In my final thesis I focused on modern tools in marketing communication such as buzz marketing, guerilla marketing and so on from theoretical and practical point of view. The main part was about a phenomenon, which appears in the Czech Republic in the past few years -- english called twangoo. Not only between them, but also entrepreneurs and customer on this specific market, I was doing a questionnaire research, which helped me draw final conclusions.

The aim of the thesis is to capture the specifics of marketing communication on the German market and get to know whether the marketing communication of Nordsee company is characterized by these specifics. The aim is also to analyse and give reasons of the differences of marketing communication of Nordsee on the German and Czech market. First two chapters create a theoretical basis of the thesis. These two chapters define marketing communication, and deal mainly with communication mix, targets and process. The thesis includes also knowledge of marketing communication in multicultural environment. The culture is defined here and characterized by the cultural dimensions of Geert Hofstede. The next part aims at the specifics of international marketing communication. The third chapter analyses the marketing environment and marketing communication in Germany. The next chapter shows concrete activities of marketing communication of Nordsee company both at the German and Czech market.

diploma thesis at hand is titled "The Use of Marketing in Strategic Management and Planning in Small and Medium-sized Companies". The objective of the thesis is to create a meaningful, causal, systematic, and practically usable analysis of the given topic; and, subsequently, apply such academic knowledge in drafting a marketing strategy for the purposes of the company named SkiServis Kunžak (SPORT2000 Smejkal). The company in question is a retail outlet selling ski, snowboard, and cross-country ski equipment. Alongside with this, it provides servicing and rentals of the goods mentioned above. The needs of the company are determined by the need to respond constantly to evolving society and, in correlation, to increasingly dynamic and more demanding variability of the environment. At the current time, the most outstanding role is especially played by the social economic crisis. Creating a strategic marketing plan was selected as a key strategic weapon for SkiServis Kunžak. The principal means of achieving the objectives then include a selection of specific marketing communication strategy. SkiServis Kunžak (SPORT2000 Smejkal), a small company, had not elaborated their marketing strategy before this thesis was produced. Marketing and its issues had been tackled intuitively and randomly. To the largest extent, SkiServis Kunžak used to rely on word-of-mouth promotion in which satisfied customers would spread awareness of the company's existence and its scope of business. Given the varying conditions of existing markets, changes in values in society instigated by changes in values in individuals, and with regard to new demands, dynamics of competitors, etc., the management at SkiServis Kunžak (SPORT2000 Smejkal) decided to pay proper attention to the marketing strategy. The diploma thesis is divided into four major sections. The introductory section defines the root cause and motivation behind the selection of the topic for this thesis. Key questions are asked concerning the process of creating company's marketing strategy, and these are gradually answered during the process of tackling the subject matter. The second section observes the theoretical and methodological framework as a support for the following practical (applied) section. Theoretical grounds for the diploma thesis have been mostly compiled from professional literature. Thus, the theoretical module is prevailingly of compilation nature. Theoretical and methodological section is further divided into two subchapters. The first subchapter defines, in the given context, currently frequently used terms related to successful existence of small and medium-sized businesses in competitive market environment. Attention is paid to the following terms: "strategy", "innovation", "twenty-first-century marketing", "specifics of small and medium-sized companies", "strategic alliances". The second subchapter of the theoretical module specifies the strategic marketing plan. The text is structured and delivered in a more or less bullet point format because essential descriptions and contextual references are explained in preceding chapters. The text defines the following terms: "company's visions and targets", "marketing research", "critical success factors", "strategic situation analysis", "SWOT analysis", etc. The chapter also defines partial corporate strategy, i.e. marketing strategy. It specifies marketing targets that stem from company's targets and from a completed situational analysis. Out of all marketing strategies, the "marketing communication strategy" is considered best for the purposes of the applied section. The practical (applied) section, and the third module, takes into account former and existing facts relating to SkiServis Kunžak (SPORT2000 Smejkal) with a view of future orientation. Subsequently, the thesis introduces an applied situational analysis made through SWOT analysis followed by the draft of the marketing strategy itself through communication mix. The emphasis is, among others, put on the effort to "survive" the current economic crisis and preserve existing customers, increase company's market share, increase awareness of SkiServis Kunžak, etc. The final section synthetically summarizes fundamental results of individual analytic chapters. Also, the reader can find here an outline of the issues to be explored in the future.

This Master Thesis characterize the specification of marketing on the fishing tackle market. The theoretical part defines the basic marketing concepts and definitions which are initial for the practical part. Application part describes the market of fishing equipment and subjects, details the marketing activities of company engaged in the manufacture and sale of fishing tackle. Part of the Thesis describes the marketing research of shopping habits and brand awareness among consumers. Based on the description of the current marketing situation and marketing research, recommendations are established for the company for increase the loyalty of existing customers and increase of market share.

The goal of this study is to outline a marketing communication strategy and following activities for the BTP-06 product line of company JABLOCOM s.r.o. As a theoretical background marketing communication and it's methods and tools used on B2B markets will be mentioned. Relating to marketing communication activities which were conducted in the company in the last years and taking into account the outlined activities, the hypothesis will be verified at the end in order to find out whether the change in the marketing communication strategy helped the company to increase the sales of the particular product or not.

This qualitative study aims to examine how Tillväxt Motala AB are working strategically to market Motala, a middle-sized city in Sweden. The study is implemented through qualitative semi-structured interviews with employees at Tillväxt Motala AB. The theories on which this study is built are strategic communication, place branding and marketing communication, and a few concepts regarding propaganda. The results show an integration of marketing and communication work roles at the organisation of interest. A deficiency concerning internal communication at Tillväxt Motala AB, due to lack of time, was found. Furthermore, Tillväxt Motala AB has a unique contact with both local and external networks from which employees benefit in their work regarding the place branding. Consensus in the interpretation of place branding as a definition was found among the employees - to highlight a place's positive qualities through communication to meet the needs of the business sector, visitors and residents and to differentiate themselves.

8 Abstract Title: Marketing strategy of the Gigathlon Czech sport event Objectives: The main aim of this diploma thesis is to propose a marketing strategy that should lead to the increase in the number of participants of sport event Gigathlon Czech. This marketing strategy contains the individual elements of the communication and price strategy, from the point of view of creating the starting fee. Methods: Methods of expert sources, analysis, synthesis and comparison were used in the research and completion of the project. Primary and secondary data collection was used as a complement to these methods. The description of the professional resources can be found in the chapter called Theoretical Basis. Further research was carried out, analysis of the Swiss model, popularity of sports in the Czech Republic, analysis of participants of the sporting event Gigathlon Czech, analysis of the return of participants, competitive competitions and SWOT analysis.. Results: The result of this diploma thesis is a marketing plan that was compiled for the current year 2019 and contains proposals that could be applied to the years 2020 and 2021. It is composed of the main and partial steps. The main steps include the modification of the concept in the form of category extension and rise of the starting fee; these steps have...

O planejamento da comunicação de marketing se desenvolve a partir de um processo de tomada de decisão envolvendo diferentes e inter-relacionadas etapas, as quais permitem às empresas determinar as principais diretrizes estratégicas e operacionais da atividade. O presente estudo tem por objetivos analisar o processo de planejamento da omunicação de marketing adotado pelas empresas e propor uma sistematização desse processo. O método geral de investigação foi baseado em duas etapas. A primeira consistiu na pesquisa bibliográfica sobre os conceitos, características e funções do planejamento, a definição e as etapas para o desenvolvimento do planejamento e do plano de marketing, os fundamentos e processo da comunicação, as funções da comunicação de marketing, os elementos de decisão que a compõem, além dos modelos de planejamento da comunicação de marketing. A segunda etapa envolveu uma pesquisa empírica que teve como técnica de coleta de dados a entrevista em profundidade realizada com profissionais da área de comunicação de dez empresas pertencentes ao ranking dos 300 maiores anunciantes do Brasil. Como técnica de análise dos dados optou-se pela análise de conteúdo. Os principais resultados apontaram que o processo de planejamento da comunicação de marketing adotado pelas empresas praticamente se resume no planejamento e execução das campanhas de propaganda. Constatou-se que algumas decisões do processo de planejamento da comunicação citadas na literatura não são consideradas e que a implementação das ações tem sido a maior preocupação por parte das empresas. Apresentou-se uma proposta para sistematizar o processo de planejamento da comunicação de marketing, considerada uma alternativa aos modelos estrangeiros destoantes da realidade brasileira e pouco adequados à dinâmica encontrado no planejamento e execução das atividades promocionais. / The planning of marketing communications evolves from a process of decision making involving different and interrelated steps, which allow companies to determine the strategic keys and operational activity. This study aims to analyze the process of planning marketing communication adopted by companies and to propose a systematization of this process. The general method of research was based on two stages. The first step consisted in researching concepts, features and functions of planning, definition and the steps for the development of planning and marketing plan, communication fundamentals and process, the roles and importance of marketing communication, the decision elements that comprise it, besides planning models of marketing communications. The second stage involved an empirical study that had as data collection technique in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed that the process of planning marketing communication adopted by companies practically consists in planning and execution of advertising campaigns. We found that some classic decisions of communication planning process cited in the literature are not considered and that the implementation of actions has been the biggest concern for companies. We presented a proposal for systematizing planning process of marketing communication, considered as an alternative to foreign models dissonant from Brazilian reality and ill adapted to the dynamics found in the planning and execution of promotional activities.

The main aim of this master’s thesis is to propose marketing strategy for the company LAUFEN CZ s.r.o. The theoretical part contains main marketing terms, which will be used for an analysis of actual situation and for marketing strategy proposal that will lead to the fulfilment of the goals.

Since the competition on the market regarding standing out as an organization and as an employer, creating a good reputation is more important than ever.  Knowledge regarding how to attract potential employees is vital for organizations. This to be able to differentiate themselves from their competitors with an advantage. The research area regarding employer branding and employer value proposition has developed since Ambler and Barrow (1996) first minted the concept, but it is still important to contribute with further studies. The purpose of this study was to contribute with more knowledge regarding the components of organizations EVP’s and how they communicate this to potential employees. Further, the study had a descriptive purpose with a qualitative approach, and it was deductive. This was achieved by interviewing six different respondents from six different audit firms active in Sweden. The interviews were semi-structured, recorded and transcribed. The collected empirical data showed that the components included in audit firms EVP’s are compensation, benefits, work content, career, affiliation and they choose to communicate work content, career, and affiliation. The main communication channels used to communicate their EVP’s to potential employees are social media, LinkedIn, their own websites and on-campus marketing.   Keywords: Employer brand; Employer branding; Employer value proposition; Marketing communication; Promotion