The thesis analyses the current marketing strategy of the company Bruder at the Czech market. The new communication strategy plan is based on current marketing strategy analysis, recommendations in the specialised literature and questionnaires filled up by respondents.

The Master's thesis focuses on election campaign and communication strategy of political party TOP 09 in elections in 2013. The goal of this thesis is to analyze communication strategy of political party TOP 09 in election campaign, to analyze individual tools of communication and to evaluate the quality of their implementation. The thesis is divided into two parts. First theoretical part aims to define political marketing and his individual concepts and models, and then election campaigns and strategies. In analytical part of thesis it will be accomplished the strategic analysis of party TOP 09 and then analysis of communication strategy. Evaluation of communication strategy of political party TOP 09 and proposals to streamline is the important part of this thesis.

The objective of this thesis is to analyze the communication strategy within TNT Express and its critical evaluation. The theoretical part is devoted to marketing and its tools, the brand and its importance and corporate identity and its ingredients. I introduce the company TNT Express and its strategy in the practical part. It is followed by the SWOT analysis. Then I analyze various communication activities related to the change of the brand identity. Based on identified problems that have arisen with the change in the company I will propose their solution.

The main aim of this master’s thesis entitled “Communication strategy of the company” is to develop a new communication strategy for a specific business based on the results of analysis. The thesis consists of three parts, the theoretical that explains the concepts of concerning marketing and marketing communication, analytical, in which the company is introduced and subsequently analyzed and finally implementation part, where the suggestions for improvement of the communication strategy are introduced. Part of the implementation part is also the budget needed for the notions as well as economic evaluation of specific proposals.

This Diploma thesis, on the basis of theoretical knowledge from marketing area and marketing communication, internal and external firm environment and hers customer analysis, defines the present state of company and suggests a possible communication strategy.

Submitted to the Faculty of Arts in fulfillment of the requirements of the degree of Master of Arts in the Department of Anthropology and Development Studies at the University of Zululand, South Africa, 1997. / After the Second World War the West became actively involved in Third World development, focusing on the diffusion of information and technology, in its plight to persuade the Third World to adopt Western innovations and to change its behaviour accordingly. Growth and success were measured in economic terms and infrastructural development was usually the outcome of development. The communication approach (development communication or DC) coincides with this paternalistic approach and is top-down and one-directional. After the failures of this dominant approach became evident, a number of alternative approaches were proposed, culminating in the new paradigm, which supported equal status between benefactor and beneficiary, two-way communication, dialogue, and community participation, and emphasising the value of beneficiaries and their culture and traditions. In contrast to DC arguments for the mass media, the new development support communication (DSC) theory supports the small community media. The DSC approach may be applied effectively in small scale development efforts, such as community projects, provided the benefactors are willing to learn from the community, and do not "negotiate" development from a position of status or power, in order to identify the community's real needs. It is impractical to apply the DSC approach on large scale (national provincial, or regional) development projects, due to high costs and the time needed for of small group discussions. These reasons often prompt benefactors to choose the option of a communication campaign as a medium to convey messages. The DC/DSC discourse permeates the field of communication campaigns, dividing these practical frameworks into communicator-orientated campaigns (DC), and campaigns that combine aspects of both the DC and DSC approaches (integrative model). The integrative model inherited the top-down nature of diffusion of information from the DC approach as well as its focus on \aige scale projects, the mass media and externally created messages. These characteristics are then combined with the DSC aspects which are aimed at assisting beneficiaries to empower themselves by acquiring information, to formulate their problems, to suggest solutions and to take their own decisions by focusing on their own needs and interests. This includes aspects such as information sharing on an equal level, beneficiary participation, and the small media. The technique of market segmentation, dividing beneficiaries into (relatively) homogeneous groups, can be applied in large scale and small scale projects. In small scale projects such groups might already exist within a community, and need only to be identified. The Population Development Survey indicated that age, more than gender, should be the guideline for market segmentation in north-eastern KwaZulu-Natal. Younger people tend to enjoy the entertainment provided by roadshows. Edutainment combines entertainment with education, wfach is culturally not a new concept for these respondents. The older and more rural the respondents, the more they value interpersonal communication, but of the mass media, radio is the most popular. In large scale development projects the study suggests using the mass media in conjunction with the small media. The mass media are often used to create a general awareness of the existence of an issue/campaign, and face-to-face situations are created where the issues, dealt with in the mass media, are discussed in detail.

The nature of high-street fashion brands amongst female adolescents is a combined set of fast fashion movements and early adopter demands within a compressed timeframe. This research has investigated the need for a communication plan to appropriately deliver the brand message for this sector. There are a number of information barriers for high-street fashion brands to build customer value and differentiate the core values of their brands from competitors because of 1) imbalanced strategic communication implementation particularly in the encoding process, 2) ambiguous interpretation of target audience behaviour as a key disseminator of brand messages and 3) a lack of an integrated communication approach to complement the brand building communication plan. Accordingly, there is a need for a brand building communication framework to formulate and direct the female adolescent perceived values within a limited time based on mutual understanding and shared requirements between a high-street fashion brand and its target audience. Moreover, a strategic plan using an integrated brand-building communication in the encoding process which optimises the contribution of the audience must be developed. This research has revealed that high-street fashion brands should concentrate on consumer self-construal, consumer-brand congruence and consumer-brand relationships of female adolescents in order to clearly construct brand messages which match audiences’ values and lifestyles. Due to the needs for informative cooperation amongst the target audiences, the brand-building communication strategy as a persuasive medium, which encourages audiences and prospects to initiate interactivity with the high-street fashion brand, was thoroughly examined in the empirical study. A conceptual model of a high-street fashion brand-building communication was developed and evaluated by means of design research methodology and soft systems methodology. The proposed model explains the platform of brand-building communication strategy in the encoding process for the high-street fashion market. A number of advantages are offered: Firstly, brand managers may use the model to overcome the barriers to integrate a fashion brand communication strategy. Secondly, it can enhance the recognition of fashion brand-building communication. Thirdly, the model offers an approach to leverage customer-brand relationships by means of the communication process. Fourthly, it allows the description of a holistic view of brand message construction in the encoding process. Finally, it offers a strategy to integrate online and off-line communications.

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

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

First part of the thesis deals with the theory of marketing and commercial communications and the specificity of marketing and communications in tourism. Second part comprises the analysis of the current promotion of Prague abroad. Third part of the thesis follows a new promotional strategy that contains more promotional topics and proposes the use of more communication channels. The proposed strategy includes setting of objectives, target groups, timing, competition and measurement of the effectiveness of such communication.