Návrh marketingové komunikace basketbalového klubu

Abstract

The diploma thesis is focused on marketing communication of the basketball club BK Snakes Ostrava. The aim of the research is to analyse the current state of marketing communication and, based on the data obtained, to propose recommendations for its improvement. In the practical part, quantitative research was carried out through a questionnaire survey. The research questions focused on identifying the relationship between the respondents' profiles and their evaluation of external marketing communication, as well as the frequency of following individual communication channels and preferences for content formats shared through these channels. Based on the analysis, shortcomings in external marketing communication were identified, and innovations were proposed, which focused, among other things, on setting up a newsletter, setting up a fan shop, increasing activity, and adjusting the content of communication channels according to the preferences of individual target groups.