Marketing Communication Analysis

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Analysis of Marketing Communication at the ABECEDA s.r.o. Language School

Lukáš Valach

Bachelor Thesis 2010

ABSTRAKT
Czech abstract Předmětem této bakalářské práce je zhodnocení a navržení nového komunikačního mixu v jazykové škole ABECEDA s.r.o. Práce je rozdělena na dvě části: teoretickou a praktickou. V teoretické části jsou popsána východiska pro formování nástrojů marketingové komunikace a její následné začlenění do marketingového mixu. V praktické části jsou nejdříve uvedeny obecné informace o společnosti. Dále je uvedena analýza současného komunikačního mixu s vyhodnocením a navržením možného řešení, které je zapotřebí pro úpravu prvků marketingové komunikace v dané společnosti.

Klíčová slova: MARKETINGOVÁ KOMUNIKACE, KOMUNIKAČNÍ MIX, PROPAGACE, REKLAMA, OSOBNÍ PRODEJ, VZTAHY S VEŘEJNOSTÍ, PODPORA PRODEJE, PŘÍMÝ MARKETING

ABSTRACT
English abstract The aim of the bachelor thesis is to analyze the existing, and propose a new, communications mix at the ABECEDA s.r.o. language school. The work is divided into two parts: the theoretical and the practical. The theoretical part describes the resources available for the formation of marketing communication. The beginning of the practical part introduces the company on which subsequently an analysis of the current communications mix is based. In addition, an evaluation and final recommendations are provided since it is important to attempt to improve the elements of the communications mix.

Keywords: Marketing communications, communications mix, promotion, advertising, personal selling, public relations, sales promotion, direct marketing

ACKNOWLEDGEMENTS
I would like to take this opportunity to give thanks and price to my advisor, Mgr. Jan Pospíšil, for his helpful advices and professional approach to the supervision of my bachelor thesis. Furthermore, I would like to give thanks to the management of the ABECEDA s.r.o., and the director of the company Ing. Roman Šťastný for his time and useful information. Additionally, to my mother for being patient with me.

CONTENTS
INTRODUCTION ............................................................................................................. 10 I

THEORY ..................................................................................................................... 12 MARKETING ............................................................................................................. 13 1.1 1.2 Development of marketing .................................................................................... 13 Marketing communication within the marketing mix ........................................... 14 Definition of marketing communications .............................................................. 15

1

2

MARKETING COMMUNICATIONS ..................................................................... 15 2.1

2.1.1 Type of the product market............................................................................. 15 2.1.2 Communication process ................................................................................. 16 2.1.3 Tools of marketing communications .............................................................. 16 2.2 Advertising ............................................................................................................ 17 2.2.1 The objectives and types of advertising.......................................................... 18 2.2.2 Media .............................................................................................................. 19 2.2.3 Measuring advertising effectiveness............................................................... 22 2.3 Public Relations ..................................................................................................... 22 2.3.1 The identification of internal and external stakeholders................................. 22 2.3.2 Evaluation of a firm’s reputation...
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