The aim of this thesis is to define the contribution of functional foods for human health and formulate an effective introduction procedure of functional foods for the regional food market using marketing mix tools. The practical part is done in cooperation with ALIMPEK al. s r. o. The company is trying to introduce a new product to the customers (bread, which contains modified flax) and present its health benefits. Questionnaire survey confirmed, that the consumers are aware of the impact that food has on human health and are inquiring its specific effects. The source of the information that affects the customers mostly is the internet (unprofessional publications) and etiquette of the product. Consumers are aware that flaxseeds are beneficial to health, but they could not list the specific effects. It was further found that consumers do not know the composition of the bread they buy. Based on the data and information gathered, possible solutions that could lead to increased consumption of selected functional foods were proposed.

Topic: Brand building of the football club in the Czech Republic Objectives: Master's thesis aims to propose a strategy of branding for the football club FK Dukla Praha for the years 2018-2023. The solution is based on the analysis of branding in three foreign sports clubs, one European league competitions and case study of rebranding. This part is followed by evaluation of branding in Czech football league. The results of these case studies are used to develop the branding strategy of the football club FK Dukla Praha, which will focus on developing brand loyalty of fans, club events and brand positioning against the competition. Methods: The thesis is based on the theoretical knowledge related to the given topic. For the detection and analysis of branding abroad, case studies, publicly available data and observation method were used. An analysis of the Czech environment in terms of branding was carried out on the basis of monitoring research. A method of expert interview with the club's frontman was used to create SWOT analysis and build the potential of the FK Dukla Prague football club. Results: The thesis brings a theoretical overview and assessment of branding in the Czech football environment and points to directions and projects that have potential for the future. Using a comparative method...

Title: Evaluation of the effectiveness of communication campaigns O2TV Objectives: The main objective of this diploma thesis is to evaluate the effectiveness of launching campaign O2 Sport (2015) and to compare O2TV campaigns for the years 2015, 2016 and 2017. After that, improvements are proposed for the overall communication of O2 television and its sports channels both in the Czech Republic and Slovakia. Methods: Used method in the thesis was analysing documents. This method was used to evaluate the O2 Sport launching campaign and to evaluate other campaigns from 2015, 2016, 2017. Results: The results of the work revealed that the O2 Sport launching campaign was sophisticated and effective. Even comparison of the campaigns throughout the evaluated years and based on all considerations, the most successful year was 2015 when the O2 Sport campaign was also launched. Keywords: marketing communication, analysis, communication, advertising, sport

The objective of this work is to analyze the currently used marketing concept, way of communication and PR activities connected with International Festival of Outdoor Films (hereinafter MFOF) with respect to the target group and type of event. The main objective was to create a certain design improvements lead to the success of the festival.

The particular purpose of my thesis was to analyze University of South Bohemia in České Budějovice?s marketing management. In my thesis I have focused on marketing communication and issues of corporate identity which belongs to fundamental components of public relations. After evaluation of instruments currently put to use and after benchmarking elaboration I can convey, however, University of South Bohemia falls behind other universities in many aspects particularly in modern trends. My thesis summarizes many deficiencies and areas which deserves more attention in the future. I believe the University is going to realize measures to improve its position. I also hope it will appreciate my comments and it will take my proposals into account which could catch up some of trends.

The goal of this thesis is to evaluate the used sales promotion in selected company Motor Jikov Group and based on examined data to suggest potential solution for improving the current situation.

The aim of this diploma thesis was to create a communication campaign based on the priority goals of a municipality and to address the target group through this campaign to achieve the goals.

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.

This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.

CSR och transparens blir alltmer vanliga verktyg för företag för att kunna belysa konsumenter om deras ansvarstagande och hållbara arbete. För att dessa aktiviteter ska nå konsumenterna krävs en kommunikation från företaget. Som konsument kan det vara svårt att uppfatta informationen och tolka den som företaget önskar. Den här studien undersöker hur konsumenter uppfattar H&Ms marknadskommunikation gällande CSR och transparens och hur kommunikationen påverkar konsumentens köpbenägenhet av gröna modeprodukter på H&M. I studien genomfördes sju semistrukturerade intervjuer med kvinnliga studenter i åldrarna 21-26. I intervjuerna förklarar informanterna sina åsikter gällande företagsmarknadskommunikation av dessa områden och hur de uppfattat H&Ms sådan. Efter genomförd tematisk analys av det empiriska datamaterialet har det kunnat fastställas att konsumenterna haft svårigheter att uppfatta H&Ms marknadskommunikation angående dess hållbarhetsarbete. Den information som nått ut har därmed mottagits med bristande trovärdighet. Detta visade sig vara oberoende av respondentens kunskapsnivå eller grad av engagemang inom hållbarhetsfrågor. / CSR and transparency are becoming two common tools for companies to highlight consumers about the company’s responsibility and sustainable work. In order for these activities to reach the consumers, a communication from the company is required. As a consumer, it may be difficult to perceive and interpret the information in a way that the company desires. This study investigates how consumers consider H&M’s marketing communication regarding these topics and how this communication affects consumers’ willingness to buy green fashion products at H&M. In the study, seven semistructured interviews were conducted with female students in the ages between 21-26. In the interviews the informants explained their opinions on the company’s marketing communication of these subjects and how they perceived H&M’s communication. After a succeeded the matic analysis of the empirical data material it has been found that the consumers had difficulty understanding H&M’s marketing communication regarding its sustainable work. The information obtained has thus been received with insufficient credibility. This is stated as not related to the level of knowledge the respondents possessed or their commitment in sustainability.