The purpose of this study is to map the activities used for satisfying employee’s needs in an engineering company and with the support of theory concretize their contribution to employee retention and company performance.

The thesis deals with the principles of making marketing mix and the goal is to design process of making marketing mix in selected company by using the principles of marketing activities. The selected company is engaged in the sale, rental, bazaar and service of ski equipment. The first part is about the realization of the analysis of the marketing mix and the results explain why it would be reasonable to create a marketing mix for the summer season. The next part is designed to process the creation of the marketing mix, which clarifies the possibilities of the company, the competitive environment, but also the needs, desires and demands of the customer.

A tese tem como objetivo verificar se existem técnicas de marketing nas atividades das organizações criminosas do narcotráfico e analisar como elas são utilizadas. A profissionalização das organizações criminosas desenvolveu estruturas empresariais globalizadas com noções de Administração, Logística e Contabilidade. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas organizações criminosas do narcotráfico à luz dos fundamentos teóricos apresentados. A abordagem metodológica utilizada foi uma pesquisa exploratória qualitativa e o método para a coleta de dados foram entrevistas em profundidade. Os entrevistados selecionados foram profissionais que atuam ou já atuaram diretamente no combate e repressão do crime organizado do narcotráfico no Brasil. Conclui-se a existência da utilização do marketing nessas organizações, mesmo que de forma intuitiva e não-estruturada. Existe concorrência entre as organizações criminosas do narcotráfico e, apesar de elas não fazerem um trabalho formal de segmentação do público, elas sempre buscam atingir as pessoas mais vulneráveis, como os jovens, e as classes mais abastadas. As organizações criminosas procuram oferecer produtos de acordo com as demandas e necessidades dos consumidores. As definições dos produtos oferecidos diferem entre cada organização criminosa e a produção das drogas varia conforme o tipo dela. A determinação do preço dos narcóticos é feita pelas lideranças dessas organizações e vários fatores impactam no seu valor final. A escolha da praça no narcotráfico é uma conjunção de fatores e busca tornar o produto acessível para o consumidor e facilitar a atividade ilícita. Para as organizações criminosas do tráfico de drogas que atuam no microtráfico, que acontece dentro das cidades, o P de praça é o mais importante para a sua existência porque lhes garante o mercado consumidor da região. Já no caso das organizações que atuam no macrotráfico e vendem para os compradores intermediários dentro dessa cadeia escalonada do crime, o P de produto é o fator fundamental relativo aos outros elementos do composto de marketing. De todas as ferramentas de promoção de marketing, o boca-a-boca é a mais poderosa para divulgar, promover e ampliar a rede de consumidores desse mercado ilícito. / The thesis aims at verifying if there is marketing techniques in activities of the criminal drug trafficking organizations and analyzing how they are used. The professionalization of criminal organizations has developed globalized corporate structures with Administration, Logistics and Accounting notions. Marketing activities developed in the criminal drug trafficking organizations have been identified and discussed in light of the theoretical grounds presented. The methodological approach used was a qualitative exploratory research and the method to collect data was in-depth interviews. The selected interviewees were professionals that work or have already worked directly in the fight and repression against the organized drug trafficking crime in Brazil. It was concluded that there is use of marketing in those organizations, even if in an intuitive and unstructured manner. There is competition among the criminal drug trafficking organizations and, although they do not do a formal work of public segmentation, they always seek to reach the most vulnerable people, such as the youth, and the upper classes. Criminal organizations try to offer products according to the consumer\'s demands and needs. Definitions of the offered products differ among each criminal organization and drug production varies according to its type. Drug pricing is done by the leaderships of those organizations and several factors impact its final value. The selection of the place in the drug trafficking is a combination of factors and seeks to make the product accessible to the consumer and facilitate the illegal activity. For the criminal drug trafficking organizations that work in the micro trafficking, which happens inside the cities, the P of place is the most important for its existence because it ensures the consumer market of the region. As for the organizations that work in the macro traffic and sell to intermediary buyers inside this staggered crime chain, the P of product is the fundamental factor related to other elements composing the marketing. From all marketing advertising tools, word-of-mouth is the most powerful one to disclose, advertise and extend the consumer network of this illegal market.

A revisão teórica apontou uma visão geral dos temas de marketing e educação por meio da cronologia histórica, da discussão conceitual, da relevância teórica e prática de cada assunto, dos principais desafios para pesquisa e o desenvolvimento do tema marketing educacional. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas instituições de ensino superior à luz dos fundamentos teóricos. A metodologia abordou os aspectos relacionados ao protocolo do estudo de caso e uma pesquisa exploratória qualitativa sobre as atividades de marketing foi realizada no trabalho empírico. Executou-se estudo de caso múltiplo, com IES privadas da cidade de São Paulo, por meio de entrevistas com os gestores responsáveis pelo composto de marketing. Concluiu-se que devido a competitividade no setor, as atividades de marketing ganharam importância, todavia ainda são elaboradas de forma desestruturada. O departamento de marketing das instituições educacionais atua principalmente no P de promoção, exercendo pouca influência nas decisões relativas aos outros elementos do composto de marketing. / The literature review pointed to an overview of marketing issues and education through the historical chronology of the conceptual discussion of the theoretical and practical relevance of each subject, the main challenges for research and development of the theme of educational marketing. It identified and discussed marketing activities in higher education institutions in light of the theoretical foundations. The methodology addressed the aspects related to case study protocol and a qualitative exploratory research on marketing activities took place in the empirical work. It executed multiple case studies with private higher education institutions in São Paulo, through interviews with the managers responsible for the marketing mix. It concluded that due to competitiveness in the sector, marketing activities have gained importance, however they are still prepared in unstructured form. The marketing departments of educational institutions operate mainly in P - promotion, exerting little influence in decisions relative to other elements of the marketing mix

With the proliferation of mobile devices and wireless connectivity technologies, mobile social communities offer novel opportunities for targeted marketing by service or product providers. Unfortunately, marketers are still unable to realize the full potential of these markets due to their inability to effectively target right audiences. This thesis presents a novel middleware for identifying spontaneous social communities (SSCs) of mobile users in ad hoc networks in order to facilitate marketers' advertisements. The contributions of the presented work are two fold; the first is a novel model for SSCs that captures their unique dynamic nature, in terms of community structure and interest in different \textit{hot-topics} over time. These time-varying interests are represented through an inferred \textit{community profile prototype} that reflects dominant characteristics of community members. This prototype is then employed to facilitate the identification of new potential members. The selected community prototypes are also used by marketers to identify the right communities for their services or products promotions. The second contribution of this paper is novel distributed techniques for efficient calculation of the community prototypes and identification of potential community links. In contrast to traditional models of detecting fixed and mobile social networks that rely on pre-existing friendships among its members to predict new ones, the proposed model focuses on measuring the degree of similarity between the new user's profile and the profiles of members of each community in order to predict new users' relationships in the community. The adopted model of SSCs can foster many existing and new socially-aware applications such as recommender systems for social events and tools for collaborative work. It is also an ideal target for business-oriented applications such as short-message-service (SMS) advertisement messages, podcasting news feeds in addition to location/context-aware services. The performance of the proposed work was evaluated using the NetLogo platform where obtained experimental results demonstrate the achieved high degree of stability in the resulting communities in addition to the effectiveness of the proposed middleware in terms of the reduction in the number of routing messages required for advertisements.

Due to the liberalization of the international trade, there is an increase in food imports to the Czech Republic. However, many producers are not able to face this competition and are forced to end up their business. This leads to the decrease in the production of agricultural commodities and foodstuffs which also reduces the food self-sufficiency of the Czech Republic. Therefore the Ministry of Agriculture (MA) runs activities in order to promote domestic food and the competition "Regionální potravina" is one of those activities. The related campaigns are aimed at both the producers and consumers. The aims of this thesis are to find out how producers perceive the competition Regionální potravina and activities of the MA and whether producers observe that competition and activities of MA have some positive effects. Another aim is to find out whether consumers know the competition Regionální potravina and activities of MA, whether they buy this food and whether they prefer to buy Czech food. The theoretical part concerns especially marketing and legislation related to the promotion of domestic food. The practical part is based on a survey among producers and consumers. Based on the results of this survey, the recommendations for the Ministry of Agriculture are set out.

The aim of this thesis is the real representation of the company's business Auqa Angels EUROPE s.r.o. - a brief description of each area inside the company, know-how, product description, pricing and insight into the distribution system and the importance of sales personnel in the company. The author is concerned with the individual marketing activities of this small company and evaluate their effectiveness. Furthermore, this work aims at a competitive comparison in the Czech market with bottled water and evaluate the awareness of the brand and its positioning among consumers. The basic hypothesis is low Aqua Angels brand awareness among consumers thanks non wholesale marketing activities and narrow target group and pessimistic view of the drinking regime of Czech population. Part of this thesis is also the overall assessment of the current situation of Aqua Angels EUROPE s.r.o. and recommendation of appropriate workable solutions in areas where deficiencies are determined.

Diplomová práce navrhuje marketingovou strategii pro výstup projektu „Collaboration in Higher Education for Digital Transformation in European Business“, zkráceně CHEDTEB. V teoretické části je vysvětlena podstata marketingové komunikace týkající se dané problematiky. Pro potřeby sestavení návrhu jsou v analytické části zkoumány výsledky již proběhlých marketingových aktivit. Vyhodnocené výsledky budou použity pro vytvoření propagace výstupu prostřednictvím modelu STP.

The diploma thesis focuses on cost optimization of individual marketing activities. It contains analysis of these activities in the chosen company including its ratings and suggestions for optimal structure. The outcome of this thesis provides recommendations for its leaders to improve marketing usage in the company.

Background: To date, there have been several studies conducted on how social media marketing affects customer loyalty. However, they have been narrowed down to specific areas, such as luxury fashion, the airplane industry, and so on. Therefore, there is a literature gap on how social media marketing affects customer loyalty in general. This research seeks to fill that gap though investigating how certain characteristics of social media marketing activities affect customer loyalty in general. Purpose:  The purpose of this paper is to describe the effects social media marketing has on customer loyalty. Methodology:  This research will be conducted by gathering quantitative data through a cross-sectional research design. A survey was performed based on the theoretical concepts in the theoretical framework, which seeks to test the relationship between the independent variables and the dependent variable. An operationalization was created to showcase the theoretical grounds for each question, where each question is bound to a concept/variable. Students in ages 18-30 were used to define the sample population for this research. Conclusion: The purpose of this paper was to describe the effects social media marketing has on customer loyalty. Due to H1 and H2 being approved, and H3 and H4 being rejected, this paper provides evidence that there is a significant positive impact of the SMMA characteristics of entertainment and interaction on customer loyalty. It was also established that there were two SMMA characteristics that did not have a significant positive relationship with customer loyalty; trendiness and customization.