This thesis is about analysis of marketing in concrete town, determine the current state of its using and evaluation and possible design strategies for improving. The end of this thesis is about proposals which could improve the marketing of the town.

This master´s thesis is focused on marketing strategy and consequent formation of the proposal of the marketing strategy for emerging Floorball Academy. Base data for the new marketing strategy are gained from theoretical knowledge, from chosen methods of primary research and from analysis of micro environment, macro environment and SWOT analysis. Particular components of marketing strategy are proposed on the base of data processing and their evaluating. This marketing strategy is prerequest for sucessful entry and operation of Floorball Academy on the market.

This diploma thesis deals with the analysis of the marketing communication in non-profit organization focusing on organizing events and related event marketing. The aim of the analysis is to prepare the groundwork for the creation and implementation of new, unique event that will fill in the accompanying programme of a specific project. The work is divided into three parts: theoretical, analytical and proposal. The analytical part focuses on cultural activities in public spaces with focus on students and the public in order to prepare a unique event. Based on this analysis, the specific event is designed and incorporated into the communication mix of company. The diploma thesis also describes detailed implementation and assesses the whole progress of the event.

The Diploma Thesis deals with marketing planning issue. The theoretical part de-scribes suggestions from specialized literature in the field of marketing planning. The analytical part describes the in general perspective, its present condition’s analysis, based on suggestions of the theoretical part of this text. The main objec-tive of this thesis consist recommendations, based on analysis from the analytical part of this text, that will make expansion of the analysed company possible within next few years. The goal of this diploma thesis is corrections and improvement of the current marketing plan for future Torrsen Sports’ expansion.

This Diploma Thesis discusses the marketing communication of the company C-FILTER FITRY, s.r.o. which distributes filters and related services. This project analyses the current situation and weaknesses of the company and looks for ways to improve its promotion in order to increase the company´s revenue.

Marketing, online marketing communication, advertising, marketing research, questionnaire survey

In attached degree project I show suggestions which are relating with extending and more effective busienss activities, changes and extending of storage area, extending of communication activities, extending of selling of its own brand products, more effective trade routes of dealers, etc. Above suggestions should lead and existing company to the higher prosperity level and its stabilization at present competitive conditions relating with existing economic crisis.

Tato diplomová práce, ​Byla, nebyla jedna firma, a ta se jmenovala Patagonie​, se zabývá případovou studií outdorové značky Patagonia a jejích aktivistických transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky: ​Zachraňte Bears Ears​. Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral. Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje své zákazníky zejména o stavu životního prostředí prostřednictvím svćyh multimediálních poutavých příběhů nesoucí prvky žurnalistiky. Patagonie usiluje o podněcování veřejnosti a ostatních firem zapojovat se do občanské společnosti, změnit spotřební chování nejen zákazníků, ale i výrobců, s konec̆ným cílem udržitelné ochrany této křehké planety, kterou my všichni obýváme. Patagonie potvrzuje své altruistické odhodlání prostřednictvím svého oficiálního firemního hesla: "Jsme v businessu, abychom zachránili planetu."