Optimalizace marketingové komunikace sladovny

Abstract

The main subject of this diploma thesis is communication optimization. The topic of communication optimization within the company is the main focus of this thesis. Effective marketing communication contributes to better targeting of key audiences, relationship building, and increased competitiveness. The aim of the thesis was to analyze the current state and propose specific changes to improve efficiency and consistency. Based on in-depth individual interviews and an analysis of website data, several adjustments were suggested to enhance the company’s online presence, strengthen public relations activities, and unify its visual identity. The data were obtained using the Český hosting tool and through interviews with the company’s management.