The work focuses on the analysis of the marketing activity of the both companies emphasizing the communication mix. The theoretical part is dedicated to the marketing mix, its components and its application for the global and local company. Mill's theory of the comparative research closes this chapter. The practical part aims at the communication mix development in both companies from 2001 until 2009 and it finishes with the Mill's theory of agreement, where all of the attributes obtained during the mentioned period are applied to praxis. The last part declares the comparison of the particular elements.

SIDAT spol. s r.o. is a very prosperous company in the field of automation and industrial informatics. Like any business, even SIDAT needs to use for its further growth communication tools that would help to extend company activities and become a leader in its field. My diploma thesis objectives were to propose such a strategy based on the analysis that would help the company to get into greater awareness, to ensure company success in the field of automation and industrial informatics and become a leader not only in Czech, but also on the European market. To achieve the objectives I have made a thorough analysis of existing marketing activities. I have evaluated opportunities, threats, strengths and weaknesses of the comapny using SWOT analysis. Based on the results I have selected the appropriate marketing activities considering company size and activities in the field of automation and informatics as a part of B2B segment. In conclusion I have set activities schedule and proposed budget.

The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.

The topic of the thesis is a change of corporate identity of the company and role of communication during this process. There are components of corporate identity and relationship between corporate identity, image and reputation described in the thesis. Furthermore it is dedicated to integrated marketing communication, internal communication and role of communication in change management. The theoretical knowledge is applied on company Nicoll Česká republika, s.r.o. which have been coming through the changes of name and corporate identity since January 2015. The main goal is to describe in detail and analyze the process of this change from the preparation phase to realization with respect on communication, evaluate this communication and suggest further recommendations. The analysis contains of description of the company including former communication mix, furthermore there is a description and analysis of changes and also analysis and evaluation of communication. In the end of the thesis there are summarized the main problems connected with the changes and also key mistakes, which were done in communication. Finally it suggests further steps for future.

Objective of the final thesis was suggesting communication strategy for new product on Czech market. In practical part I introduce company Meditor s.r.o. and new product Tomatis. The suggestion of the new communication strategy is base on especially my own research and previous strategy.

This master thesis aims to define the position of digital marketing within the communication mix, and via data analysis show its changing role in the course of time. At the same time, the thesis presents major trends in information and communication technologies influencing the field of marketing.

This diploma thesis deals with the marketing strategy of a selected company. The theoretical part contains general solutions of creating a marketing strategy - such as defining a vision, a mission or strategic goals. After these general solutions the theoretical part also deals with the marketing mix and the communication mix. All theoretical bases mentioned in the first parts of the thesis are then reflected in the practical part, where the theory is applied to the biggest Czech internet retailer Alza.cz a.s. At the end of the thesis, there is the authors's evaluation of the marketing strategy of Alza.cz a.s. and reccomandations to the current strategy supported with own marketing research.

The aim of thesis is to create a marketing situational analysis of the brewery U Fleků. The main aim is to design better communication with customers, products portfolio and services for customers. The theoretical part describes the various aspects and met-hods of marketing situational analysis. In the practical part of the thesis I deal with the assessment of the current situation of the company through macro and micro enviro-ments and using various analyzes: SWOT traceable to TOWS, Porter, PEST, Bowman hours, positioning map, marketing mix with 4P and 4C. Based on these analysis deter-mines the new communication mix with the budget and control.

This thesis provides facts about how the activities of marketing professionals aimed at attracting children shape their parents. The theoretical part provides information about the main tools of the communication mix and applies the theory to child consumption behavior. Based on research from 2013 and 2016, the practical part examines the development of attitudes and opinions of parents as well as children. These results are extended from an American perspective. The goal of this part is to find out the trends of marketing activities and the related behavior of young and adult consumers. The first research done in 2013 was conducted on randomly selected second-grade children at Josef Hlávka elementary school in Přeštice. Pupils were asked about their relationship with shopping, how they influence their parents while shopping, and how they spend their free time. The same research was repeated three years later. For the purpose of comparative analysis, respondents were again second-grade students of the same elementary school. The results are described in this thesis. Additionally, parents of these pupils were asked in both periods of time through questionnaires to add their opinion on the shopping power of their children.

This diploma thesis is concerned with an issue of communication of small local businesses. The main goal is to propose for the optimal communication mix regarding decision making for selected company, flower studio Rozálie. To be able to execute this goal, the complex situation analysis for flower studio and the detailed analysis of decision making have to be conducted. These serve as base for the selection of suitable communication tools. Proposed communication mix is constructed around the key tool which is online communication. Online communication is extremely convenient tool for small local businesses because of its low financial expenses but also because in present world the online communication is vital part of consumers' lives an therefore vital part of companies' existence.