Optimization and Communication of the Product of the Chosen Shopping Center

The Diploma Thesis is focused on the problematic of the optimization and consecutive communication of the mobile application which is developed by one Prague shopping center for its needs. For that I will use suitable communication mix based on current experience since the launch of the app which was in September 2017. The communication of the application itself to all interest groups in managed by marketing agency in cooperation with marketing management of the certain shopping center. Though it seems on the first sight that it is mainly B-2-B market, main interest focus is on the final customer satisfaction and that is B-2-C market. There is a detailed analysis of the Prague shopping centers market with emphasis on another mobile applications of the same purpose made in the Thesis. Then there are the steps how to make the marketing communication of the application more effective a so make the awareness of the application better suggested from the results of the analytical part