Integrated Marketing Communication

Ing. Rahul Kalathil Purushothaman

Master's thesis

Anotácia:

The aim of the Master thesis is to recommend a better-integrated marketing communication strategy in the current market considering the traditional and latest technology trends and then apply this concept practically to a chosen company. The final result will be based on secondary and primary data collected during the marketing research. This thesis will define the theoretical background of the studied subject, the characteristics of the company, the practical evaluation of the issue accompanied by the analysed scenarios of outcomes and value added one’s own opinions, evaluation and proposals for possible improvements.

Abstract:

The aim of the Master thesis is to recommend a better-integrated marketing communication strategy in the current market considering the traditional and latest technology trends and then apply this concept practically to a chosen company. The final result will be based on secondary and primary data collected during the marketing research. This thesis will define the theoretical background of the studied subject, the characteristics of the company, the practical evaluation of the issue accompanied by the analysed scenarios of outcomes and value added one’s own opinions, evaluation and proposals for possible improvements.

Keywords

Amul, Integrated Marketing Communication, Marketing Mix, Sales promotion, Public relations

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 29. 6. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 22. 8. 2023
• Vedúci: Ing. Kateřina Matušínská, Ph.D.
• Oponent: Ing. Radka Bauerová, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / odbor:
Economics and Management / Business Economics and Management