This diploma thesis is focused on improvement of marketing company strategy on new well-established service - rental relaxing area with 8 summer houses. In the first part of diploma thesis are chosen theoretical knowledges which are afterwards used in practical part, and it is particularly focused on creation and assessment of questionnaire and improvement of marketing mix for selected company KALA TRANS, s.r.o.

The main objective of this master thesis is to design an appropriate marketing strategy of designing activity of MBQ-Mikulov Plc. based on results of marketing environment analyzes and my own marketing research. The thesis consists of three main parts. The first part of the thesis is devoted to theoretical findings. Basic terms from marketing field are defined here. Concretely it is marketing, marketing strategy, marketing mix, communication mix, situation analysis and marketing research. In the following practical part MBQ-Mikulov Company is introduced and then marketing environment analyzes are conducted. The thesis is finished with a proposal part. In the proposal part the appropriate marketing strategy of design activity is designed here based on results of analyzes and the marketing research.

Made available in DSpace on 2016-04-26T18:13:14Z (GMT). No. of bitstreams: 1 Maria Cristina Palhares Valencia.pdf: 2076342 bytes, checksum: 9cdb252d4faefeaaa4af87c297902139 (MD5) Previous issue date: 2013-06-25 / This investigation produced a panorama of cybercultural themes, as well as their theoretical and methodological fundamentals and analytical methods used in theses and dissertations in the field of Communication in Brazil, in the triennia of 1995 to 2010. Abstracts of researches conducted in Postgraduate Programs spanning over fifteen years of activity were analyzed, in view of the relevance indicated by the number of papers presented in the aforementioned period. The methodology adopted here was of a theoretical-empirical and qualitative-quantitative nature, underpinned by inquiries and records of texts pertinent to the theme and information available in library catalogs and in the institutional databases of theses of CAPES (Federal Agency for the Support and Improvement of Higher Education) and IBICT (Brazilian Institute of Science and Technology Information). The bibliographic data and analytical observations about the collected material were indexed in a database developed in Access software, and were used to generate charts in Microsoft Excel so as to represent the elements indicated by researchers of the area during the aforementioned period. The research problems, as well as the reasons that motivated the researchers in their investigations into cyberculture and the adoption of other theories and methodologies about the objects analyzed, for example, are mentioned in the course of this investigation and can be explained by the social, economic, political and cultural transformations resulting from the new information and communication technologies. Among other factors addressed in this research, changes in the lines of research in postgraduate programs in Communication were also identified, which indicate the redimensioning of the field of communication, opening a space for the formation of a subfield that of Cyberculture. Theoretical frameworks outlined, for example, by Virilio, Castells, Landow, Flusser, Levy, Johnson, Guiddens, Negri, Trivinho, Sataella, Manovich, and Bergson, reinforce this mutation and renewal, following the expansion of the field of Communication. The authors involved in these perspectives are, among others, Gastón Bachelard, Michel Foucault, Eugênio Trivinho, Erick Felinto and Francisco Rüdiger / A presente investigação elaborou um panorama dos temas da cibercultura, assim como suas bases teóricas, metodológicas e métodos de análise utilizados em Teses e Dissertações do campo da Comunicação no Brasil, entre os triênios de 1995 a 2010. Analisamos resumos das pesquisas de Programas de Pós-Graduação com mais de quinze anos de atividades, devido à relevância pelo número de trabalhos apresentados no citado período. A metodologia adotada foi a de caráter teórico-empírica e quali-quantitativa, lastreada em levantamentos e fichamentos de textos pertinentes ao tema e em informações disponíveis em catálogos de bibliotecas e bancos de Teses institucionais, da Capes e do Ibict. Os dados bibliográficos e as observações analíticas sobre o material coletado foram indexados em um banco de dados desenvolvido no software Access, usados para a geração de tabelas no Excel, ambos da Microsoft, visando à representação dos elementos indicados pelos pesquisadores da área, no período mencionado. Os problemas da pesquisa, como os motivos que levaram os pesquisadores às investigações sobre a cibercultura e a adoção de outras teorias e metodologias sobre os objetos analisados, por exemplo, são apontados no decorrer desta investigação e podem ser explicados pelas transformações sociais, econômicas, políticas e culturais devido às novas tecnologias de informação e comunicação. Nos PPG em Comunicação, verificamos ainda alterações nas Linhas de Pesquisas dos Programas, entre outros fatores abordados nesta investigação, que indicam o redimensionamento do campo da Comunicação, abrindo uma brecha para a constituição de um subcampo, o da Cibercultura. Quadros teóricosformados, porexemplo, por Virilio, Castells, Landow, Flusser, Levy, Jonhson, Guiddens, Negri, Trivinho, Sataella, Manovich, Bergson, reforçam o caráter de mutação e de renovação, acompanhando a expansão do campo da Comunicação. Os autores envolvidos nessas perspectivas são, entre outros, Gastón Bachelard, Michel Foucault, Eugênio Trivinho, Erick Felinto e Francisco Rüdiger

There is a rising number of companies, which have to face the appeals of International Markets. It is not possible to stop the economic development in many sectors of the market. When the company wants to keep it´s lasting existence and success it is not sufficient to concentrate on the National Market only. If the company wants to enter the International Market it is necessary to assure a processing of appropriate analyses. Entering the International Market brings both the business opportunities and the mature market threats as well. The submitted Master´s thesis describes the partial activities – planning, supervision, organization and human resources management.