The Secrets of Communication in Marketing Communication

Bc. Lalita Berikbaeva, BSBA

Bakalářská práce

Abstract:

In the following Bachelor Thesis there will be presented brief overview of the communication process, its main elements and its importance in both, daily lives of people and working environment. Different types of communication such as interpersonal, intrapersonal, group, mass and public communications will be described in precise details for better understanding of the nature of communication process and finding solutions for implementation of effective communication strategies; in order to achieve higher performance of the employees, establishment of long-term relations with customers and attraction of the stakeholders. Marketing communication elements in terms of advertising, public relations, direct marketing, personal selling, digital marketing and sales promotion will be taken into careful consideration and will be analyzed and evaluated based on the example of the worldwide known company- Starbucks. Finally, based on the example of Starbucks Company there will be mentioned several appropriate communicational techniques and strategies, used both, internally and externally with the main focus to communicate the value of the brand.

Keywords

Advertising, communications, corporate social responsibility, employees, ethics, loyalty, marketing, persuasion, social media, social networks

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 4. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 6. 2015
• Vedoucí: Ing. Jiří Šnajdar
• Oponent: Mgr. Zdeněk Sloboda

Vysoká škola finanční a správní

Bakalářský studijní program / obor:
Ekonomika a management / Marketing Communication & Bachelor of Science in Business Administration