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Guerilla marketing as a new trend in marketing communication
 Baraniaková, Júlia ; Skokanová, Dagmar (advisor) ; Podobová, Katarína (referee)
The goal of the bachelor thesis is to theoretically define guerrilla marketing as one of the new trends in marketing communication and to point out its advantages and disadvantages compared to traditional marketing communication. Moreover, the aim is to show its practical use on a company active on the Czech market (Nike CR) by individually interviewing its current marketing manager for CR and SR who explains the company's strategy in the field of guerilla marketing. Finally, the goal is to examine the brand awareness and attitude to company's guerilla activities among university students via a short questionnaire. The stated methods of research confirmed guerilla marketing as a popular trend often used by companies within their integrated communication strategy among other traditional and modern forms of communication.
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2 Podobová, Karolina
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