Možnosti a omezení marketingové komunikace u projektů v neziskovém sektoru na příkladu Dne válečných veteránů

The bachelor thesis investigates the possibilities and limitations of marketing communication in the nonprofit private sector. The theoretical part of the thesis defines the basic concepts of marketing, marketing communication and its application in the nonprofit private organizations, primarily focusing on the possibilities and limitations in the field of ethics. The practical part focuses on a specific nonprofit organization Post Bellum, its activities and the Remembrance Day project. It compares Post Bellum's code of ethics with those of advertising, PR and fundraising. It describes marketing communications and identifies the ethical risks of the Remembrance Day fundraiser. The thesis concludes that the issues under study contain a plethora of possibilities and limitations for marketing communications, but that these cannot be easily defined; rather, each nonprofit organization is unique and solves its unique problems largely through precedent. The main options for nonprofits are the use of diversified marketing, virality, and collaboration. Then in the future, for example, there is a possibility to expand collections into the online world. Limitations include poorly defined administrative and legal forms.