Marketing Communication of the Selected Company

Artem Zinovyev, B.Tech.

Master's thesis

Abstract:

In this thesis a review of the marketing communication of a young real estate agency based in Prague was carried out. The objective of the thesis is to develop proposals to improve the marketing communications of the selected company. The development of proposals will be based on the analysis of existing marketing communications and marketing research. The thesis consists of two parts. The first part is devoted to an elementary theoretical overview. It deals with the theory of marketing communications and their evaluation. The theoretical part of the thesis is based on a critical review of information obtained by studying and comparing relevant resources. In the practical part, a review of existing marketing communications was conducted, as well as the development of recommendations to improve marketing strategy. In addition, a test promotion campaign was designed, implemented and evaluated, using digital promotion tools. In order to improve the effectiveness and optimization of promotion tools based on the creation of content, a marketing study in the form of a questionnaire was carried out. The results of the study were applied in the implementation of promotion methods.

Keywords

marketing communication, promotion, online marketing, marketing mix, advertising, customer

Language used: English

Date on which the thesis was submitted / produced: 3. 4. 2023

Thesis defence

• Date of defence: 1. 6. 2023
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management