{"id":8412,"date":"2023-11-26T16:26:29","date_gmt":"2023-11-26T15:26:29","guid":{"rendered":"https:\/\/www.cms-cma.cz\/?p=8412"},"modified":"2023-11-26T16:34:54","modified_gmt":"2023-11-26T15:34:54","slug":"seminar-cms-praha-22-11-2023","status":"publish","type":"post","link":"https:\/\/www.cms-cma.cz\/seminar-cms-praha-22-11-2023\/","title":{"rendered":"SEMIN\u00c1\u0158 \u010cMS Praha 22. 11. 2023"},"content":{"rendered":"\t\t
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<\/p>\n

KOMUNIKACE MEZI BUBLINAMI
<\/strong>D\u00e1lka se p\u0159ibl\u00ed\u017eila, bl\u00edzkost se vzd\u00e1lila<\/em><\/strong><\/p>\n

Podzim je \u010das sch\u016fz\u00ed, konferenc\u00ed, setk\u00e1v\u00e1n\u00ed a tak\u00e9 semin\u00e1\u0159\u016f. \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost<\/strong> se m\u016f\u017ee chlubit dlouholetou tradic\u00ed zahrnuj\u00edc\u00ed nejr\u016fzn\u011bj\u0161\u00ed formy odborn\u00fdch m\u00edting\u016f a sna\u017e\u00ed se je, p\u0159es ve\u0161ker\u00e9 objektivn\u00ed pot\u00ed\u017ee, i nad\u00e1le rozv\u00edjet. Na dobr\u00fdch v\u00fdsledc\u00edch a odborn\u00fdch kvalit\u00e1ch spolupracuje \u010cMS<\/strong> se sv\u00fdm profesn\u00edm Klubem u\u010ditel\u016f marketingu<\/strong>.
Jako ka\u017edoro\u010dn\u011b, i letos v\u00a0listopadu se se\u0161li v\u00fdznamn\u00ed market\u00e9\u0159i, odborn\u00ed pedagogov\u00e9, studenti marketingov\u00fdch obor\u016f i p\u0159\u00edznivci marketingu z\u00a0laick\u00e9 ve\u0159ejnosti, aby si vyslechli
v\u00a0kr\u00e1sn\u00e9m prost\u0159ed\u00ed hotelu Leonardo v\u00a0Praze 1 <\/strong>(v\u0161echny p\u0159\u00edtomn\u00e9 p\u0159iv\u00edtala obchodn\u00ed \u0159editelka hotelu Gabriela Zmekov\u00e1<\/strong>) zasv\u011bcen\u00e9 p\u0159\u00edsp\u011bvky t\u011bch nejpovolan\u011bj\u0161\u00edch na aktu\u00e1ln\u00ed t\u00e9ma komunikace z\u00a0r\u016fzn\u00fdch \u00fahl\u016f pohledu<\/strong>.<\/p>\n

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

VYHL\u00c1\u0160EN\u00cd SOUT\u011a\u017dE MARKET\u00c9R ROKU\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><\/p>\n

Je\u0161t\u011b p\u0159ed za\u010d\u00e1tkem avizovan\u00e9ho programu semin\u00e1\u0159e byl tradi\u010dn\u011b vyhl\u00e1\u0161en dal\u0161\u00ed, ji\u017e 19. ro\u010dn\u00edk sout\u011b\u017ee MARKET\u00c9R ROKU 2023<\/strong>.
Zasv\u011bcen\u011b o sout\u011b\u017ei, kterou ka\u017edoro\u010dn\u011b vyhla\u0161uje \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost<\/strong>, a podm\u00ednk\u00e1ch \u00fa\u010dasti v\u00a0tomto presti\u017en\u00edm kl\u00e1n\u00ed, pohovo\u0159ili Jitka Vysekalov\u00e1<\/strong>, Tom\u00e1\u0161 David <\/strong>a Petr Uchytil<\/strong>.
Sout\u011b\u017e Market\u00e9r roku<\/strong> umo\u017e\u0148uje jednak ocen\u011bn\u00ed a zaslou\u017een\u00e9 prezentov\u00e1n\u00ed v\u00a0o\u010d\u00edch ve\u0159ejnosti t\u011bch, kte\u0159\u00ed p\u0159edstavuj\u00ed vynikaj\u00edc\u00ed vzory v\u00a0teorii i praxi marketingu,
jednak objeven\u00ed t\u011bch, kte\u0159\u00ed v \u0159ad\u011b organizac\u00ed, i neziskov\u00e9ho typu, jsou v\u00fdznamn\u00fdmi realiz\u00e1tory marketingu, ani\u017e by ve\u0159ejnost o nich dostate\u010dn\u011b v\u011bd\u011bla.
\"\"<\/a>\u00a0 \"\"<\/a> \u00a0 \"\"\u00a0 <\/a>\"\"<\/a><\/h4>\n

V zajet\u00ed bublin<\/strong><\/p>\n

Dopoledn\u00ed program semin\u00e1\u0159e pot\u00e9 zah\u00e1jil Tom\u00e1\u0161 Tka\u010d\u00edk<\/strong> \u2013 m\u00edstop\u0159edseda spr\u00e1vn\u00ed rady Unie vydavatel\u016f<\/em>. Sezn\u00e1mil poslucha\u010de s\u00a0novinkami ve v\u00fdzkumu \u010dtenosti periodick\u00e9ho tisku i konkr\u00e9tn\u00edmi v\u00fdsledky v\u00fdzkumu \u010dtenosti novin a \u010dasopis\u016f. P\u0159edstavil tiskov\u00fd GRP jako novou metriku z\u00e1sahu tisku. Den\u00edky a \u010dasopisy jsou m\u00e9diem s unik\u00e1tn\u00edm p\u0159\u00ednosem v ka\u017ed\u00e9 reklamn\u00ed kampani a pomoc\u00ed tiskov\u00e9ho GRP m\u016f\u017eeme m\u011b\u0159it s\u00edlu vztahu \u010dten\u00e1\u0159\u016f k\u00a0tisku.
\"\"<\/a><\/p>\n

Bublin\u00e1m medi\u00e1ln\u00edm se v\u011bnoval\u00a0 Mgr. <\/strong>Petr Tom\u00e1\u0161, M.A.,<\/strong> Consumer Research Skillhead Group M<\/em>. P\u0159edstavil medi\u00e1ln\u00ed bubliny leto\u0161n\u00edho roku a hledal odpov\u011b\u010f na ot\u00e1zku, zda \u017eijeme v\u00a0bublin\u011b i my, kte\u0159\u00ed se zab\u00fdv\u00e1me marketingem. A tak\u00e9 upozornil na co si d\u00e1t pozor v medi\u00e1ln\u00edm pl\u00e1nov\u00e1n\u00ed a pro\u010d nepodl\u00e9hat osv\u011bd\u010den\u00e9<\/em><\/strong> metod\u011b podle sebe soud\u00edm tebe.
\"\"<\/a><\/p>\n

A jak spolu komunikuj\u00ed jednotliv\u00e9 generace? Vzdaluje se mlad\u00e1 generace i sama sob\u011b, dok\u00e1\u017e\u00ed lid\u00e9 r\u016fzn\u00fdch generac\u00ed spolu mluvit a vz\u00e1jemn\u011b si naslouchat?
Mezigenera\u010dn\u00edmi bublinami se zab\u00fdval \u00a0p\u0159\u00edsp\u011bvek na\u0161ich slovensk\u00fdch koleg\u016f prof. Mgr. <\/strong>Lucie Spalov\u00e9, PhD.<\/strong> z Fakulty marketingov\u00fdch komunikac\u00ed Univerzity sv. Cyrila a Metoda v Trnav\u011b<\/em> a prof. Mgr. <\/strong>Petera Mikul\u00e1\u0161e, PhD. <\/strong>z Univerzity Kon\u0161tant\u00edna Filozofa v\u00a0Nit\u0159e<\/em>.
\"\"\u00a0 <\/a>\"\"<\/a><\/p>\n

Dopoledn\u00ed program uzav\u0159ela p\u0159edn\u00e1\u0161ka Inspirativn\u00ed komunikace o\u010dima \u010cech\u016f<\/em>, podn\u011btn\u00e1 p\u0159edn\u00e1\u0161ka Evy Maninov\u00e9<\/strong> (Account Director, agentura IPSOS<\/em>) zam\u011b\u0159en\u00e1 na sou\u010dasn\u00e9 trendy v\u00a0komunikaci, hlavn\u011b na to, co my, \u010ce\u0161i, preferujeme. Na konkr\u00e9tn\u00edch p\u0159\u00edkladech uk\u00e1zala na unik\u00e1tn\u00ed reklamy s\u00a0pozitivn\u00edm dopadem na zna\u010dku a odpov\u011bd\u011bla na ot\u00e1zku jakou komunikaci preferuj\u00ed jednotliv\u00e9 generace<\/em> s\u00a0d\u016frazem na generaci Z<\/em>.
\"\"<\/a><\/p>\n

Odpoledn\u00ed blok p\u0159edn\u00e1\u0161ek zah\u00e1jila PhDr. Ladislava Knihov\u00e1, Ph.D., MBA<\/strong> p\u0159edn\u00e1\u0161kou Na sc\u00e9nu p\u0159ich\u00e1z\u00ed CHATBOT: AI jako partner p\u0159i strategick\u00e9m rozhodov\u00e1n\u00ed.<\/em>
P\u0159\u00edsp\u011bvek p\u0159inesl aktu\u00e1ln\u00ed pohled na mana\u017eersk\u00e9 rozhodovac\u00ed modely se zapojen\u00edm AI s d\u016frazem na vyu\u017eit\u00ed chatbot\u016f jako v\u00fdzkumn\u00e9ho n\u00e1stroje pro anal\u00fdzu z\u00e1kaznick\u00e9ho chov\u00e1n\u00ed a hodnocen\u00ed obchodn\u00edch p\u0159\u00edle\u017eitost\u00ed. Autorka prezentovala konkr\u00e9tn\u00ed p\u0159\u00edklady aplikace t\u011bchto technologi\u00ed jak v re\u00e1ln\u00e9m firemn\u00edm prost\u0159ed\u00ed, tak i v akademick\u00e9 sf\u00e9\u0159e.
\"\"<\/a><\/p>\n

Ing. Mgr. Irena Melounov\u00e1<\/strong> ve sv\u00e9 p\u0159edn\u00e1\u0161ce p\u0159inesla p\u0159\u00edmo metalovou kampa\u0148<\/em> z prost\u0159ed\u00ed v\u00fdroby z\u00e1rubn\u00ed a\u00a0osv\u011btlovac\u00edch sto\u017e\u00e1r\u016f a\u00a0sloupk\u016f pod n\u00e1zvem Marketing v\u00a0kovov\u00fdrob\u011b<\/em>. P\u0159edstavila firmu Kooperativa<\/em>, nejen jej\u00ed historii, za\u010d\u00e1tky dru\u017estevn\u00edho podnik\u00e1n\u00ed a filozofii, ale i v\u00fdrobn\u00ed program a jej\u00ed komunikaci v\u010detn\u011b projekt\u016f, na kter\u00fdch rozv\u00edjej\u00ed svoji p\u016fsobnost. Jsme firma, kter\u00e1 za\u010dala od p\u00edky, a st\u00e1le hled\u00e1me krom\u011b tradi\u010dn\u00edch produkt\u016f i\u00a0nov\u00e9, inovativn\u00ed cesty.
\"\"<\/a><\/em><\/p>\n

\u0158editel marketingu firmy Penam<\/em>, a.s. a United Bakeries, a.s.<\/em> Martin Dolsk\u00fd<\/strong> p\u0159edstavil zna\u010dku Odkolek<\/em>. V\u00a0\u00favodu se zamyslel, pro\u010d pek\u00e1rna pot\u0159ebuje marketing a\u00a0jak se vyv\u00edjela jej\u00ed zna\u010dka. Promluvil o\u00a0brandingu zna\u010dky a\u00a0uk\u00e1zal praktick\u00e9 vyu\u017eit\u00ed nov\u00e9ho loga a\u00a0vizu\u00e1ln\u00edho stylu v\u00a0r\u00e1mci r\u016fzn\u00fdch komunika\u010dn\u00edch kan\u00e1l\u016f a tak\u00e9 aplikaci zna\u010dky do produktov\u00fdch \u0159ad. Pouk\u00e1zal na intern\u00ed i\u00a0extern\u00ed komunikaci p\u0159i realizaci redesignu a na vliv zm\u011bny obal\u016f vedouc\u00ed k obchodn\u00edm \u00fasp\u011bch\u016fm zna\u010dky.
\"\"<\/a><\/p>\n

O kampani v\u00a0r\u00e1mci projektu z kulturn\u00ed sf\u00e9ry Sv\u00e1tky hudby v\u00a0Praze \u2013 V\u00e1clav Hude\u010dek a\u00a0jeho host\u00e9<\/em> promluvil Mgr. Radek Hrab\u011b<\/strong>, \u0159editel agentury MusicCom<\/em>. Jeho zaj\u00edmav\u00e1 p\u0159edn\u00e1\u0161ka se nesla v uk\u00e1zk\u00e1ch, jak promovat klasickou hudbu, jak se (ne) komunikuje v bublin\u00e1ch pr\u00e1v\u011b v \u017e\u00e1nru klasick\u00e9 (v\u00e1\u017en\u00e9) hudby. P\u0159\u00edklady kulturn\u00edch bublin mu poslou\u017eily nap\u0159\u00edklad ve srovn\u00e1n\u00ed houslov\u00fdch virtuos\u016f.
\"\"<\/a><\/p>\n

Jak na komunikaci B2B a\u00a0B2C<\/em>? Toto zamy\u0161len\u00ed a\u00a0praktick\u00e9 uk\u00e1zky p\u0159inesla p\u0159edn\u00e1\u0161ka Lucie N\u011bme\u010dkov\u00e9,<\/strong> marketingov\u00e9 \u0159editelky z firmy PKF APOGEO, s.r.o.<\/em> a\u00a0z\u00e1rove\u0148 tv\u016frkyn\u00ed marketingov\u00fdch kampan\u00ed pro Divadlo Na Fidlova\u010dce<\/em>.
Jak podporovat a prod\u00e1vat kulturu a jak tvo\u0159it smysluplnou komunika\u010dn\u00ed kampa\u0148 pro B2B sektor – i to bylo demonstrov\u00e1no na praktick\u00fdch a\u00a0ov\u011b\u0159en\u00fdch p\u0159\u00edkladech z\u00a0praxe. podle jej\u00edch slov\u00a0z\u00e1kladem je pochopen\u00ed a\u00a0pozn\u00e1n\u00ed c\u00edlov\u00e9 skupiny.
\"\"<\/a>
<\/em><\/p>\n

Kitl & Vratislavick\u00e1 kyselka<\/em>. Jak vznikl n\u00e1zev Kitl a jak se z my\u0161lenky stala realita? O tom ve sv\u00e9m interaktivn\u00edm p\u0159\u00edsp\u011bvku informoval p\u0159\u00edtomn\u00e9 (a k\u00a0ochutn\u00e1vce nab\u00eddl zm\u00edn\u011bnou Vratislavickou kyselku<\/em>) jednatel firmy Kitl, s.r.o.<\/em> Jan Vokurka<\/strong>.
Ode\u0161el jsem s\u00a0firmy Nestl\u00e9 a uva\u017eoval jsem o sv\u00e9m projektu. Na tento n\u00e1pad m\u011b p\u0159im\u011bla cesta a zku\u0161enosti z\u00a0Indon\u00e9sie. Byla to dlouh\u00e1 a nelehk\u00e1 cesta pln\u00e1 v\u00fdzev, ale nelituji toho. (JV)
\"\"<\/a>
<\/em><\/p>\n

Nelitovali ani p\u0159\u00edtomn\u00ed poslucha\u010di, proto\u017ee vyhl\u00e1\u0161en\u00fd n\u00e1poj jim p\u0159i\u0161el po celodenn\u00edm p\u0159edn\u00e1\u0161kov\u00e9m maratonu k\u00a0chuti.<\/p>\n

Program byl vy\u010derp\u00e1n, \u00fa\u010dastn\u00edci spokojeni, odborn\u00edci pot\u011b\u0161eni z\u00a0hojn\u00e9 \u00fa\u010dasti a nefal\u0161ovan\u00e9ho z\u00e1jmu o nastolen\u00e9 t\u00e9ma, co\u017e se projevilo i v\u00a0z\u00e1v\u011bre\u010dn\u00e9 diskuzi.<\/p>\n

R\u00e1di se v\u0161ichni p\u0159ipojili ke gratulaci p\u0159i mimo\u0159\u00e1dn\u00e9m p\u0159ed\u00e1v\u00e1n\u00ed odborn\u00e9ho certifik\u00e1tu, kter\u00fd z\u00edskal jako marketingov\u00fd mana\u017eer Ing. Jan Kodada, Ph.D.<\/strong>, obchodn\u00ed a marketingov\u00fd \u0159editel firmy Gebr\u00fcder Weiss, s.r.o.
\"\"<\/a> \u00a0\"\"<\/a>\u00a0 \u00a0<\/em>\"\"<\/a><\/p>\n

\u00a0<\/em><\/p>\n

<\/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":"

KOMUNIKACE MEZI BUBLINAMID\u00e1lka se p\u0159ibl\u00ed\u017eila, bl\u00edzkost se vzd\u00e1lila Podzim je \u010das sch\u016fz\u00ed, konferenc\u00ed, setk\u00e1v\u00e1n\u00ed a tak\u00e9 semin\u00e1\u0159\u016f. \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost se m\u016f\u017ee chlubit dlouholetou tradic\u00ed zahrnuj\u00edc\u00ed nejr\u016fzn\u011bj\u0161\u00ed formy odborn\u00fdch m\u00edting\u016f a sna\u017e\u00ed se je, p\u0159es ve\u0161ker\u00e9 objektivn\u00ed pot\u00ed\u017ee, i nad\u00e1le rozv\u00edjet. Na dobr\u00fdch v\u00fdsledc\u00edch a odborn\u00fdch kvalit\u00e1ch spolupracuje \u010cMS se sv\u00fdm profesn\u00edm Klubem u\u010ditel\u016f marketingu.Jako … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":7484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/8412"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/post"}],"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=8412"}],"version-history":[{"count":18,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/8412\/revisions"}],"predecessor-version":[{"id":8452,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/8412\/revisions\/8452"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media\/7484"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=8412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/categories?post=8412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/tags?post=8412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}