The main objective of the thesis is the analysis of current state of communication policy in a selected company and proposal of innovate forms of marketing communication to increase its efficiency. The first part of the thesis is focused on the issue from the theoretical point of view. We defined terms such as marketing, marketing communication and we summarized current knowledge from the field of traditional and innovative forms of marketing communication. The practical part of the thesis is focused on analysis of the current marketing communication in selected company using the questionnaire survey and the last part of the diploma thesis presents concrete proposals of innovate forms of marketing communication and their application.