The subject of the Master's Thesis Arts Museum Marketing Strategy is a synthesis of theoretical basis from the arts marketing field and the development of marketing strategy of an art museum, supplemented by a specific analysis and draft of a new marketing strategy of the museum Villa and Collection Panza in northen Italy. The goal of this thesis is not only to summarise generally applicable theoretical concepts for the marketing strategy development or redesign of an art museum but especially its application on a particular example with a real potential of practical use. The theoretical part of this thesis was created by a systhesis of available literature while the practical part was primarily based on authors personal observation and interviewing from the position of a museum trainee.

The purpose of the diploma thesis is to find out the perception of the image of the City of Pilsen in the context of the European Capital of Culture 2015 at the time of culminating final preparations for the project. The first part of the diploma thesis deals with the marketing of cities and municipalities and the communication mix. Furthermore, the thesis deals with general concept of image and image measurement possibilities on the basis of the Czech and foreign literature. The image of the cities is a concept that is currently coming to the fore in city and municipal politics. Cities and municipalities are becoming conscious of the importance of the opinions their citizens and visitors have about them. The diploma thesis discusses the marketing activities of the City of Pilsen and its particular departments and companies that are involved in the marketing of the city. The Image of the city is dependent on these activities. The perception of the image of the City of Pilsen is evaluated on the basis of own research. Firstly, the inquiries are focused on the City of Pilsen in general. Secondly, they are related to the marketing communications of the city and finally to the European Capital of Culture programme. The result of this research is an evaluation of city's image and possible recommendations for the improvement of the current situation.

The main goal of the thesis is to discover the role of social media on marketing communication using three Czech decorative cosmetics brands via the social network, Facebook. The objective of this study is to understand the benefits of social media on marketing purposes as well as communication between brands by these social media sites, which also includes analysis of brands and their independent strategies. Furthermore this study presents conclusions along with key recommendations for the analyzed subjects. Methods used were interviews and analysis. This thesis was not conducted to provide step-by-step instructions. It was conceived as a demonstration for usage suitable for inspiration. The conclusion goes hand in hand with various authors' opinions presented in the theoretical section. Social networks are tools of brand building, strengthening the community of customers and collecting feedback.

The thesis deals with the area of affiliate marketing from the sight of the affiliate seller and also from the sight of the affiliate company. In the theoretical part the notion affiliate marketing is characterized and fundamental subjects of affiliate marketing are defined. Furthermore, there is outlined dilemma of the affiliate companies, which deal with affiliate sales of flight tickets in Czech Republic. In the practical part the pieces of knowledge from the theoretical part are applied and in conjunction with the results from the defined hypothesis are set recommendations, which increase the efficiency of the affiliate marketing both on the side of affiliate seller and on the side of the affiliate company.

The aim of this work is to describe the entry of the brand Missha to the Czech market and to analyze its marketing strategy. Then to propose recommendations for possible changes in the use of marketing communication tools to enhance observed indicators of the company's strategy. For the creation of the theoretical part the methods of literature search and compilation are used. Available secondary data are used to obtain data for analysis, also analysis of MML-TGI data are used for this thesis and qualitative research such as personal interviews with Missha customers.

The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of chosen company in regard to a theoretical part, analysis results and information obtained.

The objective of this thesis is a setup of marketing plan and strategy proposition for a start-up project based on an online employers evaluation. The theoretical background of the thesis are essential elements of marketing, online marketing and organizational behavior. The practical part contains an analysis of local and even global market competitors, product design and strategic marketing analysis. Conclusion of the thesis is the feasibility study of the project with an estimation of the break even.

This thesis deals with the marketing of golf services. The main goal is to propose a marketing strategy for concrete golf course. Prior to its implementation were needed to work out individual analysis - SWOT analysis, competitor analysis and survey of customer satisfaction. Furthermore, the identified individual operating costs and revenues of golf course. When creating marketing strategy was put stress on the Internet. It proposes a new form and structure of the website, Facebook profile and the type of PPC advertising.

The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC advertising systems are used in this strategy. The data from a banner (3 options) concept test research are the main fundament for an appropriate graphic and communication tools selection.

Diploma thesis is focuses on creation of suitable communication strategy for e-shop ejewels.cz. First part of this thesis describes the theory related to respective issue. The following part is focused on analysis of marketing environment and evaluates marketing research. In conclusion of thesis presents proposed communication strategy, which leads to keep of present customers and effective way of addressing new customers of the e-shop.