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 used good methods for data analysis. However, it would be beneficial to move "the good customer base" to opportunities in the SWOT analysis. It would also be necessary to better explain the connection of the individual points in the threads quadrant with the company's marketing communication. The author of the bachelor thesis interprets satisfactory the conclusions from the conducted analyses. Suggestions for improving the company's marketing communication are in some cases vague. For example, a proposal for improving the website would need a precise plan (specific numbers) for increasing the number of visitors, the immediate abandonment rate or the time spent on the website. The risk analysis carried out can be assessed positively. The structure and organisation could be better. For example, there are already errors in the content. Table n. 8 is misaligned. The table that summarizes the SWOT analysis extends to the right edge of the page. The work with literature is of a good level.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | D | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji, včetně citací | C |
The bachelor thesis presents proposals in the field of marketing communication of the Penzión U Krba. The goal of the work was fulfilled. I recommend the thesis for defense. Defense questions: 1. In your proposals, you state that the manager of the Penzión U Krba will be responsible for their implementation. But is he able to handle everything you plan to do during his other activities? 2. From where were the stated amounts in e.g. Tab. 18 or Tab. 20 found? Is the amount of planned costs listed in Tab. 25 for the Penzión U Krba acceptable?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The stated goal of the work was fulfilled. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | Due to the topic of the work, the author chose adequate methods, which could be better processed, e.g. mainly analysis of current promotion, which is quite brief, and that is the topic of the work. Also the processes and physical evidence are missing some important parts. What was the main aim of the survey and what are its main findings? SWOT analysis - opportunities - not all mentioned points are from external environment, such as experience staff. Moreover, it is not clear, how the items in Table 15. were calculated. Also, I miss more deep connection between conclusion of SWOT analysis and author's proposals. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The student demonstrated the ability to interpret the results and draw appropriate conclusions from them, but there are some inaccuracies here and there. | |
| Praktická využitelnost výsledků | D | The proposals try to be based on the performed analyzes and probably correspond to the current situation of the company. The proposals could be more detailed and practically described. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | The work has a logical and clear structure and uses a standard division into chapters. It is better to use the same typeface for chapter headings and text. Spacing between headings and text is also appropriate. Four levels of division are not used for chapter titles and are missing in the content. The content has some errors. It is better not to write the work in the 1st person singular. | |
| Práce s informačními zdroji | C | The author uses adequate information sources, which are appropriately cited. Only the proposals lack the indication of sources for the planned amounts. |
eVSKP id 146094