Návrh marketingové komunikace sportovního centra

Abstract

This bachelor thesis is devoted to the design of online marketing communication of the Sport Abácie sports center, located in the town of Nový Jičín. The aim of the thesis was to create a unified proposal for online marketing communication with a focus on the website and social networks of the center. In the theoretical part of the thesis, the author describes the individual tools of online marketing communication with emphasis on the issues of websites and social networks, as well as the characteristics of the marketing environment. The author uses the results of the research carried out in the framework of which the method of user testing of websites was used as a basis for the development of proposals. This research was conducted in the months of January and February 2024 and involved ten respondents. The different sections of the research focused on questions and tasks related to the center's website itself, its internal user interface and the social networks of Sport Abácie and its competitor AS Fitness. The analysed responses from participants were used to develop suggestions and recommendations for these three areas of online communication in particular.