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 objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.

The master thesis deals with creation of communication mix of the company Sportisimo s. r.o. The theoretical part explains the most important concepts and theories in relation to marketing. The field of marketing communication is elaborated in more detail. The analytical part describes in detail the current state of the surveyed company. It also includes marketing research and interpretation of its results. Based on information from the analyzes will be created a new communication mix of the selected company.

Submitted diploma thesis deals with the topic of Marketing in Occupational Therapy. The work is divided into theoretical and practical part. The theoretical part is focused on two main areas - Marketing and Occupational Therapy. The first part is focused on the familiarization with this field. The second part is devoted to marketing, where its general level to specific characteristic rising from the health care are described. The practical part offers the introduction of Children's Rehabilitation Centre Lentilka, where the questionnaire research based on the charting of satisfaction and evaluation of the occupational therapy service by parents of the occupational therapy clients took place. There was also conducted the quantitative study in the form of questionnaire research among doctors of specific specialism working in the region of Pardubice. This questionnaire research among doctors was concentrated on the charting of the foreknowledge in the occupational therapy field and its possibilities. Based on the analysis of the actual condition of the occupational therapy propagation and doctors' necessity to better understand the field, there are proposals for improving the marketing and promotion of occupational therapy in the Czech Republic. Those proposals are primarily focused on the professional...

This thesis deals with marketing communication. The theoretical part says how companies communicate in the Czech Republic and what is typical for theatres. Practical part is about communication campaign of a concrete company -- private theater company. It describes its campaign in light of time and used instruments and it evaluates it in the end.

The diploma thesis focuses on the design of marketing mix of restaurant Sherwood. The theoretical part defines the basic terms of marketing and marketing mix. The analytical part of the thesis includes an analysis of the external and internal environment and analysis of the current marketing mix of the company. Based on the results found the final part contains suggestions for improvement of the marketing mix.

The diploma thesis Contemporary Czech film trailer and its role in the promotion of the film in the context of foreign production deals with the film trailer. The first part deals with the development of the film trailer abroad, particularly in the United States of America. It describes every single time period up to the present day and outlines the future trends in its development. The second part comprehensively analyzes all components of cinematic trailer. It describes the process of making movie trailers, classifies it in the film marketing communication mix and examines its role in the film promotion. It refers to manipulative function of trailer and deals with its control. Finally, describes the process of distribution trailer and shows the various distribution channels. All of these issues compare the situation in the U.S. and the Czech Republic. The final section focuses on the Czech film trailer. First, it maps its history from the beginning to the present. Then it puts these findings into the context of the Czech film history and the history of the Czech movie promotion. Further thesis will focus on the current situation in the Czech trailer. Analyzes it from the perspective of film critics and trailer makers and presents all factors influencing the form of trailers. In conclusion, the...

This master s thesis was elaborated for the company ReproGenesis a.s. that works in the assisted reproduction industry. It analyses and evaluates its marketing communication and examines imperfections in this field. Based on the findings, the suggestions for propagation improvement are constructed.

<p>Докторска&nbsp; дисертација &bdquo;Промоција&nbsp; нових&nbsp; туристичких&nbsp; дестинација &ndash;<br />београдских&nbsp; приградских&nbsp; општина&ldquo;&nbsp; односи&nbsp; се&nbsp; на&nbsp; седам&nbsp; суседних&nbsp; општина&nbsp; које окружују&nbsp; централне&nbsp; делове&nbsp; Београда:&nbsp; Барајево,&nbsp; Гроцку,&nbsp; Младеновац,&nbsp; Лазаревац, Обреновац, Сопот и Сурчин.<br />Промоција,&nbsp; у&nbsp; условима&nbsp; све&nbsp; израженије&nbsp; конкуренције&nbsp; на&nbsp; туристичком<br />тржишту,&nbsp; представља&nbsp; незаобилазни&nbsp; инстумент&nbsp; у&nbsp; позиционирању&nbsp; туристичких<br />дестинација&nbsp; у&nbsp; свести&nbsp; туриста.&nbsp; Ова&nbsp; констатација&nbsp; се&nbsp; посебно&nbsp; односи&nbsp; на&nbsp; нове&nbsp; и недовољно&nbsp; познате&nbsp; географске&nbsp; целине&nbsp; које&nbsp; тек&nbsp; треба&nbsp; да&nbsp; валоризују&nbsp; своје&nbsp; садржаје, као што је то случај са београдским приградским општинама(БПО).<br />Уважавајући&nbsp; значај&nbsp; туристичке&nbsp; промоције&nbsp; за&nbsp; излазак&nbsp; нових&nbsp; дестинација&nbsp; на<br />туристичко тржиште, треба јасно нагласити да промоција мора да се посматра само као&nbsp; део&nbsp; ширих&nbsp; активности,&nbsp; односно&nbsp; као&nbsp; битан&nbsp; елеменат&nbsp; управљања&nbsp; дестинацијом, најчешће кроз активности дестинацијских менаџмент организација (ДМО).<br />Применом&nbsp; одговарајућих&nbsp; метода&nbsp; и&nbsp; техника&nbsp; истраживања&nbsp; за&nbsp; потребе<br />докторске&nbsp; дисертације (методе&nbsp; посматрања,&nbsp; методе&nbsp; испитивања,&nbsp; статистичка<br />метода,&nbsp; техника&nbsp; анкетирања,&nbsp; теренско&nbsp; истраживање),&nbsp; утврђено&nbsp; је&nbsp; да&nbsp; БПО<br />располажу&nbsp; са&nbsp; бројним&nbsp; и&nbsp; разноврсним&nbsp; потенцијалима&nbsp; за&nbsp; развој т уризма,&nbsp; да&nbsp; имају&nbsp;&nbsp; формиран&nbsp; туристички&nbsp; производ,&nbsp; али&nbsp; да&nbsp; ипак&nbsp; туристи&nbsp; то&nbsp; подручје&nbsp; углавном&nbsp; не доживљавају као могућа места за одмор, разоноду, рекреацију, односно још&nbsp; увек га не виде као привлачну туристичку дестинацију.<br />Даља&nbsp; истраживања&nbsp; указују&nbsp; да&nbsp; је&nbsp; последњих&nbsp; година&nbsp; приметан&nbsp; одређен<br />напредак&nbsp; по&nbsp; питању&nbsp; туристичке&nbsp; понуде&nbsp; и&nbsp; спровођења&nbsp; промотивних&nbsp; активности, али&nbsp; и&nbsp; да&nbsp; истовремено&nbsp; постоји&nbsp; значајан&nbsp; простор&nbsp; за&nbsp; побољшање&nbsp; постојеће организације &bdquo;туристичке&nbsp; администрације&ldquo;,&nbsp; а&nbsp; самим &nbsp;тим&nbsp; и&nbsp; туристичке&nbsp; промоције на нивоу БПО.<br />Имајући&nbsp; у&nbsp; виду&nbsp; резултате&nbsp; истраживања,&nbsp; у&nbsp; овој&nbsp; докторској&nbsp; тези&nbsp; се&nbsp; предлаже<br />конкретан&nbsp; нови&nbsp; модел&nbsp; управљања&nbsp; Београдом&nbsp; као&nbsp; туристичком&nbsp; дестинацијом<br />(обухватајући и БПО као саставни део града&nbsp; Београда). Предложени&nbsp; модел&nbsp; уважава примере добре праксе из иностранства, али и све специфичности постојећег начина организовања&nbsp; туризма,&nbsp; спровођења&nbsp; туристичке&nbsp; промоције&nbsp; као&nbsp; и&nbsp; садашњег&nbsp; обима&nbsp; и квалитета&nbsp; туристичке&nbsp; понуде&nbsp; посматраног&nbsp; подручја.&nbsp; Посебно&nbsp; се&nbsp; истиче&nbsp; значај&nbsp; и неопходност&nbsp; професионализације&nbsp; и&nbsp; деполитизације&nbsp; тела&nbsp; задужених&nbsp; за&nbsp; промоцију&nbsp; и управљање&nbsp; дестинацијама (локалне&nbsp; ТО&nbsp; и&nbsp; градска&nbsp; ДМО)&nbsp; и&nbsp; укључивање&nbsp; приватног<br />сектора&nbsp; кроз&nbsp; јавно-приватно&nbsp; партнерство,&nbsp; као&nbsp; основних&nbsp; принципа&nbsp; на&nbsp; којима&nbsp; би&nbsp; се се заснивале будуће активности.</p> / <p>Doktorska&nbsp; disertacija &bdquo;Promocija&nbsp; novih&nbsp; turističkih&nbsp; destinacija &ndash;<br />beogradskih&nbsp; prigradskih&nbsp; opština&ldquo;&nbsp; odnosi&nbsp; se&nbsp; na&nbsp; sedam&nbsp; susednih&nbsp; opština&nbsp; koje okružuju&nbsp; centralne&nbsp; delove&nbsp; Beograda:&nbsp; Barajevo,&nbsp; Grocku,&nbsp; Mladenovac,&nbsp; Lazarevac, Obrenovac, Sopot i Surčin.<br />Promocija,&nbsp; u&nbsp; uslovima&nbsp; sve&nbsp; izraženije&nbsp; konkurencije&nbsp; na&nbsp; turističkom<br />tržištu,&nbsp; predstavlja&nbsp; nezaobilazni&nbsp; instument&nbsp; u&nbsp; pozicioniranju&nbsp; turističkih<br />destinacija&nbsp; u&nbsp; svesti&nbsp; turista.&nbsp; Ova&nbsp; konstatacija&nbsp; se&nbsp; posebno&nbsp; odnosi&nbsp; na&nbsp; nove&nbsp; i nedovoljno&nbsp; poznate&nbsp; geografske&nbsp; celine&nbsp; koje&nbsp; tek&nbsp; treba&nbsp; da&nbsp; valorizuju&nbsp; svoje&nbsp; sadržaje, kao što je to slučaj sa beogradskim prigradskim opštinama(BPO).<br />Uvažavajući&nbsp; značaj&nbsp; turističke&nbsp; promocije&nbsp; za&nbsp; izlazak&nbsp; novih&nbsp; destinacija&nbsp; na<br />turističko tržište, treba jasno naglasiti da promocija mora da se posmatra samo kao&nbsp; deo&nbsp; širih&nbsp; aktivnosti,&nbsp; odnosno&nbsp; kao&nbsp; bitan&nbsp; elemenat&nbsp; upravljanja&nbsp; destinacijom, najčešće kroz aktivnosti destinacijskih menadžment organizacija (DMO).<br />Primenom&nbsp; odgovarajućih&nbsp; metoda&nbsp; i&nbsp; tehnika&nbsp; istraživanja&nbsp; za&nbsp; potrebe<br />doktorske&nbsp; disertacije (metode&nbsp; posmatranja,&nbsp; metode&nbsp; ispitivanja,&nbsp; statistička<br />metoda,&nbsp; tehnika&nbsp; anketiranja,&nbsp; terensko&nbsp; istraživanje),&nbsp; utvrđeno&nbsp; je&nbsp; da&nbsp; BPO<br />raspolažu&nbsp; sa&nbsp; brojnim&nbsp; i&nbsp; raznovrsnim&nbsp; potencijalima&nbsp; za&nbsp; razvoj t urizma,&nbsp; da&nbsp; imaju&nbsp;&nbsp; formiran&nbsp; turistički&nbsp; proizvod,&nbsp; ali&nbsp; da&nbsp; ipak&nbsp; turisti&nbsp; to&nbsp; područje&nbsp; uglavnom&nbsp; ne doživljavaju kao moguća mesta za odmor, razonodu, rekreaciju, odnosno još&nbsp; uvek ga ne vide kao privlačnu turističku destinaciju.<br />Dalja&nbsp; istraživanja&nbsp; ukazuju&nbsp; da&nbsp; je&nbsp; poslednjih&nbsp; godina&nbsp; primetan&nbsp; određen<br />napredak&nbsp; po&nbsp; pitanju&nbsp; turističke&nbsp; ponude&nbsp; i&nbsp; sprovođenja&nbsp; promotivnih&nbsp; aktivnosti, ali&nbsp; i&nbsp; da&nbsp; istovremeno&nbsp; postoji&nbsp; značajan&nbsp; prostor&nbsp; za&nbsp; poboljšanje&nbsp; postojeće organizacije &bdquo;turističke&nbsp; administracije&ldquo;,&nbsp; a&nbsp; samim &nbsp;tim&nbsp; i&nbsp; turističke&nbsp; promocije na nivou BPO.<br />Imajući&nbsp; u&nbsp; vidu&nbsp; rezultate&nbsp; istraživanja,&nbsp; u&nbsp; ovoj&nbsp; doktorskoj&nbsp; tezi&nbsp; se&nbsp; predlaže<br />konkretan&nbsp; novi&nbsp; model&nbsp; upravljanja&nbsp; Beogradom&nbsp; kao&nbsp; turističkom&nbsp; destinacijom<br />(obuhvatajući i BPO kao sastavni deo grada&nbsp; Beograda). Predloženi&nbsp; model&nbsp; uvažava primere dobre prakse iz inostranstva, ali i sve specifičnosti postojećeg načina organizovanja&nbsp; turizma,&nbsp; sprovođenja&nbsp; turističke&nbsp; promocije&nbsp; kao&nbsp; i&nbsp; sadašnjeg&nbsp; obima&nbsp; i kvaliteta&nbsp; turističke&nbsp; ponude&nbsp; posmatranog&nbsp; područja.&nbsp; Posebno&nbsp; se&nbsp; ističe&nbsp; značaj&nbsp; i neophodnost&nbsp; profesionalizacije&nbsp; i&nbsp; depolitizacije&nbsp; tela&nbsp; zaduženih&nbsp; za&nbsp; promociju&nbsp; i upravljanje&nbsp; destinacijama (lokalne&nbsp; TO&nbsp; i&nbsp; gradska&nbsp; DMO)&nbsp; i&nbsp; uključivanje&nbsp; privatnog<br />sektora&nbsp; kroz&nbsp; javno-privatno&nbsp; partnerstvo,&nbsp; kao&nbsp; osnovnih&nbsp; principa&nbsp; na&nbsp; kojima&nbsp; bi&nbsp; se se zasnivale buduće aktivnosti.</p> / <p>The doctorial dissertation &quot;The promotion of new tourist destinations - Belgrade suburban municipalities&quot; refers to the seven neighboring municipalities that surround the central parts of Belgrade: Barajevo, Grocka, Mladenovac, Lazarevac, Obrenovac, Sopot and Surčin.</p><p>The promotion in conditions of strong competition in the tourism market, is an indispensable instrument in the positioning of tourist destinations in the minds of tourists. This statement especially applies to the new and insufficiently known geographical units which are yet to valorize their contents, as is the case with the Belgrade suburban municipalities (BSM).</p><p>Recognizing the importance of tourism promotion forthe entry of new destinations on the tourist market, it should be clear, that&nbsp; promotion must be seen only as part of broader activities or as an essential element of destination management, mainlythrough the activities of destination management organizations (DMO).</p><p>By applying appropriate research methods and techniques for the purpose of a doctoral dissertation (observation methods, test methods, statistical methods, survey techniques, field work), it has been found out, that BSM have numerous and varied potentials for tourism development, that they have formed a tourism product, but generally tourists do not see this area as possible places for rest, leisure, recreation, andstill do not see it as an attractive tourist destination.</p><p>The further researches indicate that in recent years there has been some progress, in &nbsp;terms of tourist offer and the implementation of promotional activities, but at the same&nbsp;time there is considerable scope for improving theexisting organization &quot;tourist&nbsp;administration&quot;, and therefore tourism promotion atthe level of BSM.</p><p>Having in mind the results of research, in this doctoral thesis it is proposed a&nbsp;concrete new management model Belgrade as a touristdestination (including the BSM as&nbsp;part of the City of Belgrade). The proposed model takes into account the examples of&nbsp;good &nbsp;practice from abroad, and all the peculiarities of the existing ways of organizing&nbsp;tourism, the implementation of tourism promotion aswell as the current volume and&nbsp;quality of tourist offer of the observed area. The&nbsp; importance and necessity of&nbsp;professionalisation and depolitisation of the body&nbsp; responsible for the promotion and&nbsp;destination management (local TO and urban DMO), and the involvement of the private&nbsp;sector through public-private partnerships, as wellas the basic principles on which it is&nbsp;premised future activities.</p>

Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.