Marketingová komunikace a vnímání centrálních bank

Abstract

The goal of this bachelor's thesis was to investigate the respondents' attitudes towards the perception of the Czech National Bank and its representatives and to identify opportunities for improving the marketing communication of this institution. The study used data from a survey that included questions on perceptions of the CNB's credibility and transparency, knowledge of its information sources such as blogs and podcasts, and inflation expectations. Data on inflation expectations were analyzed in relation to education, income, and perceived credibility and transparency of the CNB. Based on these findings, recommendations were formulated. These recommendations included increasing the transparency of decision-making processes and personalising information materials to better reach different demographic segments of the population. The thesis was divided into several key sections, which together cover theoretical foundations, practical aspects and research analysis. The theoretical part provided a detailed introduction to the basic principles of marketing communication. The next part of the thesis focused on the Czech National Bank and central banking. The methodology of data collection was described in two phases - preparatory and implementation, where the steps of the research process were explained. The final part then evaluates and presents the data obtained from the questionnaire survey, which was used to formulate suggestions and recommendations for improving CNB communication.