POLAKOVIČ, T. On-line marketingová komunikace [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
The main objective of the thesis has been achieved. The proposed framework for utilizing hackathon as an online marketing tool is in line with the suggested objective and are structured according to a theoretical framework. The author used appropriate methods to collect data and did requested analyses. The work with citation sources is at the required level. However, the literature sources in the references section are not listed alphabetically. The author interprets at a good level the conclusions from the conducted analyses. The proposed framework for utilizing hackathon as an online marketing tool is developed by using the STDC method. The benefit of the proposal is its clarity and good implementation in practice. The formal aspect of the bachelor thesis is at a satisfactory level. The tables in the thesis could be edited and always presented on one page. Also, the content should be in the same font (some parts are in bold and others are not). Question for the defense: What are the most important risks associated with implementing your proposal?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | B | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji, včetně citací | C |
I consider the overall focus and concept of the work to be creative. The author has chosen a topic that he is actively involved in and with which he has personal experience. He appropriately uses a spectrum of concrete methods and implements AI tools as well. It would be useful to demonstrate the use of the output with a specific example and assignment of the organization that wants to use the hackathon. Questions: What limitations and advantages of AI in solving the problem you are addressing have you identified? Provide an example of implementing your proposal on a specific assignment of your chosen company or any organization.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | A | The objectives of the thesis are defined in the structure of the main objective and sub-objectives. The definition of the sub-objectives is a combination of the characteristics of the steps leading to the fulfilment of the main objective and the specific sub-objectives. Overall, I consider the objectives to be fulfilled. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The author relies on adequate methods of research and analysis. For a better understanding of his approach, it would be useful to clearly define the methodology of treatment in the structure "Problem - Areas - Questions - Research and Analytical Methods". This approach would also be appropriate in the context of the methods used, such as case study, observation, etc., where space should be given to explain their use. For some approaches, part of this explanation is given in the analysis (for example, for interviews)The theoretical background defines the issue of hackathons in the introduction. This section makes sense here because the author treats the approach as a possible tool for developing online communication. Other parts of the theoretical background deal with the definition of online communication as well as the approach to interviews and content analysis. The author could have devoted more space to the field of online communication itself and especially to the final summary of the theoretical part. Here, a summary of the content of the chapter is given rather than a specific evaluation and definition of the approach to be worked with. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | A | The analytical part presents case studies of the use of hackathons and a summary of the impacts, evaluation of the content of web communication and the outputs of the interviews. More space could have been devoted to the choice of examples considered. The individual approaches are applied creatively and the outputs are useful and applicable. I also find the summary of findings to be useful. | |
| Praktická využitelnost výsledků | A | The proposal section presents a set of recommendations and steps for the use of hackathons in online communication. It can be seen as a "how to" guide on how to work with this tool. It would be useful to demonstrate the use of this tool with a concrete case. The design part is practically applicable. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | I consider the conventional introductory paragraphs explaining the content of the individual chapters to be superfluous. This is, however, more a problem of the conventions applied in writing bachelor and master theses. I consider partial formal shortcomings, for example, the formatting of Tables 6, 13, 15, etc., Chapter 3 should start on a separate page. | |
| Práce s informačními zdroji | A | The work is of an appropriate standard in terms of the use of resources. |
eVSKP id 158862