Evaluation of Marketing Communication

Bc. Elena Korshunova

Master's thesis

Abstract:

Due to increased competition and the saturation of many markets, it is not enough to only have high quality goods. The challenge that the enterprises face is how to convey to consumers the benefits of using their products or services. Therefore, the role of marketing communication, as a part of marketing strategy, has increased dramatically in recent years. The efficiency of marketing communication, its tools and elements and their practical application have been analyzed in the given research. The theoretical overview gives a comprehensive assessment of the system of promotion mix and each of its elements, which later are separately evaluated in regards to their implementation as a part of the marketing strategy of single branch of the international retail Auchan. Based on the results of the research, the main weaknesses in marketing communication strategy of the hypermarket has been identified, which allowed the author to develop a number of recommendations for their improvement.

Keywords

Sales Promotion, Retail, Marketing Communication, Marketing Mix, Integrated Marketing Communicaton, Promotion Mix, Public Relations, Direct Marketing, Advertising, Personal Selling

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2017

Thesis defence

• Supervisor: prof. Ing. Ivana Tichá, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management