Analýza marketingové komunikace dopravního podniku

Abstract

The aim of the bachelor thesis is to analyze marketing communication of Opava Public Transit Company, joint-stock company. The theoretical part of the thesis is divided into two chapters. The first chapter focuses on the theoretical starting foundations of marketing communication and describes service marketing mix in detail. The second theoretical part gives analysis of Opava Public Transit Company, joint-stock company. This chapter contains information about the city and the company, as well as the economic environment of the company. The fourth chapter is dedicated to research activities, which are the main source of the thesis. It contains both the preparatory phase and the implementation phase of the research. The last chapters deal with the interpretation of the research results, the current communication strategy of the company, and proposals and recommendations for changes