Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.

The aim of my thesis, the proposal of the communication strategy of Brudra Ltd. company, is to analyze and consequently determine the process of creation of the promotional strategy for this company, which is not in place yet. In order to verify the public awareness of this company were used the questionnaires, the other part was checking the quality of services provided in a small detail shops belonging to the company with a method called Mystery shopping. As the outcome will be the merging of the results of the previous mentioned methods, thank to which we will be able to focus on the weak points and gaps in the promotion, followed by its cohesive and unification, including any possible recommendations. The proposal should serve as a sort of guide for setting up the marketing plan for the future.

Diploma thesis is focuses on creation of suitable communication strategy for e-shop ejewels.cz. First part of this thesis describes the theory related to respective issue. The following part is focused on analysis of marketing environment and evaluates marketing research. In conclusion of thesis presents proposed communication strategy, which leads to keep of present customers and effective way of addressing new customers of the e-shop.

Topic of the following master’s thesis deals with marketing communication. The main goal of master’s thesis is to illustrate theoretical principles on real examples of real business company. I try to get familiar with current activities in marketing communication of this company and I apply theoretical resources and my opinion in practice with the leading idea to improve the current marketing communication of the company.

The theme of this thesis is Analyse of customer satisfaction and purposes of their improvement. The thesis is focused on the entire analysis of youngprimitive company and their customer satisfaction. Compare theoretical basis and real state and specifies. The thesis contains suggestions for improvements of products and services in regards of increase of customers satisfaction based on questionnaire.

This diploma theses deals with marketing communicatin of company EMOS spol. s r.o. The theses is divided into several parts. First part consists of theoretical background needed as basic for the following analytical part. Second part deals with presentation of the company and with marketing mix as a part of communication mix. Third part of the theses deals with elaboration of the marketing environment and with questionnaire survey. Based on the analytical parts the last part provides the company with some recommendations for future improvement of the company´s communication mix.

This theses deals with the communication mix for the shop and e-shop. It defines important forms and concepts of marketing mix focusing on marketing communication and contains detailed analysis of current conditions which is basis for selection of individual tools of communication mix. In progress there is concept of new communication mix which is compiled to improve adverse situation of business. New communication mix should attract new customers, improve sales and strengthen its market position.

(in English): The aim of this thesis was to explore the current trend and preferred communication channels for social interaction with peers among members of Generation Z during the Covid-19 pandemic. In this thesis, I seek to answer the questions of whether communication channels for social interaction have changed in light of the pandemic, what channels are being substituted and how, and how participants perceive this new experience with respect to their mental health. I open the thesis with a study of the literature and relevant studies regarding the definition of Generation Z, how they use and perceive technology and communication channels, and the impact of the pandemic on Generation Z. The theoretical section is then followed by a comprehensive research section in which I seek to familiarize the reader with the chosen mixed methods methodology, research design, data collection and finally the analysis and results. First of all, the result of my research shows that face-to-face meetings in restaurants, bars or clubs were most often replaced by walking or meeting outside, meeting at flats or playing video games together. Most of the participants perceived this experience of the pandemic and the reduction of social contacts negatively and experienced anxiety because of that.

The applied tourism research community is characterized by a large and growing group of research producers and users; communications and networking amongst its members can build the capacity of the community and create knowledge networks along its social, cultural, and organizational boundaries. The purpose of this thesis research is to examine the role of tourism research associations in the social structuring of a cohesive applied research community and, consequently, in the fostering of its growth. Following an embedded single case design, the study uses the Travel and Tourism Research Association (TTRA hereafter) as an example of an applied tourism research community. The research examines members’ perceptions of the association in the capacity-building of the membership community through research communications and professional networks. Based on documentary sources, an instrument was developed for primary data collection through an online census of TTRA members. Data collection was completed in the Spring of 2007, with a response rate of 28.7%. Data analysis is guided by hypothesis, with results of the case study described and discussed in the contexts of research communications, knowledge networks, scientific community, and research association planning and management. First, with respect to research communication, a number of social demographic factors are found to have exerted an impact on media use frequencies and decisions, and perceptions of research communication in the membership community. Notably, these include members’ occupations, career stages, membership categories, and research-oriented training. The chapter structure of TTRA does not affect members’ behaviour in research communication. However, the study confirms a distinction between academics and practitioners and lends support to discussions on the two-community theory concerning cultural and functional differences in producing and consuming research. The study also finds that TTRA-endorsed media are of limited use in the membership community for professional communication. In addition, association members form distinct clusters by the frequency and variety of information sources they have consulted for research communication. Second, in terms of networks or networking amongst TTRA members, types and extent of member interactions are influenced by members’ occupations, in particular whether the member is an academic or practitioner. Professional networks are formed on the basis of research interests and expertise; so are the perceptions of research networks and the perceived role of TTRA in professional networking affected by gender, career stage, membership positions, and disciplinary and research-oriented preparations. The study finds that the strengths of ties amongst members are both causes and consequences of the size of a community or network. TTRA is generally perceived as becoming too academic and, in light of this, the association is seen as an important facilitator of scholarly networks. Nonetheless, the association community is characterized by pro-academic and pro-practitioner clusters in terms of membership perceptions of research networks and their attitudes towards networking. In addition, while chapter affiliations do not have an impact on network perceptions and behaviour, results from this study point to the facilitator role of association conferences for research communication, professional networking and association capacity-building. Third, the facilitator role of the association for community capacity-building is widely acknowledged by its members. Respondents see professional networking and association conference venue as particularly important factors in attracting attendance from the membership community. The study confirms the essential role of conferences in building a sense of community for a research association. There is a considerable degree of consensus amongst members on their perceptions of TTRA as a community. Homogeneous clusters are formed by membership perceptions of a community and their willingness or engagement in community service provisions. Conceptually, the clusters developed around (or for) research communication, networking and association capacity-building are highly consistent in terms of pattern matching in case study analysis. The research has also discussed theoretical and practical implications, some of which are expressed as recommendations for association planning and management. The study concludes with reflections on limitations and prospects for future inquiries.

The applied tourism research community is characterized by a large and growing group of research producers and users; communications and networking amongst its members can build the capacity of the community and create knowledge networks along its social, cultural, and organizational boundaries. The purpose of this thesis research is to examine the role of tourism research associations in the social structuring of a cohesive applied research community and, consequently, in the fostering of its growth. Following an embedded single case design, the study uses the Travel and Tourism Research Association (TTRA hereafter) as an example of an applied tourism research community. The research examines members’ perceptions of the association in the capacity-building of the membership community through research communications and professional networks. Based on documentary sources, an instrument was developed for primary data collection through an online census of TTRA members. Data collection was completed in the Spring of 2007, with a response rate of 28.7%. Data analysis is guided by hypothesis, with results of the case study described and discussed in the contexts of research communications, knowledge networks, scientific community, and research association planning and management. First, with respect to research communication, a number of social demographic factors are found to have exerted an impact on media use frequencies and decisions, and perceptions of research communication in the membership community. Notably, these include members’ occupations, career stages, membership categories, and research-oriented training. The chapter structure of TTRA does not affect members’ behaviour in research communication. However, the study confirms a distinction between academics and practitioners and lends support to discussions on the two-community theory concerning cultural and functional differences in producing and consuming research. The study also finds that TTRA-endorsed media are of limited use in the membership community for professional communication. In addition, association members form distinct clusters by the frequency and variety of information sources they have consulted for research communication. Second, in terms of networks or networking amongst TTRA members, types and extent of member interactions are influenced by members’ occupations, in particular whether the member is an academic or practitioner. Professional networks are formed on the basis of research interests and expertise; so are the perceptions of research networks and the perceived role of TTRA in professional networking affected by gender, career stage, membership positions, and disciplinary and research-oriented preparations. The study finds that the strengths of ties amongst members are both causes and consequences of the size of a community or network. TTRA is generally perceived as becoming too academic and, in light of this, the association is seen as an important facilitator of scholarly networks. Nonetheless, the association community is characterized by pro-academic and pro-practitioner clusters in terms of membership perceptions of research networks and their attitudes towards networking. In addition, while chapter affiliations do not have an impact on network perceptions and behaviour, results from this study point to the facilitator role of association conferences for research communication, professional networking and association capacity-building. Third, the facilitator role of the association for community capacity-building is widely acknowledged by its members. Respondents see professional networking and association conference venue as particularly important factors in attracting attendance from the membership community. The study confirms the essential role of conferences in building a sense of community for a research association. There is a considerable degree of consensus amongst members on their perceptions of TTRA as a community. Homogeneous clusters are formed by membership perceptions of a community and their willingness or engagement in community service provisions. Conceptually, the clusters developed around (or for) research communication, networking and association capacity-building are highly consistent in terms of pattern matching in case study analysis. The research has also discussed theoretical and practical implications, some of which are expressed as recommendations for association planning and management. The study concludes with reflections on limitations and prospects for future inquiries.