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The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporitelna and University of Economics in Prague, description of the projects being realized and evaluation of their effectivity.

The thesis is an analysis of the marketing communications mix in Russia. Its main objective is to describe and analyse tools of marketing communications in Russia.

Marketing communication (demonstrated on hotel Golf Praha) The aim of this thesis is to define criteria of marketing communication in the field of hospitality. One part of the thesis is focused on evaluation of hotel Golf Praha communication according to its quality and efficiency. Benefits should be definitely eventual suggestions for improving the communication and its quality, or changes that should actuate on clients as effectively as possible to help reach better commercial results.

The aim of this thesis is to introduce the brand Axe, to describe it`s characteristics and marketing communication. The thesis is divided into 4 parts - 2 theoretic and 2 practical.

The thesis is focused on identification factors that affect the fair presentation of companies operating in mechanical engineering. Based on these factors are formulated principles of communication strategies and recommendations for the selected company in the field of industrial automation. The thesis includes the analysis of marketing and communication mix of selected company, matrix of industry attractiveness and calculation of selected indicators of financial analysis. Questionnaire survey contributed to the formulation of recommendations. The recommendation was formulated based on a questionnaire survey.

This diploma thesis deals with marketing communication of gaming organizations who creates gaming events. Both qualitative and quantitative researches were conducted to identify factors that affect visitors when considering participation in gaming event. Based on results of the analyses, general marketing recommendations for game event organizers were subsequently compiled.

This theses follows up valuation of marketing strategy of sport sunglasses of the Relax brand and communication strategy proposal of sport sunglasses of this brand for the next season. Theoretical part of the theses summarize topics of marketing and marketing communication based on present experts opinions a trends. It pursues holistic marketing, target marketing, different conceptions of marketing mix, marketing strategies in terms of different authors, brand perception, integrated marketing communication and situational analysis. In practical part, the SWOT analysis is worked up. It is based on valuation of the situation of macro and micro environment and internal analysis that is based on the audit of marketing mix with emphasis on the communication mix. Pursuant this analysis, the communication strategy proposal is made. Its objectives were set in cooperation with management of the Relax brand.