Evaluation of Marketing Communication of the Praga Medica Dental Department

Bc. Natalja Ljamceva

Diplomová práce

Abstract:

The topic of the diploma thesis is evaluation of marketing communication in the selected company department, specifically in the Praga Medica Dental Department. The role of marketing communication, as a part of marketing strategy, has increased dramatically in recent years. The challenge that the enterprises face is how to refer to consumers the benefits of using their products or services. The efficiency of marketing communication, its tools and elements and their practical application is analyzed in the given research. The work is divided into two parts: theoretical one and practical one. The theoretical overview is focused on the literature review and explains the terms of the marketing communication, which are connected with the working area or industry of the selected company. The practical part evaluates the system of marketing communication mix and each of its elements in regards to their implementation as a part of the marketing strategy of the selected company department. Based on the found results of the research, the main weaknesses and strengths are identified in the marketing communication strategy of the selected company department, which allows developing recommendations for their improvement.

Keywords

marketing communication, direct marketing, medical tourism marketing, advertising, branding, ublic relations, consumer behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management