Analýza marketingové komunikace vybrané neziskové organizace

Abstract

This diploma thesis focuses on the analysis of marketing communication within a selected non-profit organization whose main objectives include supporting cross-border cooperation with Poland, environmental protection, and the development of infrastructure in the Czech Silesia region. The aim of the thesis is to evaluate the effectiveness of marketing communication with existing partners and to identify factors influencing their satisfaction. The thesis is structured into seven chapters covering introduction, the theoretical framework of marketing communication, the presentation and description of the examined organization, data collection methodology, research results analysis, recommendations for improvement and conclusion. The results of the questionnaire survey indicate that the organization’s communication is generally effective; however, several areas with potential for improvement have been identified. Partners would appreciate better information regarding the use of financial resources and the introduction of a regular newsletter. It was also recommended to establish consultation days and to maintain existing communication channels, especially personal, telephone, and email communication. This thesis presents specific suggestions for improving marketing communication and its findings may serve as a basis for the organization’s future communication and strategic decisions.