Bachelor's Thesis

Marketing plan for service improvement for diabetological clinic

Final Thesis 2.3 MB

Author of thesis: Bc. Nikola Nevrlá

Acad. year: 2025/2026

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

Reviewer: Ing. David Schüller, Ph.D.

Abstract:

This bachelor's thesis focuses on service improvement for a selected diabetological clinic, in the form of a proposed marketing plan addressing the clinic’s patient communication, internal processes and service offering. The proposed measures are based on relevant theoretical foundations and on primary research combining a patient questionnaire and an in-depth interview with the clinic, supported by an analysis of the clinic’s external environment, internal situation and current marketing mix.

Keywords:

service marketing, marketing plan, healthcare, diabetological clinic, patient communication, digitalisation, service improvement, SWOT analysis

Date of defence

19.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaBznamka

Grading

B

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 opponent's assessment in full. Questions from committee members: 1. Ing. Bumberová: What is the information system jsou implement and how do you solve cyber security? - answered 2. Ing. Bumberová: Could you explain research question? What is the answer to the question you defined? How do you measure it? - answered 3. Ing. Bumberová: Did you set up some KPIs in your proposal? How would you measure the improvement? - 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)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)

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

The thesis is processed at a solid bachelor’s level, demonstrates good orientation in the topic and offers practically applicable recommendations. Despite several minor methodological and analytical limitations, the work fulfils the requirements placed on a bachelor’s thesis.
Evaluation criteria Verbal classification Grade
Meeting the objectives The thesis fulfils the main objective of proposing a marketing plan for service improvement in a selected diabetological clinic. The individual partial objectives are logically connected and addressed throughout the analytical and proposal sections. However, some objectives are fulfilled only descriptively rather than critically, especially in the evaluation of proposed measures and their long-term impact. The practical verification of the proposed solutions is missing, which slightly reduces the overall depth of the work. B
Selected procedure of the solution, the adequacy of the used methods The author selected an appropriate methodological approach combining theoretical research, quantitative questionnaire research and qualitative in-depth interviews. The use of PESTLE analysis, Porter’s Five Forces, SWOT analysis and the 7Ps framework is suitable for the topic and supports the proposal section effectively. On the other hand, some analytical parts remain overly descriptive and could benefit from deeper interpretation and comparison of findings. The questionnaire sample of 56 respondents is relatively limited and reduces the generalisability of the results. B
The ability to interpret the results and to draw conclusions The author demonstrates a good ability to summarise the findings and connect them to the proposed recommendations. The conclusions are generally consistent with the identified weaknesses and opportunities of the clinic. Nevertheless, the interpretation of some research outputs lacks stronger critical evaluation and deeper analytical insight. Certain conclusions could have been supported by more precise data interpretation or stronger linkage between theory and practical findings. B
The practical usability of conclusions The thesis has a clear practical orientation and the proposed recommendations are realistic and applicable within the environment of a small healthcare practice. The emphasis on digitalisation, patient communication and administrative efficiency reflects current trends in healthcare services. Positive aspects include implementation timelines, cost estimations and identification of potential risks. However, the practical impact of the recommendations is not empirically verified and the economic evaluation remains rather simplified. B
The thesis´s framework, formalities, used terminology and the professional level of language The thesis is well-structured, logically organised and formally complies with the requirements for a bachelor’s thesis. The terminology used is appropriate for the field of marketing and healthcare services, and the professional language level is very good. The text is coherent and stylistically consistent. Minor weaknesses can be identified in occasional repetition, excessive descriptiveness in theoretical passages and several stylistic inaccuracies. B
Using of information resources, including citations The author works with a relevant range of academic and professional sources appropriate for the topic. Theoretical concepts are supported by current literature and correctly integrated into the text. Citations are mostly consistent and formally correct. A minor limitation is the predominance of descriptive use of sources, while deeper critical comparison of authors’ perspectives is less developed. B

Grade proposed by supervisor: B

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

The bachelor’s thesis addresses a current and practically relevant topic related to service improvement in healthcare. The strengths of the thesis include the integration of marketing principles with the specifics of diabetological care and the practical orientation of the proposed solutions.

Question for defence:

What do you consider to be the main benefit of introducing a website and digital communication tools for the diabetological clinic?
Evaluation criteria Verbal classification Grade
Meeting the objectives The main objective of the bachelor’s thesis was fulfilled through the development of a marketing plan aimed at improving services provided by the selected diabetological clinic. B
Selected procedure of the solution, the adequacy of the used methods The chosen approach corresponds well with the focus of the thesis. Positive aspects include the combination of PESTLE analysis, Porter’s Five Forces model, SWOT analysis, questionnaire survey and in-depth interview. B
The ability to interpret the results and to draw conclusions The research findings were appropriately used in the proposal section focused on digitalisation of communication and improvement of patient experience. The interpretation of results is generally logical. B
The practical usability of conclusions The thesis demonstrates strong practical applicability for the real operation of a diabetological clinic. A major contribution lies in the proposals related to website development, online communication, educational materials and complementary services, including an implementation plan and economic evaluation. A
The thesis´s framework, used terminology and the professional level of language The thesis is well-structured, logically organised and written in an appropriate academic style. B
Using of information resources The author worked with relevant academic literature focused on service marketing, healthcare and marketing planning. B

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová