Zhodnocení marketingové strategie ve vybraném fotbalovém klubu

Abstract

The bachelor thesis deals with the marketing activities of the football club FC Baník Ostrava. The aim of this bachelor thesis is to evaluate the marketing strategy of FC Baník Ostrava by analysing the marketing and communication mix tools, enriched with the results of a questionnaire survey and SWOT analysis. Accordingly, it will provide relevant suggestions for changes and recommendations to improve the current state of the club's marketing activities. The introductory part of the thesis is devoted to the definition of basic terminology, which is closely related to the topic of the thesis. Subsequently, the football organization itself is introduced along with the characteristics of the different parts. The main part of the thesis is focused on the evaluation of the marketing strategy tools that have been identified in the objective of this thesis. These tools are analysed both in terms of the reactions of the direct consumers of the marketing activities (fans) and through a SWOT analysis. In the final part of the thesis, the results of the applied methods are summarized and specific recommendations are formulated.