The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

Research suggests that Black women living in the United States are not engaging in sufficient physical activity, which is a major factor negatively impacting their health outcomes. Black Girls Run (BGR) is a targeted national health movement using the capacity of social networking technology as a tool to interact with and inspire Black women to live healthy through running. Literature lacked the voice and perspective of Black women who were embracing the innovation of technology to positively improve their health behaviors. The purpose of this qualitative phenomenological study was to gain a better understanding of the composite experiences of women in BGR and how they utilize social networking technology to improve their physical activity. Social cognitive theory provided the theoretical framework. Semistructured interviews were conducted with 13 women participants of BGR, who were selected using purposive sampling technique. Data were transcribed, organized, analyzed, and coded into common themes with the support of Nvivo 11 software. The findings revealed that social networking served as a tool that the women in BGR used to connect, encourage, and motivate physical activity, and it thereby helped to support their social and physical well-being. Study findings may contribute to positive social change by increasing knowledge and awareness of how technology can be used to promote healthy behaviors among Black women. This study may also provide useful information to stakeholders interested in health promotion strategies and programs to reduce the health disparity gap for Black women in the United States.

Social media users create spaces where they express their opinions about products, brands or companies. This is important for marketers because these users are active and effective. The changes caused by Internet and social media demand a new approach to marketing practices and force companies to be active by incorporating social media to their communication strategies. / Los usuarios de redes sociales generan espacios en los que reflejar sus opiniones, que pueden referirse a productos, marcas o empresas. Esto es importante para la gestión de marketing, porque estos usuarios son activos y efectivos. Los cambios producidos por Internet y los medios sociales exigen un replanteamiento de las prácticas de marketing y obligan a las empresas a ser activas incorporando a sus estrategias de comunicación los social media. / Os usuários das redes sociais criam espaços que refletem suas opiniões e que podem estar relacionadas a produtos, marcas ou empresas. Isso é importante para a gestão de marketing porque eles são usuários ativos e efetivos. As mudanças trazidas pela Internet e mídias sociais exigem uma nova orientação das práticas de marketing e isto forçaas empresas a ser ativas, incorporando estratégias de comunicação nas mídias sociais.