Návrh marketingové komunikace neziskové organizace

Abstract

The Thesis deals with the design of marketing communication of the non-profit organization Loono. The organization was founded to educate people how to prevent oncology and cardiovascular ailments. The aim of the thesis is to define the factors which influence the participation of the public in workshops about their health, which would encourage them to participate through appropriate marketing communication. The thesis is divided into two parts, theoretical and practical one. The introduction of the work is devoted to the characteristics of the non-profit organization Loono. The second chapter deals with the theoretical basis of marketing of non-profit organizations, focusing on the marketing communication of this sector. The chapter is also focused on an individual elements of marketing communication mix. The research part is based on the problem of research and the aim of the research work. Research was processed on the basis of acquired primary and secondary data. Individual proposals and recommendations were written based on the knowledge and gained information.