The main subject of this thesis is the area of marketing in the field of educational institutions. The first part of the thesis is focused on the theoretical foundations of marketing, marketing services with specifics of marketing of educational institutions, marketing research, marketing management with the specifics of educational institutions and marketing communication. The operative part deals with the implementation of marketing research, analysis marketing communication and realization of strategic analysis of the educational institution. On this base, then proposes the use of marketing in the work of the teaching staff.

The aim of my diploma thesis is the analysis of Schmidt estate agency. This analysis will be focused on its inner and outer environment, above all on the way this estate agency is viewed by its real or potential customers in Břeclav and its surroundings. I will use the results of the analysis for determining a recommendation to increase the level of Schmidt estate agency clients’ satisfaction and to raise awareness of this estate agency.

The topic of the diploma thesis is proposal for improvement of Avanti hotel services. The thesis deals with evaluation of the hotel services and areas that relate to their providing. It contains proposal for staffing, improvement of accommodation services, improvement of technical support and financial evaluation of this proposal.