Návrh marketingové komunikace fitness centra

Abstract

The aim of this diploma thesis, focused on the proposal of marketing communication improvement for Pro Fitness LK, s. r. o. is to suggest, on the basis of analysis of the current state and results of marketing research, measures leading to the improvement of marketing communication of the fitness centre. The second chapter of the paper deals with the characteristics of Pro Fitness LK, s. r. o. company and the basic data of the fitness centre. In the third chapter, the theoretical basis of the marketing communication, communication process, model and aims of the marketing communication and individual elements of communication mix are described. This chapter also contains trends in the area of marketing communication. The fourth chapter is devoted to the methodology of collecting data used within the analytical part of the thesis. The fifth chapter copes with the thorough analysis of obtained data. This chapter is devided into two main parts, namely the analysis of marketing communication channels and the analysis of content of the marketing communication. The sixth chapter contains concrete proposals and recommendations for the present marketing communication of the company, which proceeds from the theoretical possibilities as well as previous analyses of the data obtained.