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The object of the diploma work is strategic marketing of a selected company. The objective consists in elaboration of the project study, by another name in suggesting the marketing strategy. The diploma work consists of the theoretical and practical part. The theoretical part includes the explanation of terms like strategy and strategic management. Then it follows the progression of strategic marketing process, which includes the planning, realization and control phase. In the phase of planing, it introduces methods of environmental analysis and its evaluation as a part of making strategic decision. The practical part includes the description of Mountfield Company Ltd. and environmental analysis, which conclusion is SWOT analysis. The position in the GE and BCG matrix is described below. On these fact there is the marketing strategy created.

Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.

[pt] Este trabalho procura identificar a atitude do público frente à utilização de celebridades na propaganda e ao endosso de múltiplos produtos pela mesma pessoa. De acordo com esse estudo, considerando suas limitações, a utilização de celebridades na propaganda tem uma influência positiva sobre a avaliação do endossante, sem afetar a avaliação do anúncio. Mostrou-se ainda que o público jovem é mais sensível a esta técnica de propaganda, sendo o público jovem do sexo feminino o mais influenciado. Com relação ao múltiplo endosso, não se encontrou evidência de um impacto negativo sobre as percepções do público. / [en] This work looks for to identify the attitude of the public front to the use of Celebrities in the propaganda and to the endorsement of multiple products for the same person. In accordance with this study, considering its limitations, the use of celebrities in the propaganda has a positive influence on the evaluation of the endorser, without affecting the evaluation of the announcement. The young public of the the most influenced feminine sex still revealed that the young public is more sensible to this propaganda technique, being. With relation to the multiple endorsement, evidence of a negative impact did not meet on the perceptions of the public.

Work is oriented to create elaboration of external and internal analysis company IVK s.r.o. This analysis is resource to create recommendation for expansion strategy.

This thesis solves selected real estate marketing firm. It analyzes the current situation at a specific real estate market and with the help of marketing tools suggests new approaches to improve sales of real estate.

COMMUNICATION STRATEGY OF THE SOCCER CLUB SK SLAVIA PRAHA AND PROPOSALS OF ITS IMPROVEMENT Objectives: The objective of this research is the establishment of communication strategies of an organization SK Slavia Praha Football Club for the upcoming season. This project will be completed based on the analysis of the club's current communication mix as well as current communication distribution channels with the club's fan base. Methods: For the research various methods were used such as the case study, the analysis of the documents, the interviews and the SWOT analysis. The case study was applied during the research of the current club's communication strategy with its fan base, the analysis of the documents for the evaluation of the club's communication mix, the SWOT analysis for the evaluation of the communication mix and interviews for obtaining the essential information from the individuals involved. Results: A new project of the club's communication strategy was established, which includes the improved communication mix of the club, the communication strategy project with the most important fans' organizations as well as a communication strategy project with the club's youth. Keywords: sports marketing, communication strategy, communication mix, soccer, fans

This diploma thesis deals with the marketing strategy of the sport club called Boroboard. This club takes place in Samokov, Bulgaria. The club competes in snowboard disciplines. On base of the theoretical knowledge, there will be made external analysis, wich will help to define possible problems, they will have to deal with next season. The thesis will be plan of possible actions, that could be done for the future prosperity. KEY WORDS Marketing strategy, Marketing mix, Marketing comunication, Snowboarding

Title: Marketing communications of AC Sparta Praha Objectives: The main objective of this thesis is to analyze contemporary state of marketing communications with the audience of AC Sparta Praha, identify deficiencies and develop a proposal to improve the marketing communications with fans of this club. Methods: In this thesis have been used methods of case study, analysis of available documents and texts, structured interview with director od marketing, and director of communications and public relations of AC Sparta Praha. Results: By the analysis of marketing communications of AC Sparta Praha has been found that several projects could be added. The proposal has been followed the concept of marketing communications, because i had not been detected considerable deficiencies. The proposal has come from the possibilities of the club to be realized. Keywords: sport marketing, football, communication strategy, social media, fan

The goal of the Master's Thesis is to create one year marketing plan for the Ryor company. The theoretical part gives a base for the practical part, which starts with the discription of the company and the situation analysis, encluding Porter's five forces analysis, analysing the results of qualitative reasearch conducted in 2009 and own questionnaire research. Regarding the results the current aim of the company was reviewed, adjusted and new stratety was suggested. This strategy is step by step transformed to concrete partial strategies of marketing mix. Detailed proposal is ilustrated in the chart of the action plan, followed by the budget. The plan is finished with suggestions of measuring and evaluating the effectiveness of all proposed activities.