Návrh marketingové komunikace sportovního projektu pro děti

Abstract

This bachelor’s thesis analyses the marketing communication of the Hratletika sports project and proposes specific recommendations to improve its promotion towards primary schools. The theoretical part defines key concepts in marketing communication, sports marketing and marketing research, including SWOT, STP and the marketing mix. The practical part is based on a combination of quantitative research through a questionnaire survey among primary school teachers in the Ostrava and Opava regions, and qualitative research through an in-depth interview with the project founder. The results showed that schools prioritize child benefit, low organizational burden and the ability to involve all pupils when selecting sports projects. The project’s current promotion lacks a long-term plan and does not fully utilize online tools. Based on the findings, recommendations are proposed focusing on email communication, social media management and effective presentation of the project’s offer to schools.