The diploma thesis deals with the creation of the marketing plan of the new event agency. The thesis consists of two parts - theoretical and practical. In the theoretical part are presented the foundation of marketing plan issues, parts of the marketing plan, its creation, goals setting, marketing mix, budget, action plan and control of marketing plan. A separate chapter deals with event marketing. In the practical part situational analysis and marketing research are implemented and then marketing objectives, strategy and marketing mix of the agency are determined, based on synthesis of its results. Finally, the budget, the action plan and the control of the implementation of the marketing plan are presented.

The aim of this diploma project is to define cultural tourism in Czech republic and to analyse cultural tourism in Jihlava. This diploma project inludes precautions for improvement of tourism, especially cultural tourism in the city Jihlava.

The aim of this diploma project is to sum up the significance of the castle Rostejn for tourism in the micro-region Telcsko, in which the castle is situated, and point out the problems relevant to the development of this monument at the level of the micro-region.

The main aim of this diploma thesis was to assess an influence of position of the castle Křivoklát for tourism in a region. At first the work assessed the castle in the system of the other sights in the region. Then there were discovered the movements of visitors with their main destinations in the region. Last the work analyzed the cooperation of the castle with the institutions in tourism.

The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in car racing. The only difference being that the wider commercialisation of F1, in which brands outside those intimately involved with automotive industries have made use of motor sport sponsorship, has been around for longer than that in motorcycle racing. The motorcycle sponsors have therefore taken slightly longer to reach the same level of marketing sophistication in a sport which is recognized as having less money overall. The research reveals that the most important element of the business plan for both types of motor sport relies largely on a business model linked to global television audiences. Such audiences are seen as vital in generating awareness of sponsors and their products. Such plans provide an entirely relevant platform for the initial steps of the AIDA theory (Awareness; Interest; Desire; Action) of product adoption. The research also identifies that this commonality of approach is not entirely accidental as similar promoters have been involved at the top level of both sports. The research advises that the future of motor sport should continue to involve the application of the latest technologies appropriate to passenger vehicles if it is to continue unhindered. It is suggested that motor sport should become the definitive technological test bed for vehicle propulsion systems that are sustainable and kind to the environment.

Title: Marketing management of sports brand Nike in the Czech Republic Objectives: The aim of thesis is to describe and evaluate the current marketing management of sports brand Nike in the Czech Republic based on made qualitative analysis. The next point is to detect strengths and weaknesses. Then in the consequence of obtainable knowledge suggest new procedures and implements in marketing which can be used to improve marketing management of the brand. Methods: In this theses there was used a qualitative analysis (descriptive case study), witch was based on document analysis and interview with an employee of marketing department of company. Results: The results showed that marketing management of sports brand Nike in the Czech Republic is on a high level. This fact is mainly a consequence of its global and stable position on a worldwide market. For the reason, that its daughter company Nike CZECH, s. r. o. has been presented on Czech market since 2011, there are many possibilities to improve its marketing management with respect to local specifics. It contains mainly expansion of official shops in the Czech Republic, extensions of brand series, improvements of a communication strategy, sponsorship, changes in an organisation structure and reviews of a brand success. Keywords: brand, marketing,...

Title: Business plan for the establishment of fitness club Health+Prague fit club, s.r.o. Objectives: The main aim of this thesis is to develop a business plan of the newly emerging fitness centre in downtown of Prague and to verify the feasibility of the project. Methods: The first part explains important terms, structure and principles necessary on this issue by using the method of synthesis. In the second part methods of financial analysis and scoring model for analysing competition are used. Results: Business plan for establishing a new fitness club in central Prague showed that the club has the potential to thrive in the market. All analysis results are displayed using tables. In comparison with direct competitors it offers comparable products at highter prices. It offers to customers a large space filled with quality training opportunities, as well as relaxation. Keywords: Business plan, fitness, business, financial plan, marketing, management.

The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

The object of the study is presentation and marketing analysis of touristic region Eastern Bohemia. The study is divided into two sections. First section is theoretic. It desribes marketing, touristic destination and destination marketing. Second section is practical and contains marketing environment of Eastern Bohemia, primary and secondary offer of region, identification of main competitors and marketing research of visitors. The final part of study summarizes essential imperfections and barriers of development of tourism in the region and suggests some solutions.

As social networking websites continue to rise in popularity, their role as a communications tool for academic institutions raises intriguing questions. This is especially true of Facebook, which was originally begun as an exclusively college-based social network. Facebook potentially represents an opportunity to cost-effectively communicate with students, faculty and other members of the college community. The goals of this study were to provide descriptive statistics that might aid in better understanding if students currently do or do not visit academic Facebook pages and why they visit those pages, what is most likely to cause them to visit academic Facebook pages, and how universities might best utilize this tool as a means of communication. The implications of that data could be extremely useful, especially in regards to resource allocation and future university communications.