University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the opponent
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 8
2. Demands on the acquisition of additional knowledge or skills 8
3. Adequacy and the way of the methods used 7
4. Depth and relevance of the analysis in relation to objectives 7
5. Making use of literature/other resources, citing 10
6. The thesis is a well-organised logical whole 6
7. Linguistic and terminological level 7
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 8
10. Practical/theoretical relevance/applicability 7
Total score in points (max 100) 77
Final grading Very good (2)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis opponent:
Occupation of the Master's thesis opponent:
January 26, 2022
Signature of the Master's thesis opponent
Ing. Martin Machek, Ph.D.
Department of Marketing
I honestly declare that I am not in any allied relationship with the author of this Master's thesis.
Strategic marketing plan for fin-tech startup “CP&B”
Bc. Dmitrii Bachukin
The main of aim of the master’s thesis is to analyse the Czech fin-tech market with the further proper creation of the strategic marketing plan for fin-tech “CP&B. In order to succeed in that, the analysis of the behaviour and the inclination of the Czech inhabitants to invest in bonds and commercial papers online and the behaviour of the Czech organisations to emit and offer commercial papers and bonds online will be performed.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
The presented thesis deals with the creation of marketing plan for fin-tech startup company CP&B. In the theoretical part of the thesis, author presents different concepts linked to the creation of marketing plan. I would appreciate more focused approach linked to the fin-tech industry, similar to more interesting and focused findings in the second part of litterature review chapter. In the practical part, author applies described concepts on the selected start-up firm. He also performs primary research but the link between the findings from the primary research and the application of selected concepts is not evident, as is not the linkage of different concepts (SWOT, PESTEL, competition analysis), where the findings are often not linked.
Questions for defense: 1) Page 61 – in your PESTEL analysis, you disregard the Covid pandemic and inflation. Could those aspects have any have potential effect on differents factors in the analysis? 2) Page 74 – It is questionnable that you can base the targeting purely on generational cohort. What other factors will you need to consider to determine the target group of CP&B?
