Integrated Marketing Communication and Company’s Business Plan

Ing. Tatiana Runtova

Diplomová práce

Abstract:

This research presents the analysis of approaches to marketing planning as a part of corporate planning. We draw the description of integration of marketing plan with the development of a business plan, including the use of integrated marketing communications. Objective of analysis is to solve the contradiction between the use of traditional marketing tools and digital marketing as a new and effective way of marketing communication. As a basis for the analysis we use marketing activities of L'Oréal company in Asia-Pacific region, particularly in China.

Keywords

Marketing, marketing planning, business planning, corporate strategy, integrated marketing communication, digital marketing, L'Oréal.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 4. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 6. 2015
• Vedoucí: PhDr. Karel Eliáš, CSc.
• Oponent: M.A. Ondřej Kotouč

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication