Návrh marketingové komunikace vinařské akce

Abstract

This bachelor’s thesis examines the marketing communication of the “Za Kounickou Frankovkou” wine event. The aim of the thesis is to evaluate the current state of the event’s marketing communication and, based on the findings, propose recommendations for its further development. The theoretical section outlines the fundamental concepts of marketing, marketing communication, service marketing, and event marketing. The practical section is based on primary marketing research conducted through a questionnaire survey and in-depth interviews with event visitors and organizers. The research results show that personal recommendations and social media play an important role in spreading information about the event. At the same time, room for improvement was identified in the areas of digital communication, information clarity, and the use of visual content on social media. Based on the findings, recommendations focused on the marketing communication of this wine event were formulated.