Návrh marketingovej komunikácie pre oprávarenskú firmu

Abstract

This bachelor thesis deals with the design of marketing communication for a small repair company in the B2B market. The content of the thesis can be divided into 3 parts. The first part is dedicated to the theoretical background of marketing communication with a focus on online marketing. The second part analyses the communication of the repair company Gastservis and its original website. In the third part, research has been carried out and appropriate marketing communication tools have uzbeen identified that can be used by the company in the future to improve its market position. With the increasing importance for any company to have a quality website, the development of a new one for Gastservis was initiated as part of the work. User testing was carried out to analyse it. This included a 5-second test focused on the welcome page and moderated usability testing of the UI and UX of the entire website. Qualitative results were obtained which revealed the shortcomings of the website. Based on them, changes in the structure, communication, graphic and interactive elements were proposed to improve the user experience and to ensure a satisfactory interaction of the target group with the website. Suggestions for general improvements to the company's overall marketing communications include setting up social media accounts and content marketing. The suggested adjustments should increase customer satisfaction, improve conversion and give Gastservis a competitive advantage in the market.