Evaluation of Marketing Communication in a selected hotel

Joyce Zýková

Bakalářská práce

Abstract:

This thesis is focused on evaluation of the individual tools of marketing communication in hotel IBIS Praha Mala Strana. The first part of the thesis contains a summary of theoretical background and detailed description and explanation of basic terms such as marketing, marketing mix or marketing communication. Further there are introduced diverse types of the analysis of environment, i.e. SWOT analysis, PESTLE analysis, Porter´s model and segmentation. The practical part introduces current situation regarding tourism in Prague and hereafter author deals with hotel IBIS Praha Mala Strana, analysis of its major competitors, current state of marketing mix and last but not least also marketing communications.Next part of the thesis consists of a survey research with the use of questionnaire focused on customers´ attitude towards marketing communications of hotel facilities whose results lead to acceptance or rejection of stated hypothesis. The conclusion part of the thesis includes final evaluation and consequent suggestions and recommendations to improve marketing communication of the selected hotel.

Keywords

Marketing, Marketing mix, Communication mix, Marketing tools, Market analysis, Marketing research, Marketing communication, Marketing strategy, Segmentation, Target group

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Stanislav Rojík, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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