Analýza komunikačního projektu města Ostravy

Abstract

The diploma thesis deals with the analysis tools of marketing communication mix for a communication project in Ostrava. This thesis examines the marketing communication, marketing communication mix, as well as marketing communication mix of the city. This work also deals with the characteristics of the European Capital of Culture, describes the city of Ostrava and Ostrava marketing communications in the European Capital of Culture 2015. Part of this thesis is also the methodology of information gathering and analysis of the results are processed by the data that was obtained through the marketing research. Chapter proposals for improving the marketing communication in the project have proposed ideas on how to better use the tools of marketing communication in the European Capital of Culture.