Analýza sociálního marketingu vybraných korporací

This bachelor thesis deals with the analysis of the successful implementation of social marketing within corporations. The theoretical section defines the concepts of marketing and social marketing, describes basic entrepreneurial concepts, the history of the development of social marketing, the reasons and benefits of its application within a company, and it also describes some of the approaches to the implementation of this concept. The practical section firstly contains an analysis of the socially responsible activities of two companies – Skanska a.s. and T-Mobile Czech Republic, a.s. It also contains a survey of the opinions of several students studying at the University of Economics in Prague on the social marketing activities of the selected companies. This survey was conducted through in-depth interviews with students and focused on their perceptions of social marketing activities. As a result of this thesis, I have developed several proposals for extending and improving the activities and the business of Skanska a.s. and T-Mobile Czech Republic, a.s. into the future.