Analysis of communication mix in Kotva departing store

The goal of the Master's thesis is an analysis of actual communication mix in Kotva departing store and a proposal for its improvement. The theoretical part provides the basis for descriptive and methodological chapter at the practical part. It begins with introducing of department store Kotva, following with description and analysis of existing marketing tools used in the communication mix and a new image campaign, which is also the main subject of own questionnaire research. The last chapter discusses the situational analysis, based on which are made the appreciation of the communication mix and the recommendations for improvement and icrease in effectivity of marketing activities. Detailed proposal is ilustrated in the chart of the action plan, followed by the budget.