A PDCA-Based Decision-Making Framework for Sustainable Marketing Communication Strategies: A Case Study of a Slovak Telecommunications Company

With the rapid development of technology, an increasingly competitive environment, and evolving consumer behaviour, the use of modern marketing tools has become a key challenge for companies of various types (manufacturing, providing services, sports organizations, universities, etc.). Although sustainable digital communication methods are gaining prominence, existing research often focuses merely on describing communication trends without providing decision-making frameworks for strategy optimisation. This paper addresses this gap by mapping the current state of marketing communication strategies among large telecommunication companies in Slovakia and assessing their impact on customer behaviour and market position. Data were analysed through a combination of qualitative and quantitative research methods, including document analysis, annual reports, surveys, and personal observations. One enterprise was selected for detailed data analysis. The results confirm a significant relationship between the use of communication channels and the company’s market position, brand popularity, and the strong influence of employee recommendations. Unlike previous studies, which predominantly describe marketing communication trends and tools, this research integrates the evaluation of communication strategy effectiveness with a systematic management decision-making model based on the PDCA (Plan-Do-Check-Act) continuous improvement cycle. This approach enables continuous optimisation of sustainable communication strategies and provides actionable managerial guidance for improving resource allocation, market position, and organisational adaptability in dynamic market environments.