University of Economics, Prague Faculty of Business Administration
Bachelor's thesis evaluation by the supervisor
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 4
2. Demands on the acquisition of additional knowledge or skills 6
3. Adequacy and the way of the methods used 6
4. Depth and relevance of the analysis in relation to objectives 4
5. Making use of literature/other resources, citing 8
6. The thesis is a well-organised logical whole 6
7. Linguistic and terminological level 8
8. Formal layout and requirements, extent 8
9. Originality, i.e. it is produced by the student 6
10. Practical/theoretical relevance/applicability 6
Total score in points (max 100) 62
Final grading Good (3)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Bachelor's thesis supervisor:
Occupation of the Bachelor's thesis supervisor:
September 17, 2021
Signature of the Bachelor's thesis supervisor
Evaluation:
Carle Max Ralph presents his final thesis (FT) focused on the modern audit of marketing strategy. At the beginning it is necessary to mention that the FT version does not meet the approved thesis requirements (the bachelor thesis topic), especially the structure of the text. Moreover, this FT has never been consulted with the thesis supervisor.
The topic corresponds with the study major and the aim is satisfactory. The author’s approach to the thesis can be assessed positively as well as the logical process of the text completion (except for the proportional split into the theoretical and the practical part). The theoretical part of the thesis is focused on literature research in the field of study. The author used enough foreign monographs or journals (p. 59).
According to the text (p. 4), the chapters of the practical part contain several basic methods, such as SWOT analysis, Porter’s 5 forces analysis or PESTLE analysis. The methods mainly contain verbal descriptions, mostly without any hard data analysis and only secondary data evaluation was done. Moreover, it is questionable why non-actual data were presented, e. g. there were data from 2014 (p. 22).
The application of these methods results in chap. "Conclusion & Evaluation" (p. 52). Unfortunately, the conclusion and evaluation are mixed together and a clear closing part is missing. Furthermore, the conclusion of the presented audit is not in accordance with the relevant professional rules (The International Professional Practices Framework). Considering all above- mentioned facts, it is possible to say that the objective of the FT was fulfilled poorly.
Question:
Some results are presented in the final thesis. How can be these results used in the real business?
Václav Kupec
KSG FPH VŠE
An Analysis of the Modern Audit of Marketing Strategy Procedures of Coca-Cola and How it Affected the Internationally Renowned Company
Carle Max Ralph
The aim of this bachelor’s thesis is to carry out a marketing audit, which analyzes the ‘Share a Coke’ marketing campaign of Coca-Cola and offers practical solutions for the issues encountered along the way.
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
