Analýza digitálních komunikačních kanálů projektu The ŽENY

Abstract

The aim of this bachelor thesis is to analyse the effectiveness of the use of digital communication channels of The ŽENY project. The theoretical part of this thesis explains all the important concepts related to marketing, marketing communications and project preparation. The practical part of the thesis consists of two parts - qualitative and quantitative research. The quantitative research is a content analysis of the real outreach from each social network where the project worked. The qualitative analysis uses an in-depth interview with the project director. The interview results, together with the results from the quantitative research, served as the basis for suggestions and recommendations part for improvements that could help the project better reach its target audience, which is children and young adults.