Marketingová strategie basketbalového klubu

Abstract

This dissertation is focused on the „Marketing strategy of a Basketball Club“. The dissertation provides complete analysis of the marketing activity in Basketball Club Nový Jičín, assessment of the results of my research and my suggestions for possible improvements of the current marketing situation. The first part of this dissertation is introduction of the theoretical bases which are mostly connected with the marketing. It means especially marketing communication, marketing strategy and marketing planning. The next part is focused on the characteristics and the analysis of the current marketing in the specific club with the usage of the PEST and the SWOT analysis. In the last part, the results of the research are summarized, the conclusions are made and the suggestions are proposed.