This master s thesis was elaborated for the company ReproGenesis a.s. that works in the assisted reproduction industry. It analyses and evaluates its marketing communication and examines imperfections in this field. Based on the findings, the suggestions for propagation improvement are constructed.

The aim of this thesis is the proposal of amplification of marketing activities of the company. This work consist of the theoretical, analytical and practical parts. On the basis of findings of analysis are formulated particular proposals of amplifications of marketing activities in practical section. This proposals should give support to the company marketing strategy and help to achieve company aims.

Topic master´s thesis is "Suggestion of Marketing strategy of company". The work deals about communication in marketing, where situation of this company is analyse and gives recommendation how to lead it too.

This master´s thesis was elaborated for the company AUTOELEGANCE BRNO, s. r. o., that works in the automobile industry. It analyses and evaluates its marketing communication and examines imperfections in this field. It contains a proposals of improving the company promotion, which include new methods of the company marketing communication and their application in practice, leading to an increase of the saleability.

This master´s thesis was elaborated for the company TS Valašské Meziříčí s.r.o., that provides services in the waste management. It analyses and evaluates its marketing communications and examines imperfections in this field. It contains a proposal of improving the company promotion, which includes new methods of the company marketing communication and their application in practise, leading to an icrease of a saleability and their norms.

The diploma thesis deals with preparing of an advertising campaign for a new launched trademark into the market. Based on theoretical ground and current firm and competitors’ analysis, the marketing mix and communication mix were created to use it as a starting point for this advertising campaign suggestion.

This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.

Network Direct Selling Organisations (NDSOs) exist in more than 50 countries and have more than 74 million members. The most recent statistical information reveals that the vast majority of members do not earn significant income. Criticism of these organisations revolves around the ethicality of consumption, the commercialisation of personal relationships, and the exploitation of unrealistic expectations. This study aims to explore how communication creates networks that sustain an industry of this kind despite the improbability of its existence. The study commences with a description of NDSOs from historical, operational, tactical, and strategic perspectives. Given the broader context created by the global presence of this industry, cybernetics has been selected as a meta-theoretical perspective for the study of communication. The more recent development of second-order cybernetics and social autopoiesis are introduced to communication theory as a field. Niklas Luhmann‟s new social theory of communication is assessed and applied in relation to existing communication theory. New conceptual models are developed to explore communication as the unity of the synthesis of information, utterance, understanding, and expectations as selections that occur both consciously and unconsciously, intentionally and unintentionally. These models indicate the multiplexity of individual and social operationally closed, yet informationally open systems, and they are used here to provide a systemic and coherent alternative to orthodox communication approaches to the study of organisations. The study adopts a constructivist epistemological stance and propounds throughout the necessity of further interdisciplinary collaboration. The study concludes that individuals are composite unities of self-creating systems, and they co-create social systems by self-creating and co-creating meaning. Meaning is described as the continuous virtualisation and actualisation of potentialities that in turn coordinate individual and social systems‟ actions. A communication process flow model is created to provide a theoretical explanation for the existence of NDSOs as self-creating systems. The study aims to show that communication has arguably become the most pervasive discipline as a result of the globally interactive era. It is shown that second-order cybernetics and social autopoiesis raise several further questions to be explored within communication theory as a field. / Communication, first-order cybernetics, second-order cybernetics, Complexity and complex systems, autopoiesis, self-reference, recursivity, operational closure, system boundaries, Network Direct Selling Organisations / Communication / D. Litt. et Phil. (Communication)

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

Les modèles incrémentaux sont des modèles statistiques qui ont été développés initialement dans le domaine du marketing. Ils sont composés de deux groupes, un groupe contrôle et un groupe traitement, tous deux comparés par rapport à une variable réponse binaire (le choix de réponses est « oui » ou « non »). Ces modèles ont pour but de détecter l’effet du traitement sur les individus à l’étude. Ces individus n’étant pas tous des clients, nous les appellerons : « prospects ». Cet effet peut être négatif, nul ou positif selon les caractéristiques des individus composants les différents groupes. Ce mémoire a pour objectif de comparer des modèles incrémentaux d’un point de vue bayésien et d’un point de vue fréquentiste. Les modèles incrémentaux utilisés en pratique sont ceux de Lo (2002) et de Lai (2004). Ils sont initialement réalisés d’un point de vue fréquentiste. Ainsi, dans ce mémoire, l’approche bayésienne est utilisée et comparée à l’approche fréquentiste. Les simulations sont e ectuées sur des données générées avec des régressions logistiques. Puis, les paramètres de ces régressions sont estimés avec des simulations Monte-Carlo dans l’approche bayésienne et comparés à ceux obtenus dans l’approche fréquentiste. L’estimation des paramètres a une influence directe sur la capacité du modèle à bien prédire l’effet du traitement sur les individus. Nous considérons l’utilisation de trois lois a priori pour l’estimation des paramètres de façon bayésienne. Elles sont choisies de manière à ce que les lois a priori soient non informatives. Les trois lois utilisées sont les suivantes : la loi bêta transformée, la loi Cauchy et la loi normale. Au cours de l’étude, nous remarquerons que les méthodes bayésiennes ont un réel impact positif sur le ciblage des individus composant les échantillons de petite taille. / Uplift modelling is a statistical method initially developed in marketing. It has two groups (a control group and a treatment group) that are compared using a binary response variable (the response can be « yes » or « no »). The goal of this model is to detect the treatment e ect on prospects. This e ect can be either negative, null or positive. It depends on characteristics of each individual in each group. The purpose of this master thesis is to compare the Bayesian point of view with the frequentist one on uplift modelling. The uplift models used in this thesis are Lo model (2002) and Lai model (2004). Both of them are originally modeled using the frequentist point of view. Therefore, the Bayesian approach is modeled and compared to the frequentist one. Simulations are done on generated data from logistic regressions. Then regression parameters are estimated with Monte- Carlo simulations for Bayesian approach. They are then compared to parameter estimations from the frequentist approach. Parameter estimations have direct influences on the ability of the modelling to predict treatment e ect on individual. Three priors are considered for the Bayesian estimation of the parameters. These densities are chosen such that they are non-informative. They are the following : transformed beta, Cauchy and normal. In the course of the study, we will notice the Bayesian method has a real positive impact on targeting individual from the small size sample.