RICHNÁKOVÁ, A. Návrh na zlepšení komunikačního mixu vybraného podniku [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The bachelor thesis reaches a satisfactory level with many shortcomings, both in terms of content and format areas. Despite the weaknesses found, the thesis can be recommended for defense. QUESTIONS: 1) What are the estimated revenues of the proposals? 2) What is the typical purchase behaviour of target customers? 3) Who would be the most suitable to become an influencer? What are the reasons? 4) Who will be responsible for the proposals' realization? 5) What will be the total time required to implement the proposals and subsequently labor costs
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The fulfilment of the set objectives of the bachelor thesis are at a standard level. It is weakly supported by the analysis carried out, which is without a more thorough treatment of the sub-areas. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The chosen procedure corresponds is relevant to the given topic. The fulfillment of the individual topics basically corresponds to the theoretical description, although it has some reserves. The structure of the analytical part reflects the theory. The description of both internal and external environments is vague with many discrepancies. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The segmentation chapter should be at the beginning of the external marketing environment as 3.2.1. Also, chapters 3.3 and 3.4 serve as a basic set of information to evaluate external factors. However, it is not obvious which target group the proposals will focus on. Therefore, it is difficult to evaluate the whole SWOT analysis. | |
| Praktická využitelnost výsledků | C | For the selected company, the submitted bachelor thesis represents a standard basis for the decision-making process, on the basis of which it will be able to optimize the marketing communication activities. The individual proposals can be considered adequateaccording to defined objective and realised analyses. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | The bachelor thesis contains both typos and minor terminological errors. In the case of the used terminology and language level, a good agreement with the given topic is achieved. In the thesis, the author used free lines between paragraphs as a typographic error. Also, there is used Czech thesis assignment instead of an English one. | |
| Práce s informačními zdroji, včetně citací | E | A check of the bachelor's thesis in the THESES system found 11% agreement. After a manual check of the thesis, I note that the agreement occurred mainly in the theoretical part of the thesis, and for those parts that are very difficult to formulate in another form. The citations of the sources used are given for all the identified matches. Submitted by bachelor's thesis I consider - despite the high expected agreement - to be an original work. Selected sources are appropriate to the topic. Unfortunately, in the text, there are several chapters with no quotation (e.g. 3.1, 3.2.1, 3.2.2, 3.3, 3.4). In chapter 2.2.3 is low level of quotations. |
1. The aim of the bachelor thesis was to analyse and find out about the current situation of Hotel SENEC a.s. company and to propose appropriate strategies of communiction mix. I assume that the objective of the thesis is set reasonably taking into account the needs of the analysed comppany Hotel SENEC. By choosing suitable ways/methods, the set objectives were fulfilled. 2. Used methods and procedures for solving the analysis were chosen correctly. 3. Based on the result of the analysis, which the author has interpreted in the second part of the bachelor’s thesis, it is possible to clearly state her conclusion. 4. The bachelor’s thesis can be in full extent a good tool for practical use in implementation of the set goals in the analysed company. 5. The structural partitioning of the thesis, as well as methodics and terminology used are considered as appropriately chosen in relation to the matter in question. The linguistic level of the thesis is also in a good state. 6. The author makes appropriate use of citations in compliance with prescribed standards, the figures along with the graphs are provided with a reference to the cited source. The thesis was done using a large amount of literature, printed and also electronic sources have been used.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | A | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | ||
| Práce s informačními zdroji | B |
eVSKP id 168812