The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

The ongoing Fourth Industrial Revolution fundamentally changes the world of work. Recent technological innovations have a significant impact on global economy, all areas of the national economy and on our everyday life. This diploma thesis deals with these impacts on the labour market in connection with the advancing trend of automation and digitization of work. Discussion on the future development of the revolution is in the sphere of expertise highly polarized. Versions that represent a negative view of the issue include image of massive job replacement, lack of talent and the rise of socio-economic and other inequalities. On the other hand, there are concepts that emphasize the positive impact on the labour market. The aim of this diploma thesis is to classify the trends in the working relations through the comparison of these two opinion streams and the systematic arrangement of the arguments presented by them. The final part addresses the context of the Fourth Industrial Revolution in the Czech Republic. KEY WORDS the Fourth Industrial Revolution, automation, digitization, future of work, labour market, flexibility at work, new trends in employment

The ongoing Fourth Industrial Revolution fundamentally changes the world of work. Recent technological innovations have a significant impact on all areas of the national economy and on our everyday life. This diploma thesis deals with these impacts on the labour market in connection with the advancing trend of automation and digitization of work. Discussion on the future development of the revolution is in the sphere of expertise highly polarized. Versions that represent a negative view of the issue include image of massive job replacement, lack of talent and the rise of social inequality. On the other hand, there are concepts that emphasize the positive impact on the labour market. The aim of this diploma thesis is to classify the trends in the working relations through the comparison of these two opinion streams and the systematic arrangement of the arguments presented by them. The final part addresses the context of the Fourth Industrial Revolution in the Czech Republic. KEY WORDS the Fourth Industrial Revolution, automation, digitization, future of work, labour market, flexibility at work, new trends in employment

My diploma thesis deals with external communication with a view to public relations. It´s applied on Robert Bosch company, spol. s r. o., Ceske Budejovice. The main objective was creating an own proposal of external communication for year 2012, aimed at one interest group of the company. This group includes university students with technical and economic specialization = potential future employees of the company. In my proposal there are some suitable elements from new trends in marketing communication (viral marketing, guerilla marketing, event marketing).

This final thesis deals with the communication strategy of Hervis Sport a móda s. r. o. The first part provides a theoretical framework for marketing communication, explains concepts such as marketing process management, marketing mix, communication mix and new trends in communication. The aim of this thesis is to suggest a new communication strategy based on analysis of current communication of Hervis and results of conducted survey. Description of Hervis is included in terms of its history, the international presence of Hervis subsidiaries, the contemporary marketing mix and the identification of Hervis' competitors.

Магистерская диссертация состоит из введения, трех глав, заключения, обсуждения, библиографического списка, включающего 81 плитку. Работа включает 14 таблиц и 11 рисунков. Общий объем магистерской диссертации составляет 113 страниц. Это исследование изучает стратегии форсайта для развития бизнеса, что дало ценную информацию о проактивных подходах, принятых организациями для навигации во все более сложной и неопределенной деловой среде. Это исследование, использующее качественный исследовательский дизайн, углубилось в тонкости стратегий форсайта с помощью полуструктурированных интервью с ключевыми заинтересованными сторонами и всестороннего анализа соответствующей литературы. Результаты подчеркивают важность сканирования среды как основополагающего шага в стратегическом форсайте, позволяющего организациям систематически анализировать внешние факторы и выявлять возникающие тенденции, возможности и риски. Регулярно и тщательно сканируя среду, предприятия могут оставаться на шаг впереди, предвидеть изменения и стратегически позиционировать себя, чтобы извлекать выгоду из будущих возможностей, одновременно смягчая потенциальные угрозы. / Master’s thesis consists of an introduction, three chapters, a conclusion, discussion, a bibliographic list, including 81 tiles. The work includes 14 tables and 11 figures. The total volume of the Master’s thesis is 113 pages. This study investigate the foresight strategies for business development which has provided valuable insights into the proactive approaches adopted by organizations to navigate an increasingly complex and uncertain business environment. This study, employing a qualitative research design, delved into the intricacies of foresight strategies through semi-structured interviews with key stakeholders and comprehensive analysis of relevant literature. The findings underscore the importance of environmental scanning as a foundational step in strategic foresight, enabling organizations to systematically analyze external factors and identify emerging trends, opportunities, and risks. By scanning the environment regularly and rigorously, businesses can stay ahead of the curve, anticipate changes, and position themselves strategically to capitalize on future opportunities while mitigating potential threats.