BACHELOR THESIS TOPIC
Author of thesis: Max Ralph Carle
Study programme: Economics and Management
Field of study: Business Administration/Corporate Finance and Management Thesis supervisor: PhDr. Ing. Václav Kupec, Ph.D.
Title of the thesis: Analysis of the Modern Audit of Marketing Strategy
procedures of Coca-Cola and how it affected the world-wide known company internationally in the long run.
Language version: English
General content:
• Topic: The bachelor’s thesis focuses on the modern audit of the marketing strategies and tools Coca-Cola uses/d in order to boost their business performance. Tools such as marketing mix, distribution strategy, CGM Matrix, competitive advantages are analysed and potential improvements are discussed throughout.
• Aim: Based on the literature review, the aim of the thesis is to carry out a marketing audit, which analyses the marketing strategies of the selected company and offers a practical remedy for the issues encountered.
• Structure:
Intro
1. Marketing Strategies 2. Modern Auditing 3. Methodology
4. Experimental Testing 5. Findings & Suggestions Conclusion
Length of thesis: 40-50 Bibliography:
Baker, M., 2001. Marketing. 4th ed. [ebook] London: Taylor & Francis Group. Available at:
<https://books.google.cz/books?hl=de&lr=&id=tOJjwIj-
DecC&oi=fnd&pg=PA83&dq=audit+marketing+strategy&ots=4nPyhFH7sH&sig=qe cv801TjXsNianrRP_Qef78cTw&redir_esc=y#v=onepage&q=audit%20marketing%2 0strategy&f=false> [Accessed 2 February 2021].
CHEIKH, B. and ALAOUI, L., 2021. MARKETING AUDIT A METHOD OF A CONDUCT EVALUATION OF THE MARKETING STRATEGY AND THE BUSINESS
PERFORMANCE. [ebook] Morocco: RIMS. Available at:
<https://doi.org/10.5281/zenodo.3553100> [Accessed 2 February 2021].
Da Gama, António Pimenta. “Marketing Audits: The Forgotten Side of
Management?” Journal of Targeting, Measurement and Analysis for Marketing, vol.
20, no. 3-4, 2012, pp. 212–222. ProQuest Central,
doi:http://dx.doi.org.zdroje.vse.cz:2048/10.1057/jt.2012.17. Accessed 2 Feb. 2021.
“France : Coca-Cola Announces ‘One Brand’ Global Marketing Approach.” MENA Report, 20 Jan. 2016. ProQuest Central, search-proquest-com.zdroje.vse.cz/trade-
journals/france-coca-cola-announces-one-brand-global/docview/1758354029/se- 2?accountid=17203. Accessed 2 Feb. 2021.
Fifield, P., 2021. Marketing Strategy. 2nd ed. [ebook] Oxford: Butterworth Heinemann.
Available at:
<https://books.google.cz/books?hl=de&lr=&id=BJUrBgAAQBAJ&oi=fnd&pg=PP1
&dq=audit+marketing+strategy&ots=iJs1K5nEP6&sig=P-
l1XqxhYoBeGuFwrhstvqfZ31U&redir_esc=y#v=onepage&q=audit%20marketing%2 0strategy&f=false> [Accessed 2 February 2021].
Herhausen, D., Egger, T. & Oral, C. Auditing Marketing Strategy Implementation Success.Mark Rev St. Gallen 31, 55–65 (2014). https://doi.org/10.1365/s11621-014- 0363-x
KUPEC, Václav. First Step of Marketing Audit: Risk Analysis. In ČÁBYOVÁ, L., R.
RYBANSKÝ a Z. BEZÁKOVÁ. MARKETING IDENTITY: Digital Mirrors – part I.
1. vyd. Trnava: UCM v Trnave, 2018. s. 370-380, 11 s. ISBN 978-80-8105-984-1.
https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf
KUPEC, Václav. Marketing Audit of Corporate Communication in Banking Sector.
Socioekonomické a humanitní studie, Praha: BIVŠ v Praze, 2015, roč. 5, č. 2, s. 25- 31. ISSN 1804-6797. http://sehs.educast.cz/subdom/sehs/wp-
content/uploads/2017/09/2-2015.pdf
KUPEC, Václav, Michal LUKÁČ, Peter ŠTARCHOŇ a Gabriela PAJTINKOVÁ BARTÁKOVÁ. Audit of Museum Marketing Communication in the Modern Management Context. International Journal of Financial Studies, Švýcarsko: MDPI,
2020, roč. 8, č. 3, s. 1-13. ISSN 2227-7072. doi:10.3390/ijfs8030039.
https://www.mdpi.com/2227-7072/8/3/39/htm
KUPEC, Václav. Risk Audit of Marketing Communication. European Research Studies Journal, Piraeus: International Strategic Management Association, 2018, roč. 21, č. 1, s. 125-132. ISSN 1108-2976. https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf Mahase, Elisabeth. “Coca-Cola Marketing to Children Is ‘Serious Public Health Concern,’
Researchers Warn.” BMJ : British Medical Journal (Online), vol. 367, 18 Dec.
2019. ProQuest Central, doi:http://dx.doi.org.zdroje.vse.cz:2048/10.1136/bmj.l7022.
Accessed 2 Feb. 2021.
Newstex Finance & Accounting Blogs, 19 Jan. 2016. ProQuest Central.
Serbanica, Daniel, et al. “The Role of Marketing Audit in Evaluation Sustainable Marketing Performance in Romanian Organizations.” Amfiteatru Economic, vol. 17, no. 40, Aug.
2015, pp. 1011–1021. ProQuest Central, search-proquest-com.zdroje.vse.cz/scholarly- journals/role-marketing-audit-evaluation-sustainable/docview/1700707467/se-
2?accountid=17203. Accessed 2 Feb. 2021.
SMIŘINSKÁ, Markéta a Václav KUPEC. The Evaluation of Marketing Communication.
Scientia et Societas, Praha: Newton College, 2017, roč. 13, č. 3, s. 23-34. ISSN 1801- 7118. http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf
Taghian, Mehdi, and Robin N Shaw. “The Marketing Audit and Organizational Performance:
an Empirical Profiling.” Journal of Marketing Theory and Practice, vol. 16, no. 4, 2008, pp. 341–349. ProQuest Central, search-proquest-com.zdroje.vse.cz/scholarly- journals/marketing-audit-organizational-performance/docview/212186982/se- 2?accountid=17203. Accessed 2 Feb. 2021.
