The aim of this study is to broaden existing theories on self-leadership in response to unprecedented challenges and job demands in the emerging economy of the 21st century. The Austrian marketing sector is used as an illustrative example for gaining a more nuanced conception of leaders’ understanding and enactment of self-leadership within a creative environment. The approximation with grounded theory allowed gauging the gap in scientific research with respect to studying self-leadership within organisational settings, as suggested by other scholars. Perceptions on the current work environment and implications for business dealings and leadership at a broader level are disclosed firstly. The study then approximates the concept of self-leadership, underlining some of the dominant notions thereto, as may also be found in prominent research and proposing a conceptualized model for the multiplex relationship of viewing oneself as a starting point in leading others. Possible elements thereto are subsumed into the rubrics of behavioural, emotional and cognitive strategies, continuous learning, authentic role modelling and critical reflection, all of which allow leaders to transcend to an external meaning and ultimately inspire self-leadership among their followers. In the near aftermath, selfleadership shows a positive influence on work performance of both leader and followers, on developing creative potential and deriving meaning for oneself. The findings shall serve as a source of inspiration for leaders within their intuitive learning journey of selfleadership and encouraging the same among their followers. Furthermore, this research constitutes the base for future studies that attempt to shed more light onto the practical applicability of self-leadership within a business context.

This master thesis deals with the marketing strategy creation in a specific company. The theoretical part of the thesis aims mostly on the marketing strategy creation process, from which a big part deals with the analytical work that has to be done. The practical part features the analysis of a particular company and in the marketing strategy creation - preparational phase. This company is a startup on the market but not on the field of corporational B2B where there is no easy to penetrate. Experienced programmers and salespeople are the competitive advantage unlike the new products and brand name on the market. The marketing strategy together with a business strategy should help together to accomplish the given goals.

The thesis Political marketing and political communication as a tool of government policy focuses on the topic of using political communication and political marketing by national government's and politicians. First part of thesis interduces theoretical framework for the political communication, political marketing, political public relations, permanent campaigns and branding. Second part focus on topic of govermental commnunication, third part of thesis interduces some case studies, primarily focused on the Czech Republic with an emphasis of the campaigns of the Government of the Czech Republic.

This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.