Integrated Marketing Communications of Milma

Ing. Aswathy Vattathottiyil Surendran

Master's thesis

Anotácia:

The aim of this thesis is to analyze the effectiveness of Milma's integrated marketing communication strategy and identify potential areas for improvement in its marketing. In more detail, it will contain a theoretical part that will address the theoretical background of integrated marketing communication. In the practical part the effectiveness of Milma’s current marketing strategies, including the utilization of social media, advertising, public relations, promotional activities, and other forms of communication will be explored. Furthermore, it will identify customer preferences and perceptions of the brand. Data collection will be based on both primary and secondary methods. Primary data will be collected through questionnaires while secondary data will be gathered from the company website and literature.

Abstract:

The aim of this thesis is to analyze the effectiveness of Milma's integrated marketing communication strategy and identify potential areas for improvement in its marketing. In more detail, it will contain a theoretical part that will address the theoretical background of integrated marketing communication. In the practical part the effectiveness of Milma’s current marketing strategies, including the utilization of social media, advertising, public relations, promotional activities, and other forms of communication will be explored. Furthermore, it will identify customer preferences and perceptions of the brand. Data collection will be based on both primary and secondary methods. Primary data will be collected through questionnaires while secondary data will be gathered from the company website and literature.

Keywords

Integrated, marketing, communication, of milma, strategies, social media, advertising, public relation.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 15. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 6. 2024
• Vedúci: doc. Ing. Martin Klepek, Ph.D.
• Oponent: Ing. Radka Bauerová, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / odbor:
Economics and Management / Business Economics and Management