This thesis deals with marketing, which is applied in SKY TOURS Ltd.. The aim is to analyze existing marketing efforts of the company and to suggest new solutions, which increase profit and encourage public awereness of this whole company.

This master´s thesis deals with improving communication strategy of Lactacyd, which is an intimate hygiene brand of Omega Pharma company. The thesis is divided into three main parts. The first part contains description of theoretical resources and fundamental knowledge. The second part of the thesis is focused on an analysis of the current situation with an aim to obtain information needed for proposal part. The last part delivers proposals for improvement of the current marketing communication as well as other proposals which can strenghten market position of Lactacyd brand.

The main objective of this master thesis is to design an appropriate marketing strategy of designing activity of MBQ-Mikulov Plc. based on results of marketing environment analyzes and my own marketing research. The thesis consists of three main parts. The first part of the thesis is devoted to theoretical findings. Basic terms from marketing field are defined here. Concretely it is marketing, marketing strategy, marketing mix, communication mix, situation analysis and marketing research. In the following practical part MBQ-Mikulov Company is introduced and then marketing environment analyzes are conducted. The thesis is finished with a proposal part. In the proposal part the appropriate marketing strategy of design activity is designed here based on results of analyzes and the marketing research.

Dans un contexte de mondialisation, la concurrence accrue entre les territoires, dont l’objectif premier est de capter des habitants, des touristes et des entreprises, exacerbe les enjeux liés à leur attractivité. Afin de se différencier les collectivités territoriales et leurs agences de développement adoptent des approches de marketing territorial et commencent à mettre en place des techniques de marquage (dites place branding). Le place branding reprend plusieurs outils issus du domaine de la marque commerciale. Toutefois, le territoire est un « produit particulier » qui regroupe diverses parties prenantes dont les visions et les attentes peuvent diverger. Le succès d’une marque territoire reposera alors en partie sur la gestion de ces parties prenantes. Dès lors, ce travail doctoral entreprend d’adapter au contexte du place branding des concepts de marketing, en considérant les perceptions de trois groupes de parties prenantes, en vue d’améliorer l’efficacité de la marque territoire. Cette problématique de recherche est abordée selon trois questions de recherche: (1) Quelle est la légitimité publicitaire d’une marque territoire, telle que perçue par ses habitants ? Influence-t-elle l’efficacité des actions de place branding ? (2) Dans quelle mesure les gestionnaires de marques territoires ont recours à des stratégies de marketing communautaire afin d’implémenter une communication marketing intégrée (CMI) ? (3) Dans quelle mesure l’image de la marque région constitue-t-elle un vecteur pertinent de la promotion d’une destination, complémentaire à celle de la marque pays, auprès des touristes internationaux ? D’un point de vue théorique, cette recherche doctorale souligne l’importance d’adopter une approche parties prenantes à la compréhension de la marque territoire. Ce faisant, ce travail contribue à développer des preuves empiriques dans le domaine, notamment à l’échelle de la région qui est sous-représentée dans la littérature. Cette thèse met en évidence les similitudes entre la marque territoire et la marque commerciale, et renforce ainsi la validité externe de trois concepts issus du marketing classique. Différentes approches méthodologiques ont été développées et mobilisées. Ces éléments renforcent par ailleurs la validité interne de la présente recherche et contribuent à exclure l’existence d’un biais déclaratif. Les contributions managériales de cette thèse sont liées à ses implications méthodologiques dans la mesure où diverses grilles d’analyse sont proposées aux gestionnaires de marques territoires. Ces outils prennent en compte les spécificités et les enjeux associés aux principales parties prenantes de la marque, et visent à les impliquer dans les initiatives de place branding. Enfin, la mise en place d’une approche de communication marketing intégrée est conseillée. Premièrement, il est proposé que cette approche soit appliquée entre les différents acteurs du territoire. Les résultats montrent ainsi que l’intégration des habitants dans la démarche de place branding est un véritable enjeu qui nécessite une approche distincte de celle préconisée traditionnellement en marketing. Deuxièmement, l’approche de communication marketing intégrée devrait s’appliquer entre les différents niveaux de territoires de façon à tirer parti de l’image du territoire d’ordre supérieur. / In the globalized world, Nowhere, Place, is directly competing against Powerful, World, to attract residents, tourists and talent, as well as firms and investments, whether the place is a meta-region, a country, a region, a city or other locations. Whilst places and destinations around the world have been proclaiming their qualities for a long time, mainly to create awareness or maintain preference, those marketing communications campaigns are short-term and don’t contribute to unifying the place. To compete in such cutthroat environments, public authorities and place agencies have started to recognize the value of adopting branding techniques by way of practising place branding. Place branding adapts several tools developed in the field of commercial branding to contribute to place development and establish image-building strategies that render places more attractive to identified markets. As such, this doctoral work endeavours to adapt mainstream marketing concepts to the context of place branding, taking into account the views of three groups of stakeholders to enhance place brand efficiency. I address these research questions in a French region-branding context, according to three sub-questions that summarise the chapters of this thesis. First, what is the advertising legitimacy of a place brand as perceived by the residents? Does it influence place-branding efficiency? Second, to what extent do place brand managers use community marketing strategies to operationalize the integrated marketing communications (IMC) role of the place brand? Third, to what extent does the region brand image constitute a relevant vehicle for promoting a destination integral to the nation brand image, as perceived by international tourists? Results show that the representational and functional dimensions of a destination brand impact differently implicit attractiveness and intentions to visit. International tourists also perceive the region and the nation brand images as congruent overall, which contributes positively to their intentions to visit the region. From a theoretical point of view, this research highlights the importance of adopting a multi-stakeholder approach to understanding place branding. Doing so contributes to the development of empirical evidence in the domain, by studying the understudied region branding form. This dissertation also highlights similarities with commercial branding and reinforces the external validity of three classic marketing concepts. The methodological implications of this work come from the different methodological approaches (i.e. measurement tools and methods), developed to meet the specificities and stakes associated with the main stakeholders of a place brand. In addition, this approach reinforces the internal validity of the present research and contributes to ruling out the existence of a declarative bias. The managerial contributions of this thesis are connected with the methodological implications, inasmuch as it provides place brand managers with diverse analysis grids that will enable them to take into account the specificities and stakes associated with the main stakeholders of the place brand, and also involve stakeholders in the place-branding process. Finally, I demonstrate the need for an IMC approach that is per se—for example, through the use of an overall brand positioning that covers shared elements between stakeholders so that they all relate to the place brand, or through the adoption of a bottom-up rather than top-down approach to place branding. This approach also should be able to extend to other place scales, by leveraging the image of a higher-order place.

This diploma thesis called Marketing Communication in a chosen company aims to analyse used marketing communication tools in the selected company and propose changes and recommendations based on the acquired knowledge and results. According to them, the company's target groups of marketing communication will be set and the overall plan of activities for the year 2020 will be compiled in the practical part.

The aim of the thesis is to propose a suitable communication strategy for a newly established language school that should start operating in a rather small czech town. The theoretic part includes an explanation of terminology and types of research used in marketing communication, description of ATL, BTL and PR communication, a few words about the importance of Corporate Identity (basis for communication) and description of tools that are used in the application part of the thesis. The application part starts with starts with monitoring of surroundings (competition, inhabitants, possible channels for communication activities), continues with a description of a launguage school, then follows assortment of inhabitans into suitable target groups and a proposal of strategic communication plan for the forthcoming year, more detailed attention is paid to the activities that are planned to be pursued during the first half of the first year (launch).

The aim of this diploma work is an elaboration of a marketing plan of TEDOM Company. Then the analysis of marketing tools and creation of a new marketing communication and setting the budget for its implementation. The theoretical part of the work is focused on the characteristics of marketing plan and marketing communication. The practical part describes the company itself. Furthermore the marketing plan and marketing communications are developed.

The purpose of the diploma thesis called „Marketing activities an their influence on the budget of construction company“ is to observe and describe individual marketing activities and their significance for the overall budget, followed by an evaluation of the current state and a designing an optimization for it.

This diploma work deals with marketing problems of bank services. The theory of marketing bank mix is described in it, creation of marketing campaign and control of relations with clients. The goal is a detection of an embarrassment of marketing methods and campaigns used in Česká spořitelna, then evaluation of this methods and finally making some concept how to solve this situation.