Data mining techniques are used by companies to gain competitive advantages. In today's marketplace, they are also used by marketers mainly for personalization of advertising and for maintaining long-term relationship with customers. Progress in knowledge discovery in databases and availability of computational power comes not only with positive impact, but also with challenges. The practical part of the thesis aims to explore and describe data mining techniques applied to e-commerce dataset. Dataset consists of transaction and web analytics data. The goal of experimental application aims to make a selection of users who most probably react to a marketing communication and to identify the factors which influence them. Target segment of users is obtained through the use of data mining technique clustering. The classification model uses decision tree algorithm to predict whether users submit transaction with an accuracy of 75%. The results are useful for optimization of marketing and business strategy.

Title: Marketing concept for I. ČLTK Prague Objectives: The main objective of this work is to create a marketing concept for I. ČLTK Prague, which identifies current and future state of the organization, the organization's objectives and strategies to achieve them, defines marketing mix and determines how to implement and control set strategies. Methods: In my work I used a combination of qualitative and quantitative research. To define initial situation, I used the descriptive research, specifically the technique of observation. For further information on the situation I interviewed managers of the organization. For the evaluation of external factors I applied the STEP analysis. Quantitative research was represented by marketing research in the form of electronic and written questioning. For the formulation of strengths and weaknesses of the club, opportunities and threats I used the SWOT analysis, which I used also for competitors. Results: Within the thesis a marketing concept for I. ČLTK Prague was developed. Keywords: Marketing, marketing concept, marketing mix, marketing research, sponsorship.

Title: Three Chosen Football Clubs' Marketing Towards Fans Objective: Analysis of the marketing program three football teams and its application towards the fans on the literature, obtained materials and conducted interviews. Methods: Marketing analysis was performed by analysis of internal and external documents and publications relating to the topic, followed by unstructured interviews with fans and semi structured interviews with representatives of clubs SK Slavia Praha and FC Flora Tallinn. A case study was based on the study of sport organizations and institutions and captures descriptions of the relationship and defines the complexity of the problem. This descriptive case study is supported by SWOT analysis. Results: Comparison of marketing programs of examined football clubs and the ways in which these programs are applied. Keywords: Marketing, marketing mix, sports marketing, communication, fans

Title: Comparison of proposals for sponsors in football clubs Objectives: The main objective of this diploma thesis is to compare and evaluate the list of advertisement options at 8 selected football clubs. Emphasis is placed on finding new trends that appear in tender leaves that are different from previous forms of list of advertisement options, as presented earlier literature. Methods: As a crucial method applied in this diploma thesis is considered content analysis. Additionally it was used as an analysis of documents and literature review. Results: According to available results show that the highest quality of tender leaf has a football club AC Sparta Praha. It offers on the Czech situation deluxe return for sponsorship. Other clubs bid sheet are much less sophisticated, but the differences between them are minimal. Diploma thesis shows the growing trend of new services partner of football clubs compared Čáslavová monograph (2009). It was found that the individual invitations to sheets appears additional 38 new areas related to the history, location and success of a particular football club. Keywords: sport marketing, sponsorship, advertising, list of advertisement options, football

Thesis aims to analyze internet marketing and its possible use in social networks, focusing on Facebook. The theoretical part clarifies concepts of internet and marketing, internet marketing specifications, its possibilities and forms. It also introduces Web 2.0 and social networking issues. The practical part demonstrates the possible use of internet marketing on Facebook in a specific company including an evaluation.

The first part of the thesis describes the theories of international marketing. The second part deals with analysis of the company and brand Kofola at the Czech market, and summarizes the basic specifics of the company's expansion to Slovakia, Poland, Hungary and Russia. The final part is devoted to analysis of Austrian soft-drinks market and drafts a strategy for Kofola there.

The aim of the diploma thesis "Promotion of internet travel agency" is to analyze the communication mix of travel agency Invia.cz and to formulate proposals for its improvement. The thesis is divided into four chapters. The first chapter defines internet as a medium and the possibilities of online communication. The second chapter describes the specific characteristics of tourism marketing and the expanded marketing mix. The third chapter analyzes survey results about consumer behavior in selecting and purchasing holiday. The fourth chapter introduces the company Invia.cz and focuses on its online and offline promotion. Based on the analysis and on the survey results, proposals for communication mix improvement are submitted.

Thesis is dealing with theoretical description of effective marketing communication and some its components. Practical part of the thesis is focused on the description of marketing campaign of the company SEAL Communication s.r.o. The result of the work is suggestion of marketing campaign for foreign markets of the firm. Moreover, the simulation of its realisation is also a part of the work.

The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.

The theme of this thesis is the competitive strategy of The Prague Loreto. Introductory part gives an overview of the development of Loreto and shows its cultural and spiritual values. This section also raises the fundamental question of this thesis -- the falling attendance of The Prague Loreto. Then the product structure, which consists of the cultural and spiritual products, is analyzed for understanding this problem. In the next chapter there are all visitors segmented into the specifics groups, it is analyzed its attendance and the SWOT analysis is created. Consequently the new competitive strategy is proposed. Last part of the thesis consists of the financial analysis, the progress chart and the costing of the new strategy.