This dissertation analyses different tools of marketing communication used within the hospitality field in town of Trebic. Goals of this paper are parts of two research questions: 'how visitors assess current communication channels used by the town to present the most significant historical monuments' and 'if the current content of communication reflects the main reasons for visits of the monuments'. A survey filled out by visitors was used in order to collect data for the research. Final summary is clearly elaborated in the coincidence matrix. Based on the description of the current situation, including the method of comparison and synthesis, the tactical measures reflecting identified weaknesses and strengths of communication are suggested.

Diploma thesis goal is to compare marketing communication of football clubs AC Sparta Praha and FC Viktoria Plzeň based on communication mix model and to propose recommendation for the future. First part deals with communication mix model and describing its tools. Practical part analysis and compares marketing communication of AC Sparta Praha and FC Viktoria Plzeň. Conclusion contains evaluation and proposed recommendation for each football club.

The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.

The aim of this thesis is to analyze marketing activities of nonprofit organization INEX-SDA and make recommendations relating to the marketing mix which would increase awareness of this foundation and also increase voluntary help from the public. The thesis is divided into two parts. First part deals with theoretical definition of marketing and its specifics related to the nonprofit sector. The theoretical part is followed by a practical part in which organization INEX-SDA and the individual elements of the marketing mix are specified. In this part there was also done marketing research. With the analysis of marketing activities information is obtained which together with the theoretical knowledge leads to recommendations relating to the marketing activities of this non-profit organization. The thesis ends with an overall summary.

GUARANT International is a professional organizer of congress and conference services in the Czech Republic with more than 20 years experience in this field. The main aim of this thesis is to analyse the current marketing strategy of GUARANT International focused on marketing communication. Within that I will evaluate current marketing strategy focused on marketing communication and I will suggest appropriate solution leading to improvement. Another objective of this thesis is to monitor the Czech market in event organizing, to analyse the competitive environment in this field and evaluate the current position of the company at the Czech market. The thesis is divided into five chapters. The first two chapters are theoretical; third to fifth chapter is practical part of the thesis.

The aim of my diploma thesis was to present a comprehensive view of OOH advertising in Czech republic, assess the current situation and outline the direction in which this form of advertising has great potential for further development and which way could this form of advertising lead, especially if we consider innovative technologies within the in-store advertising. The theoretical and methodological part defines OOH advertising within the marketing mix and marketing communication, mentiones its history, advantages and disadvantages, divides OOH formats according to location and use. I focused on the principles of creation OOH advertising, legislation that regulates this form of advertising, I have devoted the measurement of indoor and outdoor advertising, and described the process of planning OOH advertisement. Then I descrived the current situation in the Czech market, new trends OOH communication,which I followed in the practical part. The practical part is based on the theoretical part. It includes information about the company UGO! Media, its materials and products that can be used for in-store advertising. I also mention implemented campaigns and research that was related to the efficiency of the basic material UGO! Media and eventually devote my one research, which relates to the use of products offered by UGO! in a concrete point of sale. The conclusion sums up all the important parameters learned from the research, provides recommendation for further use UGO! product sales in a given location and general evaluation of potential in the use of new technologies in-store advertising.

This thesis deals with the analysis and consequential optimization of marketing communication towards business customers of one of the leading telecommunications operators in the Czech Republic The aim of the work is a detailed analysis of the current state of using marketing communication tools, detection of gaps compared with expectations of corporate customers. The goal is to set communication mix that will meet theirs expectations. Business customers are strategically key segment to which it is necessary to pay attention to and which it is necessary to obtain truly stable competitive advantage. One of the pillars to achieve this is just setting optimal communication tools.

Diploma thesis is focused on the issue of marketing planning with an emphasis on marketing communication. The first part of the thesis is theoretical. The mentioned theory used as a starting point for the practical part of the thesis which was performed in the company QUADRO System, Ltd. The practical part begins with the company introduction. The thesis describes the current situation of the company, company's current product portfolio, target groups, distribution etc. The survey was executed to confirm certain facts. There are also several analyses included, e.g. Competition analysis and SWOT analysis. The practical part of the thesis concludes with the appropriate and effective marketing communication proposal, which was drawn up with respect to the financial possibilities of the company.

Diploma thesis deals with utilization of social media in marketing communication of selected company. The goal of the thesis is to analyse current state of the situation in this company and consequent proposal of the new plan of marketing communication in field of social media. The teoretical part of the thesis is summarising the theory of the marketing and communication mix and also marketing communication in B2B environment. Analytical part of the thesis is dealing with analysis of the communication mix of selected company with particular effort to discuss of the content which is shared by this company and its main competitors in various social platforms The final part of the thesis is containing proposal of the new marketing communication strategy of the selected company based on the analysis of the current state. The potential benefits of the proposed strategy are discussed together with the analysis of its cost.

The subject of this thesis is a proposal of a communication mix for a selected company BM Holding s.r.o. In the thesis it can be found a detailed analysis of the current state of the communication mix, the determination of possible deficiencies and the design of a new communication mix. The proposed communication mix should ensure a better market position for the company and attract new customers. The theoretical part of this thesis is focused on the basic concepts of marketing environment, marketing mix and communication.