Bachelor's Thesis

Design of the marketing mix for the Atomicly mobile application

Final Thesis 1.32 MB

Author of thesis: Bc. Jaroslav Štěpán

Acad. year: 2025/2026

Supervisor: Ing. Jakub Ulč

Reviewer: Ing. Michala Vránová

Abstract:

This bachelor’s thesis focuses on the design of the marketing mix for Atomicly, a mobile application for habit building and social accountability. The theoretical part defines relevant concepts and frameworks related to digital marketing, the marketing mix, app store optimization, PPC advertising, organic social media marketing, buyer personas, and marketing performance measurement. The analytical part describes the current situation of Atomicly, the mobile app market, selected competitors, app store distribution, and potential users. The recommendation part tests selected online promotion methods over a 15-week period and uses the results to propose a marketing mix based on the 4P framework, including product direction, freemium pricing logic, app store distribution priorities, promotion roles, personas, marketing funnel, and monetization logic.

Keywords:

marketing mix, mobile application marketing, app store optimization, PPC, user acquisition, retention

Date of defence

23.06.2026

Result of the defence

Defended (thesis was successfully defended)

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Grading

B

Process of defence

In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his 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 questions from the opponent's assessment in full. Questions from committee members: 1. Ing. Schüller: What is the prediction for the future based on the current data? - 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. Jakub Ulč

The aim of the thesis was to design and test a marketing mix for the Atomicly mobile application and compare selected marketing methods. The aim is considered fulfilled. The theoretical part is at a good level, though some sources are outdated. The analytical part provides a reasonable foundation of secondary data, however it lacks primary research directly in the thesis — only a previous survey is mentioned. A clear summary of strengths, weaknesses, and opportunities leading to recommendations is missing. The proposal part takes a non-traditional but effective approach — the author tests marketing methods over 15 weeks and uses results to update personas and propose acquisition steps (very positive). I negatively evaluate the absence of demonstrative content images and campaign motifs — given the online focus, more visual examples were expected (only 2). An overall financial evaluation and timeline for the next period are missing. The plagiarism check shows 100% similarity due to upload timing — the work is original. I recommend the thesis for defense.

Q: What would be the optimal monthly budget allocation between ASO, PPC, and organic content for the next growth phase?
Evaluation criteria Grade
Meeting the objectives B
Selected procedure of the solution, the adequacy of the used methods C
The ability to interpret the results and to draw conclusions B
The practical usability of conclusions B
The thesis´s framework, formalities, used terminology and the professional level of language B
Using of information resources, including citations B

Grade proposed by supervisor: B

Reviewer’s report
Ing. Michala Vránová

The submitted bachelor's thesis shows a very high professional level and has a practical benefit for the Atomicly mobile application project. The main objective of the thesis, which was to test and compare the effectiveness of selected marketing mix methods in the online environment, was met. The strongest aspect of the thesis is its methodological approach, specifically the sequential testing of three methods, which includes the attribution of results to individual channels. The author failed to meet the original SMART goals, but the author nevertheless approached this objective analytically and drew the correct conclusions from it. I also appreciate the acknowledgement of the limits of the thesis. When interpreting the collected primary data, the author demonstrated a high level of analytical thinking. In the design part, I appreciate the tangible, immediately deployable outputs with a specific monetization strategy. The thesis has a clear structure, a graphic diagram is included for clarity, and the terminology of mobile marketing is used absolutely accurately. The author worked with a wide range of relevant academic and specialized industry sources. Overall, this is a superiorly prepared text that fully meets the requirements for a bachelor's thesis.
Evaluation criteria Grade
Meeting the objectives B
Selected procedure of the solution, the adequacy of the used methods B
The ability to interpret the results and to draw conclusions A
The practical usability of conclusions B
The thesis´s framework, used terminology and the professional level of language A
Using of information resources A
Topics for thesis defence:
  1. If you had the additional budget, how exactly would you propose to structure the recommended qualitative work with inactive users to uncover the cause of this proposal? Why do you think the campaign on the iOS platform has worse results (higher CPI and lower CTR) than on Android? I

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová