Návrh marketingové komunikace regionálního webového portálu

Abstract

In my diploma thesis I focus on marketing communication design of the regional web portal for product suppliers. There was conducted a market research in the form of focus group and phone interviewing. Participants were economic entities operating in the region Moravskoslezský. From the obtained data I identified motivators of entrepreneurs for joining the regional project whose tool is the web portal. Further there were discovered preferences about web portal’s functions and efficiency of the communications instruments on the target group. After the analysis I made my recommendations for the project and the web portal, then I suggested communication mix for the product suppliers.