Analýza marketingové komunikace bankovní společnosti

Abstract

The bachelor´s deals with the analysis of marketing communication of a banking company. The aim of this work is to analyze the communication of the company Air Bank. The CAWI method was chosen for data collection. An online questionnaire was created and shared on social networks. The work contains seven chapters. The first chapter is focused on the introduction of the bachelor's thesis. The second chapter describes the theoretical basis of marketing communication. The third chapter characterizes the banking and financial services market. The fourth chapter describes the way of the data collection. In the fifth chapter, the research data are evaluated. The sixth chapter deals with recommendations that are designed on the basis of research. The seventh chapter is devoted to the conclusion of the bachelor thesis. The author of the work, based on the information obtained, recommended obtaining a larger number of social network monitors for possible communication. A campaign was also recommended, which is aimed at communicating with students.An extension of the virtual assistant Aneta was also proposed.