University of Economics, Prague Faculty of Business Administration
Bachelor's thesis evaluation by the opponent
Title of the Bachelor's thesis:
Author of the Bachelor's thesis:
Objectives of the Bachelor's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 9
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 9
4. Depth and relevance of the analysis in relation to objectives 9
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 10
10. Practical/theoretical relevance/applicability 8
Total score in points (max 100) 91
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Bachelor's thesis opponent:
Occupation of the Bachelor's thesis opponent:
February 1, 2021
Signature of the Bachelor's thesis opponent
The author chose an attractive topic of communication strategy on Facebook in the sportswear industry. The structure of the thesis is very logical and easy to be understood. There are relevant sources quoted in the theoretical part and the author shows that he is able to use theory as a base for a practical part. I appreciate that the author decided to use two research methods to evaluate the Facebook profile of three selected brands (Adidas, Nike and Under Armour) – content analysis of the FB posts supported by qualitative focus group method. The presented analysis is in many respects very detailed and it indicates the context influencing the communication success of selected brands. The author appropriately chose the content categories and the types of the categories. It is very appropriate that the thesis contains chapter 5.5 where the author summarizes the strengths and weaknesses of the communication approach of studied brands. The content analysis results and the focus groups insights generated feasible and valuable recommendations for improvement. It would be beneficial to summarize them and make some generalization in a short separate chapter.
Question: Do you see any strong potential of the promotional video format for Nike brand? In which conditions?
Ing. Daniela Kolouchová, Ph.D.
Department of marketing, FBA, VŠE
I honestly declare that I am not in any allied relationship with the author of this Bachelor's thesis.
Social Media Marketing on Facebook and Its Contribution to Sports Brands
Taim Alachkar
To evaluate the communication strategy on Facebook followed by major sports brands based on identification the posting habits and the classification of posts of major sports brands on Facebook for their worldwide pages. To find out if specific type of posts leads to more level of engagement than other categories among the classification of posts with providing reasons for that. Secondary goal is to identify perception international Facebook users.
E V A L U A T I O N O F T H E B A C H E L O R ' S T H E S I S
