The master’s thesis aim is a proposal of an improvement of the company marketing strategy. The analyzed company is involved in a providing of complex services which correlate with realm of internet presentations, web design, online shops and internet marketing. The theoretical part of the thesis is focused on explaining the problems of marketing, strategy and company business environment, online business and the way to improve company marketing strategy. The analytical part is engaged in analysis from a viewpoint of contemporary strategy, marketing, company operation, market research, business environment and currently offered services. The final part of the thesis includes proposals to improve the company marketing strategy and it mentions effects on current particular factors.

Diplomová práce se zabývá sestavením marketingové strategie na zahraničním trhu pro podnik EC Engineering, který nabízí služby v oblasti simulačních softwarů. Práce analyzuje současnou marketingovou strategii podniku a navrhuje její zefektivnění.

This master’s thesis deals with creating marketing strategy of Real Spektrum s.r.o. company which offers service in real estate area mainly dealing with salles and rents of properities. This thesis analyzes the current marketing strategy of the company and provides changes leading to raise it´s efficiency.

Tato diplomová práce se zaměřuje na problematiku marketingového plánování značky Rosteto. Autor analyzuje současný stav značky Rosteto a na základě jejíž výsledků a teoretického pozadí navrhuje specifické marketingové kroky k dosažení firmou stanovených cílů.

The theme of this thesis is to develop a marketing plan template for the company AIKON Ltd. The analytical part is based on theoretical knowledge and shows the status of the current marketing plan. Subsequently, on the basis of the analysis there is a set of recommendations developed, which will enable the company to achieve a better market position and increase an overall efficiency of the economic activity.

This master´s thesis deals with application of guerrilla marketing at the election campaign. The first part contains the theoretical basis, which explain the marketing communication, current trends in marketing communications and define the concept of guerilla marketing, including establishment of this marketing trend. The practical part at first analyse a real election campaign, at the development and application I have participated. The campaign took place before the municipal elections in Humpolec in the autumn 2014. Then the work continues by a questionnaire survey, where I want to examine the knowledge of the term guerilla marketing to the general public, including opinion on a particular campaign, which took place in the city. In conclusion, I included proposals to improve the campaign for its next use.

The thesis deals with analysis of marketing tools utilization in specific conditions of real estate agencies. The proposal for application of up-to-date marketing methods in selling of property will be a part of the thesis, too.

Abstract Title: Typology of Prague Fitness Center's Clients Goals: The main target of thesis is creating specify typology of prague fitness center's clients. Methods: For thesis was used Quantitative marketing research, number of respondent was 1004. In synthetic part, there was applicated latent class analysis. Results: Results from research are presented in the analytical part of the work, verify predetermined hypotheses and are an important source for synthetic part, where we used latent class analysis for individual client's typology. Men's type are student, go-getter and resident. Women's type are managers, hunter and student. Keywords: fitness, segmentation, typology, customer, marketing, marketing research

SKOKANOVÁ, I. Optimization of online marketing tools within small and medium sized businesses operating in the service sector. Dissertation. Brno: 2017, PEF MENDELU in Brno. This dissertation thesis is focusing on the optimization of online marketing tools within small and medium sized business operating in the service sector managed predominantly online. Most attention of the work is paid to the segment of Czech transportation services from intermediariers' point of view. Based on the ques-tionnaire and experiment conducted, contemporary attitudes, preferences and opinions of Czech citizens on the available transporation services are identified. Gathered data are further confirmed through a case study. The closing part of the dissertation offers a conclusion of attained results and forms suggestions for online marketing practices commonly used among transportation services' pro-viders.

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.