The main objective is evaluation of Hotel SwissHouse's marketing communication. Based on analysis suggest improvements for marketing communication.Theoretical part contains publications which provide an overview of marketing communication. Additionally thesis contains SwissHouse details based on observation and survey, organizational structure and services provided by the hotel. Practical focuses on the communications of the hotel SwissHouse based on observation and questioners survey. The main goal is to evaluate efficiency of marketing communication listening to the form of reviews, complaints, inquiries. Thesis also concerns with the modern communications technologies: Facebook, direct mailing.The thesis proposes improvements for marketing communication of SwissHotel: the newsletter proposal, link building, marketing research in collaboration with local school, responses on reviews, records of complaints and improving Facebook profile. Thesis also proposes improvements of marketing communication and new communication channels. Therewithal thesis serves as a source of information for the hotel management to enable better response on the customer's demand.

M.A. / This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the second consideration for the study. The debate on integrated marketing communication shows, in the third place, that this approach is increasingly important. On closer investigation there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning and processes. From a public relations perspective, on closer investigation, there is a need for the direct empirical examination of the role of public relations as a contributing function of integrated marketing communication in order to narrow the gap between literature and empirical evidence. To achieve the research objectives, an extensive literature study had to be undertaken. Integraled marketing communication had to be researched in depth, to achieve a thorough understanding of the philosophy of integrated marketing communication. Hence, the contextualization of integrated marketing communication was examined to understand how the concept is applied within an organizational setting. Following from this, it was established that the integrated marketing communication programme can be seen as the advanced application of integrated marketing communication within the organizational context. The role of public relations as a marketing communication function was then explored within this integrated marketing communication approach. It was established that a shift towards a more marketing:oriented approach to public relations was increasing, thus the importance of marketing public relations. The study was enhanced by two phases of research conducted within RAU to meet the objectives of the study. The first, quantitative phase determined the extent to which RAU's communication activities is integrated. The measuring instrument used is the integrated marketing communication mini-audit scale. It is essential to note that all organizations are integrated to a certain extent (Duncan & Moriarty, 1997:14). Therefore, this study did not focus on establishing whether RAU as an organization is integrated. In the second, qualitative research phase, the role of public relations as a marketing communication function within RAU's integrated marketing communication approach was determined. The issue that became apparent throughout this study was that integrated marketing communication in any organizational context is of strategic importance for the "unity of effort" of the greater well-being of the organization. It was found in this research project that there are fundamental concerns for RAU regarding integrated marketing communication, and that public relations is practised on a technical, traditional level. The results of this study are primarily based on three key findings: firstly, the lack of core competency within the Division of Public Relations, secondly, the lack of cross-functional planning and operations within this department, and thirdly, a lack of interactivity with stakeholders. It is put forward that RAU should concentrate on the basic requirements and infrastructure necessary to utilize integrated marketing communication and that marketing public relations should be an integral part of the functioning of RAU as a tertiary educational institution.

This diploma thesis deals with the design of an appropriate communication strategy for the Prazirna Kyjov s.r.o cafe. The proposal itself precedes the analysis of the current state of the company and its own marketing survey. The first part of the thesis contains theoretical knowledge, the second part introduces the company itself and analyzes its current situation. In the following section, based on a marketing survey conducted through a questionnaire survey, a company's appropriate communication strategy is designed to help address new and existing customers and raise awareness of the company

The main subject of this thesis is the area of marketing for educational institutions. First part is focused on general theoretical aspects of marketing of services, specificity of marketing for educational institutions and marketing communication. The operative part attends to a selection of an educational institution, an execution of an analysis of internal and external environment of the school, an implementation of a marketing research recognizing image of the school and based on that designing the concrete marketing communication strategy.

The aims of thesis were analyze supply and demand of tourism and to complete the products for selected segment of visitors and to suggest possibilities of communcation and cooperation cultural facilities and sector of tourism in the region of Třebíč. The thesis includes several parts. The first part is a theoretical part, which provides basic theoretical information. Another part contains an analysis of tourism offer in the region of Třebíč. In the next part of thesis was performed marketing research of cultural facilities in the region of Třebíč. Another tree SWOT analyses were performed. This information led to the development process of tourism in the region of Třebíč.