Autorka v práci rozšiřovala poznatky z bakalářské práce, kde bylo zjišťováno a popisováno fungování nástrojů marketingového mixu v České spořitelně, a. s. Diplomová práce již byla zaměřena především na komunikační mix a zhodnocení jeho fungování. Součástí bylo také provedení dotazníkové šetření.

Diplomová práce obsahuje teoretický přehled nástrojů marketingové komunikace, jak jej uvádí různí autoři, analýzu používaných nástrojů v marketingové komunikaci velkých bankovních subjektů působících na českém trhu založenou na informacích získaných od zaměstnanců těchto bank a v závěrečné části také návrh využití některých moderních nástrojů, které tyto banky dosud nevyužívají.

Předmětem této diplomové práce je analýza komunikačního mixu autoopravárenské divize společnosti 3M Česko, s.r.o. Samotné analýze předcházela stručná charakteristika společnosti, charakteristika trhu z hlediska tržních subjektů a určitých specifk trhu. V samotné analýze jsem hodnotil vyváženost složení komunikačního mixu, používání jednotlivých nástrojů s ohledem na efektivitu vynaložených finančních prostředků.

Disertační práce zpracovává základní sociálněpsychologické teorie a výzkum do podoby, která má být aplikovatelná v komunikační praxi českých firem, neziskových organizací a státních institucí. Práce poskytuje metodologická východiska ke zkvalitnění přípravy komunikačních strategií i jednotlivých komunikačních nástrojů, a to ve srozumitelné a ucelené formě. Teoretický materiál je propojen s řadou příkladů z české i zahraniční komunikační praxe. Práce je využitelná zejména marketingovými pracovníky z nadnárodních společností a odborníky z komunikačních agentur.

The main goal of this thesis is to map and determinate position of ICT sector in the Czech economy and estimate competitiveness of this segment in the scope of economy of the Czech Republic. The first part explores and evaluates topical position of ICT sector in the Czech Republic, mainly by analyzing basic statistical data about the economic and employment impact of all ICT firms as a whole. There is also calculated effectiveness of each sector of the economy. This part provides a basic image of the ICT sector position compared to other sectors of the Czech economy. The second part continues with the research made in the first part, but on an aggregate level. It summarizes and visualizes changes in aggregated parts of economy in chronological order. Sectors of economy are aggregated to three groups according to their absorption of ICT. The third part expands previous analysis of a global scale. It summarizes and comments the Global Competitiveness Report published by World Economic Forum. This chapter provides clear review of competitiveness of Czech Republic compared to European Union, with accent on ICT sector. The last part is aimed at new methodology of scoring projects developed by the Department of Information Technologies at the University of Economics, Prague. It also sets some recommendations for future methodology. This part contains the library of case studies worked up in new methodology. Finally, there is summary of findings made during the process of exploring selected area of research which evaluates the contribution of the whole thesis as a whole to the researched topic.

The diploma thesis deals with communication strategy of the product Frisco. It evaluates the strategy and proposes a new concept of communications. Evaluations data has been provided by Atmosphere and MML TGI companies for the period of 2010 and partially 2011, further use of the data is not allowed without the approval of the providers. Following software has been used for the analyses and for the creation of the new concept of communication: Yetti, Data Analyzer, Mamut, Golem, Medplan and custom internal tools made by media agency Carat Czech Republic, s.r.o.

The diploma thesis Producer and recipient in advertising communication deals with communication factors in advertisement, especially with role of producer, addressee and recipient who have principal influence on representation of advertisement. The thesis examines process of creation of advertisement, introduces basic vocabulary which is used in advertising agencies, and points out why is important to make a difference between parts of the text (headline, copy, claim), although it is necessary that these parts of the text work together. Special emphasis is put on claim and influence of advertisement on language and conversation of recipients.

Parolek, T. Use of marketing tools for the needs of secondary schools with a general form of education. Brno: Mendel University in Brno, 2015. This work is concerted with the use of marketing tools for secondary schools with the general form of education with a narrower focus on grammar school in Jevíčko. Based on the analysis of internal and external environment around the school and the realized marketing research was at first assessed the current communication strategy of grammar school in Jevíčko. Adjustments are designed to increase the competitiveness and including processing of financial implications for the selected educational institution. The thesis includes also the revised designs of promotional materials.

The topic of the presented diploma thesis is "Communication Strategy Pro-posal for the Vysočina Region". The theoretical part of the thesis focuses on ex-plaining the general aspects of communication in public administration and on communication tools used when communicating with the public. The beginning of the analytical part contains general requirements on creating a communication strategy for a region; this general outline of a communication strategy is then applied to the Vysočina Region. Its application itself is preceded by an initial analysis of the current state of communication in the region supplemented with segmentation of target groups. The thesis also contains a quantitative survey examining, among other things, satisfaction of citizens with communication of the Regional Authority of the Vysočina Region, intensity of use of the individual communication means in the region, and preferences considering the content of the communication. The thesis contains proposals to improve the quality of the present communication means of the Vysočina Region and proposals for communication means not yet being used in the region. The end chapter of the analytical part of the thesis contains generally accepted recommendations for communication of regions with the public.

This thesis focuses on the communication strategies of roe deer and fish. Roe deers live from April to September territorial way, they live the remaining part of the year in common groups. To territory marking roe deers using chemical and optical biocommunication- breaking antlers and raking. This work is also focused on our most common fish carp. From Czech fish only carps intensive jumps out of the water, which could be one of the modes of communication. The carp is shoal fish, it lives social way of life. Carp is the most active in summer, in the summer is also the most jumps. After the data showed that carps and roe deers are oriented in the north-south axis, with a preference of north. The resulting vector in the direct observation of raking roe deers 7,5 ° and jumping carps out of the water 341.5 ° confirm magnetoreception in both species.