Master´s thesis focuses on the area of marketing, especially on the communication strategy selected company. It analyzes the present situation with the individual analyzes and compares the theoretical knowledge with reality. Then propose a new communication strategy that is aimed at increasing customer awareness of the company and should be trying to give a long-term increase in sales volume.

The Master´s Thesis analyses marketing communication of a selected health resort. The theoretical part maps different marketing forms and tools in a general way and describes their usage and application in the field of spa services. The practical part includes detailed analysis of marketing communication in the particular health resort Spa Mšené, Inc. Based on questionnaire research the thesis assesses effectiveness and efficiency of the communication tools and techniques applied by the mentioned spa. The conclusion summarises some proposals and recommendations for the purpose of possible improvement of the currently used communication strategy.

Oversupply is a phenomenon faced by each FMCG company. There are new products entering the market every day, attracting consumers by new or improved features and the customer has a choice from a wide variety of products in almost every category. Therefore brand managers must increasingly focus on marketing communications and try to differentiate their brand from the competition. The theoretical part of the thesis will focus on the key concepts associated with marketing and introduce marketing and communication mix. In the practical part at first I focus on the market of instant coffee, its composition and trends that affect it in recent years. Then I will introduce marketing mix of new instant coffee Nescafe AZERA. Afterwards I will evaluate it and suggest possible changes in the future. The last part of the thesis is my own quantitative research that aims to determine whether this new instant coffee fell into customer awareness and communication campaign was effective.

The diploma work deals with analysis of marketing aktivities in the firm Hennlich Industrietechnik, s.r.o. targeting the communication with the customer, competition and inside the firm interior too. In the particular chapters there are solved the applications of the communication mix instruments, different approach of the managers to the marketing management in the separate branche offices, the efficiency of marketing activities and their influence on the firm turnover and profit. The work compares the economic results of the separate branch offices and looks for the continuity with the results of marketing aktivities. Further the work points out to the negatives and mistakes of the marketing and tries to find the way to the marketing efficiendy increase.

The first part demonstrates Léčebné lázně Bohdaneč and its more important competitors, Lázně Velichovky and Anenské slatinné lázně (Lázně Bohdaneč). The second part explains the terms connected with marketing and commercial communications. In connection with this terms are described marketing and communication mix together with its instruments. Commercial communication`s instruments as ATL and BTL are characterized in detail. The third part is focused on the last one from the "4P", namely promotion. Promotion of LLB a.s is compared with its competitors, especially the realized promotion through the new medium is analyzed. Part of this last section is also comparing of websites and the concept of the improvement communication campaign.

The aim of this thesis is to analyze corporate image of a selected company. The selected company is LITEX Ltd. The analysis of image of the company is based on the identification of elements,which creates corporate identity, and then finding out the image perceived by consumers on the Czech market. Another goal is to focus on brand awareness and overall evaluation of brand perception by consumers on the market. The brand LITEX is comparedwith the largest competitors within in this industry. The thesis is divided into two parts: theoretical and practical. The first part introduces the terms related to the company's image and in the second part is introduced LITEX Ltd. and analyzed its marketing and communication tools.

This thesis focuses on the communications sector, non-profit organizations. First, characterized by non-profit organizations and non-profit sector, then goes to the characteristics of marketing and marketing communications NGOs. In the practical part analyzes the communication tools of non-profit organizations and evaluate communications organization and its effect on attitudes and behavior of the target group.

The presented study focuses on online social media and possibilities of their use in human resource management. The aim of the study is to define recommendations for a more effective application of social media and their tools in HR management, based on an analysis of social media tools and evaluation of results of a research carried out among Czech organizations. The study also attempts to identify the potential use of individual online social media in the respective HR activities. The study consists of a theoretical and an analytical part. The theoretical part first describes social media as a whole and then presents a description of the most common social networking services. The analytical part comprises three chapters. One chapter includes an analysis of social media tools and their potential use in the respective HR activities, while another chapter contains a description and analysis of the results of a research examining the use of social media in HR practice of Czech organizations. The final chapter presents a comparison of the outputs of both analyses. Recommendations for a more effective use of social media in HR practice are then defined based on this comparison. The outcomes of this comparison include the finding that practical use is in accordance with the defined potential only in the case of LinkedIn, which is by far the most used social networking service in Czech organizations. Facebook is the second; however, the extent to which it is used does not fully match the possibilities it offers. This also holds for other social media, particularly in terms of their use for recruitment and HR marketing, the most suitable HR activity for social media. The recommendations defined for using social media in HR practice of Czech organizations therefore mainly include greater diversification of the range of these tools used in recruitment and HR marketing, leading to addressing different types of job candidates and to better employer branding, and screening job candidates on various social networking services, using as many resources as possible.

The main subject of the thesis Communication strategy of cities, municipalities and regions is to introduce the theoretical concept of marketing communication of municipalities, cities and regions and to evaluate the role of communication in development of cities and regions. The first part of the thesis is aimed on the issue of impact of marketing communication on the development of municipalities, cities and regions in theory. The second part is aimed on evaluation of communication of the town of Lovosice with its target groups with an emphasis on residents. Within this part of the thesis there are analyzed particular components of the communication of the brand of the town of Lovosice through analysis of the town environment, analysis of perception of the town by residents by exploration among residents and analysis of particular communication channels used by the town. The town of Lovosice has not drawn up any strategy paper overaching the communication of the town, nor sufficiently secures the area by adequate staffing. The communication of the town is not effective - it lacks integrity and consistence. If the town intends to be more successfull in building its brand, it should develop strategic plan of the communication and sufficiently staff this area. The town should implement interactive communication with the residents based on the regular exchange of informations, and then to base the development activities the obtained informations.

The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.