Příloha ke stažení: 
The article is devoted to the role of marketing communication in digital environment. The key features of marketing communication strategy are revealed. Authors analyze the efficiency of marketing communication, which make enable companies to increase their business results. The ways how companies interact with customers and carry out their operations are considered. The article refers to vital marketing trends in the digital environment.
The main purpose of this article is to consider and analyze several basic mathematical methods used in the process of calculating the index of innovative potential of an enterprise in the digital economy. The methods of giving the coefficients of significance to indicators are considered. As a result, a conclusion was made about the advantages of the methods, as well as proposals for their use in the method were put forward. The proposed mathematical apparatus can be applied in the evaluation methodology, which provides a reliable result for the evaluators. As a topic for future research, we propose to consider other actions in the methodology for calculating innovative potential and to prove the use of certain mathematical actions. The presented article has high scientific value due to the evidence base, which allows us to conclude about the need to use regression analysis when assessing the innovative potential of an enterprise.
The article focuses on the need to develop human resources to ensure the economic security of the organization. The main determinants of the microlevel that affect economic security are identified. The authors propose a calculation methodology and threshold values for assessing intellectual, personnel and management determinants. Their characteristics and ways of influencing the economic security of the organization are given. Methods for improving these indicators based on modern information and telecommunication technologies are proposed.
The study examines the content of the roles of managers in regional education and the possible impact of the COVID-19 pandemic on changes in these roles. The respondents of the research survey, the methodology of which is presented in the introductory part of the study, were managers and other employees of regional education in various roles of actors in the educational process. The investigation took place within the framework of qualitative research design. The aim of the survey was to update the contents of key roles of managers in regional education and to determine whether the COVID-19 pandemic also changed the importance that respondents attribute to certain types of roles or partial activities of managers in regional education. In the theoretically conceived chapter 1, selected concepts of the roles of managers, known in the domestic context in theories of management and school management, are first introduced. Chapter 1 also specifies the content of the roles of manager for the model created by Plamínek & Fišer (2005), as they were presented in the works of theorists of management. The mentioned model was also used for data collection within the research survey. This means for determining the specific content of these roles and any changes in their meaning that occurred during the period under review. The influence in the period from March 2020 to January 2021 was reflected. The obtained information is presented and the results of the survey are interpreted in chapter 2 of the paper and in its final part. Here, the text deals with changes in the content and importance of such defined sub-roles mentioned by the informants and relevant for the period of changes that the COVID-19 pandemic brought to the segments of regional education. The basic method of the research survey was an analysis of written records of the roles of school leaders (principals) prepared by individual respondents. Questioning and the study of documents in the preparatory phase of the research survey were used as an additional methods.
The role of human capital in every organization, including schools, is unquestionable. To exploit employees’ full potential, it is crucial to properly design a motivation system. The present paper focuses on corporate social responsibility (CSR) activities as tools for motivating the staff of selected primary schools in the South Moravian Region. The questionnaire survey took place in 2020 and was attended by 230 teachers from 24 schools. Most respondents (91 %) consider setting the school’s goals jointly with respect to all staff’s needs as the strongest motivator to perform well, this, however, occurring sporadically in the practice of schools (14 %). The survey results show that knowledge of the CSR concept and the use of its motivation instruments among primary school teachers depend on the size of the school.
What are the reasons and motivation for virtual reconstruction of buildings? What are the possibilities of current-generation 3D visualization in the context of (re)constructing buildings, especially historical monuments, and how can it be utilized in regional development? Such questions are presented and discussed in the article. The following text narrows down the issues from a general/technological overview to focus on the regional development, the tourism industry, and reconstruction of old buildings. Examples of visualization methods are presented and demonstrated with the provided examples. The discussion follows by highlighting the need for collaboration across multiple specializations, considering the untapped potential for utilizing 3D interactive models in the tourism industry, and the ability to observe and collect user behavior in 3D visualization to understand their behavior/interactions better, and to (re)create the 3D user experience to the optimum of their needs and expectations.
Cities are built of diverse types of urban structures. The paper is devoted primarily to those structure types in which people live. In Czech conditions, we can find structures of historical cores, blocks of flats from the 19th century, neighbourhoods of family houses, socialist prefabricated housing estates from the 20th century, as well as family houses on the city perimeter or even beyond the city limits. Satisfaction of inhabitants in characteristic localities of these types of urban structures was surveyed through questionnaires. The research includes residential localities in three cities in the Czech Republic: Brno, Ostrava and Zlín. The study looks at the relationship between residential satisfaction and urban structure type, analysing a possible relation between demographic parameters of locals and the satisfaction of inhabitants in the respective urban structures. It appears that happier people live rather in low-rise buildings situated in green areas with the safe environment and good transport availability. Such localities are often inhabited by educated people.
Based on the authors’ scientific cooperation, research results and teaching experience, the goal of the article is to analyse different views on leadership in management in public sector in a regional context and to analyse human resource management in public administration in the Czech Republic and compare different approaches and practices in human resource management activities. People in public sector are the most valuable resource. The aim of the article is to present the main findings of the authors' questionnaire survey on leadership and human resource management in selected organizations in public sector in Czech Republic and define the current challenges in leadership. The survey was conducted during the years 2019 - 2020. The respondents were employees of selected organisations in public sector mainly on positions of public servants. The relevant data were obtained from 222 employees. The research questions are concentrated on present opinions on leadership methods in public sector and to the differences in HRM processes for civil servants and other employees in public administration. The results show that in surveyed organisation are many managers not managing and using leadership approaches.