Integrated marketing communication

Ing. Farhan Kabeer

Diplomová práce

Abstract:

The aim of this thesis is to evaluate the effectiveness of Mercely’s Ice Cream’s integrated marketing communication and identify potential areas for improvement in its marketing activities. The theoretical part addresses the conceptual background of integrated marketing communication and its role in influencing consumer perception and behaviour. In the practical part, the effectiveness of the company’s current communication strategies, including digital communication, social media, retail presence, promotional activities, and other communication tools, is analysed. Furthermore, the study examines consumer preferences and perceptions of the brand to assess how communication influences awareness and purchase behaviour. Data collection is based on both primary and secondary research methods. Primary data are collected through a structured questionnaire survey, while secondary data are obtained from the com-pany’s official communication channels and relevant academic literature.

Keywords

Integrated marketing communication, marketing communication, brand communication, consumer behaviour, consumer perception, brand awareness, brand image, brand positioning, brand differentiation, purchase behaviour, purchase intention, marketing effectiveness, communication effectiveness, digital marketing, social media marketing, advertising, sales promotion, public relations, direct marketing, customer engagement, communication channels, communication integration, brand visibility, value perception, product differentiation, consumer decision making, questionnaire survey, primary research, secondary research, Kerala market

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 5. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 6. 2026
• Vedoucí: Ing. Kateřina Matušínská, Ph.D.
• Oponent: Ing. Radka Bauerová, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

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