PR as a part of integrated marketing communication

Bc. Slávka Máťášová

Bakalářská práce

Abstract:

The bachelor´s thesis addresses the issue of Public Relations as a part of integrated marketing communication as it is important for every enterprise, because it guarantees the consequent and sufficient communication with potential customers and key stakeholders of the company. The main aim of the thesis is to carry out an analysis of PR activities of the two selected companies. The hypothesis of the thesis is the assumption that every large enterprise should perform PR activities as an integrated part of business marketing in order to be successful. The practical part is a case study based on the comparison of integrated PR activities in two companies, where PR activities are described, analysed and compared. The results of the thesis include the evaluation of comparison and recommendations for performing the PR activities in the selected companies.

Keywords

Marketing, Public relations, society/stakeholders, enterprises, comparison analyses, external analyses, strategic goals, planning, PR strategy, marketing activities, PR activities

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 4. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2014
• Vedoucí: Ing. Tomáš Poucha
• Oponent: PhDr. Marie Koubová

Vysoká škola finanční a správní

Bakalářský studijní program / obor:
Ekonomika a management / Marketing Communication