I contacted the production company Salmonfox in the hope that they would have any projects that they needed help with. It showed that Salmonfox just started up an old project that they needed to complete. They wanted my help to edit some trailers and one crowdfundingfilm for the short film called, Captain Sweden (Kapten Sverige). Salmonfox are hopefully going to use the different trailers and crowdfundingfilm to promote the short film and get help with the funding to make a feature. The project began with a pilot study in which I made a time plan and a requirements plan, where the different requirements were set. A communication between me and Mathias were co-the-working-time. The project resulted in 3 teasers, 1 trailer and 1 crowdfundingfilm. These were made with guidelines and suggestions over how to make a trailer and my own suggestions. The conclusion of the project is to make a great pilot study so you easily can follow the planning and in that way reduce the chances of failure or get the feeling that the amount of time is not enough. The report’s theoretical part focus on how you make different trailers and gives suggestions on how to make your trailers better and reach out to the audience, which types of techniques there are and what you should think about. The theoretical part will also bring up what a crowdfundingfilm is and how crowdfunding works. The report will also focus on the platforms Final Cut Pro and Adobe Premiere Pro, what they are and how they are working.

The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.

Annotation This thesis is concerned with CRM approach - Customer relationship management. CRM covered new marketing methods, that are focused on client's needs rather than on product push strategy. Thanks to sophisticated data analysis clients are addressed with offers, that come up to their current needs. Thesis explains basic terms connected to CRM strategy, different sorts and its components. CRM concept is apllied on the banking area using the example of czech commercial bank.

Traditional marketing methods are losing their effectiveness and credibility. It has been worse and worse to communicate with customers, and marketers are therefore looking for new techniques and way how to appeal buyers. They turn to the use of modern marketing methods, which typical features are possibility of accurate targeting and low costs, and, also, the fact that they are still not considered being a classic promotion. In the theoretical part of the diploma thesis the alternative marketing forms are described; word-of-mouth, product placement, guerilla marketing, mobile marketing, event marketing and social marketing. Their main features, forms, pros and cons are analyzed, and a practical example is included. The analytic part of the work is dedicated to a company of Budějovický Budvar, n. p. and a launch of a new product Pardál to the Czech beer market at the beginning of 2007. This very important step in the history of the Budějovický Budvar brewery was preceded by a detailed company strategic marketing analysis. This resulted in a decision of an unusual and original new product development and brand launch based on event and buzz marketing principles. The opportunity to influence the final attributes of the new product was given to the very customers -- beer drinkers. They participated in a project called "My New Beer" where the final taste and name of the beer was determined, and they also cooperated at a launch communication campaign of the Pardál brand in the Czech Republic. Significant sales and marketing results were achieved, and the unoriginal product development process and its marketing have been discussed by marketing specialists and professional media since. The brand has entrenched in the Czech beer market and has strengthened its position.

Modern marketing communication is in recent years often discussed topic not only because of the internet. This thesis examines in detail the current trends in internet marketing, especially banner and mobile advertising. The aim of this thesis is to decribe a shift of the media cost from traditional media like print or radio advert to online advertising, as well as outline the expected developments in mobile advertising and application of theoretical knowledge in practice. The theoretical part deals with the very concept of marketing, marketing communications but also describes the problems of marketing research and the development of the Internet in the world and in the Czech Republic. The practical part then describes in detail the various processes that involves banner advertising and comments the current trends in mobile advertising.

This Master´s thesis entitled Modern marketing communication tools and their use of a particular online store dedicated to modern methods of promotion on the Internet market of fashion in the Czech Republic, namely the largest of these deals ZOOT.cz. The aim of the work is based on quantitative and qualitative research to evaluate the use of modern tools of marketing communication in the example mentioned internet business when compared with other entities. The theoretical part of this thesis provides a definition of Internet marketing and the entire online environment, as well as a description of various marketing tools along with outlining their modern forms. In the practical part is to analyse these tools with an online shop ZOOT.cz. The main sources of data are the results of a survey from ZOOT called Fashion Report, data from Sklik to new service Retargeting about the effectiveness of its use, as well as the conclusions of individual and group interviews with employees of ZOOT or internal documents online stores on the effectiveness of individual used instruments. The results of these studies show that if companies use modern marketing communication tools, they are still more emphasis on the rapid inclusion of innovations into business activities, providing superior customer service, but also a form of monitoring advertisements for competitors.

The Master’s thesis deals with theoretical problems arising from the comparison between classic customers orientated marketing theory and new marketing strategy. Results from theoretical analysis are then applied on existing Czech firm with presentation of possible changes.

This master thesis deals with the use of modern communication tools in tourism. The main objective is to analyze modern communication tools used by tour operators/ travel agencies to approach the potential clients and to suggest the measures of their effective usage and a proposal of marketing communications for the chosen tour operator. The results could contribute to the proposals of the usage of modern communication tools in practice. A primary questionnaire survey among the receivers of touristic services was used for this purpose, which was compared to the results of tour operators and travel agencies.

The final thesis "Development of marketing in connection with information technology and neurotechnology" deals with modern marketing methods in the field of information technology, especially on the Internet (online marketing) and in the field of neurotechnology (neuromarketing). The thesis asks questions about how further can marketing be evolving in current form to the future and it follows the development and potential of each marketing trends in the context of modern information technology. To what extent will consumers have freedom of their choice in the future? What could be the negative and positive effects of the development of marketing in conjunction with modern technology? What influence does online marketing and neuromarketing on human emotions and thinking? Answers and problems of modern marketing are searched primarily through the SWOT analysis from a consumer perspective and also from the perspective of the company. It studies a FaceReader program for the analysis of facial expressions of respondents in the face while watching selected commercials. Finally, the work is trying to find relations of recognizing the modified logos without the brand name according to different consumers through the online survey.