This thesis is about complex search engine optimalization (SEO) of web presentations and its promotion within advertising campaigns which are based on pay-per-click (PPC) system. Theoretical pieces of knowledge are obtained from scientific sources, especially from the knowledge of the author (writer). The purpose of this thesis is to analyze available methods and progresses in sphere of optimalization of web presentation and its effective promotion. The thesis is separated into three main parts to achieve these goals (aims) above: introduction of problemacy, analyses of particular methods and progresses of optimalization of web presentation and research of effectiveness available PPC systems in the Czech Republic. The main contribution of the thesis is the research relevant to comparison of analyses and effectiveness of PPC systems.

The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.

This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.

Diploma thesis is focused on selected instruments of marketing communication in selected enterprise, their analysis and also an evaluation.

The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.

The aim of my Master's Thesis is to analyse the local marketing communication of the Vodafone Czech Republic, a.s. company. I use current secondary information sources and primary resources are collected through in-depth interviews with specialists and a method of observation. My Master's Thesis starts from theoretical information on the issue, then it continues with practical findings and finally, I close up with a summary of the analysis and recommendations. I found out that the mobile telecommunications market offers a great potential for local marketing for both mobile service providers, as well as for other companies in the market. In the international Vodafone Group the marketing communication is directed mainly locally within the individual states, communication is unified and has the central character of the rules, but there are many local exceptions. In the Czech Republic, Vodafone has active, regionally based local marketing communications since the summer of 2010, but a local marketing potential is not fully utilized so far. Future trends in marketing suggest greater use of new technologies, mobile and online marketing. Local marketing will belong to the portfolio of a successful organisation.

This work is focused on marketing communication in the pharmaceutical industry. The theoretical part contains a description of the pharmaceutical market, a brief analysis of the marketing mix with a detailed focus on the individual instruments of promotion (personal selling, advertising, direct marketing, public relations and sales support). It also contains partial laws, regulations, standards which are used in marketing communication. The practical part contains an analysis of marketing communication practices of selected pharmaceutical manufacturer with a focus on medicine or drug Motilium. Following analysis and comparison of different tools of communication mix together with value of the costs of activities, as well as proposed ways to improve marketing communication process and recommendation.

The aim of this Master's thesis is to analyze communication activities of the Domácí těstoviny bistro and subsequently on the basis of the analysis to propose and implement a new communication strategy leading primarily to increase awareness of the potential customers and build loyalty of the existing customers. This Master's thesis consists of theoretical and practical part. The theoretical part focuses on service marketing (specifically catering services) and the importance of marketing management and planning for small and medium businesses. It also focuses on analysis of the current situation, marketing research and marketing communication. The practical part includes performances of the Domácí těstoviny bistro, the application of the analysis of the current situation and evaluation information from primary and secondary research. The most important, final part of the Master's thesis is to proposal, implementation and evaluation of the communication strategy of the Domácí těstoviny bistro.

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 principal goal of its thesis is to conduct a research and do the analyses necessary for the decision whether to enter a foreign market and in case of positive answer the entry strategy is to be suggested. The research and analyses are done on the case of EF Education First, a global company doing its business activities in the educational sector with the main specialization in language learning, and the market of Ukraine. The thesis is divided into a theoretical part which summarizes main elements and academic knowledge important for the entry market strategy including modes of entry, international specifics, marketing of services and 7Ps. In the practical part, the findings from the PEST analysis conducted on the Ukrainian market are presented and the internal environment of the company is analyzed. The two main strategies are selected and their advantages and potential limitations are presented. The final recommendation is made.