IMC as a business strategy in service-oriented IT organisations

Bc. Branislav Šandala

Master's thesis

Abstract:

Diplomová práca je návrhom marketingovej stratégie pre servisne orientované IT spoločnosti. Definovaním konceptu služby zoznamujem čitateľa so servisne dominantnou logikou (S-D logic) – výzvou k posunu marketingovej paradigmy. Vysvetľujem, ako je možné tento spôsob uvažovania aplikovať v marketingu, predstavujúc Integrovanú marketingovú komunikáciu (IMC) ako vhodnú možnosť business stratégie v servisne orientovanej IT spoločnosti. V praktickej časti práce prezentujem výsledky výskumu zameraného na prítomnosť hlavných zásad IMC vo vybraných IT spoločnostiach v Juhomoravskom kraji, na základe ktorých som navrhol individuálny plán zlepšenia komunikácie pre každú zúčastnenú spoločnosť.

Abstract:

The thesis is a proposal of a marketing strategy for a service-oriented IT organisations. Defining a concept of service, I am familiarizing the reader with the Service-Dominant logic – a call for paradigm shift in marketing. I am explaining its application in marketing, consequently introducing Integrated Marketing Communication (IMC) as an option for a business strategy in service-oriented IT organisations. As a practical part of thesis I am presenting the results of research study on presence of IMC guiding principles within selected IT organisations in South Moravian region, concluding it with the individual propositions of communication improvement plan for each participant.

Keywords

Service-Dominant logic, service, value co-creation, Integrated Marketing Communication, marketing strategy, planning, measurement, customer behaviour, ROCI, research, interview, organisation, South Moravian region

Language used: English

Date on which the thesis was submitted / produced: 25. 5. 2012

Thesis defence

• Date of defence: 26. 6. 2012
• Supervisor: MBA Sandra Kumorowski
• Reader: RNDr. Zdenko Staníček, Ph.D.

Masaryk University

Faculty of Informatics

Master programme / field:
Applied Informatics / Service Science, Management and Engineering