Marketing Management and Marketing planning – Ing. Daria Komleva

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Ing. Daria Komleva

Master's thesis

Marketing Management and Marketing planning

Marketing Management and Marketing planning

Abstract: Diploma thesis is dedicated to management and planning with the main focus on marketing. Interest in marketing is increasing as many companies understand that marketing is a key to the successful operating. The theoretical part presents the main aspects of management and planning, explains the basic terms of strategic and operational planning. Practical part is dedicated to the analysis of “Ocean” company, its objectives, management and planning processes.

Keywords: Management, planning, marketing, sales, strategy, SWOT analysis, PESTLE analysis, Porter’s 5 forces, marketing mix, power of suppliers, power of buyers, threat of substitute products, threat of new entrants, target customer.

Language used: English

Thesis defence

  • Date of defence: 18. 6. 2015
  • Supervisor: doc. Ing. Karel Havlíček, Ph.D.
  • Reader: Ing. Pavla Břečková, Ph.D.

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