Des événements auxquels sont confrontées les PME, la transmission est l'un des plus importants. Celui-ci va en effet affecter les fondements, la propriété et le pouvoir de gestion, remettant en cause la relation Cédant/Repreneur/Salariés. En effet, chacune des parties prenantes agit selon des processus différents. Alors que le cédant doit réussir à faire le deuil de son entreprise, le repreneur doit limiter les résistances au changement et se faire accepter. Enfin, le personnel en place doit faire preuve de coopération. Cette recherche vise à s'intéresser plus particulièrement aux salariés clés du cédant qualifiés ici de Noyau dur humain. Plus précisément, il s'agit d'évaluer l'impact du maintien du Noyau dur dans le succès de la transmission/reprise. Afin d'appréhender le concept de Noyau dur, il a été retenu la théorie des Actifs Spécifiques Humains (ASH) et plus précisément la théorie des Actifs Spécifiques Humains Imparfaitement Transférable (ASHIT) ainsi que le Mix social. Basés sur une étude de cas multiples, les résultats soulèvent l'existence d'un Noyau dur humain « latent » et montre l'intérêt de maintenir le Noyau dur humain de l'entreprise qui représente une extension fructueuse du concept de Noyau dur humain du cédant. Au final, un outil d'aide à la gestion et au pilotage des PME reprises axés sur le management du Noyau dur humain a été proposé. / Of all the events with which SMEs are confronted, takeover is one of the most important. It can have an effect on foundations, property and power of management, while bringing into question the seller / buyer / employee relationships. Indeed, each of the stakeholders acts according to different processes. While the assignor has to manage the mourning of his company, the rescuer has to limit resistances to change and be accepted, and staff, for their part, have to cooperate. This research takes a particular interest in the key employees of the assignor, qualified here as ?human hard core?. More precisely, it looks to estimate the impact of the preservation of the Hard core in the success of a takeover. In order to comprehend the concept of Hard core, the theory of the Human Specific Assets (HAS) has been considered and, more exactly, the imperfectly Transferable Human Specific theory of Assets (ASHIT) as well as the social Mix. Based on a study of multiple cases, the results raise the idea of the existence of a "latent" human hard core and show the advantages of maintaining the human hard core of the company which represents a fruitful extension of the concept of human hard core of the assignor. Finally, a support tool to assist the management and piloting of SMEs which centered on the management of the human Hard core was proposed.

This diploma thesis deals with the proposal to improve the marketing communication of Marion's bridal and ball dresses salon. The first part describes the theoretical background. Next part is analytical, presenting the salon's current situation with the analyzes performed, which are summarized in the SWOT analysis. The last part provides suggestions for improving the salon´s marketing communication.

The thesis is a proposal of communication mix for selected company. The chosen company is Pantograff art store, which sells paints in spray and paints. The diploma work is divided into 3parts. The first part is theoretical, where the theoretical background of the given topic of marketing research on the B2C market is described. The analytical part focuses on important analyzes for the revitalization of the existing communication mix of the company. In the last part of the thesis there are individual suggestions for improving the marketing of the company.

Hlavním cílem diplomové práce je navrhnout efektivní a uskutečnitelnou digitální marketingovou strategii orientovanou na slovenský trh pro vybranou společnost. Práce je zkomponována z teoretické části analytické části a z návrhů na zlepšení. Teoretická část se, vztahuje k marketingu a marketingové strategii. Analytické část zkoumá vnitřní a vnější faktory okolního prostředí, které mají přímý vliv na vybranou společnost. Na základě provedených analýz je navrhnuta digitální marketingová strategie s cílem zvýšení povědomí a tím pádem i zisku vybrané společnosti na slovenském trhu.

Title: Outdoor Training Club's Marketing Communication Goals: The aim of the thesis is to evaluate current club's marketing communication and come up with the suggestions of how to improve marketing communication, which would be benefit for the club and it helps acquire new potential customers. Methods: Electronic and written questionnaire, informal semi-structured interviews, document analysis. Results: Based on research and interview with the owner, I found that the current marketing communications is very weak and in terms of funds, it is necessary to focus primarily on its cheaper forms such as websites and social networks. The result of the work are suggestions for improvement of marketing communications. Keywords: marketing communication, communication mix, marketing, outdoor sports, social networks

This master thesis concerns with communications strategy of selected nonprofit organisation. First theoretical part describes theoretical concept of marketing and communications with concern to nonprofit organisations. Furthermore it describes nonprofit organisations and its legal embodiment in Czech Republic. Second practical part describes and analyzes nonprofit organisation of Mladi konzervativci, followed by proposed concept of its communications strategy and plan for specified period.

The master thesis is focused on a proposal of communication mix for a fitness center located in the center of the Brno city. This thesis is divided into the theoretical, analytical and proposal part. The theoretical part describes the basic concepts of marketing, the analytical part contains selected analyzes from macro-environment and micro-environment, and their results are the basis for the proposal part of the thesis. The last part sets out proposals for a company's communication mix that will lead into increased competitiveness, raising awareness among potentional customers leading to a consequent increase in profit.

This Diploma thesis is focused on the communication mix of a manufacturer and a seller of glass products and decorations named Royal Crystal, s.r.o. during its expansion into the global market through an online shop. This company was founded in 2011 and belongs among the largest glass manufacturers in the Czech Republic. This thesis describes elements of communication, that will help to increase the efficiency of communication of this company in the global market.

The diploma thesis is focused on the creation of a marketing plan for dog’s shampoos launch. The shampoos will be launched on the Slovak market by Palma a.s. company. The design of marketing activities is based on both theoretical background and relevant analysis. The marketing plan is focused primarily on the printed form of advertising and also on advertising on the internet.

This thesis deals with the application of human resource marketing methods in social enterprises. Its aim is to find out how human resource marketing is implemented in social enterprises and what methods of internal and external human resource marketing are used by the social enterprises under study. The thesis describes the specifics of social entrepreneurship and social enterprises, individual methods of human resource marketing, phases of staff planning and distinguishes between the concepts of human resource marketing and employer branding. The empirical part uses a semi-structured interview and a questionnaire for research and is based on the experience of human resource managers with the application of human resource marketing and on the perception of its application by the employees of the enterprise. It describes the weaknesses and strengths of the methods and differences between the enterprises under study. The output is also a recommendation for human resource managers and a comparison of human resource marketing methods used in the enterprises under study with those described in professional publications.