This diploma thesis deals with the marketing strategy of a selected company. The theoretical part contains general solutions of creating a marketing strategy - such as defining a vision, a mission or strategic goals. After these general solutions the theoretical part also deals with the marketing mix and the communication mix. All theoretical bases mentioned in the first parts of the thesis are then reflected in the practical part, where the theory is applied to the biggest Czech internet retailer Alza.cz a.s. At the end of the thesis, there is the authors's evaluation of the marketing strategy of Alza.cz a.s. and reccomandations to the current strategy supported with own marketing research.

The diploma thesis focuses on the National association of PKU and other inherited disorders. Within the theoretical part the non-profit sector is defined, the theoretical basis for marketing communication are determined and successful communication campaigns of non-profit organisations are introduced. The main goal of the diploma thesis is to suggest the communication strategy for the National association of PKU and other inherited disorders. The main goal of the diploma theses is supported by own research in the form of in-depth interviews and survey which were answered by PKU patients. Finally, the communication strategy proposal is created, which target is to raise awareness about PKU among the general public.

This Master's Thesis analyses communication strategies of featured Czech large breweries and focuses on their target groups, media mixes and especially the creativity and originality of their communication activities. The hypothesis being verified is that Czech large breweries do not produce extraordinarily creative campaigns with strong and interesting idea and that all of them communicate in the very similar way. The theoretical part of the Thesis focuses on the brewery situation in the Czech Republic and its meaning for the Czech society as well as on the theory of communication, marketing communication, communication strategy and advertising. The practical part analyses and compares the communication strategies of featured Czech large breweries demonstrated on specific advertising campaigns. The Master's Thesis is concluded with the summary and evaluation of the communication strategies.

The main goal of the diploma thesis is to analyze the communication strategy of the non-profit organization Otevřená OKNA, z. ú. including its assessment, and to suggest an optimization of the communication strategy based on this analysis. The real possibilities of non-profit organizations and the environment in which it is located and operates were taken into account. The theoretical part defines and formulates the fundamental findings related to the non-profit sector, non-profit organizations, management, the concept of strategic management, communication, marketing, PR and communication strategy of a non-profit organization. The practical part consists of an introduction of the non-profit organization Otevřená OKNA, z. ú., and of an analysis of the organization communication's current state on which a new proposal of communication strategy was made.

This thesis deals with the analysis of the current status of the marketing mix, communication strategy and activities of village Vinné related tourism. SWOT analysis and questionnaire surveys are also part of the analysis. Our main objective is based on the findings to make recommendations for improvement of communication strategy of the village with specific tactics that would be applicable immediately, by June 2016. The recommendations include schedule for their implementation and design of visual identity and slogan for Vinné. As the attraction of the village can attract all ages, the aim of this thesis is also to identify behavioral differences in the selection and planning vacations of people under 30 years and over and recommend time and form of marketing communication.

Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.

In my thesis I focused on the analysis of communication strategy of Red Bull Czech Republic, specifically on advertising, communication at the point of sale, public relations and media communications, opinion leaders program, event marketing and digital communications. I started from global communication strategy represented by Red Bull Media House and I have examined, how this strategy is implemented at local level. For this analysis, it was also necessary to analyze market of energy drinks in the Czech Republic, as it stands under the category of soft drinks and what position takes Red Bull. Based on these analyzes, I evaluated pros, cons and suggested possible improvements.

The Master Thesis deals with the marketing communication planning process of a product GoGirl. The aim of this thesis is to find the way of the optimal combination of communication tools and its utilization which not only will respect the conditions of the Czech market but also due to which appointed communication goals will be fulfilled. Furthermore, the thesis takes into account the issue of limited financial resources not only of small entrepreneurs but, thanks to the growing pressure for the cost reduction, also of big corporations. Due to this fact, the thesis examines how to create an efficient communication strategy both with the usage of unconventional marketing methods but also with the maximum respect of all marketing approaches.

The aim of this thesis is to analyze the current marketing and communication strategy of the company Lackfolie s.r.o. This thesis is divided into two parts - theoretical and practical. As for the theoretical part, it deals with the notion of marketing, it describes the overall marketing process and the individual parts of the marketing mix. In the first chapter of the practical part the company Lackfolie s.r.o. is presented. It is followed by the strategic analysis and the desription of the current corporate strategy. The last chapter concentrates on the recommendations connected to the marketing and communication strategy.

The aim of this thesis is to analyze the communication strategy SAPELI a.s. in the last three years and based on the evaluation and comparison with theoretical approaches, to suggest possible improvements in the future. The thesis is divided into theoretical and practical parts.