Marketingový plán značky Air Bank

The bachelor's thesis assesses the success of Air Bank's brand marketing plan and suggests steps to improve it. The thesis evaluates the perception of the Air Bank brand by consumers using its own research carried out through an online questionnaire survey. The thesis also analyzes the position of the Air Bank brand on the Czech banking market through a situational analysis, summarizes its media publicity and presents its marketing mix in detail. Based on the information found, the thesis answers the set research questions, verifies the research hypotheses and presents suggestions and recommendations for further improvement of Air Bank's marketing and communication mix. The bachelor's thesis thus provides the basis for strategic planning of marketing activities according to established marketing goals.