Analýza marketingové komunikace nákupního centra

Abstract

Theme: The Analysis of the Shopping Centre Marketing Communication

The main aim of this Diploma Thesis is to analyze currently used marketing communication of the shopping mall Avion Shopping Park Ostrava. Problems are separated into three main parts. The first part of the analysis deals with the consumers´ perception level toward marketing communication. The aim of second part is to find out, if the marketing communication has any influence to consumers and if it could motivate them to visit the shopping mall more often. And the last aim of the analysis is to find out, it the marketing communication has a direct impact on economical results of the Shopping Mall.

The analysis is based on the result obtained from a survey. This survey was conducted in the shopping malls premises in the April 2010, when the spring marketing campaign has culminated. There were 258 shopping malls visitors participating it this survey.

The survey was prepared and conducted according to needs of the Shopping Mall Marketing Department.