Communication As a load Bearing Element of the Marketing Communication

Bc. Svetlana Senko

Master's thesis

Anotácia:

In the following Master Thesis ‘Communication As a load Bearing Element of the Marketing Communication’, I will describe core elements of IMC, to determine the way of optimal combination of the product, price, distribution and promotion in such a way that the needs of the buyer are clearly outlined and there is a synergy between all the elements of the marketing structure. Case-study analysis, carried out in the second part of the thesis, will explain and highlight the role of communication in a rapidly changing marketing environment.

Abstract:

In the following Master Thesis ‘Communication As a load Bearing Element of the Marketing Communication’, I will describe core elements of IMC, to determine the way of optimal combination of the product, price, distribution and promotion in such a way that the needs of the buyer are clearly outlined and there is a synergy between all the elements of the marketing structure. Case-study analysis, carried out in the second part of the thesis, will explain and highlight the role of communication in a rapidly changing marketing environment.

Keywords

Crisis communication, CRM, public relations, customer-centric approach, behavioural targeting, product life cycle, neuromarketing, loyalty, synergy, marketing planning, encoding, decoding, marketing.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 16. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2018
• Vedúci: Ing. Jiří Šnajdar
• Oponent: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication