Návrh marketingové komunikace FC Baník Ostrava

Abstract

The thesis deals with the marketing communication proposal of FC Baník Ostrava. The aim of this study is to analyse current communication tools and on the basis of the obtained information to subsequently put forth potential proposals and recommendations leading to the improvement of the marketing communication of this club. At the beginning there are specified basic terms concerning marketing communication and its subsequent application in the sports environment. Furthermore, there is a characteristic of the selected club included, while the mainstay of this thesis is the analysis of current communication tools of the club. Using appropriately selected methods for marketing research, such as a focus group and a questionnaire survey, the proposals or possible improvements are propounded, which could lead not only to increase the satisfaction of club fans in the future, but also to enhance its overall image.