Analýza marketingové komunikace softwarové společnosti

Abstract

The bachelor thesis deals with the analysis and subsequent design of the marketing communication of an anonymized software development company. The aim was to propose communication tools that could help the company in its bussines based on the assessment of the existin communication and the findings, which were drawn from both Czech and foreign literature. The proposals were made taking into account the questionnaire survey of people who hold key positions for establishing business relations in companies forming potential customers. These data were then evaluated using statistical procedures and methods. They confirmed that the company needs to develop marketing communication. The thesis concludes by proposing measures leading to a significant improvement in its current marketing communication.