Návrh marketingové komunikace sportovního klubu

Abstract

The thesis deals with the marketing communication of the selected sport club. The aim of this thesis is to analyse the marketing communication of the ice hockey club HK Nový Jičín and subsequently develop proposals and recommendations that would contribute to the improvement of the marketing communication of the club. Initially, there are specified basic theoretical foundations concerning marketing communication and its application in the sports environment. The thesis also includes a characteristic of the selected sports club. Furthermore, the current marketing tools of the club are analysed in detail. Using appropriately chosen methods for research, such as questionnaire survey and in-depth interview, specific proposals and suggestions for improvement are presented, which could lead to greater satisfaction of fans and improvement of both marketing communication and the overall image of the selected hockey club in the future.