Optimalizace marketingové komunikace domácího hospice Athelas Písek

This bachelor thesis focuses on the optimization of marketing communication of the Domácí hospic Athelas Písek. The aim of the thesis is to analyze the current state of the organization’s online communication and propose measures for its improvement. The thesis is divided into a theoretical and a practical part. The theoretical part defines marketing and marketing communication, including their specifics in the context of non-profit organizations, with an emphasis on online tools. The practical part analyzes the organization’s website and social media communication and evaluates the results of a questionnaire survey conducted among the public. The research was carried out using a quantitative method through an online questionnaire. The results show that online marketing communication is perceived as an important tool for increasing awareness of hospice services. At the same time, several areas for improvement were identified, particularly in terms of consistency, visual identity, and the use of modern content formats. Based on the findings, specific recommendations for improving communication effectiveness are proposed.