The aim of this diploma thesis is to explain a product´s life cycle principle and process and its influence at marketing decision process ( in a real company). The theoretical part explains the essential concepts related to marketing, such as information, marketing decision making, product´s life cycle and its phases, BCG matrix and marketing mix. The practical part presents the company MADETA, explains the definition of cheese, represents MADETA competitors, and associations that operate in the market of cheese and dairy. The second half of the practical part presents a product´s life cycle analysis. For the life cycle analysis was chosen cheese Madelad as a suitable product. In the framework of Madeland´s life cycle, the marketing decision was analysed in details in the four basic politics of marketing mix, and there were found such strategies, which could be used by Madeland during the individual phases of the life cycle. To confirm the results of a life cycle analysis of the product was designed BCG matrix. In conclusion of this diploma thesis is formulated recommendations that could contribute to an increase in sales volume of Madeland and thus affect its life cycle.

台灣自1987年開放天空政策以來，各大小航空公司紛紛成立。低成本航空(LCC)也開始積極進入台灣市場。台灣與日本於2011年11月10簽屬日航空協定，此後，捷星(Jetstar)、樂桃(Peach)等低成本航空如雨後春筍般進入台灣，進而激起了許多低成本航空對於傳統航空(FSC)衝擊之討論。然而，低成本航在日本航載客率上是否真的對傳統航空造成影響？具體影響的程度為何？鮮有文獻深入探討。 本文針對大阪、成田、名古屋、琉球四條航線，透過敘述性統計、相關分析、多元迴歸分析之方法，將產業變數之、總體環境變數分別對華航、長榮載客率2011年至2016年之月資料進行分析。並進一步透過BCG矩陣歸納出兩家航空公司四條航線的成長率與市占率分布情形。 研究結果顯示，在日本四條航線上，低成本航空皆沒有與傳統航空載客率造成負向影響，反觀整體旅日市場上升，兩者市場區隔，形成二種經營型態共榮共存的局面。攸關日本線最顯著之變數為淡旺季、次者為消費者信心指數。在BCG矩陣研究結果顯示，中華航空四條航線市場占有率高、成長率低的情形；長榮航空相對市場佔有率低於中華航空，但是大阪線與琉球線的成長率卻高。 根據研究結果，分別對中華航空、長榮航空四條航線上提出各項建議，供航空業者、相關研究人員未來研究之參考。 / Since Taiwan agreed to initiate its Open-skies Policy in 1987, various airline companies began to form, including low-cost carriers (LCC) which eagerly entered Taiwanese markets. Taiwan and Japan reached aviation agreements on November 10, 2011; many LCCs such as Jetstar and Peach emerged as rising competitors in Taiwan, sparking a discussion about their impact on other full-service carriers (FSC). Do LCCs really pose a threat to FSCs in air travel between the two countries? To what extent do they affect those companies? Few sources have explored in detail. This research focuses on four destinations - Osaka, Tokyo Narita, Nagoya and Okinawa - based on descriptive statistics, correlation analysis and multiple regression analysis (MRA), while taking a close look at marketing and overall environmental factors in travel data between China Airlines and EVA Air (2011-2016, monthly). The growth and market share distributions of these four routes, operated by both companies, can be furthermore described using BCG matrices. The research concludes that, with respect to these four Japanese travel routes, LCCs did not create a negative impact on FSCs. Increasing traffic between Taiwan and Japan, in fact, facilitated prosper coexistence between the two types of carriers. Among the most significant factors are peak and low seasons, in addition to consumer confidence. BCG matrix analyses indicate that China Airlines had greater market shares and smaller growth rates; although EVA Air possessed fewer market shares than China Airlines, their Osaka and Okinawa routes grew at a rapid rate. The results of these observations may serve as suggestions to China Airlines and EVA Air, as well as references for aviation professionals and future researchers.

O desenvolvimento de vacinas multivalente constitui urna das prioridades na pesquisa de vacinas modernas. A utilização de vetores vivos para apresentação de antígenos heterólogos mostra-se bastante atraente, e eliminaria a necessidade de várias doses para se alcançar uma proteção máxima. Este tipo de vacina poderia ser administrado em dose única, o que poderia aumentar a cobertura vacinal. Neste trabalho foi explorado o potencial do Mycobacterium bovis BCG recombinante (rBCG) vivo expressando antígenos de Bordetella pertussis, como futuro componente de urna vacina tetravalente rBCG-DTP contra a tuberculose, tétano, difteria e pertussis. Os antígenos de pertussis utilizados foram a subunidade S1 mutada e atóxica da Toxina Pertussis (SI-P1) e o fragmento CRD, um domínio imunogênico da proteína FHA (Adesina Hemaglutinina Filamentosa). PT é o principal fator de virulência de B. pertussis e tanto sozinho como combinado com outros antígenos é o principal componente de todas as vacinas acelulares desenvolvidas até o momento. FHA é um importante fator de aderência da bactéria às células ciliada alvo do hospedeiro, sendo o CRD (domínio de reconhecimento a carboidrato) o responsável pelo reconhecimento de carboidratos em receptores de células do hospedeiro. Os genes detses antígenos foram clonados em vetores de expressão micobacterianos e expressos em BCG sob o controle do promotor mutado da β-lactamase de Mycobacterium fortuitum, pBlaF*, em fusão com o peptídeo sinal da β-lactamase. Estes vetores possuem como marcador de seleção um gene de resistência a kanamicina. Camundongos foram imunizados com rBCG expressando S1-PT e os respectivos esplenócitos mostraram elevada produção de IFN-γ e baixa produção de IL-4, caracterizando uma forte resposta celular Th1 antígeno-específica dominante. rBCG-S1PT induziu uma baixa resposta humoral contra PT. Camundongos imunizados com rBCG-S1PT mostraram elevado nível de proteção contra um desafio intracerebral com uma cepa virulenta de B. pertussis. Animais imunizados com rBCG expressando CRD revelaram a presença de anticorpos anti-FHA no soro. Ensaios com camundongos imunizados com a combinação destas duas vacinas estão sendo realizados. Uma nova abordagem para obtenção de rBCG sem o uso de genes de resistência a antibióticos como marcador de seleção, foi investigada, utilizando a complementação em BCG auxotrófico. Uma cepa de rBCG auxotrófico para lisina foi transformada com vetores de expressão contendo o gene de complementação para lisina e os antígenos de pertussis sob controle do mesmo promotor: a seleção dos recombinantes é realizada em meio sem lisina. Estas construções permitiram a expressão estável dos antígenos e serão avaliadas quanto a indução de uma resposta imunológica efetiva contra pertussis. / The development of combined vaccines constitutes one of the priorities in modem vaccine research. The use of live vectors for heterologous antigen presentation is desirable, as it could eliminate the necessity of several doses to reach a maximum protection and increase vaccine coverage. In this work, the potential of recombinant Mycobacterium bovis BCG (Bacillus Calmette and Guerin) (rBCG), expressing Bordetella pertussis antigens was investigated. The antigens used were the genetically detoxified S1 subunít of pertussis toxin (S1-PT) and the CRD fragment of FHA (Filamentous hemagglutinin. The antigen genes were cloned into mycobacterial expression vectors under control of the upregulated M. fortuitum β-lactamase promoter, pBlaF*, in fusion with the β-lactamase signal sequence. Mice were immunized with rBCG expressing S1-PT and the respective splenocytes induced specific production of INF-γ and low IL-4, characterizing a strong antigen-specific Th1-dominant cellular response. The rSCG-S1 PT induced a low humoral response against PT. Mice immunized with rSCG-S1 PT strains displayed high-level of protection against an intracerebral challenge with live B. pertussis. Animals immunized with rBCG expressing CRD induced anti-FHA antibodies production. Protection induced by the combination of these two strains is being evaluated. A new approach for production of rBCG without the use of antibiotic resistance markers was also investigated, using complementation in auxotrophic BCG. A lysine auxotrophic rSCG strain was transformed with expression vectors containing the complementation gene for lysine and the pertussis antigens: selection of recombinant clones was carried in media without lysine. These constructs allowed steady expression of the antigens and will be evaluated for the induction of an immunological response against pertussis. These strains would be appropriate for clinical evaluation in humans.

Made available in DSpace on 2014-07-29T15:13:53Z (GMT). No. of bitstreams: 1 TeseEdiane_Batista.pdf: 714564 bytes, checksum: 03efd3ac163525d9d401336bdd75356e (MD5) Previous issue date: 2008-08-05 / Several aspects of the bovine tuberculosis were analyzed in this study. The immunogenicity of recombinant MPT-51 (rMPT-51), Ag-85 and M. bovis-BCG were characterized in an immunosorbent assay, where 208 serum samples from positive intradermal tuberculin test (ITT) animals and 54 serum samples from ITT negative animals where analyzed. M. bovis-BCG and Ag-85 were strongly recognized by antibodies from naturally infected cattle. Additionally, the clinical status of the animals were correlated with the ITT positivity, with the specific production of IL-4 by TCD4 and TCD8 positive lymphocytes, and with nitric oxide (NO) production by macrophages from naturally tuberculosis infected bovine peripheral blood. ITT positive animals showed TCD4+IL4+ cells specific to M. bovis-BCG extract. High background levels of TCD8+IL-4+ lymphocytes were observed in ITT positive animals independent of the stimuli. When cell cultures where stimulated with M. bovis-BCG protein extract, there was no observed difference in NO production between the groups. Naturally tuberculosis infected bovine presented TCD4+IL4+ cells specific for M. bovis- BCG and a preserved NO production. Finnally, the immunogenicity of rMPT-51 use as a proteic sub-unit vaccine was evaluated in BALB/c mice, with two different adjuvants, incomplete Freund and CpG DNA. For this, mice were immunized and challenged with M. tuberculosis. Immunization with rMPT-51 antigen and either adjuvant induced, in the lungs, a migration increase of TCD5+IFN + cells specific for rMPT-51, when compared to controls (P<0.05). rMPT-51 plus CpG DNA presented a better performance among the different vaccination schemes tested, in part due to the ability of stiulate TCD5+IFN + cells and hampering the bacterial load, thus preserving the functional integrity of challenged mice lungs / Nesta tese foram avaliados vários aspectos da tuberculose bovina e do Mycobacterium bovis. Primeiro caracterizou-se a imunogenicidade do MPT-51, Ag 85 e BCG em ensaio imunoenzimático, onde foram utilizadas 208 amostras de soro de animais TTI positivo e 54 amostras de bovinos negativos. O BCG-M. bovis e o Ag 85 foram fortemente reconhecidos pelos anticorpos dos bovinos naturalmente infectados. Segundo correlaciounou-se o estado clínico do animal à positividade ao teste intradérmico, com a produção específica de IL-4 por linfócitos TCD4+ e TCD8+ e a produção de óxido nítrico por macrófagos do sangue periférico de bovinos naturalmente infectados com tuberculose. Foi observado que os bovinos TTI positivos apresentaram células CD4+IL-4+ específicas para extrato protéico de M. bovis-BCG. Observaram-se altos níveis basais de linfócitos TCD8+IL-4+ independente de estímulos nos animais reatores. Quando as culturas foram estimuladas com extrato protéico de BCG, não houve diferença quanto à produção de NO. Os bovinos tuberculosos, naturalmente infectados, apresentaram células TCD4+IL4+ específicas para M. bovis-BCG, preservando a produção de NO pelos macrófagos. Finalmente, a imunogenicidade do MPT-51 como vacina de sub-unidade protéica foi avaliada em camundongos BALB/c, testando o MPT-51 com dois adjuvantes, o incompleto de Freund e o CpG DNA. Os camundongos foram imunizados e posteriormente desafiados com M. tuberculosis. No pulmão, a imunização com antígeno rMPT-51 a 20&#956;g/ml + adjuvantes de Freund Incompleto e CpG DNA induziu aumento da migração de células TCD5+IFN- + específicas para o MPT-51 para o local da infecção, quando comparados com o controle (p<0,05). O MPT-51+CpG DNA, apresentou melhor desempenho dentre os esquemas de vacinação adotados, devido a capacidade de estimular a produção de células TCD5+IFN- + e a diminuição da carga bacteriana, preservando assim a integridade funcional do pulmão dos camundongos, quando desafiados

Desde o plano real, em 1994, com a estabilização da moeda e maior facilidade ao crédito, verifica-se o aumento do consumo da população de baixa renda em vários setores do mercado. Além do preço mais baixo, fator indispensável para atender a essa camada da população, discute-se quais são e como são planejadas as estratégias de marketing e comunicação utilizadas pelas empresas que atuam no mercado popular. Nesse contexto, esta pesquisa tem como objetivo geral desenvolver modelos de análise integrada para a definição de estratégias de marketing e comunicação de produtos eletroeletrônicos populares. Para alcançar o objetivo proposto, o estudo utilizou o método exploratório por meio dos seguintes procedimentos: pesquisa bibliográfica em livros, dissertações, teses, revistas, jornais, sites e pesquisa empírica, que foi conduzida em duas fases combinando as abordagens qualitativa (primeira fase) e quantitativa (segunda fase). A população estudada foi composta por executivos das áreas de marketing e comunicação de empresas do setor eletroeletrônico associadas à ELETROS (Associação Nacional dos Fabricantes de Produtos Eletroeletrônicos). O subsídio teórico da análise da pesquisa consistiu na definição de produto popular e população de baixa renda; na análise do consumidor de baixa renda; no estudo das estratégias de marketing e comunicação; no tema da construção de marca; na abordagem dos modelos de análise BCG, GE e SWOT; por fim, na análise das diversas configurações de negócio que poderiam ser adotadas pelas empresas pesquisadas. Os resultados mostraram que as empresas estudadas utilizam principalmente a análise SWOT e as pesquisas de mercado para elaborar a sua estratégia de marketing e comunicação. Porém esse planejamento não é específico para produtos populares. De forma geral, ele se concentra no produto, e, em segundo lugar, com a mesma relevância, em preço e análise do mercado. A partir disso, foram elaborados modelos de análise integrada para a definição de estratégias de marketing e comunicação de produtos eletroeletrônicos populares. / Since the Real Plan was introduced in 1994, bringing with it a stable currency and easier credit, there has been a noted increase in spending among members of the lower-income population in various market sectors. In addition to lower prices, an indispensable factor when targeting this section of the population, there is discussion of marketing and communication strategies used by companies operating in the lowend market and how they plan such strategies. Within this context, the overall objective of this study is to develop integrated analysis models for defining marketing and communication strategies for low-end household appliances and electronics. An exploratory approach was taken in this study, comprising a study of the literature (books, dissertations, theses, magazines, newspapers, and websites) and two phases of empirical research: first qualitative, then quantitative. The study group comprised marketing and communications executives at companies affiliated with Eletros (National Association of Appliance and Electronic Product Manufacturers). The theoretical component of the study involved defining low-end products and the low-income population, and analysing low-income consumers, marketing and communication strategies, brand building, the use of BCG, GE and SWOT analyses, and different business models that could be adopted by the companies studied. Results showed that companies mostly used SWOT analyses and market surveys when planning marketing and communication strategies. However, this planning isnt specific for low-end products. In general, they concentrate on the product, and in second place (with the same relevance), on price and market analyses. Based on these findings, integrated analysis methods were designed for use when planning marketing and communication strategies for low-end household appliances and electronics.

Made available in DSpace on 2014-08-20T13:32:48Z (GMT). No. of bitstreams: 1 dissertacao_karine_begnini.pdf: 1622668 bytes, checksum: 238f06c82a5dce8f22542c15f37944f4 (MD5) Previous issue date: 2012-02-15 / Bacillus Calmette-Guerin (BCG) is one of the great success stories of immunotherapy as a treatment for superficial urothelial carcinoma of the bladder. The high incidence of local side effects and presence of non-responder diseases has led to efforts to improve the therapeutic vaccine. Hence, we proposed that an auxotrophic recombinant BCG strain overexpressing Ag85B (BCG ΔleuD/Ag85B), could enhance cytotoxicity to the human bladder carcinoma cell line (5637). This rBCG was generated by incorporating an expression plasmid encoding the mycobacterial antigen Ag85B into the BCG ΔleuD strain. The inhibitory effect of BCG ΔleuD/Ag85B in 5637 cells was determined by the MTT method, morphology observation and the LIVE/DEAD assay. Gene expression profiles for apoptotic genes, cell cycle-related genes and oxidative stress-related genes were investigated by qRT-PCR. Bax, bcl-2 and p53 induction by BCG ΔleuD/Ag85B treatment were evaluated by Western blotting. BCG ΔleuD/Ag85B revealed a superior cytotoxicity effect than the strains used as controls in this study. The results demonstrated that the expression level of pro-apoptotic and cell cycle-related genes increased after BCG ΔleuD/Ag85B treatment, whereas mRNA levels of antiapoptotic genes decreased. Interestingly, BCG ΔleuD/Ag85B also increased the mRNA level of antioxidant enzymes in bladder cancer cell line. Bax and p53 protein levels were increased by BCG ΔleuD/Ag85B treatment. In conclusion, these results suggested that BCG ΔleuD/Ag85B enhanced cytotoxicity on superficial bladder cancer cells in vitro. The therapeutic model using rBCG may have potential for future clinical application in the treatment of bladder cancer. / O Bacilo Calmette-Guérin (BCG) constitui uma das grandes histórias de sucesso da imunoterapia como tratamento para carcinoma superficial da bexiga. Porém, a alta incidência de efeitos colaterais locais e a ocorrência de tumores resistentes ao tratamento têm impulsionado estudos visando melhorias da vacina terapêutica. Neste trabalho, propusemos que uma cepa auxotrófica de BCG superexpressando o antígeno Ag85B (BCG ΔleuD/Ag85B), é capaz de aumentar a citotoxicidade na linhagem celular humana de carcinoma superficial de bexiga (5637). A cepa de BCG recombinante foi gerada através da incorporação da sequencia do antígeno Ag85B em um plasmídeo de expressão micobacteriano na cepa de BCG ΔleuD. O efeito inibitório do BCGΔleuD/Ag85B em células 5637 foi determinada através das técnicas colorimétricas MTT e LIVE/DEAD, além de observação morfológica. Os perfis de expressão gênica para genes apoptóticos, genes relacionados ao ciclo celular e genes de estresse oxidativo foram avaliados por qRT-PCR. Os níveis protéicos de bax, bcl-2 e p53 foram avaliados por western blot. O BCG ΔleuD/Ag85B revelou citotoxicidade superior às cepas utilizadas como controle neste estudo. Os resultados obtidos demonstram níveis superiores de expressão de genes pró-apoptóticos e de genes relacionados com o ciclo celular após tratamento com BCG ΔleuD/Ag85B. Níveis inferiores de mRNA de genes antiapoptóticos foram detectados após o mesmo tratamento. Ainda, o tratamento com BCG ΔleuD/Ag85B também elevou os níveis de mRNA de enzimas antioxidantes em linhagem de células de câncer superficial de bexiga. As proteínas Bax e p53 mostraram-se elevadas após tratamento com BCG ΔleuD/Ag85B. Em conclusão, estes resultados sugerem que a cepa de BCG superexpressando Ag85B é capaz de aumentar a citotoxicidade sobre as células de câncer superficial de bexiga in vitro. Este modelo terapêutico usando BCG recombinante possui potencial para uma futura aplicação clínica em tratamento de câncer de bexiga.

Les pathologies vésicales sont nombreuses et nécessitent la plupart du temps un traitement médicamenteux. Il peut alors être administré par voie intravésicale, augmentant son efficience et limitant les effets indésirables systémiques. Nous nous sommes intéressés à quatre thérapeutiques : l’alun de potassium, le chlorhydrate de lidocaïne, l’hemisuccinate de méthylprednisolone, la mitomycine C et le bacille de Calmette et Guérin (BCG) en application locale directement dans la vessie. La perméabilité de l’aluminium à travers la vessie a été étudiée au travers d’un cas clinique et des expériences ex vivo ont été réalisées pour définir les paramètres de perméabilité et proposer un algorithme de prédiction de la quantité d’aluminium absorbée dans l’organisme après irrigation intravésicale à l’alun de potassium. Cet algorithme dépend du poids du patient, de la durée de l’irrigation et du volume de la solution utilisée en irrigation vésicale. Des études de perméation ont aussi été réalisées pour le chlorhydrate de lidocaïne, l’hemisuccinate de méthylprednisolone, la mitomycine C et le BCG afin de sécuriser l’emploi de ces thérapeutiques par voie intravésicale. Les études réalisées permettent de prédire, selon les caractères physico-chimiques des molécules, la pénétration dans la membrane vésicale. Une nouvelle formulation galénique réalisée à base d’un gel thermosensible a été étudiée pour optimiser les thérapeutiques intravésicales. Des études de perméation ont été faites avec la nouvelle formulation galénique. Pour finir, une culture de cellules cancéreuses urothéliales a été mise au point et un test de viabilité a été réalisé pour la mitomycine C et le BCG / Bladder diseases are numerous and mostly require medication. Drugs can be administered by intravesical route, thereby increasing efficiency and reducing systemic side effects. We are interested in four drugs: potassium alum, lidocaine hydrochloride, methylprednisolone hemisuccinate, mitomycin C and bacillus Calmette- Guérin (BCG). Mathematical modelling of drug transport through bladder wall is proposed considering scarce literature on this route of administration. The permeability of aluminum through bladder wall was studied through a clinical case and ex vivo experiments were performed to propose a simplified algorithm for the calculation of aluminium dose absorbed in patient with impaired renal function as function of volume of 1% alum solution in the bladder, duration of intravesical irrigation and patient body weight. Permeation studies were also conducted for lidocaine hydrochloride, methylprednisolone hemisuccinate, mitomycin C and BCG to secure intravesical administration of these drugs. Practical outcome of this study could drive compounding optimisation towards improvement of safety and efficacy in patient undergoing intravesical administration. A new pharmaceutical formulation including hrydrogel has been studied in an attempt to improve treatment administered by intravesical route. Permeation studies were made with the new formulation. Finally, an urothelial cancer cells culture has been developed and a viability test was performed with mitomycin C and BCG

L'une des particularités de Mycobacterium tuberculosis, agent pathogène de la tuberculose, est sa capacité à accumuler des lipides dans son cytoplasme, ce qui favorise son entrée en dormance. Le séquençage du génome de M. tuberculosis a permis d'identifier certains gènes codant pour des enzymes lipolytiques, parmi ceux-ci : le gène codant pour la protéine Rv3097c aussi appelée LipY (composée d'un domaine PE et d'un domaine lipase relié par un Linker). Dans la première partie de ce travail de thèse, nous avons procédé à la caractérisation biochimique de LipY, mais aussi de ses formes mutantes LipY(∆PE), LipY(∆149) et LipY(∆170), et à l'étude d'inhibition des membres de la famille Lip apparentés à la lipase hormono-sensible humaine (Lip-HSL). Nous avons pu déterminer les propriétés cinétiques de l'activité lipase de LipY et de ses différentes formes mutantes.Dans la seconde partie, nous nous sommes intéressés à la compréhension du rôle des différents domaines de LipY, et du linker dans l'hydrolyse des lipides au cours de l'infection en utilisant des macrophages spumeux (macrophage riche en lipides) infectés au préalable par des souches de M. bovis BCG recombinantes. Ces résultats et les hypothèses posées durant ce travail de thèse, pourraient être appuyés par l'obtention de la structure tridimensionnelle de LipY. Pour cela, nous avons initié et procédé à la cristallogenèse de LipY. La poursuite des études d'optimisation des cristaux obtenus pourrait permettre d'aller plus en profondeur dans l'élucidation du rôle et du mécanisme d'action de LipY. / Mycobacterium tuberculosis is a pathogenic agent, responsible of the tuberculosis, which can store lipids into the cytoplasm. This accumulation allows the bacteria to enter in the dormancy phase. The sequencing of M. tuberculosis genome, allows to identify some genes coding for lipolytic enzymes, among which a gene coding for Rv3097c protein, also called LipY. (possessing PE domain linkto a lipase domain). During my PhD thesis, we first biochemically characterized LipY and its mutant forms LipY(ΔPE); LipY(Δ149) and Lip(YΔ170) and studied the inhibition of Lip family members related to the human hormone-sensible lipase (Lip-HSL). We determined the kinetic properties for the lipase activity of LipY and its mutants. In the second part, based on these previous results, we studied the role of these different domains and the linker on the hydrolysis of lipids during the infection phase, in infected foamy macrophages (lipids rich). For these studies, we used foamy macrophages infected by recombinants strains of M. bovis BCG (LipY(wt) and its mutants.These results and hypothesis can be confirmed and supported by resolving the tridimensional structure of LipY. Crystallogenesis tests allowed us to have some crystals of LipY(wt), which after optimization would allow us to have a better understanding of the role and action mechanism of LipY.

The thesis entitled ,,Strategic business analysis" deals with strategic analysis of the enterprise consisting of both internal and external analysis of the enviroment. The aim is to deduce and apply optimal strategy for the enterprise.

The aim of this diploma work is to create a marketing campaign of TA Hydronics product operating in the B2B market. The theoretical part will deal with the first characteristic of the concept of communication, followed by analysis of the current situation of the company, marketing and communication mix, which is diffused by new trends in communication. Next section will follow the implementation and monitoring phase. There is a characteristic of TA Hydronics at the practical part. A further part will focus on the marketing campaign proposal, with the transition to marketing situational analysis, including analysis of the internal and external environment.There is a control stage at the end of this work.