The master thesis is concerned with the impact of online and offline marketing. These effects are researched in the conditions of United Arab Emirates and its telecommunication industry. The goal of the thesis is to identify the effects of offline and online marketing tools on consumer behavior in the UAE telecommunication industry. The main added value of the thesis is brought through primary research that was conducted on the sample of 100 respondents living in the UAE. The results show the increasing importance of online marketing tools and stress the significance of synergic effects of implementing adequate online and offline marketing tools.

This diploma thesis treats of affiliate marketing in the Czech Republic and is divided up into two parts.The first, the theoretical one, is about explaining of affiliate marketing in general, historical milestones of affiliate marketing, affiliate networks, affiliate programs, but also about online and offline marketing and other affiliate marketing related terms. The own part of work includes a survey results researching awareness of affiliate marketing among respondents and their perceiving of online advertising, then SWOT matrixs identifying of strenghts, weaknesses, opportunities and threats of affiliate marketing as for merchants as for partners. At least but not last there are explored affiliate softwares for smaller merchants and also costs of affiliate marketing in the first year and consequently reviewed and eventually selected the best possible option for czech market.

This diploma thesis deals with marketing communication of the ENDEKA s.r.o. company. The thesis is divided into three parts. The first theoretical part explain theoretical knowledge, the second part analyze the current situation of the company. Last third part includes recommended suggestions for improvement of marketing communication with aim to approach new customers and therefore rais the awarness of the company, which are based on performer analyses and questionnaire survey.

Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. This study is an attempt to measure the effects of lived brand experiences on consumers’ perceived relationship with a brand, through testing an academically established brand relationship quality model onto the concept of experiential event marketing. Susan Fournier’s (2000) brand relationship quality scale was chosen as the construct to be tested in the experiential event marketing context. It was through a theoretical argumentation hypothesized that the experiential event intervention would produce positive direct effects within the scale, but that these would decline with time. This was consequently tested through a repeated measurement study, set at an experiential food truck event hosted by the Swedish FMCG brand Santa Maria. Respondents were to rank their perceived brand relationship quality with the brand on three different occasions; directly before, directly after, and two weeks after being exposed to the experiential event. This way, not only the immediate effect, but also the effect over time, could be measured. It could be concluded that all but one constructs produced positive direct effects, but only half of them were significant. In all cases but one this effect declined significantly when being measured two weeks afterwards, and went in several cases back at approximately the same level as in the initial measurement. These findings have important implications for both academics and practitioners. Most notably, we argue that the link between lived brand experiences in form of typical FMCG experiential events and strengthened longer-term brand relationship quality can be invalidated.

The diploma thesis deals with the analysis of the current situation of the company Studyline s. r .o. and the innovation proposal, which is the realization of the language school in Brno. The aim of the thesis is to design a functional marketing strategy that will be applicable in real terms as early as 2018. The thesis also includes a thorough analysis of the internal and external environment, which is summarized by SWOT analysis. The work also evaluates the project's risks, thorough monitoring of the competition, and, in the final stage, marketing strategies for language schools, including the prediction of future developments.