KOUTNÝ, A. Marketingový plán vybraného podniku [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
The main goal of the thesis is formulated as proposals for improvement in marketing communication. The goal is fulfilled with minor remarks mentioned below.Additional remark is also related to the goal formulation and its relation to the title of the thesis. I suppose that the marketing communication is seen as important integrated part of the marketing plan. The author is working with standard methodology in all parts of the thesis. Valuable is the research focused on the clients of the company and their preferences in the communication of the company.Performed analysis is summarized in SWOT. Some of the formulations in the SWOT are confusing - f.e. lack of quality lecturers - is it in the meaning of their availability on the labor market or inside the company?The final part of the thesis covers basic recommendations for communication improvements on the web and social media. Generally, I would expect also recommendations using traditional forms of communication - analysis shows that one of the best working communication is based on other customer recommendations. Why not improve that further?
| 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 | C | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji, včetně citací | C |
The aim of the work is to improve the quality of marketing communication.The author used satisfactory analytical methods. SWOT analysis is worked out in a very vague way and it is practically not commented at all. The thesis would benefit from the use of more literature sources. The level of English language would be desirable to improve. The proposal concerning the website would need to be more detailed. The author of the thesis could have created a navigation where the structure of the website would be clearly shown. Furthermore, he could create a simple wireframe of the homepage. It is not clear how the budget was determined (50 000 CZK). The proposal connected with the social networks has the character of general recommendations that are trivial and obvious. Unfortunately, the financial and time frame related to social networks are not worked out. Moreover, the thesis lacks a conclusion.
| 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 | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji | D |
eVSKP id 150912