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The Diploma Thesis sought to generate proposals and recommendations for online food suppliers to help them boost their market success. Primary and secondary data were used to evaluate the features of buying behavior and the influence of the Covid-19 pandemic on online food shopping. According to primary research, 70% of respondents have prior experience with internet buying. Sixty percent of those remaining are in favor of using the service in the future. As a result of addressing this issue, segments have been defined for which communication strategies for online food sellers have been devised.

The Bachelor Thesis studies the means of communication of subjects in food sales. The theoretical part defines marketing mix, especially communication, consumer behavior, and associated trends, the purchasing decision-making process, and the factors affecting consumers when purchasing food products. In the practical part of the research, secondary and primary data is used. The primary data was obtained using a questionnaire with 141 respondents. The purpose of the study is to give recommendations for the distributors and manufacturers of food products to improve their sales.

This bachelor thesis is focused on marketing communication of technological conferences. The goal is to choose and evaluate the suitability of the tools for communication mix used by propagation of a technological conference. In the theoretical part the terms like event marketing and event, marketing communication and communication mix specifically applied on the events are defined. Practical part is focused on a specific technological conference and also on the analysis of the marketing communication tools used in this conference. The outcome is the recommendation for the specific tools of the communication mix useable in the next years for the organizers of the conference.

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.

In modern society is developed pressure, to look perfect in any circumstances. In advertisements, media, and now much more often in social media is presented ideal body image, protopyte of beaty, that many people chase. Mail goal of this thesis is to ascertain dependency of body image on customers shopping behavior. This thesis is focused on young generation, that is in great extent affected, not just in socialization, by modern technology. That is why additional goal of this thesis is to confirm effect of social media on perception of the ideal of beaty and its presentation by models and celebrities in ad campaign. In theoretical part is background knowledge of marketing communication, which includes social media. Also desribed body image and consumer´s behaviour. In practical part is quantitative research done by secondary and primary research. Qualitative research is processed through semistructured interview.

The bachelor thesis is focuses on entreptreneurship of the Clarins Group on the Czech and Slovak market. The first chapter of the theoretical part defines the 4P concept of the marketing mix and its individual parts. The second chapter of the bachelor thesis is dedicated to explaining terms as brand, brand identity and positioning. Practical part focuses on the introduction of the group and its brands and description of the sortiment in detail. Thesis also provides information about the most important distributors of the group on the Czech and Slovak market and bring a closer look at marketing communication. The last chapter is dedicated to Company's social responsibility of the group.

This thesis discusses marketing communication of Polaroid company and also defines and describes the usage of instant photography as a marketing tool. Polaroid company, one of the most iconic brands thanks to its founder, Edwin Land, is popular for their unique instant cameras and an instant photography, which is still popular today. First part of this thesis describes the origin and history of the company. It describes first intentions and talks about reasons that stood before the idea of establishing the company. It also focuces on history of the company and introduces all the important cameras during its evolution. The second part of this thesis defines company as a brand and describes its marketing communication in a wider range and focuses closely on the visual communication of two periods of the company's history. Period from 1960 to 1990 was the most succesful period of Polaroid company. The other period, from 2007 to 2017, was much more different though. Polaroid company started working as a licensing company and it changed the face of an instant photography and also changed the ways of using it. This thesis describes and analysies those periods, puts them in contrast and compares them. It also discusses practical usage of instant photography in marketing communication and shows that usage...

REPKOVÁ, Kamila: New trends in marketing communication applied on Russian market. University of Economics, Prague, Faculty of International Economic Relations, Department of International Trade. Thesis supervisor: Ing. Soňa Gullová, Ph.D. Prague, 2017, 75 p. The thesis adresses to problematic of marketing communication in contemporary Russian federation. The aim of the thesis is to charakterise and analyse new trends in marketing communication currently applied on russian market. The theoretical part of the thesis defines and examines basic terms connected to marketing communication, marketing mix, communication mix and its particular components. In this part, there are analysis of russian marketing market, russian consumer, consumer differencies and usage of particular media in marketing. The practical part of the thesis examine in detail commercials currently used on russian market. More specifically it dedicates online advertisemet, advertisement in television and sponsoring. From analysis of data are established conclusions as assesing the efectiveness of particular marketing communication tools. The final chapter provides specifications of new trends in marketing communication on russian market.

The bachelor thesis studies the usage of fashion blogs in the marketing communication. It brings the view of the fact how fashion blogs are perceived by their readers and how readers are influenced by fashion blogs. The theoretical part of the thesis describes marketing communication, communication process, communication mix and online marketing. It is followed by characteristics of blogs and social networks. The practical part is dealt with the description of how my own fashion blog works and with its advertising on social networks. In the conclusion the questionnaire survey was used to identify the public opinion on fashion blogs and their influence on readers. The thesis is finalised by recommendations dedicated to fashion bloggers and are based on my own experience with fashion blogging.

The thesis focuses on the marketing communication of two retail chains, Coop Jednota Slovensko and Mercadona. The aim of the thesis is to give the communication strategies overwiev of the selected retail chains and their perception by slovak and spanish consumers. The thesis contains the comparison of shopping behavior between slovak and spanish customers, positives and negatives of retail communication from customer´s point of view. On the basis of marketing research we made also some suggestions for potentional improvements of communication with customers.

Diploma thesis deals with the problematics of promotion in the hotel industry. After defining theoretical knowledge, it is demonstrated on specific practical example, the internationally known hotel in Prague. The practical part includes an analysis of the actual promotion of the selected hotel, where the emphasis is put primarily on communication on social networks. Subsequently, this promotion is compared to competing hotel. At the end, on the basis of the conclusions, there are presented recommendations and proposals for the marketing campaign of the hotel.

Bachelor thesis "New Media as an important part of marketing communication of electronic music events" analyses the role of new media as a group of key communication channels of marketing communications of electronic music events. Compares the use of new media with traditional channels represented widely in the marketing mix of communication of electronic music events, analyses the effectiveness of the use of new media in the marketing mix, examines and compares real and perceived impact of the use of new media in the marketing mix for the audience. The first part of the thesis focuses on the description of the new media, the social aspects and its use in marketing communication; describes electronic music events and social aspects; and anchors marketing communication and the importance of use of its instruments in electronic music events. Then analyses the various tools of marketing communication and offers a questionnaire survey focused on perceptions of marketing tools used for electronic music events on which it concludes evaluation of the effectiveness of marketing communications of electronic music events.

The main objective of this thesis is to analyze marketing communication of the company Prestige Real and make recommendations for its improvement. The first chapter describes the theoretical part of marketing of business-to-business markets. The next chapter focuses on the specifics of B2B markets, their customers, shopping behavior of firms and B2B market segmentation. The third chapter describes the theory of marketing communication in a B2B environment. This chapter is followed by a practical part, which contains information about the company Prestige Real, its customers and marketing communication. Next chapter focuses on SWOT analysis and in the final part, the recommendations to improve the current marketing communication are made.

The changes taking place in the marketing environment of companies since the beginning of the 21st century can be described as fundamental. Marketing reacts to them by changing its orientation and developing its tools, as well as the means of their use in practice. In marketing communication, and especially in establishing the communication mix, the following aspects are becoming key: below-the-line activities, direct marketing, the internet, social networks and creative communication campaigns with the aim of promoting communication among customers (WoM). In the context of the above-mentioned trends and using data from a questionnaire-based survey, this article evaluates the quality of marketing communication of Slovak companies, with an emphasis on the extent of use of current trends and new forms in their marketing communication. This analysis also includes a statistical verification of how the use of new trends and forms of marketing communication depends on selected factors, as well as an evaluation of the impact of these factors on the given area. The selection of factors, such as company size, presence of foreign capital, sector, or primary market orientation of the company, was based on a logical assumption of their potential relevance for the studied subject. The article concludes by summarizing the established facts and outlining both existing problems and their possible solutions. The main finding is that the marketing communication of Slovak companies has not yet seen the expected shift as regards the importance of the individual forms of communication. In other words, traditional forms of communication are still prevailing. The use of alternative forms of marketing is another problem, since they are generally not seen as trustworthy, they are underestimated, and there is a general lack of experience regarding their use.

The thesis disserts about marketing strategy of the corporation TheRoom. The aim of this thesis is to analyze the company marketing strategy, its marketing activities on the internet, evaluation and to create a list of opportunities, suggestions and recommendation. The theoretical part is dedicated to general meaning of marketing and other specifications of the classical and internet marketing. Practical part deals with corporate environment, including market and competition analyses. The thesis contexts also analysis of marketing communication, SWOT analysis and analysis of database of TheRooms clients. The contribution of the thesis lies in the complex view on the company, its marketing communication and whole market of escape games, which allows to create a comprehensive opinion about the current position and future develop of the company and this sector.

The bachelor thesis deals with the issue of marketing communication of Czech centre Berlin, which is one of foreign branches of contributory organisation of Ministry of Foreign Affairs. Its main purpose is to analyse each area of communication activities of Czech Centre Berlin in last few years and to suggest recommendations leading to improving marketing communication of organisation and to optimization of specific tools. The thesis characterizes theoretical background issues, deals with concepts as marketing, marketing communication, while attention is paid to specifics of their use in cultural sector. It further defines terms related with area of cultural diplomacy and its main involved persons. The thesis analyse the activity of Czech centre Berlin, its communicational activities and marketing communication of competitive institutes. In the end it evaluates individual elements of communicational mix of Czech centre Berlin and states recommendations for its improvement, compared to competition of organisation.

The goal of this bachelor thesis is to identify the purpose of the marketing communication and its tools. Taking the theoretical knowledge into consideration, the selected company will be analyzed. This thesis will start by defining individual key terms, the marketing mix, as well as the communication mix. Several modern approaches will be described as they are an important aspect of each company. The second part of this thesis will address the usage of theoretical knowledge in practice and analyze current marketing communications of the company operating in the telecommunication industry. Suggestions and recommendations will be addressed in the final section. If properly implemented, these recommendations will increase the marketing communication effectiveness in the Slovak market.

This thesis deals with the analysis of the current status of the marketing mix, communication strategy and activities of village Vinné related tourism. SWOT analysis and questionnaire surveys are also part of the analysis. Our main objective is based on the findings to make recommendations for improvement of communication strategy of the village with specific tactics that would be applicable immediately, by June 2016. The recommendations include schedule for their implementation and design of visual identity and slogan for Vinné. As the attraction of the village can attract all ages, the aim of this thesis is also to identify behavioral differences in the selection and planning vacations of people under 30 years and over and recommend time and form of marketing communication.

Sport is a field where large financial means are handled and where marketing is becoming more and more important on the way to success. This work is describing, assessing and offering recommendations with regard to the marketing communication of the biggest Czech hockey club; HC Sparta Praha. According to the research, which was made in the form of questionnaire, the author is describing the marketing communication of HC Sparta Praha as mainly effective with a space for improvement. Apart from that, as the secondary aim of the work, the target group for the marketing communication of the club is defined on the basis of demography. As far as the theoretical knowledge is concerned, the work is summarizing marketing theory with accent on the communication and the environment of sport. In the theoretical part, the author is working with publications of authors such as Karlček, Čáslavová or Pitts and the analytical part is mainly based on the information provided by an official of the club; mr. Jan Rachota.

The goal of the thesis is to assume and recommend certain improvements that are based on the Facebook competing brands analysis and the outputs from the questionnaires to the selected company which is active in the babyfood sector. According to these new recommendations the Facebook marketing communication should be improved towards fans and the target group in general. The theoretical part describes the social networks with a focus the Facebook and the possibility of its use for business. The practical part focuses on the communication analysis of each babyfood brand on the social networking website Facebook, and the perception and the impact of this communication on consumers. This part also focuses on the satisfaction with the content and the communication of the selected brand's official Facebook page.

The aim of this dissertation thesis is to analyze marketing communication tools on a business to business market. To enhance the concreteness and added value of the paper, a real case study of the firm U. S. Steel Košice is used. The organization indends to undertake a rebranding process in near future. The first three chapters of the work fall under the theoretical part, which contains specificities of B2B marketing as opposed to B2C. The fourth chapter is dedicated to the practical part and includes analyses of the external environment and the steel industry, as well as internal analyses of the company, including its communication mix. Finally the paper presents a few workable recommendations for modern and effective strategic communication, based on the analyses executed.

The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.

This master thesis focuses on the proposal of the improvement of communication in a particular company -- company of the authorized vendor of Husqvarna products in Prešov. In the theoretical part of this master thesis the marketing communication is characterized as a part of a marketing mix. Furthermore, the singular forms of marketing communication and their specifications in this market area are described. In conclusion of the theoretical part the use and procedure of the SOSTAC method is explained. The main focus and goal of the practical part is the proposal for the optimalization of the present communication in the company. In the practical part of the master thesis, a personal on the field experiment was used. On the basis of this experiment due to the method of SOSTAC specific steps for the optimalization of the communication in this company were assembled.