TEHLÁR, D. Marketingový plán na získaní inzerentů pro platformu na pronájem prostor [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Overall, the thesis may be considered sufficient; however, from a professional standpoint, it is very weak. Although the author had sufficient time and opportunity to revise the work, the revision was not successful enough. Even setting aside the limited subject-matter knowledge in the area of marketing planning, which is barely acceptable, the shortcomings in the linguistic quality of the thesis are also of considerable significance.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The objectives have been fulfilled only marginally. Although the author had sufficient scope to elaborate further, the thesis appears to have been written in haste, which has negatively affected its overall quality. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The structure of the thesis is at times rather disorganised. For instance, the author incorrectly separates marketing research from the environmental analysis. Furthermore, Porter’s analysis is presented only after the analysis of the marketing mix, which indicates a lack of understanding of the logical structure of environmental analysis. In this respect, the author has clearly underestimated the need for a thorough study of the subject matter. The analyses conducted are developed only to the level of description. The analytical section, including benchmarking, comparisons, or evaluations of situations, is entirely absent. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | The results achieved are based more on subjective evaluation than on a proper analysis of the environment. The research conducted is highly superficial and lacks depth; the structure of the analyses is disorganised, and the individual sections do not follow logically from one another. There remains considerable room for improvement. | |
| Praktická využitelnost výsledků | E | The results presented in the thesis are applicable in practice, primarily because they are not particularly ambitious. In essence, they consist of standard recommendations that the author could have reached even without the research conducted. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | E | From a formal standpoint, the thesis exhibits significant shortcomings, particularly in the area of typographical formatting. Notably, in the introductory section, the author fails to apply proper spacing, and the bibliographic references are incorrectly presented. The linguistic quality of the thesis is very poor. | |
| Práce s informačními zdroji, včetně citací | E | The use of sources is relatively weak, as the thesis largely relies on a compilation of standard marketing literature. The selection of sources and their appropriateness in relation to the stated topic remain questionable. Furthermore, the bibliography is not arranged in alphabetical order. |
The assignment required the student to elaborate a comprehensive marketing plan for a specific company, based on analytical findings, and to provide recommendations for its implementation including schedule, control and budget. However, Instead of a strategic marketing plan, the student delivered a set of short-term operational activities. The proposal lacks clear linkage to the conducted analyses (SWOT, PESTEL, Lean Canvas) and does not demonstrate strategic reasoning. The implementation aspects (budget, control, timeline) are presented only in a superficial and general way.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The objectives of the thesis have been fulfilled only to a very limited extent. Although the thesis declares the ambition to propose a complex marketing plan, the presented outcomes remain superficial and lack the necessary depth. The revisions made after the first submission did not bring any substantial improvements, and the work still fails to meet the expectations for a bachelor’s thesis of this scope. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The methodological approach is highly superficial. The analyses are largely descriptive, and their logical interconnection is missing. For example, the findings from PESTEL or Porter’s analysis are not systematically reflected in the SWOT, nor do they clearly inform the proposal part. Although the chosen methods could have been appropriate, they are applied only at a very basic level, without demonstrating sufficient analytical skills or deeper understanding of the subject matter. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | Although the revised thesis includes additional research outputs such as interview summaries, an extended e-mail survey, and a SWOT analysis with scoring, the author’s ability to interpret these findings remains very limited. The presented results are described rather than critically analysed, and their implications for the proposed marketing plan are not sufficiently elaborated. The conclusions drawn from the research are largely generic and could have been formulated without conducting the analyses. There is little evidence of a systematic effort to link analytical findings to the proposal part. As a result, the interpretation of results continues to lack analytical depth and does not provide significant added value. | |
| Praktická využitelnost výsledků | D | The recommendations included in the thesis are of limited originality and could have been formulated without conducting the presented analyses. Their practical relevance is questionable, as they are overly general and lack clear justification based on data or critical assessment. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | E | The formal side of the thesis exhibits serious deficiencies. The structure is sometimes inconsistent and does not fully support logical readability. From a linguistic perspective, the thesis is written in poor English, with numerous stylistic, grammatical, and terminological errors. The quality of academic writing does not meet the standards expected at this level. Typographical formatting is also problematic, and the referencing style is not applied correctly. | |
| Práce s informačními zdroji | D | The use of information sources is weak. The thesis relies mainly on compilations from basic marketing literature, without broader engagement with relevant academic and professional publications. The selection of sources is narrow. Moreover, the bibliography is not appropriately arranged and shows several formal mistakes. |
eVSKP id 170815