Effectiveness of Marketing Communication strategy

Bc. Adéla Vlasáková

Diplomová práce

Abstract:

This thesis firstly describes the basic terms connected to marketing and communication. Then it will describe the basis of the selected firm its marketing communication mix and customer segmentation. The thesis focuses on one particular store to reach more precise results. The aim of this thesis is to evaluate the communication techniques of selected firm and their overall impact on final consumer. The online communication will be evaluated based on analytics of online marketing tools as well as store data. There was also created a questionnaire to evaluate impact of companys marketing communication on the consumer and their attitude towards certain aspects of the store and communication. The acquired data is also analysed using SWOT analysis. The SWOT analysis of companys marketing communication will comprehensibly analyse and sort both internal and external factors influencing its communication. It defines its strengths, weaknesses, opportunities and threats. It helps to identify issues coming from both internal and external environment which need to be addressed. After the final evaluation this thesis will suggest improvements to the company communication to increase it effectiveness and therefore possibly increase their sales.

Keywords

marketing, marketing communication, promotion

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management