Návrh online marketingové komunikace pro prodejce sportovního zboží

Abstract

This master´s thesis focuses on the design of online marketing communication for a retailer of sports goods. The competition in the field of sports equipment is intense, and consumer demands a tool for building brand awareness and maintaining customer relationships. The main objective of the thesis is to evaluate and analyse the current online marketing communications of the company. Based on the findings, a proposal for online marketing communication for the Sportovna brand is developed. The theoretical part focuses on online marketing communication, its tools, and social media. Furthermore, the company is characterized in terms of its history, brick and mortar stores, e-shop and product range. The current marketing communications of the company, an analysis of the sports equipment market, and the meso environment are also evaluated. The practical part is focused on data collection and subsequent analysis. The data collection methodology was divided into primary and secondary phases. The analysis was conducted using an online questionnaire survey via the Google Forms platform. Based on the results of the analysis, proposals were presented to improve the company’s online marketing communication.