINA-Technická univerzita v Liberci (TUL), LATTIMER JULIA-University of Huddersfield (UoH), 10 TABLE OF CONTENTS What European SMEs Need in HR? Key Challenges in 5 European Regions SHARPEN Survey Results References Conclusion Appendix List of SHARPEN project case studies Acknowledgements Organizations and Enterprises Other Staff, Teachers and Assisting Students Contribution to Knowledge Summary Keywords MANAGING HUMAN RESOURCES IN REGIONAL SMEs A Good Practice Guide 'Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.' Richard Branson (2019) Step 1 Step 2 Step 3 Step 4 • How do you find the right people at the right time for your business? • How do you identify the skills and competencies for your vacant position? • How do you attract the right talent to apply for the position? • What recruitment process should you use? • How can you do this inexpensively with effective use of resources? What channels can you use? • How can you leverage the power of social media? CHAPTER Corporate Social Responsibility 8 CSR FOR SMES Corporate social responsibility? That does not concern us. It's something that multinationals and mega-corporations do, not SMEs. Right? Well, yes…and no. As customers become increasingly 'aware' of climate change and ethical issues, they demand responsible behaviour from all companies, big and small. This does not apply only to customers. An increasing number of employees want to achieve work-life balance, work for ethical companies, do jobs that have meaning and contribute to society.

The net of civic associations Social Watch created the alternative indicators for measurement of situation development within equality of males and females (GEI – Gender Equity Index) and satisfying of basic human needs (BCI – Basic Capability Index). This paper is devoted to gender inequity, i. e. education, socioeconomic standing and share of authority. The primary attention is devoted to the education, let us say tertiary education. The questions of tertiary education are sol- ved not only from the global view, but also from the national view, i. e. from the view of the Czech Republic. Within this Gender Equity Index dimension is our republic in the front places of the imaginary rank, within the remaining two dimensions there is not the situation so positive and it is necessary to find any solution leading to the improvement of the current position, preferably in the near future. The last part of this paper is devoted to the research realized within the Technical University of Li...

The diploma thesis comprises a marketing survey of ELPA company that has been engaging in the lease of frame scaffolding, metal production, road transport, and sale of construction equipment for several years. Whereas the entrepreneurial activities fail to be closely related to each other, it only is the scaffolding lease that is described in greater detail in the concluding four chapters of the diploma thesis. The reason why I´ve opted for the aforementioned entrepreneurial activity is that it appears to be most profit-making in times of a global crisis. The diploma thesis seeks to propose an improved utilisation of marketing tools. Chapter One is devoted to the description of the company´s history, its previous developments and organisational structure. In Chapter Two the company´s entry analysis is tackled, with a detailed focus on both the macro and micro environment.

The article presents the results of pilot research related to a wider study of a midterm intersectoral mobility phenomena as supported by the European Commission. To understand the concept of inter-sectoral mobility, the paper starts with theoretical background on academiaindustry links and their role in the knowledge economy. The second chapter introduces the methodology used. In the third chapter, the results gained from the pilot research are presented. The final section discusses these results in the context of the research questions, summarizes the first view of the possible interpretation of immeasurable criteria into measurable variables and recommends the design of further research on the topic.

The advertising systems and the algorithms they use are constantly evolving and expanding the possibilities for reaching potential customers. Hyper-targeting (also called microtargeting) is the use of detailed customer data and marketing automation to deliver highly targeted and personalized messages across a large number of channels. These campaigns are designed to appeal to specific people or small groups of customers. By using the ability to process large amounts of data through innovations, such as predictive analytics, marketers can gain a deeper understanding of their audiences, focusing on specific accounts and not on the entire segments. This reportedly allows B2B brands to target customers directly and provide unique personal and highly relevant experiences. However, the scientific evidence to support this claim is missing. Some previous studies even suggest a negative impact of highly personalized advertising content on user reactiveness and purchase behavior. In this article, we test the effects of different levels of personalized advertisements using the advanced campaign targeting tool called Facebook Lookalike Audiences. Facebook Lookalike Audiences works on the basis of the estimation of customer similarity based on the characteristics of a custom audience, as defined by the advertiser. We examine the performance of various targeting settings using data from 840 Facebook ads with different personalization levels. These advertisements are compared in terms of reach, number of reactions, frequency of impressions, number of clicks, average time spent on a website, number of viewed pages, number of conversions, and profitability. We believe that the findings presented in this article help clarify the factors that influence user reactiveness toward personalized online advertising using evidence from actual Facebook ad sets.

As the technological progress of online shopping and advertising advances with increased speed, marketing automation has been gaining more attention from both practitioners and academics. However, despite the growing popularity of this new marketing approach, there are many restrictions when it comes to its implementation by small and medium enterprises (SMEs). Due to the high requirements regarding the collection of customer data and advanced knowledge necessary to set up and operate marketing automation systems, many enterprises are not able to fully grasp the potential marketing technologies offer. This article describes the mechanisms of marketing automation, provides the state-of-art research overview and analyses current level of readiness of Czech SMEs to implement digital marketing tools and the obstacles that prevent them to do so.

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Vzhledem k rychlosti technologického pokroku v online marketingu a reklamě, marketingová automatizace se dostává stále více do popředí jak v aplikační, tak akademické oblasti. Nicméně i přes rostoucí popularitu tohoto nového marketingové přístupu, malé a střední podniky (MSP) narážejí na řadu významných překážek při jeho začleňování do svých podnikatelských procesů. V důsledku vysokých nároků na sběr zákaznických dat a nedostatku znalostí nezbytných k obsluhování systémů a řešení marketingové automatice, mnoho podniků není schopno plně využít potenciál, který marketingové technologie nabízejí. Tento článek popisuje mechanismy fungování automatizačních systémů v marketingu, shrnuje současný výzkum v této oblasti a analyzuje připravenost českých MSP implementovat nástroje digitálního marketingu a překážky, které jim v tom brání.

The constantly evolving legislation concerning the usage of cookies raises many concerns about the effectiveness of targeted online advertisements. Retargeting represents an advanced targeting strategy requiring detailed user data and thus may be potentially highly sensitive to cookie restrictions. The retargeting effectiveness is tested in terms of type (standard, dynamic), advertising platform (Meta Ads, Google Ads), and the ad performance development in time. The data were collected through a Czech home goods online retailer. This paper tests the effectiveness of 432 retargeting ads collected during the opt-out cookie regime by comparing them with 432 retargeting ads collected after the transition to the opt-in cookie regime. The study created 216 ads on Google and 216 ads on Facebook. The entire experiment took one month to be implemented in 2021 and repeated in precisely the same manner in 2022. After this period, data were processed with SPSS Statistics. Both Facebook and Goog...

This paper addresses the implementation of Internet marketing communications for feedback collection by accommodation facilities in the Czech Republic, particularly in northern and eastern Bohemia. The primary goal of the present paper was to analyze the extent and the tools used to help Czech lodging establishments collect feedback from their customers. Data were collected during an online survey targeting the managers and owners of accommodation facilities in the selected areas. This research revealed that personal interviews, email and social networks are the most commonly used feedback tools. We also discovered that large lodging establishments with more than 29 beds implemented the highest number of feedback tools. In terms of customer acquisition, 81% of the respondents evaluated web-based feedback instruments as very effective. We showed that publically shared reviews are considered to have a significant impact on customer behaviour.

This paper deals with problems of the customer feedback collection by accommodation facilities in the regions of Ústí nad Labem, Liberec and Hradec Králové. For these regions is typical a high density of small lodging facilities such as guesthouses and cottages, mostly located in the mountain areas. The aim of the presented research was to determine which tools of online and offline customer feedback are used by the accommodation facilities in these regions and assess the differences in implementation between accommodation types and sizes. Data was collected via electronic questionnaire survey and then statistically evaluated by test of independence. The test data sample consisted of answers collected from 356 respondents. The findings demonstrate that type of accommodation has no significant impact on the implementation of communication tools. On the other hand, we observed statistical difference for facility size over/under 29 beds and also for annual turnover over/under 1 million Czech crowns.

This article is about the accommodation capacities implementation progress regarding their use of on-line communication measures. The tested businesses are from the North Bohemian region. A questionnaire based survey was done with the sample of 342 accommodation facilities. The results show that the average number of on-line communication tools being used in an accommodation capacity is 5,5. It was found out that hotels use the highest number of on-line communication tools and that there is a correlation between the number of communication tools, which are used, and the facility capacity. In the next part the research focused on social media. The contemporary biggest social network is Facebook followed by YouTube. Though, the accommodation facilities are not very active on social networks. 46% of respondents submit new posts once in a month at maximum. On the other hand, 66% of respondents agree that social networks are beneficial for them. The conclusion is that social networks have business potential, which is not being fully utilized.