Analýza marketingové komunikace nákupního centra

Abstract

The introduction of the thesis characterizes the shopping center, its brief history and the actual concept of the shopping center Forum Nová Karolína. Further the thesis describes theories of marketing communication and the analysis of the communication mix used by the observed shopping center. The practical part of the thesis contains market research that is the main source of proposed improvements. The main objective of the bachelor thesis is to analyze marketing communication of the shopping center Forum Nová Karolína at its premise focusing on interior, exterior and other elements that influence and create the complexity of the shopping center. As a result of this analysis, the improvements are proposed to help the shopping center to raise the quality of its marketing communication.