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Bc. Valentin Lopatko

Bachelor's thesis

The Role of New Media in a Modern Marketing Communication

The Role of New Media in a Modern Marketing Communication
Abstract:
This thesis dwells into how marketing has evolved with the world entering the new, informational age. A comparison of old and new media shown that the main difference between two forms of media is not the technology or age of said technology but the communication model that it allows users to exercise. From the interviews of the marketing specialist from PwC and Japan, we learned that the new media …more
Abstract:
This thesis dwells into how marketing has evolved with the world entering the new, informational age. A comparison of old and new media shown that the main difference between two forms of media is not the technology or age of said technology but the communication model that it allows users to exercise. From the interviews of the marketing specialist from PwC and Japan, we learned that the new media …more
 

Keywords

Marketing Marketing Communications New Media Old Media Marketing Mix Qualitative research
 
Language used: English
Date on which the thesis was submitted / produced: 14. 4. 2020
Identifier: https://is.vsfs.cz/th/x27jl/

Thesis defence

  • Date of defence: 18. 6. 2020
  • Supervisor: DBA Oldřich Dutý, MSc
  • Reader: Ing. Andrea Tomášková

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University of Finance and Administration

Bachelor programme / field:
Economics and Management / Business Management and Corporate Finance & Bachelor of Science in Business Administration

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