Marketing communication of the brand BMW in the Czech Republic between years 2015-2016

The aim of my bachelor thesis is to analyse marketing communication of BMW in the Czech Republic between 2015 and 2016. The theoretical part includes definition of marketing communication and single tools of communication mix. In the practical part, I focus briefly on the history and progress of BMW and its position in the Czech market. Furthermore, I describe particular parts of communication mix and analysis of competitors. The thesis also includes own research which is focused on the fans and owners of BMW's cars. It tries to find out the attitude of BMW fans and general view of the company