The diploma thesis deals with the marketing communication in the public sector. The necessity of this communication in this sector is proved in the thesis by the example of the Basic school with extended language teaching Metelkovo náměstí in Teplice, based on image analysis based on field investigation and on analysis of the previous communication of this school. The thesis is devided into two main parts, theoretical and practical, the first one has one chapter, the other one is divided into 3 chapters. The theoretical part deals with marketing and marketing communication in general and in the second part these theoretical knowledge is applied on the case of the selected basic school. Frist, the image analysis of the school is performed, after that the individual communication activities from the past of the school are presented and in the end some pieces of advice are given to the school as well.

<p>The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations.</p><p>It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels.</p><p>Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and information and advertising from and about the operations of public sector organizations (PSOs) is vital for the existence of the citizens. How the PSOs communicate what they spend the tax payers’ money on has its own set of rules. The operations of PSOs are controlled by quite a number of laws and regulations. None of the laws apply directly to the methods of communication, yet PSOs have historically been very strict with most types of marketing. The results show that in the last couple of years this has changed and municipalities in particular have started to actively work on and communicate its brands. Stockholm is no exception. The reason for the change is the development of marketing in non-profit organizations, the occurrence of social marketing and image marketing and possibly the globalization and Internet.</p><p>Micasa Fastigheter is a municipal company that has gone through a branding process during the past 2.5 years. The company has step by step passed through the same stages in its branding process as a private company, the only exception being the very little advertising. It is thus possible for a municipal company to brand itself without clashing with the laws and regulations that govern the public sector. A result that, according to my survey, is due to a maturity in marketing issues amongst decision makers in the City of Stockholm, a general focus in the Swedish society on branding and, the people in charge of the branding process.</p><p>A look at the municipality of Stockholm is a good start since most trends start in the capital but a more thorough look at a substantial number of Swedish municipalities would be interesting for future study.</p>

The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations. It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels. Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and information and advertising from and about the operations of public sector organizations (PSOs) is vital for the existence of the citizens. How the PSOs communicate what they spend the tax payers’ money on has its own set of rules. The operations of PSOs are controlled by quite a number of laws and regulations. None of the laws apply directly to the methods of communication, yet PSOs have historically been very strict with most types of marketing. The results show that in the last couple of years this has changed and municipalities in particular have started to actively work on and communicate its brands. Stockholm is no exception. The reason for the change is the development of marketing in non-profit organizations, the occurrence of social marketing and image marketing and possibly the globalization and Internet. Micasa Fastigheter is a municipal company that has gone through a branding process during the past 2.5 years. The company has step by step passed through the same stages in its branding process as a private company, the only exception being the very little advertising. It is thus possible for a municipal company to brand itself without clashing with the laws and regulations that govern the public sector. A result that, according to my survey, is due to a maturity in marketing issues amongst decision makers in the City of Stockholm, a general focus in the Swedish society on branding and, the people in charge of the branding process. A look at the municipality of Stockholm is a good start since most trends start in the capital but a more thorough look at a substantial number of Swedish municipalities would be interesting for future study.

The topic of this thesis is the marketing of the town of Rejštejn in the Bohemian Forest. In 2007, the town regained the status of a town, which could be the first step in restarting socio-economic development and supporting tourism. The thesis focuses mostly on a detailed analysis of the current use of the marketing mix, whose results enable for suggesting future improvements in the marketing of the town of Rejštejn.

This thesis is focused on the analysis of propagation of selected cities. Its aim is to theoretically and practically describe and then on specific examples evaluate attitude of cities and municipalities to promote their localities and activities, both towards to its visitors, and especially to its inhabitants. The theoretical part is focused on explaining the basic concepts and contexts related to promotion and marketing techniques of cities and municipalities and also marketing mix, which is part of the promotion. Assessment of promotion methods applied in assessed locations and also evaluation of its effectiveness is performed in practical part of thesis. Overall, the author of the work concluded, that the approach of selected cities to promote them, reaches an acceptable level. Nevertheless, the author found some procedural reserves and tried to suggest some of the recommendations, which can be an inspiration not only for analyzed cities itself, but also for other cities and towns.