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The bachelor thesis is focused on the creation of a marketing plan for a new social-entertainment enterprise specialized in French gastronomy and culture, which will enter the market in Humpolec. The thesis is divided into two main parts. The theoretical part is consists of literary research and methodology. Firstly, I learned literature based on marketing, food service, coffee, and wine. In this part, key concepts were defined, with which I worked further in the practical part. The methodology of the work focus on aim of the bachelor thesis, the research questions, the principle of marketing research and the methods through which the research was carried out. The practical part consist of interpretation of data obtained during marketing research, description of the location, analysis of potential customers and competitors. Then, the marketing plan for the new enterprise was created.

The thesis deals with an analysis of marketing communication in a pre-elected campaign. The objective of the thesis is to map strategies and trends in marketing communication used by the political parties and groups which are resear-ched in the spheres of advertising, marketing mix, sales support, targeting, public relations, direct marketing, online communication, event marketing and personal sales as necessary entries for finding out trends in pre-elected practi-ses. The work applies the methods of scientific research such as a questionnaire survey and analyses. The publicly available information sources are also used to get more information. All the findings result into suggestions about changes in marketing communication strategies for better results in the next pre-election campaign.

The aim of the Bachelor thesis called "Marketing Strategy of the Contributory Organizati-on" was to find a suitable marketing strategy for a chosen company using analyzes from the marketing environment and market research. The organization is located in the field of service provision and focuses on education and entertainment. The theoretical part is fo-cused on the description of the non-profit sector and its principles for creating a marketing strategy. The marketing mix, analysis of the competitive environment and marketing re-search are also defined there. The practical part describes the activities of the non-profit organization DDM Písek and deals with a situational analysis of the environment, which includes SWOT analysis and analysis of the marketing mix. The following is a questi-onnaire survey that obtained information about public awareness of DDM Písek's acti-vities. Based on the results of the analyzes and the results of marketing research, the last part of the thesis focuses on the proposal and recommendations for improving the marke-ting strategy of the organization.

The bachelor's thesis "A business strategy proposal for the Manufaktura brand with zero waste philosophy" deals with an analysis of the problem of waste material from the field of the cosmetics industry and offers one of the many possible solutions to this problem for the Czech cosmetics company Manufaktura. In the theoretical part of the thesis, the basic terms connected to the zero-waste lifestyle are explained, the Manufaktura brand is presented, as are its values and history and examples of functioning alternatives on the field of sustainable caring cosmetics are shown. The theoretical part of the thesis also explains the importance of a sales and a marketing strategy and of strategy planning overall. The practical part of the thesis brings forth a draft of a business strategy aimed at implementing a draught cosmetics programme for several caring cosmetics products. Based on the findings from the performed qualitative marketing research, it brings forth a suitable approach for implementing this type of a sales practice and also brings solutions to the arisen pitfalls connected to it.

The bachelor thesis deals with the phenomenon of social media and their use in company marketing. Specifically, it discusses the possibilities of marketing communication on the internet and the current trends in this area, which relates to the description and analysis of marketing tools in online marketing. Based on the analysis of marketing tools are analyzed the most popular social media. The research is conducted on the company Fleppi s.r.o, which deals with sales of stationery supplies in the Czech Republic. The analysis of its social media focuses on Instagram and Facebook activities. Part of the analysis is also an interview with the owner of the company. The results bring feedback, which will help the company make any necessary changes to its activities on social networks and make a better marketing strategy.

This diploma thesis investigates the marketing tactics of a selected language school while focusing on all elements of the marketing mix and their practical application. It identifies the key areas for its prosperity and future development based on selected qualitative research methods, such as analysis of the school's marketing activity and structured interview with its management and internal staff. It involves a partial comparison with the competitor educational institutions of a similar field of interest and besides its strengths and competitive advantages it also reveals its drawbacks using the SWOT analysis in terms of which it suggests recommendations for innovations. The theoretical part deals with the general issue of marketing and content of the marketing strategy while highlighting the importance of strategic planning of marketing goals as well as effective strategic marketing management. It provides a detailed view on the field of marketing tactics and its main part, i.e. basic and extended marketing mix with its particular marketing tools, in general as well as from the specific point of view of education. It investigates theoretical and practical characteristics of the individual marketing elements, and it focuses mainly on their usage in the educational field. The aim of the thesis...

The aim of this diploma thesis is to process a draft of a business plan for establishing a family business, an equestrian stable. As potential founders actively engage in horseriding, they are considering setting up a small business, located on the site of newly built stables with a higher capacity, which are already being created, to replace the original, substandard premises. The activities of the business will include, in particular, the stabling of horses, the training of young horses, the sale or brokering of the sale and purchase of horses, and additional services. The purpose of the business plan and the aim of the work is for the founders to be able to decide, on the basis of processed data and developed analyses, whether to carry out the business plan, possibly to what extent and form, or to use the stable only for housing their own horses, and to run it as a non-profit activity, funded by other sources.

POUL, Marek. Insect – (old)new foodstuff: economic context and marketing strat-egy. Bachelor thesis. Brno: Mendelova univerzita v Brně, 2020. This bachelor thesis deals with entomophagy, therefore usage of insect as a source of nutrition. Thesis comprises of topic-related literary research together with ran-domly selected Czech and foreign companies, which are analysed using the 4P method. Thesis also includes a comparison of foodstuffs containing insect compo-nent with their counterpart, in which insect component is not present. The main objective is to propose a marketing strategy for Czech company WormUP, which is engaged in insect foodstuff production. For these purposes, SWOT analysis was used to subsequently create four marketing strategies.

The bachelor thesis deals with the financial and marketing strategy in a selected non profit organization. Firstly, it describes the term non-profit organization, various forms of financing and used marketing strategies, then it is focused on selected non-profit organization. It analysis financing strategies based on provided documents from non-profit organization. Selected non-profit organization provides to the clients many projects, which are funded by the European union. Thesis is focused on these projects and funds.The funding ratio of foreign funds was determined and also financial self- sufficiency. The information was processed and evaluated and based on this, there were given recommendations, which can lead to financial stability and efficiency of selected non-profit organization. The study should bring the greatest benefit to the top management of the selected company and other similar forms of non-profit organizations.

The diploma thesis deals with the use of marketing strategies as tools of civil sector organizations to promote public interests. The first part of the thesis serves to clarify the theory of organized civil sector, marketing strategies of civil sector organizations and the legislative process in the Czech Republic, including clarification of the concept of public interest. The second part of the thesis consists of qualitative empirical research, which aims to describe the whole form of the selected campaign created to promote public interest in the form of legislative change while understanding how campaigners evaluate the campaign and how they perceive cooperation between civil society organizations and marketing agencies for the implementation of the campaign. The chosen research method is a case study of the successful marketing campaign of the czech civic sector organization Svoboda zvířat, which contributed to the promotion of the public interest. By using data analysis and semi-structured interviews the case study acquaints the reader with the key circumstances of the selected campaign, its proposed marketing strategy including its explanation, with the campaign implementation process including the context of the legislative process of the public interest, with evaluation of the campaign from...

The aim of this diploma thesis is to set a marketing strategy for accommodation facility based on theoretical knowledge, carried out analysis and survey of customer satisfaction. As an accommodation facility has been selected a family guesthouse called Penzion Na Špičáku which is located in Český Krumlov. This diploma thesis explains terms as a marketing, strategic marketing, marketing strategy, strategic marketing process and other important terms for well understanding of given topic. For the research in this thesis, there are selected analysis of internal and external environment, competition analysis, SWOT analysis and short questionnaire of customer satisfaction. Due to the Covid-19 pandemic, the analysis of impacts on other similar accommodation facilities has been added into this thesis. Based on the outcome of the research and analysis, there is suggested a marketing strategy and actions that would lead to higher competitiveness of chosen guesthouse.

Title: Marketing plan of a sports club in a non-profit environment Objectives: The main aim of this thesis will be to create a marketing plan for non-profit sports organization TJ SK Markvartice based on collected and analyzed data. The created marketing plan will be based on an analysis of the current situation of the club and at the same time use the knowledge of non-profit marketing so that the goals set are achieved in 2020-2024. Methods: In our work we used methods of participatory observation, semi-structured interviews, analysis of texts and documents and SWOT analysis method. All these methods were applied in order to create a detailed situational analysis of the researched sports organization, which helped to identify the most important factors affecting the researched entity and based on them to determine marketing goals and strategies of the sports organization. Results: Based on a thorough scrutiny of the club's target market (social group) and factors influencing the internal and external environment of the sports organization, the most suitable marketing strategy has been chosen. The implementation of this marketing strategy was carried out in the form of complex of preferred marketing precautions, which we identified as the most important elements with regard to meeting the set...

Vošmerová, L. Marketing and business strategy for IT services sale start up. Bachelor thesis. Brno: Mendel University, 2020. The bachelor thesis is focused on an IT services sale start up. For this start up is created marketing and business strategy. The strategy is based on situation analysis which includes a market environment and primary and secondary data. The questionnaire is also a part of the bachelor thesis. Because of segmentation, targeting, positioning and found information is created marketing and business strategy using marketing mix. The target of the strategy is raised public awareness of start up’s services.

The basic goal of this thesis is to propose a communication campaign for a chosen firm by using modern tools in the communication mix. The theoretical part contains an explanation of basic concepts, tools and methods in marketing communication. The information is collected from secondary sources as are scholarly literature or internet sources. The practical part is focused on the analysis of the chosen company background and on analysis of communication tools that the company uses by encouraging information from the theoretical part. There is a proposal for a new communication campaign including the budget of the campaign in the last part of the thesis. The campaign is primarily focused on online communication and social networks.

Agritourism represents a suitable form of diversification for the farmers in rural areas. The aim of this thesis is to create a business plan for farm providing services related to agritourism in Hluboká nad Vltavou. Therefore, the thesis analyses the external environment of the planned company on the PEST framework and discerns possible threats and opportunities of the project on the SWOT analysis framework. The offer of services and products of the planned farm is based on the results of the quantitative market survey conducted in Hluboká nad Vltavou in 2018 reflected in four suggested target groups of customers and the study of the offers of rival companies in region. The rentability of the project is financially evaluated by the net present value method.

The main aim of this bachelor thesis is analysis and consequent optimization of marketing strategy in Fun Spot Lipno a.s. The theoretical part is focused on the description of the most important basic concepts of marketing, marketing concepts and marketing history. In addition, an analysis of the marketing strategy and the internal and external environment of the company is carried out. A certain part is also devoted to the analysis of the marketing mix, which is an important part for research purposes in the practical part of this thesis. The practical part of the course features a brief characteristic of Fun Spot Lipno a.s., which deals with the mediation of services in the entertainment industry. In addition, this part deals with the design and optimization of the marketing strategy of the company, with a description of the market and competitive environment, goals, strategies, individual analyzes (internal and external environment) and last but not least marketing mix. All the results that will result from the research will serve as a basis for the design of the most appropriate marketing strategy or optimization.

Title: Plan how to support marketing activities development in boat rental in Znojmo. Objectives: The aim of the thesis is to analyze (including SWOT analysis) the marketing activities of the company Půjčovna lodí Dyje in Znojmo. On the basis of these findings to propose a plan for their development. The next task is to establish support activities and complementary activities to contribute positively to the promotion of rentals not only in Znojmo but also in the region South Moravia. The result of the work would be a proposal for specific technical and creative steps to complement existing but also new marketing activities of the 2018 period. Methods: Information and data were based of the documents and information provided directly by the company Půjčovna lodí Dyje. They were subsequently used in analyzing the marketing environment, where the organization is located. After identifying the weaknesses and strengths that were subsequently highlighted in the promotion, will be build a SWOT analysis of the company. Results: The company Půjčovna lodí Dyje has shortcomings in the promotion and indirect communication tools with customers. Based on this knowledge, a plan has been developed to support the development of existing and brand new marketing activities that appeal to the wider public and...

Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth- year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The task of the work was to find out the awareness of the Radegast Index project and its connection to hockey. Consequently, design a marketing strategy that resulted from the results of questionnaires, interviews and SWOT analysis. Methods: Research of the Radegast Index project was conducted through electronic questionnaire. Other research methods were a semi-structured interview with a Radegast brewery specialist and a SWOT analysis of the project. Results: The result of this diploma thesis is a proposal of a marketing strategy, which is designed to raise awareness of the connection of the brand Radegast with extraleague hockey and the Radegast Index project. This strategy, which contains two different financially demanding directions, is designed to match the results of marketing research. in which we have found a strong knowledge of the project among hockey fans, but outside of this community, project awareness is very low. Both draft strategies are therefore designed to address the target segment outside the ice...

The aim of this bachelor thesis is to devise an online marketing strategy for chateau Fryštát in Karviná. The theoretical part of this thesis deals with marketing, definitions of related terms and description of the marketing plan. The thesis also focuses on the specifications of online and social media marketing and in the last chapter of the theoretical part marketing in tourism and marketing of cultural attractions is defined. The practical part of the thesis introduces chateau Fryštát, evaluates the current state of the online marketing strategy, analyzes the competition and develops a SWOT analysis. Then the thesis devises a new online strategy on social media, websites and using banners and PPC advertising. Last the budget and a time schedule for the strategy are drafted.

Bachelor's thesis is concerned with the current marketing strategy of football club SK Slavia Prague. Its main aim is to evaluate the strategy. The thesis is divided into four chapters. The first chapter is theoretical with an introduction to marketing communication and sport marketing. The second chapter is focused on football club SK Slavia Prague. There is a description of its current situation with a focus on its current marketing strategy. In the third chapter the results of conducted marketing research, which measures the awareness of marketing activities of SK Slavia Prague, can be found. In the last chapter of this bachelor's thesis is stated interpretation of results of the marketing research and subsequently evaluation of current marketing strategy of football club SK Slavia Prague.

Focus of this Bachellor thesis is a marketing stragegy of Wedding Design, one of the oldest wedding agency in the Czech Republic focused predominantly on a Czech client base. Goal of this thesis is to analyse the current marketing strategy and to suggest its potential improvements. The theoretical part of the thesis defines the basic concepts as marketing, marketing strategy or a marketing mix. The second practical part is focusing on characteristics of the current local market, status and impact of the external factors in the light of the current marketing strategy of the agency. From the available research results its apparent that the market demand for wedding agency services is increasing which naturally creates competition in this are. This drives the suggestions for improvements of the marketing strategy of Wedding Design presented at the end of the thesis.

The goal of the thesis is to compare marketing strategy of the company PepsiCo in home market and in a foreign market. The home market, the USA, represents the developed market. For a contrast, the emerging market of developing country, India, has been chosen. The marketing strategies are compared on the theoretical basis. Theory of marketing strategy is used for identification of the most important marketing aspects that influence internationalization of a company. Identified marketing aspects are examined at the US and India market. In conclusion, the comparison proves that marketing strategy of PepsiCo is adapted to the specifics of a market according to the approach think global, act local.

The aim of this bachelor's thesis is to analyse the recent situation of marketing activities of the chosen company and to draw up a marketing plan. The thesis describes the theoretical background related to the marketing planning and analysis of the individual parts of the marketing plan. Based on the analysis, the marketing goals and the business strategies are set. The elements of the current marketing mix are evaluated and improved. The marketing plan also contains programs of planned activities, budgets and the control performance. The thesis primarily pays attention to the marketing plan to be applicable in practice.

This bachelor thesis deals with marketing strategy of a selected company. The objective of the thesis is to describe marketing of selected company and suggest the improvements of the marketing strategy. The thesis is composed of three main parts. The first chapter is theoretical and summarizes theoretical knowledge generally. The second part describes the company itself. The second part focuses on business environment and SWOT analysis. The practical part firstly describes marketing strategy of the company and after that deals with suggestion of marketing strategy and how to improve the current strategy which is mentioned.

This bachelor thesis deals with an analysis of online grocery retailers in the Czech market - Tesco Potraviny online, Rohlik.cz, Košík.cz. The thesis is divided into the theoretical and practical part. The theoretical part focuses on the latest trends in e-commerce, e-grocery, buying behaviour of Czech customers on the Internet and marketing strategies. The practical part of the thesis is based on qualitative research in the form of interviews with experts and findings from expert conferences. Results from the information acquired - the purchasing process from a customer and seller, marketing strategies of companies and customer care. Then, through mystery shopping, it was found out which of the grocery retailers best satisfies customer requirements. Mystery shopping results are the source of suggestions and recommendations for monitored e-shops.

Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.

The Master thesis deals with marketing strategy analysis of coffee brand Jacobs, which is one of global brands of Jacobs Douwe Egberts company. The goal of this diploma thesis is the analysis of marketing strategy and on the basis of questionnaire survey there are suggested activities to improve current marketing strategies. In the theoretical part there are summarized main theoretical findings about marketing generally, one subchapter is dedicated only to brand and its impact on marketing, which provide insight into the issue. The practical part focuses on the coffee market of Czech Republic, on the company itself, it also deals with individual policies of the company, with rival companies, inner and outer analysis, and least but not last SWOT analysis. Questionnaire survey is also the part of practical part and the final part contains on basis of that survey suggestions for improvement of marketing strategy.

The bachelor thesis deals with the possibilities of marketing strategy in the selected area, which is the sports shoes and apparel market. Its main objective is to analyze and evaluate the marketing strategy of two leaders of the market - Adidas and Nike, and based on this analysis, with the projection of the specifics of Czech market, to develop a marketing strategy proposal for the company newly entering the market. The theoretical-methodological part summarizes the current knowledge of marketing, defines the basic concepts and describes the methodology used for the elaboration. The practical part deals with specific brands, outlines their market position and analyzes the marketing mix. It also explores brand perception and marketing mix among Czech consumers using MML-TGI data and its own questionnaire survey. At the end, the marketing strategies of both brands are thoroughly evaluated and based on this assessment, with inspiration from the primary data analysis, a marketing strategy for the new company is created.

The aim of this study is at first to investigate objectively and evaluate the marketing strategy of the club. With the help of various analyzes, the entire concept will be monitored and defined easily both on Czech and international scale. Not targeting solely on the current research, but I'd like to suggest some changes that might improve and strengthen the position of the team in the future.

The thesis deals with the marketing strategy of the company Vinné Sklepy Kutná Hora, s.r.o. The aim of the thesis is to introduce and evaluate current marketing activities of the chosen company and subsequently propose convenient recommendations. Initially, the thesis defines the key marketing terms with a focus on the online marketing. The thesis also analyses the wine market situation namely at the world wine market as well as at the wine market of the Czech Republic. Theoretical findings and the analysis of the wine market serve as a solution for the evaluation of current marketing activities of the chosen company. Subsequently, convenient recommendations have been proposed which could help the company extend the range of its customers and increase its sales.

The objective of the thesis is evalution marketing and communication strategy of Lidl in the Czech republic, identify key factors of success of this company and propose improvement of marketing strategy. In the first part, I explain the theory of marketing, marketing strategy and communication strategy. In the second part, I focused on current situation in the retail market and especifically on the marketing strategy of Lidl company. Based on facts, I propose the possibilities of improving the marketing strategy.

This diploma thesis deals with the marketing strategy of the football club FC Baník Ostrava. The aim of the thesis is to analyse the marketing strategy of the company and afterwards suggest possible improvements. The theoretical part focuses on marketing, marketing strategies, new trends in marketing, marketing in sport and on situation analysis. The practical part contains introduction and characteristics of the company, its marketing mix and situation analysis of the club. For better identifying of the awareness of the club supporters about marketing activities were used questionnaire and its evaluation. In conclusion there are some suggestions for the improvement of marketing strategy.

This thesis deals with the analysis of the marketing strategy and activities of the AB brand, which is part of the K + B Progres, a.s. Brand management is in charge of the so-called Import Department, which is already engaged in export activities. The work is focused on the portfolio of small consumer electronics. The company does not produce the goods but trades with it. The author of the thesis explores the existing marketing activities of the AB brand and further analyzes its external and internal environment. The analyzes that have been carried out in order to meet the objectives of the work are PEST, VRIO and microcool brand analysis. In addition, the author made a questionnaire survey mainly to determine the perception of the AB mark of the consumer. On the basis of the collected information, SWOT analyzes and the resulting recommendations were developed.

The aim of this bachelor's thesis is to provide an analysis of the image of French-speaking countries (except France) reflected by the geographical and travel magazines published in the Czech Republic. The theoretical part of this thesis deals with the tourist industry and its various types. It is followed by an overall presentation of Francophony, the French language in Europe, and then the French-speaking countries (European and partially non-European countries) from a historical point of view as well as a tourist destination. The theoretical part is concluded by a short description of the marketing strategy of the tourist destination and a presentation of the studied periodical (geographical and travel) magazines. As for the practical part, it is devoted to the analysis of the articles concerning French-speaking countries. The latter part focuses on the quantity of found articles, the linguistic part of the articles and the evaluation of presented informations in which the thematic units are organised. The result of this thesis is a presentation of the complex image of the studied countries presented to the readers. The thesis comprises a conclusion summarizing the text, a trilingual glossary, and an annexe showcasing the evaluation of questionnaires responded by Swiss and Belgian citizens.

This diploma thesis deals with preparation of marketing plan for launching a new product on market with full auto coffee machines. The aim of this thesis is to propose complete marketing plan divided into single steps including market analysis, definition of marketing objectives and marketing strategy based on marketing mix for achieving the objectives.

The aim of the bachelor thesis is to inform a reader about marketing and to analyse the marketing strategy of Grena, a.s., which offers fire resistant materials, boards, face panels, vermiculite and kitchen doors. The theoretical part is focused on marketing, marketing strategies, SWOT analysis and on marketing research and the competition analysis. The following part is focused on the company Grena, a.s. This part describes the company and the history of this company, the range of products this company offers and the activity of the company on foreign markets. This thesis also analyses the competition in the fields, where Grena is active. The marketing analysis is based on marketing mix 4P. The end of this thesis includes SWOT analysis. There are also some suggestions for new solutions and for improvements of the marketing strategy of the company which are based on the SWOT analysis.

The thesis is focused on evaluation of marketing strategy of a selected company focusing on NINJAGO brand on Czech market. Thesis is divided into two chapters. First chapter includes theoretical part and describes strategic planning process and product management. Theoretical part starts from situation analysis, following with outputs from situational analysis, marketing objectives, strategies towards customer and competition. Following with marketing mix, action plan, monitoring and evaluation. Second chapter covers practical part, where strategy is analysed in same steps as in the theoretical part. Obtained information and recommendations are summarized in final part of second chapter.

This diploma thesis deals with the analysis of the current marketing plan of the existing café Pražská kavárna and recommends a marketing strategy for the next period. The main objective of this thesis is to propose a new marketing plan for Pražská kavárna for the following year 2018, based on the gained theoretical knowledge and information gathered from the analyses of current marketing practices. The partial objectives are to make a business situation analysis (macro, micro and internal environment), characterize the company's marketing mix, to identify points for improvement, and to develop the resulting targets and strategies. The thesis is divided into five chapters, into the theoretical and practical parts. The first part deals with the theory of strategic planning and the specifics of marketing in the hospitality industry and includes current food trends. In the second part, the theoretical knowledge is applied in order to evaluate the current marketing strategy of the company and design a new marketing plan.

The aim of this masters thesis is to propose a new organizational structure of the hotel castle Valeč and to evaluate its financial situation. In order to assess the financial situation, financial methods such as horizontal and vertical analysis, cost-effectiveness, return on revenues and accommodation indicators (occupancy, average price per room and price for the available room) are applied to the enterprise. The thesis consists of a theoretical and practical parts. The theoretical part defines methods of management of small and medium enterprises, which include marketing strategy, financial management, management of the company development and growth. It is followed by a practical part, which contains a description of the hotel castle Valeč, a SWOT analysis, a financial analysis and an analysis of the current state of the organizational structure. In the conclusion of the masters thesis, problems are identified based on these analyses and changes in the organizational structure are proposed.

The subject of this Bachelor Thesis is an analysis of the marketing strategy of the chosen bussiness subject - Fotbalový Klub Jablonec, a. s. The primary goal of this thesis is to evaluate the marketing strategy of this club, as well as its marketing communication and to suggest possible improvements which could lead to more quality marketing communication of the Jablonec club. The next goal is related to this objective - to suggest a solution for the problem of low attendance of the Jablonec club at the home stadium. My own research and a questionnaire were used in order to analyse the marketing strategy. The research showed that there are many activities organized which correspond with the marketing strategy and they are mostly focused on the region around Jablonec nad Nisou and that also fit into the strategy of FK Jablonec of being a regional club. The questionnaire revealed that marketing communication is considered to be relatively high-quality. Results also showed, that the most important communication channels for FK Jablonec are Facebook and official website, which are the best rated and mostly followed ones. Research also showed, that fans, who visit home matches, do it regularly, so FK Jablonec should focus on winning new fans over.

In the theoretical part are described various tools of digital marketing and their specifics. Furthermore, the work provides the necessary expertise to compile a situational analysis and marketing plan. The theoretical part follows the empirical part, which tries to meaningfully interconnect the acquired theoretical knowledge in the context of exploring small business marketing activities. The aim of the bachelor thesis is to find out whether and to what extent it is important for small entrepreneurs to use digital marketing tools. Furthermore, the aim of the thesis is to obtain realistically useful outputs for the company being investigated. These are situational analyses; A case study on the use of digital marketing tools along with a set of recommendations for improvement; A plan for a specific marketing campaign.

The master thesis deals with shopping centres, which have become a modern phenomenon in todays retail world. It is concerned with its historical development, consumer shopping behaviour and describes trends in shopping generally and shopping center development. Current trends include the return of shopping centers to city centers. As an example of this tendency is the construction of a model shopping center in southeastern Moravia. Based on a research, the aim of the thesis is to evaluate the impact of the construction of this center on the consumer behaviour of the local population. The thesis also describes the impacts of construction in terms of economic, spatial, social and ecological. An equally important output of the thesis is the proposal of a marketing strategy including recommendations for improving the operation of the chosen shopping center.

The objective of this bachelor´s thesis is creating a proposal to improve the marketing stratégy of travel agency FIRO-tour a.s. The first part of this thesis is focused on a summary of theoretical knowledge about marketing, market segmentation and marketing mix. In the next practical part of the thesis is processed analysis of the market, analysis of marketing mix, SWOT analysis and survey on the perception of the travel agency FIRO-tour a.s the target group. On the basis of the evaluation results is created a proposal to improve to the future.

The topic of my bachelor thesis is Marketing strategy of the company A3 SPORT. The scope of my bachelor thesis is to describe the marketing strategy of the company A3 SPORT and to conduct own research in which I will test whether my hypothesis, that the sales service in the shops of company A3 SPORT is better than the sales service in the stores of company SPORTISIMO, is right. For my own research, I have chosen the method called Mystery shopping. In the theoretical part of the bachelor thesis I describe basic terms in the area of marketing, such as marketing itself, marketing strategy, communication mix or marketing research. In the practical part I provide information about the company itself, about its marketing strategy and about its major competitor. This part also contains evaluation of mystery shopping and my suggestions for improvement.

The topic of my bachelor thesis is designing a marketing strategy for a company Falco, which is concerned with making cans with dog and cat food. The main goal is to assess their current marketing strategy and conseqently to propose changes, which should be helpful under the current circumstances. These changes are based on results of my own questionnaire survey. In the theoretical part of this thesis are main principles of marketing and its characteristics are discussed, and these are then used as a basis for the practical part. The practical part is mostly concerned with the company itself, its establishment and its strengths and weaknesses, where were defined using the SWOT analysis. This part contains PEST analysis as well. Furthermore the questionnaire survey is also included here, whose results were used to propose changes in order to improve the marketing strategy.

The goal of this work is to evaluate marketing strategy of FC Zbrojovka Brno. I used a questionnaire survey and interviews with employee of the club to reach my goal. From the survey I have discovered some shortcomings, that can be cause of the low attendance at home games of Zbrojovka. I have structured the evaluation according to marketing mix 7P. The biggest shortcomings I have discovered in the categories Product and Place and I have made a suggestion how to improve these and other imperfections. I hope this thesis will help to improve marketing strategy of FC Zbrojovka Brno and will raise the attendance.