Projekt neziskové organizace Nadace Terezy Maxové Teribear

This Bachelor´s Thesis concentrates on analysis of the project called Teribear by Tereza Maxová Foundation, which is devoted to children growing up in institutional care. The thesis is divided into two sections, the theoretical part describes the non-profit sector in the Czech Republic with regard to specifics of foundations, methods of financing and legislation. Furthermore, it defines important terminology in marketing communication and foundation branding. The applied section based on theoretical knowledge compiled in the theoretical part. First of all it depicts the activity of the Tereza Maxová Foundation, its economy and the creation of the Teribear project. Later, it portrays the analysis of marketing communication project, supplemented by a questionnaire survey. In conclusion, based on this analysis, suggestions of other ways and possibilities of development of the marketing mix and foundation branding are made.