Integrated marketing communications of selected company Club Prague

Ing. Petra Chovancová

Master's thesis

Abstract:

This diploma thesis provides deeper understanding on how IMC is used in entertaining business, in selected company. The theoretical part of thesis contains explanations of basic terms related to the topic such as IMC main features, traditional and online marketing, IMC planning process, and strategy. The theoretical part also describes in detail Facebook tips and branding necessity in entertaining business. The practical part is focused on Club Prague IMC planning process and strategy. The practical part also evaluates changing approach from traditional marketing to Internet marketing in club environment. Furthermore, this study shows that Club Prague is successful only with integrated marketing strategy, as the message is kept consistent throughout all the communication, reflecting the image and brand of Club Prague. Practical part also shows that in the use of communication tools, traditional advertising has been replaced and the emphasis lies on social media – Facebook advertising and brand awareness.

Keywords

Integrated marketing communications, Integrated marketing communications planning process, Internet marketing, social media, Facebook, Branding.

Language used: English

Date on which the thesis was submitted / produced: 29. 8. 2014

Thesis defence

• Date of defence: 28. 8. 2014
• Supervisor: Ing. Jiří Šnajdar
• Reader: PhDr. Karel Eliáš, CSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication