Marketing communications in the banking industry

The objective of this masters thesis is to analyze the marketing communications of a selected bank within the banking industry, in this case the Raiffeisenbank a.s. There were two methods applied in this analysis, the questionnaire survey and interview. The questionnaire survey serves the purpose of obtaining external information about the bank, while the interview serves as an internal source of information within the bank. The masters thesis is structure into a theoretical part with four subsections and practical part with five subsections. The first chapter characterizes the micro and macro environment in the banking industry. The second chapter focuses on the theory of marketing communications of services. The last section of the theoretical part evaluates the basis the marketing mix and last paragraphs of the theoretical further elaborate on the marketing mix of services. The first part of the practical section introduces the history of Raiffeisenbank all to way to the presence. Second part explains the marketing research of the current communications of Raiffeisenbank. Following section of the practical part expands on the SWOT analysis of selected factors, such as the goals of the marketing communications of Raiffeisenbank and the targeted audience of the marketing communications of Raiffeisenbank. Further chapters describe the methods of marketing communications as well as the perceived brand image and SWOT matrix. The last part of the thesis evaluates the hypothesis on the basis of applied methods of analysis and proposes a set of recommendations to improve the marketing communications of Raiffeisenbank.