University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the supervisor
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 9
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 8
4. Depth and relevance of the analysis in relation to objectives 9
5. Making use of literature/other resources, citing 10
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 8
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 90
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis supervisor:
Occupation of the Master's thesis supervisor:
Digital Marketing Communication Strategy for a selected company
Nora Khalatian
to analyse the use of Digital Marketing tools in VIA LATA language school – the company that provides language courses for people of all ages – and develop the digital marketing communication mix in order to improve its operations
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
In this practically oriented thesis, the author aims to analyze the current state of the selected firm marketing and to propose a new marketing communication, specifically digital marketing mix. Thus, the theoretical part of the thesis focuses on marketing analysis tools with an emphasis on the digital marketing communication mix. In the practical part, the author uses the tools systematically. The situational analysis is brief and could be more coherent. At the same time, the competitive analysis is based on a comparison with three similarly sized competitors. The core part of the practical work consists in the development of the digital marketing communication mix. Here again, the author's insight into the context of the environment and the operation of the company itself is evident. The proposed strategy is shaped by communication with the CEO, and the author cites a number of secondary sources to support her argument. The analysis of current digital channels is built on internal information. In the conclusion, apart from the recommendations developed for each type of communication channel, I would like to see the cost calculation. However, the author indeed suggested hiring two marketing managers. Formally, the thesis is in good condition.
The abstract lacks the thesis goal, and some tables (e.g. 5.3 and 5.4) would have been better in an appendix.
Questions: 1) Could the author shed light on how the tone of voice of the brand communication was set? Because for example, on page 49, the author mentions that Generation Z prefers a humourless content in the advertisement. 2) The author mentions that according to the CEO, the critical stage of CJM is a fear to start the course. Can digital marketing help with that?
Aleš Kubíček, PhD.
Prague University of Economics and Business
June 8, 2021
Signature of the Master's thesis supervisor
