The diploma thesis deals with improving communication mix of the selected joint stock company. The first part focuses on the theoretical interpretation and definition of the important concepts of the marketing, environmental analysis, marketing and communication mix tools. The following part describes the activity of the analysed company, the current marketing and communication mix. This section also contents the SWOT analysis and the questionnaire survey. In the last part I propose the new communication mix to improve the company’s market position.

Title: Possibilities of sponsorship activation during motorsports event Objectives: The aim of this thesis is to create model projects of sponsorship activation during motorsports event. Methods: Model projects of sponsorship activation were processed on the basis of structured interviews with managers of sponsoring companies, on the case study of researches of motorsport and on the basis of the analysis of secondary data from documents referring to motorsport. Results: Results of researches provided basis data for creation of the model projects of sponsorship activation for sponsoring companies of rally. These basis date are: conditions for sponsorship in rally, characteristics of sponsoring companies, sponsorship offers, channels for sponsorship, target groups and goals of sponsoring companies. Model projects were processed on existing strategies for sponsorship activation. Keywords: Rally, marketing and communications goals of companies, sponsorship, advertising.

In today's fast-paced technological landscape, artificial intelligence (AI) has revolutionized the digital marketing domain. And marketing communicators have to constantly adapt to new technology and media. Although AI has grown a lot in recent years, its origins go back to the 1950s. This study aims to provide more insights into marketing communicators workflows and how they use AI in their role.  This research seeks to see how swedish marketing communicators in different organizations use AI and their attitude towards it. Additionally, the researchers adopt a holistic perspective by examining the organizational structure within each company, to identify factors that facilitate or hinder the adoption of AI. This means that the focus is not only on individual attitudes but also on broader organizational and cultural aspects that influence the acceptance and usage of AI. The methodology employed in this study, a qualitative approach with semi-structured interviews with six participants, allows for a deep and nuanced understanding of participants experiences and perspectives. By using a qualitative approach with a selection of participants with substantial experience in the marketing industry, a multifaceted and representative insight into the subject matter is ensured.  The results of the interviews demonstrate an interesting variation in how participants perceive and utilize AI tools. At the same time, it also highlights the uncertainties regarding the use of this technology, especially concerning the reliability and origin of the information generated by AI systems. An important observation is how the use of AI has transformed participants professional roles. The demands for delivering high-quality results have increased, subsequently driving the pace within the marketing industry. The implementation of AI is seen as a way to meet these heightened demands and remain competitive in the market. Overall, the study provides a profound insight into the complex relationship between marketers and AI technology, as well as its impact on the dynamics and development of the industry.

Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles and practice of advertising. The thesis traces back to fundamental concepts in social sciences such as economics, sociology and psychology that marketing and advertising people applied to their disciplines. Then, relevant historical backgrounds including the history of advertising agencies, market research and account planning are explored. They indicate that advertising was not part of marketing communications but rather located between marketing and communications. The application of various social sciences and the historical backgrounds govern British agency people's practice of advertising research during the 1960s and 1970s. They used research to explain advertising effectiveness in terms of both communication and sales. However, they found some disagreements between their concepts and that of marketing people in their client companies. They felt more frustrated when clients and research companies used scientific principles and practice in measuring advertising effectiveness. The 1960s and 1970s events led to the origin of the IPA (Institute of Practitioners in Advertising) Awards in 1980. The IPA Awards were in fact the consequence of the past as they tried to maintain their stance of developing advertising effectiveness theories as opposed to those of clients and research companies for two decades. However, as the Awards grew and became one of the most recognised award schemes in the industry, they were used by agency people as a tool to increase their agencies' reputation rather than a demonstration of advertising effectiveness.

Title: Power Plate Center's Marketing Communication Objectives: : The objective of this diploma thesis is to discover the present state of the marketing communication of the sport institute Power Plate Center in Jungmannova street in Prague both in the customers view and also in the view of the company itself. On the basis of the gathered data then evaluate, eventually suggest the improvement of the current marketing communication. Moreover, by the aid of this data also suggest the marketing communication aimed at view potential clients. Methods: The quantitative method of the data collection by questionnaire and the qualitative method of data collection with the help of the depth interview was used in this work. The results were illustrated by tables, texts and graphs. Results: After the evaluation of the results, several faults of the Power Plate Center's communication with their customers were found best. In the synthetic part some recommendations were made, which could lead it the improvement of this marketing communication. Keywords: Marketing communication, communication mix, marketing research, questionnaire, depth interview, Power Plate.

Changing and development characterize all areas of life in contemporary world, also businesses have begun to move from traditional marketing approaches to relationship marketing which is a customer based approach. New marketing strategies and application have developed for reaching more customers and keeping existing customers. Marketing communication tools are one of these marketing strategies. However, the application of these strategies like marketing communication tools is based on enterprises ́ budget. In this context,small enterprises are more influencedthan large organizations as relating to high costs. This study examines a fundamental issue using marketing communication tools by small businesses, i.e., the functions such toolsto build new customers or keep existing customers. I argue that small firms face some challenges applyingmarketing communication tools such as, financial limitations and lack of marketing experience. In addition, the fact that small firms struggle with theselimitations has been studied through this study. A qualitative research strategy has been applied with the semi-structured interviews to collect the data for this study. In order to collect data for this study appropriate sampling strategy was used and this study includes primary data about three micro and small restaurants that are available and accessible in the environment that is in northern Sweden, Umeå. The interviews have been structured based on the previous theories identified in marketing communication tools. To summarize, basing on analyzingfindings the most used marketing communication tools advertising, Internet and sales promotion by three small restaurants and financial limitations have been most important barriers to applymarketing communication tools by small restaurant businesses. Because of this reason, small sized restaurants have not used marketing communication tools according to their needs. The results of this study also show that although the importance of marketing communication tools is known by small firms, but these businesses cannot encourage for improving their marketing activities because of challenging limitations. For improving the known potential efficiency of marketing communication tools for small firms, marketing communication tools should be used as professionally by small firms and small firms should separate budget to use these tools.

Aim of this thesis is the innovation of marketing and communication strategy of Datura, s.r.o. In the theoretical part of the work the main market analysis were described. This part continued with the description of marketing and communication mix. In the analytical part of the work the main market analysis were performed, including the analysis of marketing and communication mix of the company. At the end of the work the information were synthesized and evaluated. On the basis of these synthesized information the final innovation of marketing and communication strategy was suggested.

The Master's Thesis with a title Commercial communication of iPhone and iPad applications is focused on the analysis of the effectivness of the individual elements that are neccessary for a successful application with a special attention on commercial communation. The paper is divided into two parts where the first (theoretical) one talks about the role of commercial communication in today's world, description the mobile phone market and its customers and specifying the activites recommanded to become successful with one's iPhone/iPad application. The main output of this part is the creation of hypothesis related to the recommended activities. The second (practical) part describes the life of two applications and compares the realized actitivites to the sales. The final part provides the evaluation of the hypothesis regarding the findings of the practical part.

The aim of the Master's Thesis is to analyze communication strategy of the Czech passenger train operator, RegioJet. The theoretical part of the thesis focuses on marketing mix of the company operating in the sector of transport services and on marketing communication as one of the tools of marketing mix. Further theoretical chapters deal with six forms of communication mix and new trends of marketing communication with a focus on digital marketing. The first chapter of the practical part characterizes the passenger rail transport market in the Czech Republic and introduces the company, RegioJet. Based on the evaluation of information from primary and secondary sources, the communication mix of the company is analyzed and the comparison with communication activities of competitors is made. The last chapter provides an evaluation of communication strategy with emphasis on its strengths and weaknesses and the recommendations to the communication strategy are suggested.

Companies are forced to looking for a new ways to reach customers because of an increasing market competition. That is the reason why the search is moving beyond companies borders and they are commming together and cooperating. The diploma thesis is analysing the ways of cooperation by a law firm and recommending a proposals for improving of the current level of cooperation in selected areas and better using of the communication tools.