Assessment of Master Thesis – Opponent
Study programme:Applied Informatics Field of study:Information Management Academic year:2020/2021
Master Thesis Topic:Online marketing in selected company Author’s name:Bc. Carin Koshel
Ac. Consultant’s Name:Ing. Radim Čermák, Ph.D.
Opponent:Ing. Lucie Böhmová, Ph.D.
Criterion Mark
(1–4)
1. Clarity and comprehensibility of the thesis topic and aims 1
2. The extent and relevance of the description of the current state of knowledge 2
3. The complexity of the thesis topic 2
4. Method adequeteness for solving the given issue, correctness of the choice and use 1
5. The extent, quality and precision of the result description 1
6. Relevance and correctness of the result discussion 1
7. Factual contribution of the thesis result 2
8. Information source relevance and citation correctness 2
9. Logical structure and cohesion among individual parts 1
10. Grammar, linguistic style, terminology and overall arrangement 2
Comments and Questions:
The master thesis focuses on online marketing in the selected company “GSK”.
The main goals of the thesis were to analyze online marketing at this company GSK and to develop recommendations for its improvement. The student used several objectives to fulfill these goals – literature review, questionnaire survey, analysis of company website, and created social media campaigns.
This thesis is divided into two parts: theoretical and practical.
The theoretical research is based on solid literary sources. The author used current and suitable sources, but the list of references is not correct. The master thesis consists of outlining the basic concepts of the marketing mix, the main methods of product promotion, online marketing, and tools for online marketing.
The practical part consists of SWOT analysis of GKS, questionnaire survey focuses on GKS website, social media campaigns, and its evaluation. The results of these researches provide recommendations for improvement in the online marketing area. The thesis meets the main goals.
The student used adequate methods for research. I must appraise the author’s thorough approach to analyze online marketing campaigns. Unfortunately, there are missing verification and statement from the company side to the proposed recommendations.
The author fulfills the defined criteria for the master thesis and I recommend this final thesis for defense.
Questions: Are there any limitations in your recommendations for improving online marketing at GKS?
Discuss differences between marketing campaigns on Facebook (or social media in general) and other marketing streams (Google Ads, Print Advertising, TV Advertising, etc.) from GKS view.
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 1
Date: 28/12/2020 Ing. Lucie Böhmová, Ph.D.
Opponent
