Marketing Communication Of The Selected Company

BSc. Mary Ann Shumbe Bihnwi

Diplomová práce

Abstract:

The aim of the diploma thesis is to evaluate the marketing communication in a selected company in Cameroon.Because of the sensitivity of analysed data the name of the company stays anonymous. This study sought to examine the various marketing communication tools and strategies employed by this selected financial institution in Cameroon in marketing their products and services. In the theoretical part of this thesis the basic overview about marketing communication is provided. The marketing communication mix are discussed together with the concept of consumer buying behaviour. Based on this theoretical background the practical part is build up. The practical part is divided into the two parts according to analyses of data. The whole practical part is based on the survey among customers of the company . Based on the retrieved data, the author accepts or rejects the stated hypothesis with the help of the statistical tests and procedures. The findings of the Diploma thesis are intended to give recommendations for an effective marketing communication in the selected company.

Keywords

Customer, Evaluation, online and offline marketing communication, marketing communication mix, Marketing communication

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 11. 2022

Obhajoba závěrečné práce

• Vedoucí: Ing. Tereza Balcarová, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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