Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.

Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural differences between countries influence customers’ perception of different aspects of marketing communication mix. That is why the underlying task of the current paper is to investigate if cross-cultural differences within the same geographic region are big enough to affect customers’ perception of marketing communication mix used. To facilitate a data collection, Central and Eastern European region represented by Ukraine and Czech Republic were chosen. As a reference tourism industry was used, due to its’ current significance, scale and global nature. Data was collected by conducting secondary and primary research, both having quantitative nature. Secondary data was collected through statistical offices and official on-line sources. For the primary research purposes a questionnaire survey was conducted among pre-defined target audience in Czech Republic and Ukraine. 300 responses obtained provided a solid basis for the further analysis.  Based on the relevant theory and secondary research findings four hypotheses were developed to address the research question “Does cross-cultural differences within Central and Eastern Europe affect the marketing communication mix in a specific industry?”. The study results provided that cultural differences exist not only between different regions, but also found within the same geographic region. When considered from marketing perspective, they are significant enough to influence customers’ preferences and perceptions of different aspects of marketing communication mix. The results obtained are specific for a particular case, so they can not be applied to some other countries. However, when it comes to marketing communication perceptions, the results can be used as guidelines by other industries then tourism

The main objective of this final thesis is the analysis of the current marketing activities of a targeted company and the customers? awareness. One of the objectives is an assessment and an efficiency of a marketing strategy and the instruments of communication mix. This thesis also describes and analyses, how the instruments of the communication mix are used in targeted company and how effective they are. The analysis of the history and current competition progression of the targeted company is also mentioned. The targeted company is the company Vase Auto Plc., specializing in trade and service of motorized vehicles. The company is based in Ceske Budejovice and it has a long tradition on the market including valued business name. In application part, there is introduced the targeted company Vase Auto Plc., business in the trade and service field of the BMW and Ford brands. There are the characterization of history and progress of the company progression, law aspects, the purpose of business and other relevant subjects described in this chapter. The current market position and the completion ability are shown in macro and micro space analysis of the company and analysis of current marketing activities within the communication mix.

SIDAT spol. s r.o. is a very prosperous company in the field of automation and industrial informatics. Like any business, even SIDAT needs to use for its further growth communication tools that would help to extend company activities and become a leader in its field. My diploma thesis objectives were to propose such a strategy based on the analysis that would help the company to get into greater awareness, to ensure company success in the field of automation and industrial informatics and become a leader not only in Czech, but also on the European market. To achieve the objectives I have made a thorough analysis of existing marketing activities. I have evaluated opportunities, threats, strengths and weaknesses of the comapny using SWOT analysis. Based on the results I have selected the appropriate marketing activities considering company size and activities in the field of automation and informatics as a part of B2B segment. In conclusion I have set activities schedule and proposed budget.

In my thesis I focused on the analysis of communication strategy of Red Bull Czech Republic, specifically on advertising, communication at the point of sale, public relations and media communications, opinion leaders program, event marketing and digital communications. I started from global communication strategy represented by Red Bull Media House and I have examined, how this strategy is implemented at local level. For this analysis, it was also necessary to analyze market of energy drinks in the Czech Republic, as it stands under the category of soft drinks and what position takes Red Bull. Based on these analyzes, I evaluated pros, cons and suggested possible improvements.

This diploma thesis deals with the proposal to improve the marketing communication of Marion's bridal and ball dresses salon. The first part describes the theoretical background. Next part is analytical, presenting the salon's current situation with the analyzes performed, which are summarized in the SWOT analysis. The last part provides suggestions for improving the salon´s marketing communication.

The main aim of my diploma thesis is to analyze and assess current communication mix of EKO-PE,s.r.o. company and to suggest its improvement. The first part is followed to summary of theoretical knowledges which are related to this topic, such as marketing, marketing communication, marketing concept, values for customers, satisfaction of customers and marketing survey. The second part is aimed to practical part of the thesis. It describes EKO-PE company – informs about its history, organization structure, economic viewpoint, marketing mix and ambience analysis. Then this part is also concerned with analysis and assessing of current communication mix of the company on the base of marketing survey made by questionnaire. In conclusion ot this part there are written all the results and proposals on the base of all information and analysis´ I had.

Title: Marketing communication of the betting agency Sazkabet Objectives: The main goal of this thesis is to design a marketing communication, that will help to retain existing customers and to address new ones who belong to target group. Methods: There were used qualittative methods in this thesis. Specifically, there were three semi-structured interviews with employees of the betting office Sazkabet, who work with individual marketing tools. An analysis of texts, documents, websites and social media was also used. Results: The analysis found that the betting agency Sazkabet does not use all marketing tools as effectively as it could. I suggest to the company specific improvements in advertising, sales promotion, digital marketing, influence marketing and sponsorship. Likewise, I recommend a plan for the use of individual marketing instruments for 2021 Keywords: Marketing communication mix, odds betting, hazard, Sazka a.s.

This diploma thesis deals with an analysis of the marketing activities of the company "Österreich Werbung". This company is mainly concerned with marketing communication, whose single elements it uses to promote campaigns of their Austrian partners or its own brand "Holiday in Austria". The analysis is preceded by an analytical and methodological section, which provides important theoretical starting points for the evaluation of the analysis and for recommendations for the future. In the second section the single elements of communication mix with regard to the target group are analysed by means of examples of concrete campaigns in 2010. Due to the analysis carried out, the communication mix of the company is evaluated and recommendations are proposed to optimise the mix.

This thesis is aimed at analyzing the marketing communication mix of the chosen profit and non-profit sports organizations. Based on a thorough analysis and proposing appropriate improvements or recommendations. Partial aim is finding funding sources and uses of funds for the marketing communication mix. Thesis is focused on theoretical knowledge of sports, economy of sports, marketing, marketing communication mix and findings in the field of characteristics profit and non-profit sports organizations. The practical part is focused on analyse of chosen profit and non-profit sports organizations in the Karlovy Vary region. It is a climbing and mountaineering organization or association, offering, brokering and ensuring climbing on indoor and outdoor walls, rock climbing, or other similar outdoor activities. On the basis of a personal interview the current marketing communication mix of organizations was analyzed, including funding sources and proposed improvement measures.