The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.

The thesis focuses on the current marketing strategy of the professional hockey club HC Vítkovice Ridera with the aim of proposing changes in the marketing strategy that the club could use in the coming season. Based on theoretical knowledge, a situation analysis is developed, which evaluates the current state. This analysis is then supported by a questionnaire survey. The final part of the work is focused on recommendations for the club.

Musicians are cultural entrepreneurs, operating as human brands in the South African music industry. The ability to manage their brand effectively may give them an added advantage to compete successfully in this industry. This study sought to explore the integrated marketing communications (IMC) practices of South African musicians in brand promotion. Using a qualitative design, interviews were conducted with practising South African musicians to collect data. The results revealed that South African musicians use multiple marketing communications tools to promote their brands in multimedia campaigns. However, not all the elements required for integrated marketing communications were in evidence. Results from this study may be used by entrepreneurial South African musicians to create a strategy for integrated marketing communications in promoting their brand in the South African music industry and may also contribute towards the practical application of IMC within the broader field of marketing management. / Business Management / M. Com. (Business Management)

Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.

The aim of my diploma thesis is the analysis of Schmidt estate agency. This analysis will be focused on its inner and outer environment, above all on the way this estate agency is viewed by its real or potential customers in Břeclav and its surroundings. I will use the results of the analysis for determining a recommendation to increase the level of Schmidt estate agency clients’ satisfaction and to raise awareness of this estate agency.

The goal of the thesis is an evaluation of a present communication with customers concrete company and proposal of the new communication campaign for the next years. The thesis is separated on a theoretical and practical part. The theoretical part concerns importance of a marketing communication, analysis methods of internal and external background, description of particular tools of a communication mix and it solves budget determination for communication campaign. In the practical part is described the selected company, its current situation analysis of communication mix, customer satisfaction research which is focused on current services and new communication campaign proposal.

The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided. / Business Management / M. Com. (Business Management)