This study investigated the expansion strategies of hotel companies that want to expand away from their local market. Due to the growing importance of services in economic development, there is an impressive body of knowledge on the process of internationalisation and service industries. Due to the major changes impacting upon the industry due to the effects of technology and globalisation, it would be useful to establish the important key factors and processes involved during internationalisation. Expanding cross border for a hotel group signifies a number of challenges that must be focused on at the same time. Markets need to be identified, political stability needs to be scanned and cultural differences must be taken into consideration. Logistics and supply chain have to be developed together with operational issues from financial reporting, marketing and human resources. Organisational structures must be adapted to take into account the new levels of responsibility. An in-depth review of the literature regarding internationalisation was conducted, which evidenced that the most useful model for answering the questions was the eclectic paradigm as developed by John Dunning (1993). The paradigm has been used in many manufacturing and service sector studies, including that of the hotel sector (Contractor and Kundu, 1994). A questionnaire was compiled and interviews were set up with the directors and executives tasked with the respective companies’ expansion programmes. Due mainly to the effects of new technology and globalisation on the hotel industry, there have been many changes in the last decade, including increasing consolidation and concentration and an increasing importance upon branding and financial performance. It was apparent from the research that the time taken to internationalise by hotel chains has reduced significantly in the last decade, especially if one looks at the performance of hotel companies such as Accor Hotels. iii Only two of the three companies studied in this treatise had undertaken expansion into Africa with the third company ready for entering soon. Nonequity involvement in general was the most favoured form of involvement with majority of their expansions based on management contracts, joint partnership or franchises. The role of the functional departments, the importance of a global outlook and the necessary structural changes during international expansion was also explored. In order to answer the various research propositions that are posed, the researcher chose to base this research on a phenomenological approach through case study analysis.

This Diploma thesis focuses on the evaluation of the Pilsen European Capital event. The evaluation is based on three aspects: marketing, visit rate and the attitude of the domestic population. The marketing section is focused on the description of the main marketing tools in terms of their efficiency and application. The visit rate is used to measure the success of the event to a certain extent. The attitude of the domestic population is applied to express the meaning of the Pilsen inhabitant approach and information accessibility while being the European Capital of Culture. The theoretical part describes the wide meaning of marketing management of destination and attitudes towards the event in general. The practical part informs about the European Capital of Culture title and the results of two surveys carried out with the stress on marketing, visit rate and the attitude of the domestic population. The final chapter includes the summary of the conclusions and suggestions for future improvement.

In the nowadays hard competitive markets it is inevitable for company to have an accurate and well elaborate marketing management. Its achievment does not depend merely on perfect product but the best controlled marketing strategy, realization and supervision are essential as well. So that these are three parts of a marketing management which are linked tightly to each other. Outcome of that whole process is a marketing plan which helps to achieve the demanded goals.

The main objective of my thesis is to elaborate fundamental theoretic data related to marketing management. Later on, these elaborated theoretical principles will be applied to a particular enterprise and then an analysis of marketing management will be carried out. Subsequently, the management of the chosen firm will be evaluated and proposals for certain measures, which should lead to the improvement of the situation of the firm, will also be submitted.

The objective of the thesis is to introduce and evaluate marketing management tools being applied in the company Mobilkom, a.s.; presentation of the basic marketing management theoretical resources, brief characteristics of the company and analysis of the marketing mix instruments as well as suggestion of measures leading to improvement of the company situation.

Theme of dissertation is use of marketing research Method Mystery shopping, at problem of testing quality of service, which are served up the clients at bank. General motivation for author, depending up claims of corporate management, is purchase of compacted look at work procedures by advisers, discovering of troubled points and koncept for upgrading for the future. At theoretic part, autor is intending about connecting strategic management and marketing. Then he digests basic processes, segmentation and methods of marketing research, forcefully at method of mystery shopping. At analytic part of dissertation, autor is using varied marketing analyses for presentment of compact eye at these company, which is needfully required for comparing with marketing research returns. In the mids of usable methods belongs especially SWOT analyse, Porter 5F model, PEST analyse and BCG analyse. Then author sketchs out basic marketing corporate strategy, depending up received returns. At project part, autor is specifies basic claims for marketing research at first, including assemblage of question blank and advetirsing schedule of several offices. By the help of verbal specification and pointwise rating is autor gaining compact view at proceedings by advisers with clients. At result, autor is charging with gains of method Mystery shopping for advisors activity at the time.

This Diploma Thesis looks into the promotion of Italy as a tourist destination for the tourism market in the Czech Republic. The aim of this Thesis is to find out how active and present the Italian tourist board is in the prospective Czech market. The theoretical section of the Thesis defines the term tourist destination and looks at destination management and its marketing. The analytical part of the Thesis focuses on the Italian tourist board (ENIT) and its comparison with the regional destination management company Trentino Marketing S.p.A.. The main bulk of the Thesis is actual research of the marketing activities of both parties, which is based on analysis of internally and publicly accessible information.

Develop a strategic analysis of the selected company. Describe the marketing mix and marketing management with an emphasis on communication policy of the company. Prepare a draft communication program.

Goal of this diploma thesis is to create a marketing strategy of the Prague Youth Philharmonic symphony orchestra including marketing concept definition, audience research and marketing communication project. The marketing strategy proceeds from internal and external SWOT analysis of the subject. Theoretical part of the thesis deals with classical marketing theory and its use in arts management praxis. It focuses on strategic marketing and its instruments.

Employees are important endorsers and gatekeepers to authentic conversations brands want to have with their consumers. This research focuses on predictors of employee endorsement. The purpose of the study was to investigate how internal marketing, internal engagement and perceived external prestige influence employees’ propensity to engage in positive word-of-mouth conversations about their company’s brands to their families, friends and close networks. Although the concept of word-ofmouth has received a lot of attention from researchers and practitioners alike, few studies have focused on the perspective of the initiator of word-of-mouth conversations, especially if the sender is employed by the brand being endorsed. From the literature reviewed an endorsement model was developed testing relationships between the constructs of (independent) internal marketing, internal engagement prestige and (moderating) perceived external prestige with (dependent) employee endorsement. A quantitative study was conducted through an email-based survey for which data from 156 employees from a South African bank was used to test hypotheses. A moderated regression was applied to establish the model fit to the data collected. The results of the model confirm that internal marketing and internal engagement are important predictors of employee endorsement. Although an organisation’s external prestige is theoretically important to employees, data reveals that the variable does not have a significant bearing on the relationships between internal marketing and internal engagement with employee endorsement. These findings are relevant for businesses seeking to leverage their employee potential not only in strengthening their branded services when servicing customers also growing their client base with an engaged customer base emanating from authentic trust relationships. / Dissertation(MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted