Bachelor's Thesis

On-line marketing communication

Final Thesis 14.84 MB

Author of thesis: Bc. Adéla Šenkyplová

Acad. year: 2025/2026

Supervisor: Ing. David Schüller, Ph.D.

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

Abstract:

This bachelor thesis examines the use of Meta advertising as a patient acquisition tool for local service businesses, using Dentiq, a private dental clinic in Brno, as a real-world case study. Using a mixed-method design combining a questionnaire survey (33 respondents), a real Meta advertising campaign case study, and an expert group interview, the research identifies three compounding barriers small businesses face on Meta: limited budget, creative difficulties, and insufficient platform knowledge. Based on the findings, a three-layer campaign structure (Traffic, Leads, Remarketing) mapped onto the See-Think-Do-Care (STDC) framework is proposed, alongside a hybrid KPI framework for offline conversion measurement.

Keywords:

Meta advertising, small business, digital marketing, See-Think-Do-Care framework, campaign structure, Meta Learning Phase, cost per lead, offline conversion measurement, Dentiq.

Date of defence

23.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaCznamka

Grading

C

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 question from the supervisor's assessment in full, the question from the opponent's assessment in full. Questions from committee members: 1. doc. Kaňovská: Have you discussed the proposals with the company? - answered 2. Ing. Havíř: How did you calculate the average cost per result? - answered 3. Ing. Ulč: You propose the costs for adds. What are the cost for you as a marketing agency? - answered 4. Ing. Ulč: What is the target segment? - 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 bachelor thesis was prepared at a very good level and successfully combines theoretical knowledge with practical implementation. The main strengths of the thesis include the real campaign execution and practical orientation.

Question for defence:

Why did you choose the See-Think-Do-Care framework for the proposed Meta advertising campaign?
Evaluation criteria Verbal classification Grade
Meeting the objectives The main objective of the thesis was successfully achieved through the design and evaluation of a Meta advertising campaign for the Dentiq dental clinic. B
Selected procedure of the solution, the adequacy of the used methods An appropriate mixed-method research design was selected for the topic of the thesis. The combination of a questionnaire survey, campaign case study, and expert interview strengthened the practical relevance of the research. B
The ability to interpret the results and to draw conclusions The research findings were interpreted appropriately and linked with the theoretical framework.  C
The practical usability of conclusions he thesis demonstrates a high level of practical applicability. The proposed campaign structure, KPI framework, and recommendations may be directly utilised by small businesses operating on Meta platforms. A
The thesis´s framework, formalities, used terminology and the professional level of language The thesis is logically structured and follows the standard requirements of a bachelor thesis. Professional terminology is generally used correctly however some tables are split across two pages. C
Using of information resources, including citations A relevant combination of academic and professional sources was used throughout the thesis.The Theses.cz system reports a similarity rate of 3% with other documents. B

Grade proposed by supervisor: B

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

Despite the limitations I have noted in my review, the thesis has been written to a very high standard and meets the requirements for a thesis. 
Evaluation criteria Verbal classification Grade
Meeting the objectives The bachelor’s thesis has a clearly defined objective that corresponds to the thesis proposal. This objective is supplemented and further elaborated upon through four research questions, which serve as sub-objectives that support the achievement of the main objective.   A
Selected procedure of the solution, the adequacy of the used methods The thesis employs a mixed-method research design combining quantitative and qualitative approaches. The methods described are appropriately chosen in light of the research objectives and questions. As part of her primary research, the author utilized both a questionnaire survey and a panel of experts. The questionnaire survey is analyzed using descriptive statistics. It is a pity that the author did not employ more advanced methods of statistical analysis and thus did not fully exploit the potential of the collected data. B
The ability to interpret the results and to draw conclusions Because more sophisticated mathematical and statistical methods of data analysis were not used, the survey results do not allow for generalizations. Nevertheless, the author reaches relatively clear conclusions. The interpretation of the data based on the survey is meaningful, and the conclusions drawn are consistent with the findings of the research.   B
The practical usability of conclusions Based on the analysis conducted and the shortcomings identified, the author sets forth recommendations aimed at addressing these shortcomings. The proposals are practical and applicable in real-world settings. They are accompanied by a timeline and a KPI framework. However, I find the work lacking an estimate of the return on investment. The author addresses this only very briefly.  C
The thesis´s framework, used terminology and the professional level of language I have no comments; the paper meets the requirements for a thesis.  A
Using of information resources The author draws on a relatively limited number of literary sources. While the sources are cited in the text, I would have welcomed greater use of scholarly articles, whether from domestic or international sources.  C
Topics for thesis defence:
  1. What is the financial return on the solution you have proposed?

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová