The aim of master's thesis is to discover viable potential of using modern communication tools in power company with stress on using social networks. Subsequently real applications of new marketing tools on particular campaign are proposed. In the theoretical part of this thesis the communication campaign process is described with focus on modern marketing communication tools and their practical examples. The RWE company is introduced and basic characteristics of energy sector are mentioned. The practical part consists of RWE communication campaign assignment from 2008, summary of marketing communication tools used in it and proposals for application of new marketing tools on this campaign. An approximate budget and reach are estimated. The result of master's thesis is critical opinion on usage of new communication tools in power company and recommendation for applying them in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:75708 |
| Date | January 2010 |
| Creators | Binderová, Vladimíra |
| Contributors | Zamazalová, Marcela, Podzimek, Václav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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