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This thesis handles marketing communications strategy for the newly established wellness center in Prague. The project aims to build a device that will help people meet their demands in the care of your health and your appearance and bring them to relax and release. The aim of this thesis is propose a marketing strategy which is initially, before operation for primarily intended to inform potential newly emerging customers about new place, presenting them services offer and motivate them to visit first. In the second stage, a short time after the launch of relaxation centers on building a preference for customer service and continuous remembrance service offerings.

The thesis deals with main issues of B2B marketing and marketing communications of a company providing services in the B2B market. The principles of B2B marketing are less known than those of B2C marketing, although most of the companies operate in the B2B market. The thesis is divided into four chapters. The first chapter concerns the basic conception of marketing and its form nowadays. The two following chapters deal with services marketing and B2B marketing. The last chapter represents an analysis of marketing and communications strategy of Advanced World Transport a.s., which belongs among the biggest private carriers across the whole of Europe.

The implementation of UNESCO Biosphere Reserves (BR) in Canada is strongly dependent on grassroots community-based support and understanding. The recent calls for the Oak Ridges Moraine and adjacent Greenbelt lands (ORMGB) to be designated a BR require that a communications strategy be created to garner local support. Taking into consideration complex systems theory, this study looked to build a communications framework that combined higher-scale social organizing literature like social movement and environmental campaigns more detail-focused group dynamics and strategic communications research. Applying this framework to the ORMBG landscape revealed key target audience groups and messaging for the BR communications strategy.

The implementation of UNESCO Biosphere Reserves (BR) in Canada is strongly dependent on grassroots community-based support and understanding. The recent calls for the Oak Ridges Moraine and adjacent Greenbelt lands (ORMGB) to be designated a BR require that a communications strategy be created to garner local support. Taking into consideration complex systems theory, this study looked to build a communications framework that combined higher-scale social organizing literature like social movement and environmental campaigns more detail-focused group dynamics and strategic communications research. Applying this framework to the ORMBG landscape revealed key target audience groups and messaging for the BR communications strategy.

This work deals with communication of the Treaty of Lisbon to the Czech public before its ratification. Its aim is on the basis of the theoretical background of marketing communications and promotion to analyse the communication strategy used to inform the Czech public about the Treaty of Lisbon and to provide a proposal for its improvement. Findings made on the basis of this particular case may serve as a guide for improving communication of other European affairs and for finding ways to achieve increased awareness of the Czech public on European issues.

Considering the current skepticism surrounding the impact and efficacy of nonprofit and nongovernmental organizations, some believe that a unique category of innovator known as the social entrepreneur may be society’s best hope for bringing innovative, scalable, and systemic solutions to bear on the world’s most intractable problems. Social entrepreneurs, as defined by Ashoka, have a unique set of characteristics that determine not only how they move within the world of social change-making but also how they communicate their ideas and mission to the public. This exploratory study reviewed how social entrepreneurs currently use documentary film and visual media in their communications strategy and public relations practice, what that tells us about the emerging culture of social entrepreneurs, and whether documentary, as defined by John Grierson, is an appropriate tool for these organizations. The author interviewed three founders, three communications professionals, and three filmmakers associated with social entrepreneurial organizations and observed a course for student filmmakers learning to make documentaries for social entrepreneurs. The findings of this study suggested that social entrepreneurs used documentary film as a communications tool when it aligned with their stated missions and goals but that cost, time, and control were significant barriers to implementation. Additionally, social entrepreneurs in all phases of development exhibited a unique set of cultural characteristics that interacted with the intent, content, and effect of their films in both positive and negative ways. The author also noted three distinct levels of filmmaker involvement with social entrepreneurial organizations that impacted the intent, content, and effect of their respective films. These levels of involvement are described as collaborative, independent, and interdependent. While the author offers some provocative observations about the role of documentary in social entrepreneurial organizations, this study remains exploratory in nature. She suggests several additional avenues of research that may further the scholarly conversation and continue to shed light on documentary film as communication for and by social entrepreneurs.

The dissertation focuses on the use of free software in Czech libraries. Both real practice and librarians' attitudes to this type of software are analyzed. The main goal of the dissertation has been to evaluate the attitudes of Czech libraries to free software, to analyze its use in practice, to design information and communications strategy for free software project and to implement it using Evergreen as an example project. In order to achieve the goals, both qualitative and quantitative research methods have been used. These included a survey, web data gathering and analysis and also case studies. The devised and implemented information and communications strategy consists of eight main parts (setting up a local community, creating communication tools, organizing seminars, Czech localization, the creation of first common catalogues, making documentation publicly available, active involvement in the international community and establishing a legal entity to improve awareness about free software among librarians) which are complemented with a SWOT analysis evaluating the strategy implementation.

This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.