Analýza marketingového mixu fotbalového klubu

Abstract

This bachelor’s thesis focuses on the analysis of the marketing mix of the football club FC Baník Ostrava. The aim of the thesis is to evaluate the current state of individual components of the marketing mix and propose recommendations for improving the club’s marketing strategy. The theoretical part outlines the key concepts of the marketing mix in sports, while the practical part is based on quantitative research conducted through a questionnaire survey among fans. Based on the gathered data, measures were proposed to improve fan satisfaction and enhance the club’s marketing effectiveness.