{"id":282,"date":"2018-10-12T13:13:47","date_gmt":"2018-10-12T11:13:47","guid":{"rendered":"http:\/\/cma.cz.uvds454.active24.cz\/?page_id=282"},"modified":"2019-02-19T20:25:20","modified_gmt":"2019-02-19T19:25:20","slug":"kum-2018","status":"publish","type":"page","link":"https:\/\/www.cms-cma.cz\/uvod\/profesni-kluby\/klub-ucitelu-marketingu\/kum-2018\/","title":{"rendered":"KUM 2018"},"content":{"rendered":"\t\t
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KUM 2018<\/strong><\/span><\/h2>

LISTOPADOV\u00dd SEMIN\u00c1\u0158 KUM<\/strong><\/span><\/h3>

CO O\u010cEK\u00c1VAJ\u00cd MARKET\u00c9\u0158I OD M\u00c9DI\u00cd \u2013<\/em><\/span>
o\u010dek\u00e1van\u00ed versus realita<\/em><\/span><\/h3>

Ji\u017e tradi\u010dn\u011b se 21.listopadu 2018 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.<\/h4>

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> \u2013 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.<\/h4>

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<\/h4>

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<\/h4>

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><\/h4>

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.<\/h4>

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.<\/h4>

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><\/h4>

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.<\/h4>

Libor Ne\u010das \u2013 Klub u\u010ditel\u016f marketingu \u010cMS<\/em>\u00a0<\/em> <\/a><\/strong><\/h4>

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

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

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

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

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

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

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

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


KV\u011aTNOV\u00dd SEMIN\u00c1\u0158 KUM<\/strong><\/h2>

Klub u\u010ditel\u016f marketingu \u010cMS \u0159e\u0161il ot\u00e1zky v\u00fdvoje marketingu, komunikace a v\u00fduky na V\u0160<\/strong> 15. kv\u011btna 2018<\/strong> se \u010dlenov\u00e9 a p\u0159\u00edznivci Klubu u\u010ditel\u016f marketingu \u010cMS<\/strong> setkali na p\u016fd\u011b V\u0160MVV v\u00a0Praze, aby se v\u00a0r\u00e1mci sv\u00e9ho tradi\u010dn\u00edho jarn\u00edho semin\u00e1\u0159e zamysleli nad ot\u00e1zkou \u201eKam sm\u011b\u0159uje marketing, komunikace, spole\u010dnost, \u2026 a sv\u011bt?\u201c<\/strong>. V\u00edce ne\u017e \u010dty\u0159icet \u00fa\u010dastn\u00edk\u016f z\u00a0\u0159ad pracovn\u00edk\u016f akademick\u00e9 sf\u00e9ry, vy\u0161\u0161\u00edch odborn\u00fdch \u0161kol, gymn\u00e1zi\u00ed i marketingov\u011b orientovan\u00fdch firem a agentur, si vyslechlo prezentace a rozvinulo diskuse k\u00a0\u0161esti oblastem t\u00fdkaj\u00edc\u00edm se v\u00fdvoje marketingov\u00e9ho v\u00fdzkumu, slu\u017eeb, reklamy, v\u00fdukov\u00fdch metod, genera\u010dn\u00edch odli\u0161nost\u00ed i sm\u011b\u0159ov\u00e1n\u00ed v \u0161ir\u0161\u00edch spole\u010densk\u00fdch souvislostech. Semin\u00e1\u0159 byl zah\u00e1jen vystoupen\u00edm prezidentky \u010cMS doc. Jitky Vysekalov\u00e9, a n\u00e1slednou prezentac\u00ed knihy Mezin\u00e1rodn\u00ed marketing, kter\u00e1 v\u00a0t\u011bchto dnech p\u0159ich\u00e1z\u00ed na trh odborn\u00e9 literatury. Tuto knihu p\u0159edstavil jeden z jejich spoluautor\u016f, doc. Bohum\u00edr \u0160t\u011bdro\u0148.<\/p>

V\u00a0\u00favodn\u00ed p\u0159edn\u00e1\u0161ce nast\u00ednil pan PhDr. Lubo\u0161 Rezler z\u00a0agentury Kantar Millward Brown<\/strong>, nov\u00e9 metody a trendy u\u017e\u00edvan\u00e9 v\u00a0marketingov\u00e9m explicitn\u011b pojat\u00e9m v\u00fdzkumu trhu, vyu\u017e\u00edvaj\u00edc\u00edm modern\u00ed technologie neuroscience. N\u00e1sledn\u011b se ot\u00e1zk\u00e1m dynamicky rostouc\u00edho sektoru slu\u017eeb v\u011bnovala ve sv\u00e9m p\u0159\u00edsp\u011bvku Ing. Lucie Ka\u0148ovsk\u00e1, Ph.D. z\u00a0VUT v\u00a0Brn\u011b<\/strong>. P\u0159ibl\u00ed\u017eila sv\u016fj pohled na zvy\u0161uj\u00edc\u00ed se v\u00fdznam slu\u017eeb a jejich pronik\u00e1n\u00ed do nov\u00fdch sektor\u016f, slu\u017eeb v\u00a0r\u00e1mci pr\u016fmyslov\u00fdch firem a Pr\u016fmyslu 4.0, a v\u00a0neposledn\u00ed \u0159ad\u011b p\u0159\u00ednosy tzv. smart slu\u017eeb. Prvn\u00ed blok prezentac\u00ed pak zakon\u010dil pan Mgr. Ond\u0159ej Zvolsk\u00fd z\u00a0agentury WMC GREY<\/strong>. Zam\u011b\u0159il se na trendy sm\u011b\u0159ov\u00e1n\u00ed reklamy, a to v\u00a0souvislosti s\u00a0nov\u00fdm ch\u00e1p\u00e1n\u00edm produktu jako \u0159e\u0161itele probl\u00e9m\u016f z\u00e1kazn\u00edka, s pojet\u00edm dat jako n\u00e1stroje kreativity, s mobiln\u00edmi technologiemi, je\u017e integruj\u00ed \u0161irokou \u0161k\u00e1lu funkc\u00ed, a s\u00a0tzv. Branded experience, kdy obsah ji\u017e nesta\u010d\u00ed nebo\u0165 v\u00fdznamn\u00fdm se st\u00e1v\u00e1 pro\u017eitek.<\/p>

N\u00e1sleduj\u00edc\u00ed \u010d\u00e1st uvedl svou prezentac\u00ed pan Mgr. Marek Novinsk\u00fd z\u00a0V\u0160E v\u00a0Praze<\/strong>, kter\u00fd se zab\u00fdval pot\u0159ebou zm\u011bn metod v\u00fduky v\u00a0souvislosti s odli\u0161nost\u00ed generace Y, se kterou se u\u010ditel\u00e9 pr\u00e1v\u011b nyn\u00ed setk\u00e1vaj\u00ed na vysok\u00fdch \u0161kol\u00e1ch. Na toto t\u00e9ma pak nav\u00e1zal p\u0159edn\u00e1\u0161kou o genera\u010dn\u00edm v\u00fdvoji a zejm\u00e9na charakteristikou specifik generac\u00ed X, Y, a Z, pan Martin Volek z\u00a0v\u00fdzkumn\u00e9 agentury Ipsos<\/strong>. Z\u00e1v\u011bre\u010dn\u00e1 prezentace semin\u00e1\u0159e pat\u0159ila problematice v\u00fdvojov\u00fdch nejistot sv\u011bta v\u00a0horizontu n\u00e1sleduj\u00edc\u00edch dvaceti let. T\u00edmto t\u00e9matem se zde zab\u00fdval prognostik a vysoko\u0161kolsk\u00fd pedagog pan doc. Bohum\u00edr \u0160t\u011bdro\u0148, CSc., prorektor V\u015aMVV v\u00a0Praze.<\/strong><\/p>

Cel\u00e1 akce byla prov\u00e1zena odborn\u00fdmi diskusemi k\u00a0nastolen\u00fdm t\u00e9mat\u016fm, v\u00fdm\u011bnou zku\u0161enost\u00ed s\u00a0v\u00fdukou na \u0161kol\u00e1ch r\u016fzn\u00fdch stup\u0148\u016f, i osobn\u00edmi rozhovory \u00fa\u010dastn\u00edk\u016f nejen v\u00a0p\u0159edn\u00e1\u0161kov\u00e9 aule, ale i v\u00a0salonku a p\u0159ilehl\u00fdch kulo\u00e1rech.<\/p>

\"1\"<\/a><\/strong>\u00a0 \"3\"<\/a><\/strong><\/p>

\"4\"<\/a><\/strong>\u00a0 \"7\"<\/a><\/strong>\u00a0\u00a0<\/a><\/strong><\/p>

\"2\"<\/a><\/strong>\u00a0 <\/a><\/strong>\"5\"<\/a><\/strong>\u00a0 \"6\"<\/a><\/strong><\/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":"

KUM 2018 LISTOPADOV\u00dd SEMIN\u00c1\u0158 KUM 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 … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":275,"menu_order":10,"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\/282"}],"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=282"}],"version-history":[{"count":11,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/282\/revisions"}],"predecessor-version":[{"id":2819,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/282\/revisions\/2819"}],"up":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/275"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}