Diplomová práca sa zaoberá návrhom marketingovej stratégie pre regionálnu realitnú kanceláriu, ktorá bude viesť k presadeniu sa na trhu a odlíšenia sa od konkurencie. Autor analyzuje miestny trh s nehnuteľnosťami, konkurenčné prostredie a vhodné marketingové stratégie a aplikuje získané poznatky vo vlastnej firme.

This master‘s thesis deals with analysis of customer’s satisfaction and marketing mix of company BRM AERO, s.r.o., which main activity is development and production of ultralight aircrafts. Main aim of thesis is formulation of proposals for improving of marketing mix, which will help the company fix a position and increase share on worldmarket.

This master thesis deals with the proposal to increase sales of single portion ice cream desserts of the company ABC Ltd. on the market in the Czech Republic. First of all, this thesis treats with analyse of various activities of the company and their evaluation with the aid of analytical methods. Second of all, problematic parts are selected and there are proposals submitted for their solution in the proposal chapter. As result of this master thesis is evaluation of benefits of proposed solutions for the year 2016 and their comparison with expenses and overall recommendation.

This thesis discusses the issue of the use of marketing communication on social media for selected company. The aim is to analyze the current situation of the company and design tools to change the online marketing communications. Due to the dynamic development issues of social media work is based on current knowledge and trends. The analysis of internal and external environments and research of target group using an online questionnaire have been performed within the practical part of the paper. Tools to improve marketing communication has been designed based on the results and findings from the theoretical part. The results and findings of the work can, when introduced into a marketing strategy, provide the required increase in customers.

Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages

This diploma thesis focuses on surveillance studies on online platform Facebook. This famous social site became a tool for both fun and business lately. Facebook collects data that is then used for some other purposes which means there is some kind of a surveillance done. All the infomation that Facebook collects is given by the users themselves who voluntarily share their personal information. This kind of collected data is then for example used for commercial purposes such as media advertising with obvious profit expectations and so is used in crime prevention such as cyberbullying etc. Diploma thesis is divided into three sections. First describes surveillance history until nowadays, postmodern times. Second part clarifies the formation of the social site Facebook, it's user rules and privacy rules as well as practical examples of using collected data online. The last part of this thesis introduces some other favourite social sites and its functions as well as their surveillance possibilities and advertising potential.

The diploma thesis focuses on the gender analysis of the contents based on the Mobility's magazine cover pages. The thesis emphasizes the identification of men and women's representations in this magazine. The Mobility magazine was published once a month from the 1999 till 2011. The analysis is conducted on the complete set of the individual cover pages and deals with an interesting development in these representations. The thesis is divided into theoretical and analytical part. The theoretical part is dedicated to media in the connection with its gender theory and power in the society. Furthermore, this part includes theories dealing with the gender representations in advertisement (Goffman, Sztompka, Indruchová). In the analytical part there is a comparison of the mentioned theories with the examined sample. The detailed description of the individual categories identified within this analysis is presented as well. The thesis focuses on the identification of the specific features observed in a given period of Mobility magazine publishing . It describes the methods of patriarchal discourse 's presentation of pictures appeared in the magazine, which is obviously intended for everybody. The analysis of the cover pages' set indicates stereotyped representation of women. In these cases the women are...

The goal of this paper is to explore a visuality of sweetness. It is social construct with a sentimental meaning and it is used by marketing communication. We suppose that our phenomena is not build up on connotation such as a taste of sensation how it could be asssumed. It is build by a sentimental meaning. For a verification we establish conditions which have to be proved by a representation to be labeled as the visuality of sweetness. The selected phenomena is close to Barthes's theory of myth as a secondary semiotic system. That is the reason why we need to address this dilemma. The background of an origin of the sweetness visualitation could help us understand Hackley's critical view on prism of social constructivism. Both theories could not be complete in a measure of marketing communication and a whole concept of sweetness visualisation is completed in Kress's multimodality theory. The part of the paper is empirical semiotic material which helps us to demonstrate a scale of a use of sweetness visualisation from a binary oppossition to a complete use of visual sweetness in marketing communication.

The goal of this diploma thesis: The fluence of man on increasing corporate social responsibility is describe the meaning of social responsibility and options how to increase it. Is possible to increase responsibility of corporation by employee or customer? How we can recognize that their behaviour isnť only good promotional tactic as a public relation and commercial? How government can support this behaviour and is realistic to force corporate to be morale with using the right? The result of this thesis will be find out what does it means social responsibility for normal people nowadays and what saying companies especially in Prague. Keywords Social responsibility, corporate social responsibility, ethics, individual ethics, business ethics, environment, human influence, commercial, state, law

The thesis presents findings regarding children activity in the online space, as well as contributes by its own research findings. The attention is focused on Czech children in the age group of 10-12 years. To be specific, the thesis focuses primarily on the type of content that children consume online, the way they consume it and the interference of advertising, while being online. The attention is paid also to parents' knowledge of activities that their children do online, as well as the extent of regulation parents apply on such activities. In the first part, the current knowledge of children's behaviour online and on YouTube is described. Also, relevant research outputs are presented. Special chapters are devoted to YouTube, including the YouTubers phenomenon, as well as to the protection of children in cyberspace. The research combines qualitative and quantitative techniques of observation and questionnaires. The thesis contributes to a better understanding of children's behaviour in the online space and it also presents new findings about the way Czech children use YouTube and for what purposes they use it, as well as about parents' engagement in their activities.