Návrh marketingové komunikace lezeckého centra

Abstract

The main purpose of this bachelor’s thesis is a proposition of a marketing communication strategy for the Tendon Blok climbing center. The theoretical part of the thesis discusses general marketing theory and marketing communication, as well as a description of the characteristics of the selected climbing center. In the practical part of the thesis, a methodology for data collection related to websites and social media is described. Data was collected through structured interviews to determine customer preferences in these categories, and through benchmarking to determine which climbing center had the best communication practices. Based on the analysis of these methods, adjustments to the website and social media of the Tendon Blok climbing center are proposed. The aim of the thesis is to strengthen the position of the climbing center in the market through effective use of marketing communication, thereby increasing the number of customers and improving customer awareness.