Návrh marketingové strategie sportovního klubu

Abstract

The thesis aims to analyze the current situation of the football club and suggest appropriate marketing strategy.

The theoretical part focused on the theoretical notion of a service marketing, marketing mix, marketing strategy. It is described in this section a marketing planning, basic marketing mix elements and their subdivisions.

The practical part consists of an analysis of the current state of FC Vysočina Jihlava and suggest appropriate marketing strategy. Relatively extensive analysis of the club deals with the analysis of macro and micro environment. When suggesting a marketing strategy I have followed the model 7P. At the end of the practical part is a summary of the work.