Marketing Management and marketing planning

Ing. Tatiana Guselnikova

Master's thesis

Abstract:

Diploma theses is devoted to the importance of marketing activity of the company. It consists of introduction, theoretical and practical parts, conclusion and specialized literature. In introduction justified the relevance of the topic, goals and objectives. In theoretical part reviews theoretical framework of marketing management. Outlines the role of marketing planning in the operational activity of the company. Presents marketing structure and methods of marketing planning. In practical part introduces the general information about the chosen company. Thereafter, the marketing activity of the company has been analysing. According to received information presents the marketing strategy of the company and gives proposals for improving of marketing activity. Finally, there is a conclusion with regard to the objectives and goals of diploma thesis .

Keywords

Marketing management, marketing planning, marketing activity, marketing strategy, marketing analysis, Porter’s 5 forces, Marketing MIX, SWOT, marketing research, target market, customer orientation, direct marketing, word of mouth, business reputation.

Language used: English

Date on which the thesis was submitted / produced: 3. 10. 2016

Thesis defence

• Date of defence: 3. 11. 2016
• Supervisor: doc. Ing. Karel Havlíček, Ph.D.
• Reader: Ing. Pavla Břečková, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Business Management and Corporate Finance