This diploma thesis deals with our present day society which is being increasingly subjected to the "mcdonaldization" phenomenon. The main goal of this work is the analysis of the public's perception of the McDonald's corporation in Velké Meziříčí. The theoretical part of this work is aimed at defining the basic perceptions related to the McDonald's corporation and it is relationship with the public as well as it is marketing communication. In the practical part of the thesis, sociological research in the form of a poll was undertaken with the results based on the opinions of polled citizens of Velké Meziříčí. The summary of the data is presented in a graphic form along with vebal proposals and measures to the improvement of the company's brand name in public relations.

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The aim of my thesis is to define an issue of the business model Canvas now together with its implementation at the certain timber company tools with the help of tools like public relations, analyses of communication mix. In the theoretical part is described business model Canvas in detail and also defined the importance of communication in the market background including the marketing communication tools. In the practical part is with the help of business model analyzed and evaluated the current condition of communication mix at the certain timber company. Finally there are recommended the ways of improvement of the current marketing and communication system.

I have chosen the above mentioned theme of my Master's Thesis not only with respect to my professional management activities but also due to my personal interest in issues of modern technologies affecting all of the areas of personal and work life. The purpose of diploma thesis is not only to elaborate the summary of tools already applied in the Internet environment for use of marketing and Public Relations classical music but also the summary of new and emerging tools that could be applied for such use but have not yet been applied in classical music. Generally, this thesis deals with the chosen theme at user level and describes current applicable means available at the Internet with regard to possible use for institutions functioning in clasical music. It summarizes obtained data on current and emerging technologies and provides a comprehensive and user-friendly survey of given issues.

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This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.

In my diploma thesis I inquire into mutual comparison of the two of the main communication industries in a marketing mix -- advertising and public relations. I also look deeper into how much the recent global economic crisis of 2009 -- 2010 has an impact on a development of those two industries in the Czech Republic. I am try to describe their common and different attributes, their possibilities in the communication mix, as well as I try to estimate a future development of both of the industries, based on a theoretical background and questionnaire research amongst advertising, PR and marketing professionals.

The diploma thesis contains the summary of literary research where some important terms of solving issue are explained. The company for realizing of research was chosen and characterized, concretely Tkalcovna Kubák Strmilov company. It manufactures textile from the natural materials. With the help of qualitative and quantitative research the analysis of actual situation in area of PR techniques applied in chosen company was realized. The synthesis of acquired information and results was realized. On the basis of this the suggestions and recommendations for improvement of situation in PR in choice company were devised. The thesis contains the assets of the suggestions.

The goal of the thesis Marketing communication in firm is an evaluation of communication tools of the company Tesco Stores ČR, a.s., which are using for food brands for the year 2015, and develop proposals for improving the marketing communication of this company for 2016. Well managed marketing communications can significantly contribute to accomplishing the company´s goals and are therefore necessary for the success of any business in the competitive environment of the market. In the theoretical part, is characterized the various tools of marketing communications, which are advertising, public relations, sales promotion, personal selling and direct marketing In the practical part is description of the firm and analysing the marketing communications product under the brand of the company Tesco Store ČR a.s. applied in 2015. To determine customer awareness of each line of brand is used a questionnaire based on which the company proposes some improvements in marketing communications and budget for implementation.

This Thesis deals with marketing communication. The main objective of this thesis is to propose recommendations to improve marketing communication in Bohemilk a.s. The theoretical part describes marketing mix, marketing communication and its tools such as advertisement, sales promotions, personal selling, public relations, direct marketing and sponsoring. The practical part deals with company presentation, analyses marketing mix and marketing communication. Then Thesis evaluates the marketing communication in the company of Bohemilk and suggests recommendations that could improve the marketing communication.