Marketing Communication for the banking sector

Bc. Kevin Pacifique Sugira

Bakalářská práce

Abstract:

The marketing communication field has evolved significantly over the past decade, mainly with the rise of digital platforms and changing consumer behaviors. This thesis will examine the transformation of marketing communication tools and strategies, focusing on how traditional methods such as print advertising, television commercials, and direct mail campaigns have been replaced or used less than digital channels, including websites, mobile applications, and social media. This study will also analyze the consumer behavior shifts, mainly the increased dependence on mobile devices and digital interactions, and how these changes have influenced marketing strategies. The theoretical part of this study provides a broad overview of marketing and communication principles before diving into their applications in the banking sector. The practical part combines primary and secondary research, including case studies analyzing and analysing marketing strategies used by banks in the Czech Republic. This thesis aims to test two key hypotheses: first, that Czech banks have transitioned from traditional marketing channels to digital platforms over the past decade, and second, leading banks are implementing innovative digital marketing strategies to align with evolving consumer behaviors. By assessing these hypotheses, this research will offer valuable insights into the ongoing transformation of marketing communication in the banking sector and its implications for future strategies in the Czech Republic.

Keywords

Marketing Communication, Marketing, Communication, Digital Marketing, Traditional Marketing, Banking Sector, Consumer Behavior, Social Media, Mobile Banking, Online Banking, Advertising, Public Relations, Customer Engagement, Brand Awareness, Marketing Strategies, Financial Services, Direct Marketing, Email Marketing, Search Engine Optimization, Customer Relationship Management, Marketing Mix, Integrated Marketing Communication, Banking Industry, Print Advertising, Television Commercials, Digital Transformation, Data Analytics, Fintech, AI in Banking, Chatbots, Personalization, Customer Experience

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 24. 6. 2025
• Vedoucí: Ing. Vladimír Ezr, CSc.
• Oponent: M.Sc. Mirela Moldoveanu, Ph.D.

Vysoká škola finanční a správní

Bakalářský studijní program / obor:
Marketing Communication / Marketing Communication