ĎURINA, R. Návrh rozvoje marketingu vybrané společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The work shows serious weaknesses, which is why I am giving it a grade of F. The theoretical part contains only a general description of the individual basic methods. There is no summary or proposal for a theoretical framework to be used in the analytical and design parts. The analysis is just a list of data without any interpretation, and there is no indication of where the information for the individual areas of analysis was obtained. I appreciate the justification for the selection of competitors for comparison. The conclusions of the analytical part and the definition of the starting points for the design part are missing. The strategic objectives defined in the design part are only marginally related to the previous parts. The only proposal is a change in the product range. The rest of the design part is just a repetition of data from the previous analytical part. In terms of form, the work meets the minimum requirement of 45 pages. The student worked very inconsistently during their final year of study. In the fall, the basic framework of the work and its completion were defined on the basis of consultations. Further progress in the work and consultations with the student did not take place until March of the following year. The student began working intensively on the last two days before the deadline for submission. However, he was unable to meet the basic conditions and requirements for a bachelor's thesis. In the Theses system, the thesis shows 90% similarity. However, this is similarity with the previous version of his own bachelor's thesis. Similarity with other sources does not exceed 3.5%, so I do not consider the thesis to be plagiarism.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | F | Different formulation of objectives in the assignment and in the introduction. Only partial fulfillment of the basic objectives defined in the assignment; failure to fulfill the objective for the new section “Recommendations for implementation and evaluation of impacts and assumptions of implementation.” Partial fulfillment of the research questions defined in the methodology. The purposes of the analysis defined in the methodology were only partially fulfilled. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The student used the most basic methods for marketing—the 4Ps marketing mix. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | F | According to the author, all data comes from three interviews with company management and desk research. I find that the data from the interviews has not been verified. Some of the claims/data used in the final summaries have not been analyzed or mentioned previously. The proposals in the last part of the thesis are not sufficiently supported by data from the analytical section. At tje same time, some data from the analytical section are not taken into account in the proposals. | |
| Praktická využitelnost výsledků | E | The part of the thesis dealing with new product designs is applicable in practice. However, this is the only relevant design in the thesis. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | E | The layout copies the basic 4P tool used. The formatting does not meet the formatting requirements for final theses at VUT and FP. The terminology used and the language level are average. | |
| Práce s informačními zdroji, včetně citací | E | V teoretické části využití pouze základních literárních zdrojů pro danou oblast. Nebyly použity základní zdroje uvedeny v zadání. Chybí aktuální zdroje literatury a literatura relevantní pro zkoumanou oblast. V analytické části chybí citace internetových zdrojů pro desk research, nejsou uvedeny ani v seznamu literatury. |
The thesis is based on a limited number of professional sources, which are handled satisfactorily; however, in some places, sources are entirely missing. Overall, the thesis—including the analyses and proposals—is superficial. It fulfills the stated aim to a sufficient extent.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The thesis meets the stated objective to a sufficient extent. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The selected procedure is mostly logical; however, the author makes only sufficient use of methods appropriate for this type of work. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | Overall, the interconnection between the parts is at a satisfactory level. However, the proposal section lacks clarity regarding what the author is actually proposing and how it relates to the results of the analysis. | |
| Praktická využitelnost výsledků | E | The proposals are based on the findings of some analyses but are highly superficial. As a result, they can only be considered useful at a very general level. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | E | The thesis has an adequate length and a mostly clear structure. The terminology, professional language, and formal aspects of the thesis are at a sufficient level. | |
| Práce s informačními zdroji | D | The thesis is based on a limited number of professional sources. While the sources are handled satisfactorily, some parts of the thesis—such as the figures in section 2.7.1—lack proper referencing. |
eVSKP id 168588