Bachelor's Thesis

On-line marketing communication

Final Thesis 4.95 MB

Author of thesis: Bc. Sára Tichá

Acad. year: 2025/2026

Supervisor: Ing. David Schüller, Ph.D.

Reviewer: doc. Ing. Pavla Marciánová, Ph.D.

Abstract:

This bachelor's thesis focuses on the design of a mobile application intended to support people suffering from migraines, trigeminal neuralgia and related neurological conditions. Its aim is to propose the principal interface and functionalities of the application based on the analyses carried out. The thesis includes a theoretical part covering marketing, online marketing communication, mobile applications, medical background and digital medicine; an analytical part combining qualitative research (11 individual interviews), expert consultations with a neurologist, a psychologist and a software developer and a House of Quality analysis; and a proposal part presenting the application design, promotion, financial and implementation plan.

Keywords:

Mobile application, online marketing communication, migraine, trigeminal neuralgia, digital medicine, UX/UI design, house of quality, qualitative research

Date of defence

23.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaAznamka

Grading

A

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full. Questions from committee members: 1. doc. Kaňovská: Are you going to consult your proposals with the analysed company? - answered 2. doc. Kaňovská: Arou ou going to offer the app for your potentional clients? - answered 3. Ing. Havíř: You presented the extreme situation. Why did you choose the extrem? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Department of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
doc. Ing. Lucie Kaňovská, Ph.D. (místopředseda)
Ing. David Schüller, Ph.D. (člen)

Supervisor’s report
Ing. David Schüller, Ph.D.

The thesis was prepared at a very good level and the stated objectives were successfully achieved. The combination of research, practical focus and application design can be considered the main strength of the thesis.

Queston for defence:

Your application combines neurological support with mental health features. Which functionality do you consider the most important for long-term user engagement and why?
Evaluation criteria Verbal classification Grade
Meeting the objectives The objectives of the thesis were clearly fulfilled through the design of the proposed mobile application and its key functionalities. The proposal part was developed in direct connection with the analyses and research findings. A
Selected procedure of the solution, the adequacy of the used methods An appropriate methodological approach was selected with regard to the topic of the thesis. Qualitative interviews, expert consultations and the House of Quality method were suitably applied to support the proposed solution. B
The ability to interpret the results and to draw conclusions The research findings were interpreted appropriately and incorporated into the proposal part of the thesis. The conclusions were logically connected with the identified user needs and technical requirements. B
The practical usability of conclusions he thesis demonstrates a strong practical orientation and provides a detailed application concept supported by promotion, financial and implementation plans. The proposed solution may serve as a valuable basis for future development and practical application. A
The thesis´s framework, formalities, used terminology and the professional level of language The thesis was structured clearly and in accordance with the formal requirements of a bachelor’s thesis. Professional terminology was used appropriately and the language quality is at a good level. However some tables are on two pages. B
Using of information resources, including citations A sufficient number of relevant academic and professional sources was used throughout the thesis.The similarity detected in the Theses.cz system was 3.2% across all documents. B

Grade proposed by supervisor: B

Reviewer’s report
doc. Ing. Pavla Marciánová, Ph.D.

This bachelor's thesis meets the requirements for such theses, and I commend the author's approach to tackling a rather challenging topic. 
Evaluation criteria Verbal classification Grade
Meeting the objectives This bachelor’s thesis sets a very ambitious goal, which the author has handled very well. The thesis’s objective is clearly defined and broken down into several sub-goals. Having reviewed the thesis, I can conclude that the author has achieved her objective. B
Selected procedure of the solution, the adequacy of the used methods In carrying out this work, the author employs appropriate methods. In addition to using secondary data, she also conducted a qualitative survey among respondents. Building on this, she utilized the House of Quality approach to design the application’s individual components. However, I see a limitation in the evaluation and methodology of the qualitative research, which was conducted on only 11 respondents, making it impossible to generalize the findings. B
The ability to interpret the results and to draw conclusions Through interviews, the author collected data and subsequently drew appropriate conclusions and made recommendations for the application itself. To this end, she uses the House of Quality concept to identify the main requirements for the application. B
The practical usability of conclusions The results presented are highly applicable in practice; the author provides both a monetization model and an economic evaluation.  B
The thesis´s framework, used terminology and the professional level of language The structure of the paper is appropriate, as are the terminology used and the language level.  B
Using of information resources The author draws on an appropriate number of literary sources. Unfortunately, some sources are cited incorrectly or their existence is questionable. However, these are only a handful of problematic sources.  C

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová