The Role of New Media in a Modern Marketing Communication

Bc. Valentin Lopatko

Bachelor's thesis

Anotácia:

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 is not a thing of the future but a present and that businesses must start using it as soon as possible. For this purpose, the information provided by marketing specialists within this thesis was analyzed and compared to the information obtained through interviews and surveys of customers. This allowed providing methods and processes that will help small and medium enterprises in the utilization of the new media as a marketing communications tool.

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 is not a thing of the future but a present and that businesses must start using it as soon as possible. For this purpose, the information provided by marketing specialists within this thesis was analyzed and compared to the information obtained through interviews and surveys of customers. This allowed providing methods and processes that will help small and medium enterprises in the utilization of the new media as a marketing communications tool.

Keywords

Marketing, Marketing Communications, New Media, Old Media, Marketing Mix, Qualitative research

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 14. 4. 2020

Obhajoba závěrečné práce

• Obhajoba proběhla 18. 6. 2020
• Vedúci: DBA Oldřich Dutý, MSc
• Oponent: Ing. Andrea Tomášková

University of Finance and Administration

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