This diploma thesis is focusing on drafting an improving marketing strategy for company IRD Group s.r.o. which deals with retail jewellery sales in the city Jihlava and also online with the new e-shop. The first part is focusing on the theoretical knowledge associated with this topic. Second part, using theoretical knowledge, is focusing on the analysis on the current situation in the company. In the internet area and on the overall marketing strategy situation. From these facts and dates we found out is created the 3th and last part of these diploma thesis which is focused on the suggestion for improvement a marketing strategy. These improvement, should lead to the acquisition to some new costumers, increase a profit for the company and increase a competitiveness of the company on the market.

Diploma thesis focus on optimization of online marketing communication of Reinto company. Based on these analyzes, it is proposed optimization of existing online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.

Diploma thesis focus on online marketing communication of Reinto company. The thesis is divided into three parts. The first theoretical part explain theoretical knowledge important for understanding the topic. The second part analyzes the current situation of the company and based on these analyzes there is a proposal for improvement of online marketing communications including budget, risk analysis, time schedule, RACI matrix and other recommendation.

This diploma thesis deals with a suitable proposal for a combination of promotional tools on social network sites Facebook and Instagram. In particular, the Reach, Views, and Followers variables will be tracked. In the theoretical part, the basic knowledge of the online marketing environment, knowledge of history and the advantages and disadvantages of classical and online marketing will be defined. In the upcoming analytical part from the described area, will be described potential opportunities for the development of social networking sites, which the author of this work uses to promote cultural events in Brno. The author of this work describes the competitive sites and profiles in the field of promotion of cultural events in Brno. In order to fulfill the stated goals of this work, a combination of paid or unpaid tools and their alternatives on the social networking sites Instagram and Facebook will be formulated.

This Diploma thesis is focused on the communication mix of a manufacturer and a seller of glass products and decorations named Royal Crystal, s.r.o. during its expansion into the global market through an online shop. This company was founded in 2011 and belongs among the largest glass manufacturers in the Czech Republic. This thesis describes elements of communication, that will help to increase the efficiency of communication of this company in the global market.

This diploma thesis is focused on the communication mix of Mr. Hobza’s company, which is interested in the handmaking of wooden flowers. The company doesn’t use any forms of communication mix so far, so the proposals are made for the domestic market and will be used also for the foreign market. The thesis is divided into three parts. Theoretical, analytical and proposal part. The main goal is to design the most effective communication so the company will be better known in the domestic and foreign market.

The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.

The goal of the research in this master’s thesis is an analysis of the current tools used for online marketing including a social networks. Based on these theoretical analyzes specific ways to use online marketing tools of the company XYZ, which is an exklusive distributor of brand Messoa for the Czech and Slovak Republics. Messoa manufactures CCTV and surveillance systems. Work subsequently proposes changes that lead to better effectiveness in the usage of online marketing in company.

This diploma thesis is aiming on drafting a marketing strategy proposal and recommendation for TPF group s.r.o. company, which runs an online discount marketplace called Slevoking.cz with a focus on travelling. First part contains explanation of theoretical knowledge associated with this topic. Second part is focusing on application of this knowledge and carries out an analysis of current marketing strategy and communication channels of the company. The findings serve as a core of the last section of the thesis that provides specific recommendations for adjustment and improvement of the company’s marketing strategy. The goal of these recommendations is to enhance the company’s competitiveness in the market, acquire new customers and maintain the existing ones.

Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising.  Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising.  Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method.  Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.