Návrh marketingové komunikace projekční kanceláře

Abstract

Construction industry is specific field, which on the one hand influence country´s economy and on the other hand it has no significant attention from marketing point of view. The aim of this bachelor thesis is to propose relevant recommendation of effective marketing communication for projection and architectural offices Chci-dum.cz. Within providing high professional services to the general public is communication the key for succesful cooperation of both parties. Theoretical basis of communication as such, marketing communication and specifics in marketing in the construction industry are in this thesis given in direct relation with the specific features of Ostrava' s projection and architectural office.These are, besides the provided services, especially staffing of the company, company´s visions and goals, current marketing communication and external influences impacting the company. Respondents' preferences in housing, communications, pricing and peripheral environment are identified through qualitative research with quantitative elements. These are then analyzed and used to design recommendations for integrated marketing communication. The main features of these proposals are recommendation to expand the team with marketing specialist; extension and improvement of acquiring new clients through positive references and communication skills training for team members who come into direct contact with clients.