Analýza marketingové komunikace fotbalové ligy v České republice

Abstract

This bachelor thesis deals with the analysis of marketing communication of Fortuna Liga. It focuses on describing the basic theoretical bases of marketing communication and the subsequent characteristics of the competition. The research is carried out by the quantitative method of CAWI questionnaire survey. Respondents are asked 23 questions to find out how they perceive the visuals and marketing communications of the league. Research shows that the competition has a high-quality and memorable visual. Social networks lead well but have less awareness among respondents. The work also includes suggestions and recommendations on improving marketing communication, which resulted from research and personal observation of the author.