Analýza marketingové komunikace mobilního operátora

Abstract

The aim of the project was to deeply analyze the marketing communication (MC) of the mobile operator T-Mobile. In most cases the analysis was done through questionnaires that were to discover the perception of T-Mobile amongst public as well as to learn the company’s MC means and the image they create. The introductory part briefly summarizes the characteristics of the company. The following sequence generally describes MC and its individual means as well as new trends in this field. The next part deals with research methodology, which amongst other findings, illustrates the bottlenecks, goals and last but not least, the individual hypothesis. The evaluation of the marketing research is described in the analytic part of the project. The outcomes of the research helped to design suggestions that T-Mobile can use to cultivate the quality of their MC. The final part contains the summary of the project.