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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 goal of this bachelor is thesis is to create an ideal structure of a business plan, which will be used as the guide for creators of a project but also as a valid source of needed information for the reader. Everything with maximal focus on customer needs. The goal is also to create clear criteria for determining whether a project can be called "startup" and if it is suitable to use franchising for expanding to other countries. This plan and criteria are followed by practical test and example.

The Bachelor thesis is focused on marketing communication of the company Avon Cosmetics. Theoretical part explains the term marketing mix, commercial communication as well as the importance of brand in communication and finally a theory of a marketing research focused on interviewing. In a practical part the company Avon, distribution method and their biggest competitors are introduced. The main aim of this bachelor thesis is to analyze which tools the company uses in marketing communication on a Czech market and find out how the company is perceived among consumers. Finally proposals and recommendations for the company are given.

This bachelor thesis is divided into three essential parts. In the first theoretical part, it mentions both the valid legislation concerning insurance salesmen and the theory of how to recruit and select employees. The theoretical aspect is also concerned with the motivation and development of employees. The second part introduces the selected insurance company and its business activity in 2015. In the third practical part the bachelor thesis summarizes the current recruitment process in the selected company including my own proposal of recommendations for the recruitment of salesmen and their motivation through remuneration and development.

My work contains 4 main parts, what are Public Relations in theory, what is current situation on Czech PR market, work and agenda in agencies and finally my own research through general public about PR knowledge. My sources were mainly reference books, articles and researches from the internet, presentations of czech PR experts and personal interviews with them. In my bachelor thesis I successfully achieved the researched goals.

Bachelor thesis deals with the specifics of Czech and Slovak mentality in the line management of Česká spořitelna, a.s. In the theoretical part, there are definitions of key words such as mentality, nation and culture, as well as Geert Hofstede´s research and his results for Czech Republic and Slovakia. The aim of the thesis is to apply its methodology for comparing the Czech and Slovak national mentality. At the end of the thesis I compare my results with his research.

This bachelor thesis deals with the public relations of the company České dráhy, a.s., which relates to developing and above all to maintaining good relations between the company and the public. The aim of the bachelor thesis is to analyze all public relations activities of the company and their subsequent evaluation on the basis of a questionnaire survey among the public using the services of railway carriers. The bachelor thesis is divided into the theoretical and practical part. The first chapter of the theoretical part focuses on a definition of public relations, its aims and tools. The second chapter deals with public relations tools used by the company České dráhy, a.s. The practical section of this thesis is based on a questionnaire survey. Results of the survey serve as a base for evaluation of PR activities and for suggestions, which the company could implement.

This bachelor thesis focuses on the purchasing behavior of costomers in the retail chain COOP Hlinsko. The thesis is divided into three parts - first chapter is theoretical and the second and the third are practical. The theoretical part deals with these terms: purchasing behaviour, approaches to consumer behaviour, purchasing decision process and its parts. The next part of this chapter covers marketing research and methods, which are used during this research. Second chapter aims at retail chain COOP, consumer cooperative COOP Hlinsko, private labels typical for COOP, extra services provided at the store and then it characterises researched store COOP Diskont. Practical part evaluates and interprets results of survey, which took place at mentioned store. In this chapter characteristic features of customers of the selected store and other key aspects relevant to the seller are being evaluated. These aspects are being represented for example by reason for purchase, money spent, participation in loyalty programs and customers' views on the services offered.

The diploma thesis deals with the analysis of marketing communication of young low-cost banks, which, due to their entry into the Czech market, caused revolution not only in the sphere of the bank fees. Among the selected young banks are the organizational unit of the Polish bank mBank, the purely Czech Fio Bank, Air Bank, which is part of the PPF financial group of Petr Kellner and Equa Bank, which is currently one of the fastest growing banks in the Czech market. The theoretical part deals with the marketing mix of goods, services and defining the specific features of the banking sector. Consequently, it focuses on communication models and the definition of a marketing communication mix. The practical part of the thesis first presents the historical context in the Czech banking sector, comments on the entry into the market of individual companies and presents the current situation. Another chapter deals with the marketing communication of selected banks, where the thesis focuses on the environment of business places, processing of advertising spots and communication on websites and social networks. Through a questionnaire survey, the author tries to find out some trends in the behavior of financial market participants and assess which segments to address, what advantages and benefits of financial products to prefer and by which communication channels should clients be addressed by banks. On the basis of these results, it proposes some recommendations that should strengthen the positions of individual banks in the Czech market.

This bachelor thesis introduces a business plan for e-shop with luxury electro appliances. I describe all aspects of new business including marketing, warehouse, stock, human resources and financing new business.

The dimloma thesis is dealing with factors of motivation. The main aim of the thesis is to evaluate, characterize motivation factors of students. This thesis is divided into three chapters. The first two chapters are theoretical ones and the third represent a practical part. The first chapter is focused on motivation and the second one discribes factors of motivation. The third part is based on the research.

This bachelor thesis (Effectiveness of marketing communications of BLAŽEK PRAHA a.s.) focuses on marketing communication of the company and determining its effectiveness, which was verified by means of questionnaire survey and its evaluation. The thesis is divided into 5 chapters, the theoretical part, the practical part, the conclusion, the used literature and attachments. The theoretical part is divided into 5 main chapters and the practical one into 4 chapters and into several subchapters. In the theoretical part are introduced the basic concepts related to the topic, such as marketing, marketing communication, marketing strategy, public relations and brand. In the practical part is first the company BLAŽEK PRAHA a.s. introduced, its focus, described its marketing communication, and in the end is shown the emplementation of empirical research, by which I found out how customers perceive the brand. The aim of the thesis is to find out how the company BLAŽEK PRAHA a.s. communicate with their customers and how these methods are effective.

This bachelor thesis deals with the issue of consumer behaviour of foreign visitors in Prague. Foreign visitor is understood as a consumer demanding not only goods but also services related to his stay in Prague. The main part of this thesis is dedicated to a questionnaire with the goal to identify the level and the structure of visitors´ expenditure in Prague.

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 aim of this thesis is to prepare a business plan for the company, which sells draft beer in plastic bottles. The business plan serves to assess the viability and feasibility of my business plan and to evaluate the return on investment. The thesis is divided into three separate parts. The first part explains what the business plan is, the principles of its processing and the recommended structure. The second part is the business plan itself, based on the recommended structure. The third part presents the results of the questionnaire survey, which was used to examine the views of potential customers. The compilation of the business plan confirmed the viability and feasibility of the business idea.

This bachelor thesis focuses on the position of Czech fashion brands on the domestic and foreign markets. Its aim is to complete profiles of the selected brands using external analysis and to describe their position on the fashion market. The thesis is divided into three chapters. The theoretical part deals with a marketing concept of a brand as such, its components, and features. It also defines specificities of a brand in the fashion industry, different approaches to developing its identity, and brand positioning methods in general. The research part is dedicated to the analysis of three selected fashion brands. These brands are chosen with regard to their diversity in terms of profile and approach to communication with consumers. The practical part of the thesis is based on a questionnaire survey aimed at Czech and Slovak consumers, and examines their shopping habits and awareness of Czech fashion brands.

The dissertation Social Media effect on Answear CZ company focuses on marketing and on-line marketing issues and social media potential in terms of business performance and marketing awareness. In the theoretical part, a marketing and on-line marketing will be defined and described, followed by social media and possibilities of their application in business, such as Facebook, Instagram, Twitter and others. In practical part, a social media strategy of Answear CZ company will be presented, discussed and evaluated as well as its effect.

Bachelor's thesis deals with creating a business plan designed to start butchery with production of their own. It contains proposals for marketing and financial planning. The aim is to evaluate capability of creating profit.

This master thesis is focused on cultural standards of New Zealand. The main aim of this thesis is to define cultural standards of New Zealand and compare them with the theory. The first part of the diploma thesis is focused on theory of culture, cultural dimensions and standards, as well as different concepts of cultural dimensions applied on the Czech and New Zealand culture. The practical part describes the basic characteristics of the country, political and economical system, business dealings and diplomatic protocol. The last part is based on empirical research and defines cultural standards of New Zealand from the Czech perspective.

Due to the liberalization of the international trade, there is an increase in food imports to the Czech Republic. However, many producers are not able to face this competition and are forced to end up their business. This leads to the decrease in the production of agricultural commodities and foodstuffs which also reduces the food self-sufficiency of the Czech Republic. Therefore the Ministry of Agriculture (MA) runs activities in order to promote domestic food and the competition "Regionální potravina" is one of those activities. The related campaigns are aimed at both the producers and consumers. The aims of this thesis are to find out how producers perceive the competition Regionální potravina and activities of the MA and whether producers observe that competition and activities of MA have some positive effects. Another aim is to find out whether consumers know the competition Regionální potravina and activities of MA, whether they buy this food and whether they prefer to buy Czech food. The theoretical part concerns especially marketing and legislation related to the promotion of domestic food. The practical part is based on a survey among producers and consumers. Based on the results of this survey, the recommendations for the Ministry of Agriculture are set out.

The main objective of the thesis is to define a Czech-Mexican and Mexican-Czech cultural standards focused on students. The findings are compared with the theory of cultural standards by Ivan Nový. Identification of cultural standards is studied on the basis of the cultural standards method of Alexander Thomas based on an analysis of recurring conflict situations. The data collection was carried out through qualitative interviews with Czech having experience studying in Mexico and Mexican who studied in the Czech Republic. The research aims to analyse the differences in the approach to the time, the perception of authorities and difference in the meaning of education of Mexicans and Czechs. In the end, research findings provide recommendations for Czechs planning to study in Mexico as well as for Mexicans who wish to study in the Czech Republic.

This bachelors thesis theme deals with a comparison of two different nations. Japan and Czech republic. A communication between different nations is essential in todays world and for that reason it is necessary to learn the difference between each nation to be able to prevent possible misunderstanding. In this thesis I first describe cultural differences of these two nations and their impact on peoples behaviour. A base for my research is Hofstedes analysis. Whether this analysis is still valid I verify in the practical part of this thesis. At the end of this thesis I describe a possible negotiation between those two nations. Then I outline possible problems and I suggest a way to avoid it.

Psychological stress is currently a very topical and discussed matter which is mainly caused by the increasing life expectancy, more hectic time period and the accelerating pace of life that increase the pressure on the individuals. The diploma thesis deals with the issue of psychological stress in general but also focuses on the effect of psychological stress in the work environment and whether the work psychological stress affects work performance, work satisfaction and quality of work of employees. The theoretical part deals with the causes of psychological stress, its sources, effects and coping with it. The empirical part focuses on the custom made inquiry, evaluates and interprets the results and gives possible suggestions and recommendations for an improvement of outcome. The diploma thesis aims to analyze the issue of psychological stress, appreciate its importance in the work environment and verify this fact on those respondents who participated in the research.

The thesis deals with the evaluation of residential building located in the territory of Prague 1 and increasing its efficiency. The main goal of the thesis is to choose the right method of evaluation for this particular property and to present ways how to increase its efficiency and therefore its market value and revenue from rents. Furthermore, Law related to lease relations are described in the thesis as well. In the end of the thesis the market value is set using modern methods of property evaluation.

The first part is focused on theoretical information. There I introduced all the key terms and mentioned the most famous expert studies. I focused not only on cultural standarts in overal, but also specifically on cultural standarts of the Czech republic and Russia. The second part is all based about Russia. There are basic information, history and political and economical situations introduced. The third part is practical. I compared the cultural standarts of the Czech republic and Russia. I also compared results of specialists analysis with my own analysis, based on a questionnaire.

The purpose of this thesis is to describe the development of crowdfunding, the alternative way of financing projects, in Czech Republic since its establishment to the present. The introductory part describes a theoretical definition of the concept of crowdfunding. The second part is devoted to the description of the development of both foreign and Czech crowdfunding platforms. Third section identifies the factors influencing the success of the project incl. practical examples. The following chapter examines specific examples of successful projects based on statements of project creators. The next chapter is based on survey of crowdfunding awareness among the Czech public. Lastly there is a list of expected trends and possible future developments of crowdfunding platforms.

The dissertation focuses on Vietnamese culture from the perspective of the Hofstede´s model of cultural dimensions and also describes its development and the factors that shaped it. Emphasis is laid on Vietnamese business etiquette, which includes previously discovered evidence of a Vietnamese way of thinking and acting. Attention is also paid to the characteristics of the Vietnamese minority in the Czech Republic, the static data related to this minority and evaluation of its integration. The goal of the research is to reveal the cultural differences between Vietnamese and Czech society and describe the influence of the Czech environment on original cultural values and habits of members of the Vietnamese minority in the Czech Republic.

The aim of my bachelor ´s thesis Brand marketing strategy, men ´s clothing brand Stones by Steilmann Praha is to undertake marketing research of brand and its subsequent evaluation and suggest modifications of marketing brand strategy. The first part deals with consumer issues and consumer behavior, describes what is the brand and its history, defines the brand identity, brand image, awareness and the way of increasing brand value. Further I mention particular steps of the process of the strategic brand management. At the beginning of the following section is the analysis of the current situation on the Czech market with the men´s fashion, introduction of the brand Stones and its history, and description of the competitors. In the next part there is SWOT and marketing mix analysis. Another part of my thesis is marketing research of the brand Stones and evaluation of research results. In the final part I suggest modification of the marketing brand strategy with respect to the survey results.

The Diploma Thesis deals with cultural aspects of multilateral international negotiations at the United Nations. The aim of the work is to describe and compare the cultural dimension of sample of cultures at the UN: Czech, Italian and Swedish culture. Thesis is divided into four chapters. First chapter is theoretical and describes the most important basis for research on cultural dimensions. Second chapter briefly presents the entire UN organization and then focuses on its headquarters in Vienna. Emphasis is placed on the third and fourth chapter. Third chapter characterizes the national cultures from the perspective of cultural dimensions of Geert Hofstede and Fons Trompenaars. Fourth chapter is purely practical. It consists of conclusions of the in-depth interviews conducted with employees of the Permanent Missions to the United Nations. The content of interviews follows the structure of cultural dimensions of Hofstede and Trompenaars and places questions into the working environment of the Permanent Missions to the UN. These findings are at the end of the work compared with the approaches defined by the third chapter.

The aim of the thesis is to define and evaluate the marketing mix of the fitness centre World Gym Fitness Group Inc. and to recommend changes that would increase the efficiency of the marketing mix. The theoretical part is divided into two chapters and focuses on marketing mix of services and marketing environment. Within the crucial practical part there has been run a research to determine the mission of the company and clients´ satisfaction. The research is based on direct observation. The practical part contains at first general characteristics of the World Gym company. The next chapters are focused on the individual parts of the marketing mix of the fitness centre. The marketing mix includes services, price, promotion, distribution, physical environment and people. At the end all findings are summarized in the SWOT analysis and recommendations are designed to increase the efficiency of the marketing mix of the fitness centre.

This bachelor thesis analyzes the real estate market in Prague. The aim of the thesis is to ascertain the current status of the market, how the economic crisis affected market prices, and what developments can be expected in the future. To determine what changes can be expected in the future, we must do an estimate of market development. To estimate market development, a price comparison of different types of properties needs to be done to show the change during the crisis. Subsequently, analyzing the current state of the market will determine whether the market has fully recovered from the crisis and if it is yet prosperous

Research of intercultural communication and management phenomena has been rising since 1950s. At that time the researchers acknowledged the importance of the role of culture in international relations. Purpose of this diploma thesis is to unhide culturally influenced perception and behavior of French in application to business. Basic characteristics of French culture were identified based on study of researches of recognized researchers in this field i.e. Geert Hofstede and Fons Trompenaars. Further characteristics of the culture were examined in the sample of 12 interviewees using quantitative research methods. They were willing to dedicate their time and share personal working experience in relation with French whether in France or in direct working relation in Czechia. Barriers of communication between both cultures were confirmed by the research as existing and therefor the study of cultural differences was justified. The results of the research are presented in form of recommendations for Czechs and sum up the established phenomena.

Thesis focuses on principes of multilevel marketing in the example of entering the russian market. On the example of one chosen company shows the ways and methods of foreign expansion. Thesis also focuses on description of russian market and its business principles. Thesis shows the oportunities of doing business through structural company, in the meaning of multilevel marketing and its benefits.

This master thesis deals with the topic of new employee orientation and onboarding process. The emphasis is placed on explanation of how the onboarding process and other human resource management activities affect the overall economic performance of a company and achieving its goals. Recent surveys and aspects of the current labor market are taken into account in order to highlight the increasing importance of effectively onboarding new employees. The practical part analyzes the onboarding process in a chosen international company. Based on the outcomes of the research a new proposal to optimize the existing process is introduced.

Content of this thesis is to evaluate the company ProCeram. The thesis focuses on the internal environment as well as the surrounding of the company. It characterizes the fundamental factors of the company, analyzes its functioning, sources and capacities, strengths and weaknesses. It also describes external influences, which affect the company. Human resource management is also assessed at the end of this thesis. Outcome is to determine the position of ProCeram on the market and its competitiveness.

This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.

This diploma thesis concentrates on relationship between employee satisfaction and usage of new methods in Human Resources Management, particularly coaching and talent management. As employee satisfaction becomes one of the most important sources of influence on company's performance, it is also discussed in the theoretical background the relationship between employee satisfaction and company performance. The goal of the thesis is to find relationship between usage of new HRM methods (coaching and talent management) and employee satisfaction. The thesis has four chapters. First two chapters "Measurement Systems in an Organization" and "Methods in HR Management" set a theoretical background for the research. The third chapter concentrates on the research itself: employees of five Russian companies both with and without coaching and talent management, are tested. In the last chapter are compared research outcomes and theoretical approach, as well as, recommendations are given.

The thesis consists of a business plan draft for the organization of an International Summer Dance School in Prague. This project is a starting point for a broader vision of an international dance institution. The work is based on a theoretical foundation that is needed to create a business plan. It also covers analysis of competition and analysis of the needs of potential customers.

The bachelor thesis designs concept and structure of a business plan. It then applies this concept into real life through Rematch Games project, which has the ambition to become a startup, that profits on monetization of videos through Youtube website. Through analysis of market and risks and creation of financial plan, marketing strategies and plan of implementation, the thesis answers the question under which circumstances can Rematch Games become a profitable business and what actions are required for that purpose..

The aim of the thesis is to determine the most important categories for a job conduct of managers following by general description of education in HP Inc company as one of the main foundations for designing my own module for educating the managers in communication. The thesis is divided into four parts, two theoretical and two practical. The first part deals with a determination of a topic communication itself and managerial communication, and last but not least there are also attempts for defining management standards included. The second part follows, where there are the most important categories of managerial communication set up and are as follows for the use of the thesis: personality, basic rules of dealing with people and basic managerial principles of communication, assertiveness and bodytalk. In the first chapter of practical part, the author pursues a research of an educating in HP Inc company, after which describes the main principles of educating in this company. In the last chapter, the author utilizes findings from all below parts and his own ideas based on his practical experience for the designing of his own complex module for the educating of managers in a variety of organizations.

This master thesis is focused on Czech-Arab cultural standards. The main aim of this work is to define Czech-Arab cultural standards and compare them with the theory. The teoretical part of the thesis concentrates on culture, intercultural communication and Hofstede's and Trompanaars's cultural dimensions and also Thomas's cultral standards. The practical part of thesis is focused on the United Arab Emirates, basic information about Emirates, history, arab culture and religion and in the practical part are identified arab cultural standards and they are compred with theory. At the end of the thesis are provided recommendations to Czech travelling to the United Arab Emirates. Key words: culture, culture dimensions, Geert Hofstede, Fons Trompenaars, cultural standards, Alexander Thomas, Czech republic, Czech people, the United Arab Emirates, Arab people.

The aim of this bachelor thesis is to evaluate the position of the Prague Congress Centre (PCC) on the Czech as well as on foreign convention industry markets, and suggest changes which could improve its position on these markets. The thesis is divided into eight chapters. The first three chapters are the theoretical basis of the thesis. The fourth chapter introduces the PCC and its history. The fifth chapter focuses on the external environment analysis, and the internal environment analysis is conducted in the sixth chapter, whilst the seventh chapter focuses on the SWOT analysis of the PCC. The objective of the eighth chapter is to identify the potential of the PCC, and confirm or disprove the hypothesis that the PCC is competitive on the national and international convention industry markets. On the basis of the findings, it is possible to describe the position of the PCC on the domestic market as relatively strong, but its future is uncertain. Its position is weaker on the foreign markets. It is also possible to confirm the hypothesis that the PCC is competitive on the both national and international convention industry markets.

This master thesis concerns with communications strategy of selected nonprofit organisation. First theoretical part describes theoretical concept of marketing and communications with concern to nonprofit organisations. Furthermore it describes nonprofit organisations and its legal embodiment in Czech Republic. Second practical part describes and analyzes nonprofit organisation of Mladi konzervativci, followed by proposed concept of its communications strategy and plan for specified period.

The goal of my bachelor thesis is to compare organization culture in two branches of one company. These branches are in Germany and Slovakia. This bachelor thesis contains two parts. First part, called theoretical part, describes main elements of organization culture into details. In second, practical part is main focus on specific differentiations between these two branches of one company. This company represents Viessmann group. I sum up these differentiations, which resulted from questionnaire, in the end of my bachelor thesis.

The objective of this masters thesis is to analyze the marketing communications of a selected bank within the banking industry, in this case the Raiffeisenbank a.s. There were two methods applied in this analysis, the questionnaire survey and interview. The questionnaire survey serves the purpose of obtaining external information about the bank, while the interview serves as an internal source of information within the bank. The masters thesis is structure into a theoretical part with four subsections and practical part with five subsections. The first chapter characterizes the micro and macro environment in the banking industry. The second chapter focuses on the theory of marketing communications of services. The last section of the theoretical part evaluates the basis the marketing mix and last paragraphs of the theoretical further elaborate on the marketing mix of services. The first part of the practical section introduces the history of Raiffeisenbank all to way to the presence. Second part explains the marketing research of the current communications of Raiffeisenbank. Following section of the practical part expands on the SWOT analysis of selected factors, such as the goals of the marketing communications of Raiffeisenbank and the targeted audience of the marketing communications of Raiffeisenbank. Further chapters describe the methods of marketing communications as well as the perceived brand image and SWOT matrix. The last part of the thesis evaluates the hypothesis on the basis of applied methods of analysis and proposes a set of recommendations to improve the marketing communications of Raiffeisenbank.

The aim is to determine whether it is possible to stabilize the HRM in nonprofit organization . If so, how can we reduce staff turnover and what are the causes.

Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.