{"id":1211,"date":"2018-11-29T13:52:16","date_gmt":"2018-11-29T12:52:16","guid":{"rendered":"http:\/\/cma.cz.uvds454.active24.cz\/?page_id=1211"},"modified":"2020-05-13T10:57:31","modified_gmt":"2020-05-13T08:57:31","slug":"podzim-2018","status":"publish","type":"page","link":"https:\/\/www.cms-cma.cz\/podzim-2018\/","title":{"rendered":"podzim 2018"},"content":{"rendered":"\t\t
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CO O\u010cEK\u00c1VAJ\u00cd MARKET\u00c9\u0158I OD M\u00c9DI\u00cd \u2013<\/strong><\/span><\/em>
o\u010dek\u00e1van\u00ed versus realita<\/strong><\/span><\/em><\/h3>

Ji\u017e tradi\u010dn\u011b se 21.listopadu 2018<\/strong> uskute\u010dnil v\u00a0kr\u00e1sn\u00fdch prostor\u00e1ch Bastion Prague restaurantu <\/strong>v\u00a0centru Prahy<\/strong> odborn\u00fd semin\u00e1\u0159 po\u0159\u00e1dan\u00fd \u010ceskou marketingovou spole\u010dnost\u00ed<\/strong> a jej\u00edm profesn\u00edm klubem KUM-\u010cMS<\/strong>. Marketingov\u00ed odborn\u00edci z\u00a0v\u00fdznamn\u00fdch \u010desk\u00fdch firem, p\u0159edstavitel\u00e9 m\u00e9di\u00ed, specialist\u00e9 na IT technologie, z\u00e1stupci akademick\u00e9 obce i vysoko\u0161kol\u0161t\u00ed studenti si zde vyslechli p\u0159edn\u00e1\u0161ky a diskutovali nad t\u00e9matem\u00a0Co o\u010dek\u00e1vaj\u00ed market\u00e9\u0159i od m\u00e9di\u00ed \u2013 o\u010dek\u00e1v\u00e1n\u00ed versus realita<\/strong>. Ve dvou p\u0159edn\u00e1\u0161kov\u00fdch bloc\u00edch zazn\u011blo sedm pohled\u016f na roli m\u00e9di\u00ed v\u00a0marketingu a rozvinula se bohat\u00e1 diskuse v\u00a0pl\u00e9nu i u jednotliv\u00fdch stol\u016f.<\/p>

V\u00a0\u00favodu dostali slovo z\u00e1stupci m\u00e9di\u00ed. Pan Ing. Petr Uchytil, MBA<\/strong> \u2013 \u0159editel strategick\u00e9ho marketingu spole\u010dnosti RADIOHAUSE<\/strong> promluvil o m\u00fdtech a realit\u011b efektivity jednotliv\u00fdch madiatyp\u016f a sou\u010dasn\u00e9 pozici medi\u00e1ln\u00edho segmentu r\u00e1di\u00ed. N\u00e1sledn\u011b pan Leo Kallista<\/strong> – obchodn\u00ed \u0159editel spole\u010dnosti BURDA International<\/strong> hovo\u0159il o vyu\u017e\u00edv\u00e1n\u00ed nov\u00fdch typ\u016f m\u00e9di\u00ed v\u00a0tradi\u010dn\u00edm vydavatelstv\u00ed a na p\u0159\u00edkladu sou\u010dasn\u00fdch projekt\u016f prezentoval, jak se touto v\u00fdzvou vyrovn\u00e1vaj\u00ed v jednom z nejv\u011bt\u0161\u00edch \u010desk\u00fdch vydavatelsk\u00fdch dom\u016f.<\/p>

Dal\u0161\u00edm pohledem byl p\u0159\u00edsp\u011bvek gener\u00e1ln\u00ed \u0159editelky AAA auto a nositelky ceny Velk\u00e9ho modr\u00e9ho delf\u00edna, pan\u00ed Mgr. Karol\u00edny Topolov\u00e9<\/strong>. V\u00a0r\u00e1mci sv\u00e9ho p\u0159\u00edsp\u011bvku zd\u016fraznila roli a v\u00fdznam marketingu ve skupin\u011b AURES Holdings<\/strong> a \u0161\u00ed\u0159i medi\u00e1ln\u00edho pokryt\u00ed zna\u010dek AAA AUTO<\/strong>,\u00a0 Mototechna<\/strong>, AuresLab<\/strong>.\u00a0 Akcentovala rovn\u011b\u017e p\u0159\u00ednos sjednocen\u00ed inova\u010dn\u00edch projekt\u016f v r\u00e1mci skupiny v r\u00e1mci inova\u010dn\u00ed laborato\u0159e AuresLab i nezbytnou pozornost, kterou v\u011bnuj\u00ed ve firm\u00e1ch v\u00fdb\u011bru zn\u00e1m\u00fdch osobnost\u00ed pro zapojen\u00ed do medi\u00e1ln\u00edch kampan\u00ed. \u00a0<\/p>

Ot\u00e1zk\u00e1m soci\u00e1ln\u00edch s\u00edt\u00ed z\u00a0hlediska fakt\u016f a m\u00fdt\u016f, kter\u00e9 okolo nich panuj\u00ed, se v\u011bnoval pan \u0160t\u011bp\u00e1n Fejk<\/strong> z\u00a0firmy Veracomp s.r.o.<\/strong>, v\u00fdznamn\u00e9ho distributora IT produkt\u016f a poskytovatele slu\u017eeb na poli konzultac\u00ed, \u0161kolen\u00ed a technick\u00e9ho poradenstv\u00ed. Zam\u011b\u0159il se na sou\u010dasnou koexistenci tradi\u010dn\u00edch a nov\u00fdch m\u00e9di\u00ed, na re\u00e1ln\u00e1 i nere\u00e1ln\u00e1 o\u010dek\u00e1v\u00e1n\u00ed v\u00a0budouc\u00edm v\u00fdvoji soci\u00e1ln\u00edch s\u00edt\u00ed\u00a0 i na predikci budouc\u00edch trend\u016f. \u00a0<\/p>

O pozitivn\u00edch i negativn\u00edch zku\u0161enostech s\u00a0vyu\u017e\u00edv\u00e1n\u00edm m\u00e9di\u00ed v\u00a0marketingov\u00e9 komunikaci p\u0159i minim\u00e1ln\u00edm finan\u010dn\u00edm rozpo\u010dtu a s omezen\u00fdm person\u00e1ln\u00edm zabezpe\u010den\u00edm promluvil ve sv\u00e9m vystoupen\u00ed Ing. Josef Sl\u00e9ha, CSc.<\/strong>, \u0159editel projektu \u010cesk\u00e1 chu\u0165ovka<\/strong> a D\u011btsk\u00e1 chu\u0165ovka<\/strong> v\u00a0r\u00e1mci spole\u010dnosti SYMPEX GROUP s.r.o.<\/strong><\/p>

Z\u00e1v\u011br bloku p\u0159edn\u00e1\u0161ek pat\u0159il n\u00e1hledu pracovn\u00edk\u016f akademick\u00e9 sf\u00e9ry na vztah market\u00e9r\u016f a m\u00e9di\u00ed. Prof. PhDr. Du\u0161an Pavl\u016f, CSc.<\/strong> z\u00a0Vysok\u00e9 \u0161koly kreativn\u00ed komunikace<\/strong> se zam\u011b\u0159il na ot\u00e1zku jak p\u0159ipravit studenty oboru marketingov\u00e1 komunikace na \u017eivot s\u00a0m\u00e9dii. Jako z\u00e1kladn\u00ed v\u00fdchodisko uvedl anal\u00fdzu rozlo\u017een\u00ed n\u00e1stroj\u016f medi\u00e1ln\u00edch a nemedi\u00e1ln\u00edch kan\u00e1l\u016f a finan\u010dn\u00edch zdroj\u016f sm\u011b\u0159uj\u00edc\u00edch v\u00a0sou\u010dasn\u00e9 dob\u011b do jednotliv\u00fdch typ\u016f marketingov\u00fdch komunikac\u00ed, p\u0159i\u010dem\u017e neopomn\u011bl ani oblast B2B. Definoval hlavn\u00ed c\u00edle v\u00fduky student\u016f obor\u016f marketingov\u00e9 komunikace, a to zejm\u00e9na v\u00a0pochopen\u00ed vzniku a v\u00fdvoje m\u00e9di\u00ed, jejich smyslu, role a m\u00edsta v soci\u00e1ln\u011b ekonomick\u00e9 a kulturn\u00ed struktu\u0159e spole\u010dnosti, v ch\u00e1p\u00e1n\u00ed podstaty jejich fungov\u00e1n\u00ed i technologi\u00ed komunikace jednotliv\u00fdch m\u00e9di\u00ed.<\/p>

V posledn\u00ed p\u0159edn\u00e1\u0161ce pak prof. Ing. Jaroslav Sv\u011btl\u00edk, Ph.D.<\/strong>, pedagog Vysok\u00e9 \u0161koly podnik\u00e1n\u00ed a pr\u00e1va<\/strong> zam\u011b\u0159il pozornost na to, co o\u010dek\u00e1vaj\u00ed z\u00e1kazn\u00edci od m\u00e9di\u00ed a jak\u00e1 je skute\u010dn\u00e1 realita. Zd\u016fraznil, \u017ee marketing a inovace jsou podstatou procesu podnik\u00e1n\u00ed, p\u0159i\u010dem\u017e v\u0161e se vyv\u00edj\u00ed \u2013 i samotn\u00fd marketing, m\u00e9dia a komunikace. Sou\u010dasn\u00e9 marketingov\u00e9 strategie jsou jin\u00e9 ne\u017e byly v\u00a0minulosti, v\u00edce ne\u017e na prezentaci se zam\u011b\u0159uj\u00ed na produktov\u00fd benefit, oboustrannou komunikaci, vzd\u011bl\u00e1v\u00e1n\u00ed, z\u00e1bavu a zapojen\u00ed z\u00e1kazn\u00edka do marketingov\u00e9ho procesu.<\/p>

Sou\u010d\u00e1st\u00ed semin\u00e1\u0159e bylo, tak jako ka\u017edoro\u010dn\u011b, slavnostn\u00ed vyhl\u00e1\u0161en\u00ed nov\u00e9ho ji\u017e 14. ro\u010dn\u00edku sout\u011b\u017ee MARKET\u00c9R ROKU<\/strong>. T\u00e9to \u010destn\u00e9 \u00falohy se ujala prezidentka \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti<\/strong> pan\u00ed doc. PhDr. Jitka Vysekalov\u00e1, Ph.D.<\/strong><\/p>

Pr\u016fb\u011bh cel\u00e9ho setk\u00e1n\u00ed se nesl v\u00a0p\u0159\u00edjemn\u00e9 atmosf\u00e9\u0159e, kter\u00e1 prov\u00e1zela odborn\u00e9 diskuse i osobn\u00ed setk\u00e1n\u00ed koleg\u016f a p\u0159\u00e1tel. Nemal\u00fd pod\u00edl na tom nesl t\u00fdm organiz\u00e1tor\u016f, ale i sponzor a medi\u00e1ln\u00ed partner akce \u2013 spole\u010dnost RADIOHAUSE<\/strong> a vst\u0159\u00edcn\u00fd person\u00e1l Bastion Prague restaurantu<\/strong>. Jim a tak\u00e9 v\u0161em \u00fa\u010dastn\u00edk\u016fm pat\u0159\u00ed pod\u011bkov\u00e1n\u00ed. Pozitivn\u00ed ohlasy, kter\u00e9 k\u00a0n\u00e1m p\u0159ich\u00e1zej\u00ed, jsou pro n\u00e1s z\u00e1vazkem a podn\u011btn\u00e9 p\u0159ipom\u00ednky inspirac\u00ed k\u00a0p\u0159\u00edprav\u011b dal\u0161\u00edho ro\u010dn\u00edku t\u00e9to akce.<\/p>

Libor Ne\u010das \u2013 Klub u\u010ditel\u016f marketingu \u010cMS<\/em><\/strong><\/h5>

\"6\"<\/a><\/strong>\u00a0 \"3\"<\/a><\/strong>\u00a0\u00a0<\/a>\"5\"<\/a><\/strong>\u00a0 \"\"<\/a><\/strong><\/p>

\"7\"<\/a><\/strong>\u00a0 \"\"<\/a><\/strong>\u00a0\u00a0<\/a>\"8\"<\/a><\/strong>\u00a0 \"\"<\/a><\/strong><\/p>

\"2\"<\/a><\/strong>\u00a0 <\/a><\/strong>\"1\"\u00a0\u00a0<\/a>\"10\"<\/a><\/strong>\u00a0 \"17\"<\/a><\/strong><\/p>

\"9\"\u00a0 <\/a>\"\"<\/a>\u00a0<\/a><\/strong> \"\"<\/a><\/strong><\/p>

\u00a0 \"V\u00fdsledek<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

CO O\u010cEK\u00c1VAJ\u00cd MARKET\u00c9\u0158I OD M\u00c9DI\u00cd \u2013o\u010dek\u00e1van\u00ed versus realita Ji\u017e tradi\u010dn\u011b se 21.listopadu 2018 uskute\u010dnil v\u00a0kr\u00e1sn\u00fdch prostor\u00e1ch Bastion Prague restaurantu v\u00a0centru Prahy odborn\u00fd semin\u00e1\u0159 po\u0159\u00e1dan\u00fd \u010ceskou marketingovou spole\u010dnost\u00ed a jej\u00edm profesn\u00edm klubem KUM-\u010cMS. Marketingov\u00ed odborn\u00edci z\u00a0v\u00fdznamn\u00fdch \u010desk\u00fdch firem, p\u0159edstavitel\u00e9 m\u00e9di\u00ed, specialist\u00e9 na IT technologie, z\u00e1stupci akademick\u00e9 obce i vysoko\u0161kol\u0161t\u00ed studenti si zde vyslechli p\u0159edn\u00e1\u0161ky a diskutovali … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/1211"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=1211"}],"version-history":[{"count":17,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/1211\/revisions"}],"predecessor-version":[{"id":4320,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/1211\/revisions\/4320"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=1211"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}