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This thesis focuses on a marketing campaign of the pharmaceutical company Abbott Laboratories, s. r. o. The goal of this paper is to evaluate the process of the marketing campaign for one of their products - Klacid. This thesis is devided into three parts. The opening theoretical part is focused on the theoretical level of marketing and includes the following terms: marketing, marketing campaign, marketing goals, characteristics of B2B marketing, marketing or communication mix and also SWOT analysis. The second part is devidend into two parts from which the first describes the farmaceutical industry in general and the second part is focused on Klacid itself and the company Abbott. The final part concers the particular marketing campaign, evaluates its steps, the process itself but it also shows a proposal concerning the direction that the marketing support of Klacid might take in the future.

The aim of this master thesis is to suggest possible improvements for the current communication strategy of Czech Centre Munich -- one of the offshore branches of the government agency Czech Centres. This thesis is divided into two parts -- theoretical and practical. Important terms (such as marketing and communication) are explained in the theoretical part with a focus on their modifications in the sector of services and cultural sphere. The practical part presents the structure of Czech Centres, their field of activities and their communication structure. This part also introduces Czech Centre Munich with its activities, partners and communication instruments. The communication strategy is analysed through a direct observation and a quantitative questionnaire. The final part of this thesis evaluates and states recommendations for the communication strategy.

The thesis focuses on the analysis of various performance management approaches, generally from the private sector, and their applicability in the public sector. The applied part aims to evaluate the quality of current public sector performance management in Czech Republic, to identify the current challenges and cast some light on possible solutions.

This thesis is focused on Czech market of natural cosmetics. It is divided into three chapters. The first chapter characterizes the concept of natural cosmetics and how the customer can recognize it. The second chapter describes the marketing research. The own marketing research and its outcome are described in the third chapter. The aim of this thesis is to discover what are the Czech consumers aware of the existence of natural cosmetics and what is their attitude to it.

The aim of this thesis is to present and let understand a method of marketing research known as a Mystery Shopping, which is used to evaluate the customer service standards provided by the employees. Firstly, the Mystery Shopping is theoretically analyzed and described, then it is practically used. Practical part of this study concentrates to evaluate the customer service standards in selected Tesco retail stores.

This thesis focuses on the Internet shop in family business. In the first part the terms Internet shop and family business are specified. Its formation, development, advantages and disadvantages are defined, as well as the usage of Internet in marketing and the factors of success and problems connected with family business. The second part describes in detail chosen areas of the company Ryor -- the environment of its e-shop, advertising and distribution of products. This part gives a description of functioning mentioned areas. The real state is confronted with technical literature. On the basis of that, shortcomings are got. Moreover, suggestions for better functioning of chosen areas are formed. The second part of thesis also includes SWOT analysis of e-shop, analysis of competitors and questionnaire survey about customer's satisfaction with areas that the thesis explores.

The aim of the diploma thesis is to assess the current marketing strategy of the Gillette brand with focus on men's shaving products in the Czech and Slovak markets. The theoretical part explains basic marketing terminology that helps to understand the practical part of the diploma thesis. The goal of the practical part is to implement specific proposals for improving various tools of the marketing mix that could help the Gillette brand strengthen and build its market share in the future.

The aim of the Master thesis is to describe and evaluate the communication strategy of Budějovický Majáles for the year 2014. The first two chapters are describing theoretical terms from nonprofit sector and marketing. The practical part contains history of majáles in the Czech Republic and in České Budějovice, where the festival follows its origin and is noncommercial. Furthermore it describes the used communication tools and their timing. Last chapter contains results of a questionnaire, which was used as a source for further recommendation.

The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evaluating image of the adidas brand. On the basis of the survey results the recommendations are made at the very end of the thesis.

The aim of this thesis is to evaluate pay per click marketing as suitable marketing tool for promotion and distribution of a given product. The paper describes basic vocabulary related to PPC advertising, common metrics, tools used by online marketers, and logic of running PPC campaigns. The paper also tries to quantify impact of Internet on economies. The second part applies the theory to analysis of consumers' conversion path while searching online in common search engines where PPC marketing plays the key role.

This bachelor's thesis explores the awareness and perception of the brand Yves Rocher from the customer's perspective. The aim of this thesis is to evaluate awareness of the brand Yves Rocher on the Czech market and also to assess its perception of consumers. The first part of the thesis deals with the theory of brand and marketing research issue. The second, practical part includes the presentation of the company Yves Rocher and analysis of its competitors, an important part is also the questionnaire survey and its subsequent assessment. The conclusion of this thesis contains a summary of the results and some suggestions for improving the awareness of the brand on the Czech market and also for attracting more customers.

The master thesis "Marketing communication of Timo, s.r.o." focuses on analysis of the women underwear market in the Czech Republic emphasizing Czech company Timo, s.r.o. It devotes to the marketing mix of the company in detail, namely to the product mix, price level and distribution activities. The core of the thesis consists in the analysis of the current communication activities used by the company. The aim of the thesis is to map respective tools currently used and to suggest recommendations based on a questionnaire survey conducted among customers of the company. Those findings could possibly lead to improvements in the current communication towards ending customers.

This diploma thesis deals with communication strategies of four transnacional companies, L'Oréal, Henkel, Unilever and Procter&Gamble, which target students. The thesis compares particular communication channels, tactics and strategies that the companies use to attract the most talented candidades and to be able to gain employees with highest potencial. The objective of the thesis is to find out if the companies can identify the right target group, approach it through appropriate channels and communication content and hand over an image of the firm as an ideal employer.

This work deals with the labeling of food quality marks in the EU and the Czech Republic with a focus on Regional food branding. The first chapter describes the labeling of quality brands in the EU and on the Czech market. The second chapter describes the brand and Regional food competition. Then there is the evaluation of our own research on these brands. The last chapter is devoted to creating a new marketing strategy for the store Jednota, consumer cooperatives in Toužim.

The diploma thesis is concerned with marketing communication of a bank on social networks. The aim of the thesis is to identify the possibilities of marketing promotion on social networks and thereafter perform an analysis of current communication of Česká spořitelna and based on it provide suggestions for improvements. The communication on social networks is a relatively new a dynamically developing area and companies devote increasingly larger parts of the marketing budgets to this form of communication. The benefits of this work are therefore a summary of new findings in this field, overview of forms of promotion on Facebook and Twitter and evaluation of communication of Česká spořitelna using comparison with an internet bank Air Bank and using best practices. At the end of the thesis I present suggestions for improvements of communication of Česká spořitelna on social networks.

Annotation: Bachelor theses analyses and describes the development of concentration of shopping centres in the Czech Republic from 1989 until the present and answer the questions of further development. The theoretical part shows development, definitions and classifications of existing shopping centres. The practical part is aimed on the possibility to build new shopping centres in the Czech Republic.

In the diploma thesis I was dealing with the issue of food safety in the Czech Republic and labeling of meat products. In the practical part were carried out two surveys, public opinion poll and survey of proper labeling of meat products. Opinion polls were attended by 462 consumers and analysis of proper labelling was subjected to 489 meat products in select retail chains in Prague. Survey results of labeling of meat products were not very positive, but can be expected to improve, as well as enhancing food safety.

The subject of this thesis is to evaluate the corporate culture of UniCredit Group. The thesis also analyses the influence of Italian national culture on corporate culture of the UniCredit Group. The theoretical part describes the corporate culture, its determinants, typology and strategies used in international expansion. The practical part introduces the UniCredit Group, its history on the czech market and it also includes the evaluation of the corporate culture. In the end, there is an analysis of Italian national culture being one of the determinants of the UniCredit Groups corporate culture.

The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.

This paper deals with food quality. This paper is divided into several chapters. The first chapter is focused on supervisory authorities. The second chapter of this paper deals with the quality of food in general. The third chapter is considered from the perspective of quality food retailer. There is also shown the result of a questionnaire survey about customer preferences when deciding to buy sausages. Following there is the analysis of data obtained from the cash register system as a counterbalance to results of the questionnaire. In the fourth chapter of this paper there is a solution to the problem of losses in meat products.

This master thesis on the theme Educational activities of a chosen company deal with the program for graduates called ČP Naděje which is organized by Česká pojišťovna. The thesis is divided into five chapters. The first one explains the terms of human resources and human capital and characterize the concept of personnel work. There is also derived from knowledge of organizational structures how important human resources are for organizations. The second chapter is about adult education. This chapter consists of learning process characterization and determination of position of corporate learning and development in the educational system. The third chapter deals with the corporate training and development. There are mentioned personnel planning, recruitment and selection of new workers because these come before training and development of human resources. The fourth chapter focuses on the company Česká pojišťovna and its human resources department. The fifth chapter discusses the program for university graduates ČP Naděje. This chapter describes the form and development of the program. There are discussed the results of questionnaire survey performed among the program participants. The final chapter includes also comparison of the program ČP Naděje with program for graduates organized by competing company.

The work deals with perception of advertising by young people and is divided into two parts - theoretical and practical. The theoretical part describes marketing and commercial communications, advertising from the general point of view, each type of advertising, mentions facts from its history, describes its forms, popularity and advantages and disadvantages. The practical part deals with the research. The goal of the survey is described in the practical part along with my assumptions. The research and its methodoogy are described here, as well as the results of the questionnaire, where each question is described in detail. The results are summarised in the conclusion.

Objective of the final thesis was suggesting communication strategy for new product on Czech market. In practical part I introduce company Meditor s.r.o. and new product Tomatis. The suggestion of the new communication strategy is base on especially my own research and previous strategy.

In this age of globalization and modern technology potencial customers have become more resistant to different marketing practices and they act more rationally. Therefore it is more difficult to attract their attention and gain a competitive advantage. One possible option for companies is to extend their client base with a new target group. Such a group can be represented for example by the LGBT community. It is a common in abroad to work with these sexual minorities. This theses should show whether something like this is possible also in the Czech Republic or not. The aim of this theses is to compare the purchasing power of gays, lesbians, bisexuals and transsexuals with heterosexuals and to identify their approach to advertising aimed at LGBT community and their preferred marketing tools.

This thesis deals with communication strategy. Its goal, according to market research in field of retail businesses, is to find out what kind of communication strategy from supplier is suitable. In the theoretical part, an overview of basic terms from marketing, specifications of B2B market, communication tools of pull and push strategy is presented. In the practical part, an example of a communication strategy of wholesale company TotalOutdoor is used. Within the thesis a current way of communication with existing and potential purchasers was specified. Consequently, a qualitative research was accomplished using depth interview with camping product retailers. According to secondary information and to the outcome of qualitative research a quantitative research between camping product retailers was executed. This thesis presents constituent conclusions resulting from these researches. The outcome of this thesis is a summary telling in which points the communication of TotalOutdoor company meets requirements of retail purchasers.

This master thesis aims to define the position of digital marketing within the communication mix, and via data analysis show its changing role in the course of time. At the same time, the thesis presents major trends in information and communication technologies influencing the field of marketing.

The bachelor thesis concerns social networks as a marketing tool with focus on fashion industry. After a brief introduction to marketing theory social networks as a mean of modern communication are introduced. The following practical part demonstrates use of social networks for commercial communications on examples of three international fashion corporations. The conclusion should assess different approaches of the companies to marketing in social networks and an attempt to identify possible future trends is also included.

This thesis deals with international provided medical assistance services. The goal is to present problems connected to internationally provided assistance services and to offer possible solutions. For this work was drawn up a questionnaire, which was focused on the approach of clients to travelling, to insurance of medical expenses and to assistance companies.

There has been a lot of literature written about the concept of corporate social responsibiilty (CSR). However, not enough attention is paid to the impact of this concept on consumer behavior. Based on reference literature, empirical research, and the author's own research, this thesis examines and analyzes the influence of CSR on consumer buying behavior through awareness, perception and evaluation. It is also focused on the factors that influence the incorporation of CSR into the buying criteria. This thesis attempts to answer the question, whether the CSR is taken into consideration by buying decision making, or not.

The thesis deals with small and medium businesses, their actual situation, but also history in the Slovakia and in the region of Eastern Europe, eventually EU. It is focused also at the field of national and international support of small and medium enterprises. The practical part of the thesis analyses functioning of small enterprise in the Slovakia with concrete example -- firm Thomas Sluis Slovakia, s.r.o. It describes its history, the process and consequences of the joint with foreign partner, the actual situation and strategic basis for future activities of the firm.

This work is focused on a selected company - a consumer cooperative which operates in the retail trade. The theoretical part is devoted to the characteristics of the trade as a whole with a subsequent retail spin-off. The practical part is devoted to the selected consumer cooperative with an outline of cooperative issues. First of all it deals with the historical development of cooperatives and with the present structure and functioning of the retail network. The thesis also evaluates the current situation and possibilities for further development with a focus on application of new information technologies. These should be a tool for improving and optimizing the retail network. Possible solutions and recommendations are proposed in the final part of this work for the company's further development.

This bachelor thesis describes the fuel market in the Czech Republic and factors influencing the end price of fuel, sold on the market. In the research part, it examines the magnitude of long-term price deviations of fuel in different regions of Czech Republic and strives to discover their causes. The data needed to analyze these price deviations and their causes all comes from public online sources of both public and private institutions. Regression analysis on 5 % significance level is used for modeling. The analysis consists of two models, where the first one analyses statistical significance of regional price deviations using backward elimination method and the second one analyses the influence of chosen regional indicators on these price deviations. The results have shown, that in the long term, the price of gasoline and diesel differs from normal in seven and ten regions respectively. It was further proven with 95 % certainty, that 85 % of regional gasoline price deviations can be explained by seven regional indicators. However the model hasn't found any dependence between regional indicators and diesel price deviations.

The bachelor thesis deals with the product placement and its application in television production. The aim is to assess application of product placement in area European Union and United States of America on particular TV programmes and to enter the question which companies most frequently use product placement in TV production. The theoretical part of the thesis is focused on defining and determination of particular instruments of communication mix. In the practical part is compared legislation of EU and USA, ethical views on promotion and product placement and particular TV programmes across television spectrum. In conclusion, on the basis of evaluated data, is summarized, how strict is the legislative restrictions of both areas, how looks like the ethical view of marketing organizations and what type of companies most frequently use product placement.

The aim of thesis is to evaluate how elder people (seniors) perceive the product offer on the Czech market and the marketing activities of Czech companies. The thesis is focused on the seniors characteristics and specific features of their consumer behavior. The thesis is divided into two major parts: a theoretical and a practical one. The theoretical part is principally dedicated to reviewing basic marketing concepts and procedures for market segmentation and also to factors that affect it. There are mentioned few basic types of segmentation as well as the criteria commonly used for market segmentation. A separate chapter is devoted to a consumer and the factors that influence consumer's purchase decisions. The practical part is focused particularly on the specific features of the Czech consumer and the charakcteristics of the elder consumers. A chapter is devoted not only to statistical data of demographic and socio-economic nature, but also to characteristics of the elder people in terms of sociological perspective. The final part is devoted to the analysis of senior's purchase decision making, arising from the results of the interview survey, and to senior's opinions about marketing and a product offer on the Czech market.

This bachelor thesis is focused on the topic of teambuilding. The paper is divided into theoretical and practical part. The first half of the theoretical part describes process of team development, team roles, advantages and disadvantages of teamwork. For this part I gathered information from the Tuckman model of team development, Belbin's team roles and team roles theory of Margerison and McCann. The second part contains description of teambuilding and also its advantages and disadvantages. The purpose of the practical part is proposition of teambuilding for selected company. On the basis of the results of questionnaires I prepared optimal teambuilding that I described in the end of the practical part.

This diploma thesis deals with complex issue of American recording industry and its specifics in retail industry. The thesis is composed of three main parts which are being linked with its theme, and they complement one another. The first part is a theoretical framework of American recording industry. The chapters pursue basic terminology of music market, analysis of business environment in the USA and comparison of the recorded music to other entertainment markets. The second part engages in history of the recorded music, yet it specially concentrates on market's outputs, i.e. volume of sold recordings and corresponding revenues for the period 1989-2012. Eventually, the final part thoroughly studies music business, its subjects and principles. Chapters describe and analyze the profile of American music consumer, the theory of music copyright and financial aspects of recording as well as music publishing.

The goal of my diploma thesis is to find out the reasons of real and latent fluctuation of a specific team in an unknown international company. To reach the target I am linking up theoretical conclusions about employee's fluctuation and about other areas connected with that theme (i.e. company culture or selected personal processes) together with empirical research in the specific team. The reasons of real fluctuation are examined on former and leaving employees. Reasons of the latent fluctuation -- connected with gradual alienation leading to dissatisfaction and possible leave of the employee -- are examined thanks to five partial goals (selection of employees and psychological agreement; motivation and leadership; education and development of employees; reward system and career options). The real reasons of selected employees leaving the company are insufficient career options. Summary of findings about real and latent fluctuation and recommendations for team management are explained at the end of the study using SWOT analysis.

This thesis is focused on the market with fruit beer in the Czech Republic. It is divided into the theoretical and the practical part. The theoretical part is composed of two chapters. Market research, qualitative and quantitative methods of market research are described in the first chapter. The second chapter characterizes the brand, hierarchical structure of brands, positioning and price research. The market with fruit beer in the Czech Republic is introduced in the practical part. Next, the own questionnaire survey is described. The aim of this thesis is to discover the target group of fruit beer. Then, what awareness the Czech consumers about fruit beer have and what price consumers reckon for half-litre fruit beer sold in the shop.

Práce se zabývá světem průkazů ISIC a jejich fungování ve dvou různých státech. Autor využívá svých zkušeností ze svého působení na českém a kanadském trhu, a proto přináší na problematiku unikátní pohled, podpořený svou zkušeností. V praktické části pak předkládá návrh strategie pro zavedení průkazů ISIC na kanadském trhu. Čtenáři tak předkládá ucelený prohled na strategii dvou odlišných společností, které však vydávají stejný produkt, který je součástí života čtvrt milionu studentů v ČR. The final thesis is focusing on marketing strategy of ISIC cards in two different countries. Author is using his experience that he gained as Project Manager for ISIC Czech Republic and also ISIC Canada. In the final part it is proposing the strategy for ISIC within high schools in Canada. Therefore the thesis is showing unique view on the strategy of two different companies selling the same product.

The recent economic crisis has hit most sectors of human activities. The media sector was no exception. Before the crisis began, media companies had to face challenges of technological and cultural transformation, the impact was even more accelerated by global economic downturn. The boom of the Internet and, by extension, social media, redefine consumer behavior in relation to information whose quantity and accessibility are rapidly increasing through technological innovation. The goal of this work is to evaluate impact of transformational effects on distribution and credibility of information presented in mainstream media. All this in terms of both consumer and mass media, because this synergistic relationship can not by separated.

This work provides information about development and present condition of immigration and related legislation in Czech Republic. It also contains information about foreigners who make business in Czech Republic. The main goal of this work is to estimate the criteria of sojourn or residence of foreigners from the 3rd countries and the development of these criteria in time. The next goal is to find out which field of business they prefer and why. The practical part of this work obtains a personal research provided with information got from individual interviews with foreign businessmen of three nationalities.

This bachelor work pursues the hidden advertisment and mainly Product Placement. The work will make us acquainted with terms of hidden advertisment, product placement and it's positioning in the marketing communication. Theoretical part targets on definition of terminology like advertisement, hiden advertisement, product placement and legal regulations. The work deal with the analyses, the impact of the legalization of product placement in Czech media after receiving the direction of EP and Counsel 2007/65/ES and at the end it assess whether Product placement to ban or to allow in television programmes.

The thesis delas with the situational analysis of specific real estate company's business at the real estate market in Prague. The first part of the thesis concentrates on the explanation of the basic terms conected with the real estate business, on the real estate market and on choosen types of analysis which are used in the second part of the thesis. The practical part focuses on the analysis of an internal and external environment. Based on previous analysis was performed SWOT analysis and drawn possible company's aims and strategies.

This thesis is basic overview of luxury sector in the international environment. The paper deals with the development of international luxury markets and examines the impact of global economy on the overall performance of the luxury sector. It also explores the issue of democratization of luxury and degradation of luxury brands affected by the wave of globalization and the expansion of luxury brands on emerging markets.

This diploma thesis addresses the Galton properties, Inc. company strategy. This company started in 2012 run apartments on Wenceslas Square. Goal of this thesis is to evaluate first year of running apartments, compare the expected development and strategy with actual results and estimate their future potential and strategy.

This diploma thesis deals with the marketing strategy of a selected company. The selected company is Cloos Praha, spol. s r. o., which sells welding technology to industrial companies in the Czech republic and Slovakia -- so it concerns B2B segment. The theoretical part deals with the general solutions of creating the marketing strategy and marketing plan and then with the specifics of the B2B marketing. In the second part the daughter company Cloos Praha is introduced as well as the German mother company Carl Cloos Schweisstechnik GmbH an then it deals with the creation of the marketing strategy and marketing plan of Cloos Praha for the year 2014.

This thesis deals with Corporate Social Responsibility. In the theoretical part the basic concepts of Corporate Social Responsibility are determined and introduced initiatives dealing with CSR at national, European and global level. The definition of methods for measuring CSR, communication, implementation and benefits of CSR for the company are also included in this part. The practical part is focused on the company Skupina ČEZ. There is company presentation, particular CSR activities and research. The aim of the work is to explore CSR activities of this company and propose recommendations how to develop these activities. The partial objectives are to determine how the graduates perceive the Company Skupina ČEZ and how they are informed about CSR strategy and approach of this Company to behave responsibly.

This master thesis deals with the perception of the brand BMW on the automotive market in the Czech Republic. The aim of the thesis is the assessment of the position of the brand BMW and its perception by Czech consumers. For this purpose the thesis is divided into six chapters. In the first chapter the brand and brand strategies are solved. Second chapter deals with marketing research. Third and fourth chapter both analyze the automotive market in CR. In the fifth chapter the brand BMW and its competitors are more thoroughly characterized. The last chapter is dedicated to the perception of the brand and there are two surveys. One of them was prepared directly for the car producer BMW and the second one was done by the author. On the basis of the results of the surveys the final conclusions are made.

This thesis deals with the current position of the organic food on current retail market in the Czech Republic. The introduction part explains what is the organic food and farming, of which organic products are produced. The work describes the development of organic farming in the world and in Czech and then also provides information on the current status. There is also described in detail the current market of organic food, their production, distribution, export and import and the attitude of Czech population to this sector. The practical part deals with the analysis of the situation of organic food in stores of retail chain SPAR Česká obchodní společnost s.r.o. It provides the readers with an interview with a company's product manager, as well as the results of the survey in stores, which has analyzed the current offer of the organic food in particular stores. It also provides the results of a questionnaire survey among the customers of SPAR ČOS.

The objective of this dissertation is appraisal of the current status of Accenture's CSR initiatives. The theoretical part provides information that is essential for understanding CSR concept; it defines business ethics, a stakeholder theory and the triple bottom line of CSR. Furthermore, it provides a comprehensive view of the history and evolution of CSR and presents possibilities of measuring of CSR. Practical part is focused on Accenture's local and global CSR activities which are evaluated by using theoretical base from the first part of the dissertation. Part of the dissertation's appraisal includes a survey among Accenture's employees. Its results offer possible improvements to the Accenture's CSR strategy.