This thesis was focused on creating an advertising campaign for a company "Desired House", which produces wood. The company "Desired House" is one of the largest companies in the Altai woodworking industry engaged in harvesting and processing wood. Since 2009, one of the company's strategic directions has been the development of the wooden house building industry in the region. To this end, within the framework of the company, a project aimed at creating a complex of house-building production and production facilities with in-depth processing of wood was developed and implemented to produce a series of spacious, eco-friendly, affordable wooden houses and all the necessary components for them. However, their marketing activities did not allow it to prosper in its full scope. In theoretical part I observe the development of marketing concept as a whole and theoretical basis of online marketing in particular. The information was primarily derived from the books and online resources. The important part was the researching part of online advertising and its measurement. In the practical part, primary source of data is internal to the company observed. The tools of Yandex.Metric was used to measure and plan advertising activities. SWOT analysis was performed to assess company's abilities and areas in order to develop. In the last part, an advertising campaign was carried out based on recommendations. The website was renovated.

This diploma thesis deals with analysis of marketing strategy of Slovak nonprofit and nongovernmental organisation Úsmev ako dar and its project Najmilší koncert roka. This organisation concerns with help and care about children from foster homes. The theoretical part describes nonprofit organisations, its funding and its specific marketing. The practical part begins with description of organisation Úsmev ako dar and its project Najmilší koncert roka, and continues with analysis of its marketing mix and communication strategy, and also the analysis of the marketing strategy for project Najmilší koncert roka, where the results are compared with results from survey.

The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

The thesis deals with the impact of golf marketing promotion on tourism. The main aim is to map out marketing activities of the agency CzechTourism, the Czech Golf Federation and the Czech Golf Travel Association aimed at golf promotion. Does the world perceive the Czech Republic as a golf destination? Is Czech public interested in golf? The thesis is trying to find objective answers on these questions. The theoretical part defines the basic knowledge of marketing, marketing mix and golf. The practical part deals with marketing activities of the agency CzechTourism, the Czech Golf Federation and the Czech Golf Travel Association. The questionnaire survey complements the thesis with public opinion whether the Czech Republic is a golf destination or not and reveals the future focus of golf promotion.

This diploma work analyzes the current marketing strategy of Profi am Bau CM, spol. Ltd. Resource of the work will be theoretical knowledge of marketing, communication and analysis of findings from internal and external area company. On the basis of the analysis and research I want design improvements and better marketing strategy with calculating costs in the practical part. The guestionnaire will be feedback and it will evaluate the view of company strategy.

This thesis is concerned with finding the optimal proposal and the use of marketing principles to selected tradesman Honza Matyáš. Mr. Matyáš is engaged in custom manufacturing of products of blacksmithing. The main objective is to analyze the current state of trade, Mr Matyáš, identify key factors that influence its activity and subsequent design of such steps in the implementation of marketing activities, which positively affects awareness of the activities of Mr. Matyáš, will boost sales and promote its good name.

The diploma thesis focuses on the internet marketing and its use in promoting tourism in Slovakia. It describes forms of promotion of a tourism destination, compares different media types and focuses more on the internet as a marketing medium. Selection of the best internet marketing tools applicable for destination promotion are presented. It also introduces Slovak tourism entities and the most important websites presenting tourism in Slovakia. The work describes current use of internet marketing tools promoting Slovakia and compares them with examples used by other destinations. This is followed by specific suggestions, how can described internet marketing tools be applied. Thesis deals with topics such as social media and YouTube, development of satellite websites, and paid advertising in search engines. The work includes practical proposal of a PPC (Pay-Per-Click) campaign. Part of the thesis is devoted also to use of the mobile marketing and various web applications. In the future, already strong trend of internet marketing will further increase in its importance. The goal of this diploma thesis is to propose applicable mix of internet marketing tools, which would significantly improve the position of Slovakia in the world tourism.

A definição dos programas de promoção de marketing varia de acordo com o público que se quer atingir e também com o tipo de comunicação que se quer transmitir. Para definir o programa de comunicação e quais as ferramentas que serão utilizadas, é preciso desenvolver uma estratégia de comunicação de acordo com as necessidades dos clientes e com os objetivos da organização. Este estudo teve como objetivo principal identificar e analisar as atividades de promoção de marketing referentes aos serviços turísticos, mais especificamente nos museus, onde foi realizada a pesquisa de campo. Para atingir esse objetivo, primeiro foi realizada a revisão teórica abordando os conceitos de promoção de marketing, os serviços e os aspectos da atividade de promoção em serviços. Por fim, foram estudados os serviços turísticos e contextualizado o objeto de estudo acerca da atividade de promoção de serviços turísticos com ênfase em museus. O método utilizado para a pesquisa de campo foi o estudo de caso. O trabalho teve sua aplicação na área de museologia, investigadas três instituições: a Pinacoteca do Estado de São Paulo, o Museu de Arte de São Paulo Assis Chateaubriand e o Museu da Casa Brasileira Organização Social de Cultura. Para cada museu foram analisadas as seguintes atividades de promoção de marketing: segmentação e posicionamento, diferenciais, estratégia de promoção de marketing, planejamento e ferramentas do mix de comunicação, comunicação integrada de marketing, locação de recursos e controle e avaliação de resultados. Com a pesquisa foi possível concluir que as atividades de promoção de marketing utilizadas pelos museus para comunicar suas ofertas, atrair e fidelizar o público são as mesmas, no entanto há variação na forma como eles executam essas atividades. Nos museus analisados, as atividades de promoção de marketing são, em alguns casos, conforme a teoria; em outros, mais indutivas. Foi possível ainda verificar que, quando os museus se aproximam de um programa de promoção de marketing mais planejado e estruturado, a promoção é feita de forma delineada, de modo a divulgar as atividades da melhor maneira. / The definition of marketing promotion programs varies depending on the audience you want to achieve and also with the type of communication you want to convey. To define the communication program and what tools will be used, you must develop a communication strategy, according to customer needs and organizational objectives. The main goal of this study is to identify and analyze marketing promotion activities related to tourist services with field verification in museums. To achieve this goal, first, it was conducted a theoretical review addressing the concepts of marketing promotion, services and aspects of the activity of promotion of services. Finally, it was studied the tourist services and contextualized the study object on the promotion activity of tourist services with emphasis on museums. The method used for field research was a case study. The work had its application in the area of museology and the three institutions analyzed were: the Pinacoteca do Estado de São Paulo, the Museu de Arte de São Paulo Assis Chateaubriand and the Museu da Casa Brasileira Organização Social de Cultura. In each museum it was analyzed the following marketing promotion activities: segmentation and positioning, differentials, strategy of marketing promotion, planning and tools of communications mix, integrated communications of marketing, resource allocation and control and assessment of results. It can be concluded that the marketing promotion activities used by museums to communicate their offerings, appeal and retain the public are the same. However, there is variation in how they perform these activities. In some cases the marketing promotion activities are according to the theory, in other they are more inductive. It was possible to report that, when the museums are approaching a marketing promotion program more structured and planned, it appears that marketing promotion is outlined in order to promote the museum and its activities in the best way.

The Swedish beauty industry face challenges with product samples as a promotion technique. The lack of a defined strategy results in a random distribution, which leads to weak ROI. However, product samples could be used proactively as a strategic marketing tool creating long-term brand value. This thesis provides a framework for L’Oréal to fulfill their objectives of using product samples – from strategy formation to tactical practice. Davies’s (1992) model “Using promotions as part of a strategic plan” is used as a sorting mechanism. We created a three-step process based on the model as a structure for this thesis: strategy preparation, strategy implementation, and strategy follow-up. Qualitative interviews and a quantitative survey proved that different product sample types require different strategies depending on the aim of the promotion. As a complement, targeted product samples via GlossyBox enabled L’Oréal to gain market insight and use product samples more strategically.

The Jewish Museum in Prague was founded in 1906, and it counts among the oldest Jewish museums in Europe. Visited by more than half a million people every year, it is one of the most visited museums in Prague. The former Jewish Quarter of Prague, where the museum is situated, was entered on the UNESCO World Heritage List in 1992. The museum administers four historical synagogues, a Ceremonial Hall, the Old Jewish Cemetery, a number of depositories and archives, the Robert Guttmann Gallery, and a library with a multimedia center. This specialized Jewish studies library owns a rich book and archive fund, which contains more than 130,000 volumes about the history and culture of the Jews. Most Judaica and other items in the collection come from the property of Jewish communities and families murdered in the Holocaust. Therefore, the collection tells a lot about the history, traditions and customs of the Jewish inhabitants of Bohemia and Moravia. The above facts make the museum a guardian of not only Czech, but also of international cultural heritage. The year 1994 was a turning point for the Jewish Museum in Prague - it was the year when all the buildings of the museum were returned by the state to the Federation of Jewish Communities in the Czech Republic. The museum thus became a non-government...