Analýza marketingové komunikace skautského střediska

Abstract

This bachelor thesis focuses on the analysis of the marketing communication of the Scout centre Modrý šíp. The theoretical part of the thesis deals with marketing communication, the marketing mix, the communication mix, and their specifics in the environment of non-profit organizations. The aim of the thesis is to analyze and evaluate the current marketing communication of the selected Scout centre and identify areas suitable for improvement. The thesis also examines through which sources respondents most often learn about the Scout centre, how they perceive the centre’s social media, website, and recruitment materials, and what role word of mouth (WOM) plays in attracting new members. To obtain the necessary data, quantitative research was conducted using an online questionnaire survey based on the CAWI method. The collected data were subsequently processed and interpreted. The research results show that word of mouth and social media, especially Instagram and Facebook, play a significant role in the marketing communication of the Scout centre. At the same time, it was found that the structure of social media accounts and navigation on the website may not always be entirely clear for new visitors. The conclusion of the thesis presents recommendations aimed at improving the clarity of communication, adjusting social media management, and better targeting communication towards different age groups.