MAROŠI, D. Marketingová komunikace [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
The main objective of the thesis has been achieved. The proposed pay–per–click advertising are in line with the suggested objective and are structured according to a theoretical framework. The author used appropriate methods to collect data and did requested analyses. There are some linguistic mistakes in the text. The work with citation sources is at the required level. The author interprets at a satisfactory level the conclusions from the conducted analyses.The proposal part should be developed more specifically. The proposals are developed using the STDC framework, but some parts are too general. For example, it would be useful to provide specific values for each metric for each phase of the STDC model, rather than just listing the names of each metric. In addition, some of the proposed KPIs for the whole campaign seem to be too ambitious (e.g. ROI 180% or turnover 27000 Euro). The paper does not indicate on what logical basis such ambitious goals were set. The thesis has been checked by the Theses.cz system. It determined the similarity with all documents within 4.1%. Question for the defense: What are the most important risks associated with implementing your proposals?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | D | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | ||
| Práce s informačními zdroji, včetně citací | B |
The main goal of the thesis is a proposal of the pay-per-click campaign. The goal is fulfilled with few remarks below.The author is applying standard methods used in digital marketing communication. The thesis is practically oriented and practical approach of the author is evident.The analytical part is well structured, I am just missing any comparison with competitors or companies active in the same/similar business. This comparison could be a relevant source of inspiration for the proposals.Proposals are also well structured and practical.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | C | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | ||
| Práce s informačními zdroji | B |
eVSKP id 151599