Návrh marketingové komunikace bankovní společnosti

Abstract

The subject of the Bachelor's thesis is the Marketing Communication Design of Banking Company, specifically ČSOB. The aim of the work is to develop proposals and recommendations to improve the bank's current marketing communications. This has been achieved through its own quantitative research. Data collection to the questionnaire was done by electronic questioning using the opportune method. The questionnaire included 17 questions, which were then evaluated using statistical tests in the IBM SPSS program. The results of the questionnaire showed that the level of fees (price for banking service), the attitude of workers to clients and the good name of the bank are most important for respondents. Based on this, a marketing campaign has been developed, including a budget and a distribution through specific communication channels. Thanks to improvements in these factors, marketing communication can be improved.