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ŠVOAUK 2019 Študentská Vedecká Odborná a Umelecká Konferencia Sekcia Marketingovej a Masmediálnej Komunikácie

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ŠVOAUK 2019 Študentská Vedecká Odborná a Umelecká Konferencia Sekcia Marketingovej a Masmediálnej Komunikácie Univerzita sv. Cyrila a Metoda v Trnave Fakulta masmediálnej komunikácie ŠVOAUK 2019 Študentská vedecká odborná a umelecká konferencia Sekcia marketingovej a masmediálnej komunikácie Trnava 2019 Editori Doc. Ing. Jaroslav Bednárik, PhD. Mgr. Martin Graca, PhD. Recenzenti doc. PhDr. Ján Višňovský, PhD. Mgr. Erika Moravčíková, PhD. Návrh Obálky Mgr. Martin Klementis, PhD. Grafická úprava Mgr. Martin Graca, PhD. © Univerzita sv. Cyrila a Metoda v Trnave, 2019 Vydavateľ: Univerzita sv. Cyrila a Metoda v Trnave, 2019 Vydanie: prvé ISBN 978-80-572-0008-6 PREDHOVOR Tento zborník je zostavený z príspevkov prezentovaných na študentskej vedecko-odbornej a umeleckej konferencii Fakulty masmediálnej komunikácie UCM v Trnave v akademickom roku 2018/2019. Príspevky boli spracované študentami bakalárskeho a magisterského štúdia študijného odboru marketingová komunikácia a masmediálna komunikácia. Hlavným cieľom a poslaním konferencie bolo porovnať úroveň kvality odbornej a vedeckej činnosti študentov, motivovať ich k vedeckej práci tak, aby sa z nich v budúcnosti stali možno aj budúci uchádzači o doktorandské štúdium. V rámci riešených prác sa študenti študijného odboru marketingová komunikácia zamerali na odborné témy z oblasti reklamných agentúr, nástroje SOLOMO a environmentálnu problematiku, ekologické inovácie, marketingovú komunikáciu, ale aj cirkulárnu ekonomiku. Dané témy boli riešené v podmienkach konkrétnych podnikateľských subjektov. Študenti študijného odboru masmediálna komunikácia prišli so zaujímavými témami z oblasti , ako interview v periodickej tlači, The Event „Weekend with Primus Equestrian“, problematika umenia v komunikačnej oblasti, žánrovej kategorizácie, digitálnych hier a mnohých ďalších. Chcem vyjadriť presvedčenie, že konferencia splnila svoj cieľ a zároveň naplnila očakávania účastníkov z pohľadu prehlbovania ich doterajších vedeckých poznatkov. Jaroslav Bednárik OBSAH SEKCIA MARKETINGOVEJ KOMUNIKÁCIE Eko-inovácia vo vybranom podniku ............................................................... 8 Monika Rezníčková, Samuel Lukovič, Lukáš Májek, Barbora Šmidová Módna fotografia ako marketingový nástroj značky Salumea ..............38 Marek Šimončič, Patrícia Beličková Zavedenie eco inovácie v rámci sietí reštaurácií Sushitime .....................57 Monika Rezníčková, Dominika Horváth, Renáta Sorádová, Alexandra Šulková Použitie nástroja SoLoMo na vybranom environmentálnom subjekte W-control s.r.o ...................................................................................81 Monika Rezníčková, Adrián Jarabinský, Ivan Popovec, Patrik Pribišan Marketingová komunikácia značky Powerlogy ........................................ 106 Lenka Ďurišová, Andrea Karabová Súťažné projekty reklamných agentúr s perspektívou náboru nových zamestnancov ..................................................................... 122 Ivana Ščasnovičová, Nikola Kotláriková Cirkulárna ekonomika v kaviarňach........................................................... 149 Jozef Tinka, Marek Lulovič Knižný blog ako fenomén .............................................................................. 166 Marija Hekelj, Jana Paveleková Ekologická inovácia aplikovaná na reštauráciu Pizza Kitty .................. 195 Monika Rezníčková, Lucia Sklenárová, Alexandra Stanková Marketingová komunikácia vybraného podujatia ................................. 226 Sláva Gracová. Nora Vavrová SEKCIA MASMEDIÁLNEJ KOMUNIKÁCIE Možnosti rozvoja kognitívnych procesov prostredníctvom digitálnych hier .............................................................................................. 249 Henrieta Hubináková, Benjamín Blaho Alternate reality game umenie v komunikačnej oblasti ........................ 263 Zdenko Mago, Johny Domanský Interview v periodickej tlači ......................................................................... 291 Ľubica Bôtošová, Lucia Furtáková Infotainment v súčasnom televíznom spravodajstve ............................ 320 Ľuboš Greguš, Bianca Gubová Kolektívne správanie fanúšikov na hudobnom koncerte ...................... 346 Veronika Moravčíková, Marcela Kuciaková Problematika žánrovej kategorizácie japonských hier na hrdinu (JRPG) .......................................................................................... 365 Alexandra Alföldiová, Miroslav Macák Elektronická invázia americkej seriálovej tvorby ................................... 385 Lenka Rusňáková, Rastislav Tinák Vplyv hier na mládež .................................................................................... 429 Henrieta Hubináková, Pavol Žuffa SEKCIA MARKETINGOVEJ KOMUNIKÁCIE EKO-INOVÁCIA VO VYBRANOM PODNIKU Autori: Bc. Samuel Lukovič, Bc. Lukáš Májek, Bc. Barbora Šmidová Mgr. Monika Rezníčková Študijný program: Marketingová komunikácia Kontakt: [email protected] Abstrakt Obsah tejto práce spočíva v návrhu projektu eko-inovácie pre vybraný podnik v meste Trnava. V prvej časti práce sme si charakterizovali podnik, kde by sme chceli našu inováciu uplatniť, ďalej sme opísali tvorivú metódu, ktorú sme použili pri vytváraní nápadov. V ďalších častiach práce sme si zadefinovali problém, ktorý by sme chceli v podniku vyriešiť, charakterizovali sme si zdroje a celkový rozpočet potrebný pre projekt. Ďalej sme si naplánovali všetky potrebné aktivity, ktoré je potrebné vykonať a logicky usporiadali. V závere práce sme pre projekt vypracovali komunikačnú kampaň, jej stratégiu, ciele, a taktiež sme navrhli grafické vizuály na podporu kampane v oblasti sociálnych médií. Kľúčové slová eko-inovácia, inovácia, reštaurácia Bokovka, projekt, komunikačná kampaň, sociálne siete. Abstract The content of this thesis consists of project proposal for selected company in town Trnava. In the first part of the thesis, we have characterized a company, where we would like to apply our innovation, next we described creative method, which we used to create ideas. In other parts of thesis, we have defined a problem, which we would like to solve and we characterized the resources and budget for project. Next, we planned all needed activities logically. In the end of the project, we developed communication campaign, her strategy, goals and we also designed the graphic visuals to support campaign in social media. Key words eco-innovation, innovation, restaurant Bokovka, project, communication campaign, social media. 8 | ŠVOUAK 2019 ÚVOD V súčasnosti sú eko-inovácie dôležitým predpokladom pre udržanie dlhodobého zisku, úspechu a konkurenčných výhod podniku na trhu. Sú totiž základným pilierom výkonnosti ekonomiky podniku. Cieľom práce je vytvorenie komplexného projektu eko-inovácie pre vybraný podnik a navrhnutie účinnej komunikačnej kampane. Rovnako chceme poukázať na vplyv nami navrhovanej eko-inovácie v podniku, na jeho postavenie na trhu voči konkurencii a zvýšenie efektívnosti podnikových aktivít. Prvá časť práce je založená na definovaní projektu ako takého, venujeme sa najmä charakteristike reštaurácie Bokovka, charakteristike inovácií a metódy brainwritingu, taktiež tu môžeme nájsť zoznam nami vytvorených invencií a ich hodnotenie. Ďalšie časti tejto práce sa už konkrétne venujú definovaniu projektu, jeho plánovaniu, organizovaniu, realizácii, kontrole a celkovému ukončeniu projektu. Nami navrhovaná eko-inovácia je v práci rozobraná dopodrobna, od vymyslenia eko-invencie až po jej vplyv na podnik Bokovka. 1 Invenčná časť projektu V tejto časti našej skupinovej práce si ako prvé bližšie charakterizujeme podnik, v ktorom by sme chceli uplatniť navrhnutú inováciu. Ďalej si bližšie popíšeme našu hlavnú podstatu invenčnej časti projektu, ktorou je nami vybraná ekologická inovácia. Taktiež si popíšeme voľbu tvorivej metódy, ktorá bola potrebná ku rozprúdeniu vhodných ekologických nápadov. Jednotlivé nápady následne vyhodnotíme a odôvodnime našu voľbu. 1.1 Charakteristika vybraného podniku Bokovka Pre našu eko-inováciu sme si zvolili lokálnu gastronomickú prevádzku s názvom Bokovka. Ide o piváreň a reštauráciu, ktorá sa nachádza v meste Trnava a myslíme si, že má dobrý potenciál pre uplatnenie našej invencie. Celková prevádzka má 2 podlažia, ktoré vynikajú veľkými rozmermi a charakteristickým dizajnom. Tento samotný dizajn na nás v istom dojme pôsobí ekologickejšie ako v iných prevádzkach. Niektoré časti prevádzky majú veľké zastúpenie dreva (stoly, stoličky, nádoby na príbor a pod.) Hlavným faktom, ktorý sme brali do úvahy je, že prevádzka nemá núdzu o zákazníkov, a preto aj naša ekologická inovácia by bola nápomocná aj pre personál, a taktiež životnému prostrediu, čo je naša priorita. Myslíme si, že takýmto spôsobom by však ekologickú inováciu mala prevádzka väčší potenciál prijať. 9 | Sekcia marketingovej komunikácie Obrázok 1: Fotografia pivárne a reštaurácie Bokovka v Trnave Zdroj: www.pivarenbokovka.sk, 2018 1.2 Charakteristika inovácie Inovácia, ktorá bola vybraná je orientovaná nie len vo vzťahu k internému prostrediu podniku, ale aj ku zákazníkom. Vybraný nápad na ekologickú inováciu pozostáva zo zavedenie e-tabletov na objednávanie jedla, ktoré nie je na Slovenskú rozšírené a funguje najmä v zahraničí. E-tablety po objednaní jedla zákazníkom zobrazia ekologické fakty a odporúčania ako sa vyvarovať znehodnocovaniu nášho životného prostredia a možnosť prispieť na jeho zlepšenie. Klasické jedálne lístky a denné menu sa takto nahradia elektronickými tabletmi. Podnik takýmto spôsobom oslobodí naše lesy, uľahčí prácu aj personálu a zákazník môže prispieť na dobrú vec. Doposiaľ sme komunikáciu o takejto možnosti na Slovensku nezaregistrovali, preto by bolo
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