Marketingová komunikace letního dětského tábora

This bachelor’s thesis focuses on the marketing communication of a children’s summer camp for children with allergies and asthma. The thesis aims to evaluate the current communication of the selected camp, identify the factors influencing parents’ decision-making and propose recommendations to increase awareness of the project. The theoretical part defines key concepts related to marketing, marketing communication, non-profit organizations, online communication and the promotion of children’s camps. The practical part presents the selected camp, analyses its communication channels and evaluates two questionnaire surveys conducted among parents with and without previous experience with the camp. The results show that parents consider the organization's credibility, child safety, sufficient information, and personal recommendations to be the most important factors. The outcome of the thesis consists of recommendations focused on improving the website, social media, testimonials and the connection between online and offline communication.