Magnitude of Corporate communication with media.

Ing. Artem Kamalov

Master's thesis

Abstract:

My work deals with a question of media as a most important tool for the corporations from the point of view of marketing communications. It is also focused on internal and external environment of the company. The goal of this thesis is to investigate the most attractive sources of advertisement and their applying depending on size of the company. In theoretical part corporate communications and media are described as two interdependent concepts from the point of view of research how the media acts with internal and external audiences. The practical part contains quantitative research (questionnaire) and analysis of media attractiveness with an example of own cafe and I have analyzed secondary sources (desk) – marketing researches relating to “Starbucks” and its media environment. Also, I have included in my work two SWOT-analysis for both companies. In conclusion, based on results, I gave some recommendations for the development of the cafe at the beginning stage.

Abstract:

My work deals with a question of media as a most important tool for the corporations from the point of view of marketing communications. It is also focused on internal and external environment of the company. The goal of this thesis is to investigate the most attractive sources of advertisement and their applying depending on size of the company. In theoretical part corporate communications and media are described as two interdependent concepts from the point of view of research how the media acts with internal and external audiences. The practical part contains quantitative research (questionnaire) and analysis of media attractiveness with an example of own cafe and I have analyzed secondary sources (desk) – marketing researches relating to “Starbucks” and its media environment. Also, I have included in my work two SWOT-analysis for both companies. In conclusion, based on results, I gave some recommendations for the development of the cafe at the beginning stage.

Keywords

Corporates, communications, marketing, research, advertisement, management, marketing mix, organizations, media planning, media, audience, market, target market, target audience, internal, external, environment, target customers, customer, cafe, company, analysis, society, employees, agency.

Language used: English

Date on which the thesis was submitted / produced: 1. 7. 2015

Thesis defence

• Date of defence: 28. 8. 2015
• Supervisor: Ing. Jiří Šnajdar
• Reader: PhDr. Ladislava Knihová, MBA

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication