The Master´s Thesis analyses marketing communication of a selected health resort. The theoretical part maps different marketing forms and tools in a general way and describes their usage and application in the field of spa services. The practical part includes detailed analysis of marketing communication in the particular health resort Spa Mšené, Inc. Based on questionnaire research the thesis assesses effectiveness and efficiency of the communication tools and techniques applied by the mentioned spa. The conclusion summarises some proposals and recommendations for the purpose of possible improvement of the currently used communication strategy.

The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.

Oversupply is a phenomenon faced by each FMCG company. There are new products entering the market every day, attracting consumers by new or improved features and the customer has a choice from a wide variety of products in almost every category. Therefore brand managers must increasingly focus on marketing communications and try to differentiate their brand from the competition. The theoretical part of the thesis will focus on the key concepts associated with marketing and introduce marketing and communication mix. In the practical part at first I focus on the market of instant coffee, its composition and trends that affect it in recent years. Then I will introduce marketing mix of new instant coffee Nescafe AZERA. Afterwards I will evaluate it and suggest possible changes in the future. The last part of the thesis is my own quantitative research that aims to determine whether this new instant coffee fell into customer awareness and communication campaign was effective.

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

The topic of the thesis deals with BTL marketing communication and its importance for brand building. The aim is to analyze tools of BTL marketing communication on the Czech market and identify the most effective tools that can be used to build brand in the FMCG environment. The thesis should provide more details about below the line communication and its increase use market positioning. Also identify appropriate tool for building brand image, quality and raising customer awareness. Research, expert interviews and case studies were used to prove the objective of this thesis.

DP popisuje komunikační strategii, základní prvky komunikačního mixu, nové trendy marketingové komunikace a nový pojem integrované komunikační strategie. Praktická část je aplikací poznatků do praxe, kdy je vytvořen optimální komunikační mix pro poloprofesionální hudební skupinu The BlueMoon hrající revival 60. let.

Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.

The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to retrieve the imperfections and to optimize the communication mix of this company.

This diploma thesis examines the current communication strategy in a company which is doing an on-line business. It lists recommendations, how this strategy should be changed. It shows communication strategy, communication mix, Internet marketing and on-line business in the theoretical part. In the practical part is a description of communication strategy on a specific company CuteShop s.r.o. Survey was carried out in the practical part to examine the customers opinions about the used communications strategy. At the end of this diploma thesis are all the recommendations, how should the company make the communication strategy better to attract more costumers.

Sponsoring really deserves its place among marketing tools. Its significance indicates not only the fact that in real life it is being used increasingly by companies, it is also being paid greater attention in the literature. This work comes with a synthesis that seeks to promote the perception of sponsoring as a specific and comprehensive marketing tool. With comparison of sponsoring within the frame of marketing tools; a detailed comparison with a tool of PR, and with reasons for and against the inclusion sponsoring under the PR. Specific part is focused on new trends in sponsoring-related change in society, and defines the concept of CSR in the frame of social sponsoring. The practical use of sponsoring is studied on example of Czech Savings Bank (Česká spořitelna, a. s.), and describes various processes associated with the sponsoring of the ČS, then describes selected projects of sponsoring and in detail describes and reviews the project Bike for Life (Kolo pro život). The aim of sponsoring in the context of marketing tools is primarily to increase the value and perception of the sponsor`s brand. Enhance sponsor`s image and promote and contribute to a positive public opinion, the last part is therefore devoted to an overall evaluation of sponsorship activities of ČS with measures for their improvement.