KRBÚŠIKOVÁ, N. Marketingová komunikace [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2022.
The main objective of the thesis has been achieved. The proposed marketing communication measures are in line with the proposed objective. The author interprets satisfactory the conclusions from the conducted analyses. The thesis completely lacks a chapter on aims and methods. The aim is stated in the introductory section. It would be necessary to include more numerical outputs tables and graphs in the analytical part, which would contribute to greater clarity. It would be advisable to change the structure of the analysis section so that analyses of the external environment precede analyses of the internal environment. It would be beneficial to move the good customer base to opportunities in the SWOT analysis. It is an output of the external analysis. The SWOT analysis summarises all the conducted analyses. The actual survey should therefore precede the SWOT analysis. The structure and organisation of the work is at a low level. On page 29 there is a heading "Competition", which should obviously be placed on page 30. Figure n. 1 is poorly graphic. Paragraphs in the theoretical part are not aligned. There are no page numbers in the table of contents. Chapter 3.4.3 Promotion should be part of the marketing communications analysis (Chapter 3.2). Table n. 2 is divided on two pages, which impairs its clarity. The proposals are too general and vague. There are no metrics to measure the success of the proposed marketing communication. These facts contribute negatively to the implementation of the results of the bachelor thesis in practice. The work has been verified by Theses.cz. No similarities with any other document were found. Question for the defence: Which of the proposals do you consider crucial, and why?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | ||
| Zvolený postup řešení, adekvátnost použitých metod | D | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | D | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | E | ||
| Práce s informačními zdroji, včetně citací | C |
The bachelor thesis presents proposals in the field of marketing communication of the Pension U Krba. The aim of the work, despite certain shortcomings, see report, was fulfilled. I recommend the thesis for defense. Defense questions: 1. You mentioned the Ukrainian-Russian war among risks, what impact does it have on your pension? 2. Which of the proposals do you perceive as priority?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The stated goal of the work was fulfilled, but there are certain shortcomings, see the report. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The author chose adequate methods due to the topic, but some are very little detailed and are chaotically arranged, e.g., research is given before the summary SWOT analysis, not behind it, it is illogical. The SWOT analysis presents all important conclusions from the performed analyzes. SLEPT analysis is also unnecessary and very superficial. I need more accurate information (inc. Methodology) for research at the end of the analytical part of the work and also a summary of research results, which would then be used in the proposals. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The student tried to interpret the achieved results and draw appropriate conclusions from them, but very often it would be more appropriate to be more detailed and better generalize the results. | |
| Praktická využitelnost výsledků | D | The proposals are partly based on the analyzes performed, but they are chaotically arranged and are very brief, which is a shame, because the author probably knows the environment of the pension. There is an effort to schedule proposals, define time and costs, potential risks and economic benefits. However, the benefits are very general and lack non-financial benefits. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | E | The work does not have a completely logical and clear structure. There are no colons in the title, chapters are not numbered to 4 levels, sorting is atypical. Even visually, the work does not work well. The tables should be numbered in the text for better clarity. Somewhere there are missing spaces before the author and the year of publication. You created the picture of Marketing Mix (Figure 1) yourself, but you didn't invent it, so source is missing. They are missing numbers of pages in the Index/Content. Use of terms in theory - once you use Promotion, then Marketing communication and then Communication mix, but it's still the same. The Objectives and Methodology chapter, just after the introduction, is missing. | |
| Práce s informačními zdroji | B | The author uses adequate information sources, which are cited. |
eVSKP id 143215