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.

The aim of this thesis is to analyse marketing communication of pilsen company Chladírenský servis Jedlička and to find out which trends of company's marketing communication can be used or are used. The first part of thesis is literary research. This part discusses concepts such as marketing, communication, marketing communication and new trends in marketing communications. As marketing trends are definited online marketing, viral marketing, mobile marketing, event marketing and guerilla marketing. The second part of thesis is a practical part. In this part instruments of Chladírenský servis Jedlička's marketing communication are discussed. This part deal with history of marketing communication of chosen company, when company mistakenly considered advertising in the sense of a one-way flow of information as its marketing communication. At present, however, the company uses the concept of marketing communication in the right sense, two- or more-way flow of information. For marketing communication the company uses online marketing, banner advertising on YouTube, Facebook,and watchs their feedback. Futhermore the company plans an event marketing for year 2018. The company also uses QR codes and sponsorships. Several improvements are recommended to the company. The first suggestion is to improve a Facebook communication engaging more employees in marketing communication and responding to comments on posts. The second suggestion is to focus on foreign customers and create websites in foreign languages. The third suggestion is to support event marketing of the company events this for existing and potential customers. The fourth suggestion is to make another shocking events. The fifth suggestion is to start watching a feedback from QR codes. The last suggestion is to create a notebook whither employees write questions from customers which management would deal with twice a month.

This work is concerned with analysis of marketing communication tools used by the TEST Civic Association of Consumers and partially also the Association for Defence of Consumers and the Association of Czech Consumers. The necessary information was obtained using a questionnaire survey, interview and also analysis of the organisation?s website from the viewpoint of a normal user. Measures on how to improve existing marketing communication used by the TEST Civic Association of Consumers, are proposed on the basis of the established results.

The main aim of this graduation theses was to describe and evaluate the marketing communication of shopping center Futurum Kolín and find out what type of marketing communication tools is used. After characteristic of the center followed by description of the communication mix. In the theses was realized marketing research to identify the typical customer of SC Futurum Kolín as a starting point for effective marketing communication. Based on the results were designed new tools of marketing communication that complement the already existing.

The diploma thesis deals with the marketing communication of Czech musicians, concretely how musicians should effectively communicate with their audience. The aim is to analyse and to create the optimal way to develop the communication of musicians within the Czech music sphere. The theoretic part aims to define the fundamental terms of this thesis. It explains terms relating to the marketing communication, communication mix, communication and media channels used in the music industry and it also defines the Czech music industry. The practical part consists of two qualitative researches regarding the communication of musicians and the audience in the Czech music industry. The results are used for creation the methodology of marketing communication including the advices and recommendations for beginning musicians. The benefit of this thesis is the application of the methodology as the reference how to communicate with the audience for a purpose of gaining and building up the audience of the musicians.

The subject of the thesis is an analysis of the effectiveness of marketing communication strategy in private health care facility of optometry, evaluation of customer perception and design measures to encourage business performance. The first part describes the theories, which knowledge of is necessary to build a communication plan. The second part is an analysis of the current external communication within the organization and evaluation of its effectiveness based on a questionnaire survey. The final part includes suggestions for changes and appropriate communication measures to increase business performance.

The subjekt of the master’s thesis „Proposal of the marketing mix for the system SMSbrána“ is to define individual instruments of the marketing mix with an focus on the marketing communication on the internet and it’s use for the system SMSbrána. The thesis consist of free sections. The first part explains the basic concepts of marketing mix, on which is the second part based. I have done an analysis and product specification in the analytical part. This helped me to define main shortcoming of the system. I proposed recomendations to eliminate shortcoming in the third part.

This thesis deals with the issue of marketing activities within the selected company. In the practical part there are suggestions and recommendations made on the basis of theoretical grounds and complex analysis. They are supposed to lead to brand building, improving the situation on the market and to attracting customers. In the practical part there is also a marketing campaign plan using modern marketing tools.

The main aim of the thesis is to reveal shortcomings of marketing communications of the brand ABC and to develop proposals for improvement.The theoretical part contains knowledge of marketing necessary for proper processing of other parts of the thesis. There are analyzes internal and external environment and analysis of previous promotional campaign signs in the analytical part. Based on the findings of the analytical part there are suggested changes and recommendations in marketing communications of the brand. Klíčová

The following master thesis is focused on the issue of marketing communication of travel agencies on the social media environment. It maps the current involvement of five selected social media to the promotion of the seven most important travel agencies in the Czech Republic. The author compares the real state of communication to social media with his own exploration of travel agent preferences. The comparison is based on a series of recommendations for the marketing communication of travel agencies on social media at the end of the work.