Marketingová komunikace pro malou firmu

This bachelor's thesis deals with the design and improvement of marketing communication for an accommodation facility that will lead to a better market position. The theoretical part explains and describes key concepts and topics related to marketing communication, marketing mix, and digital marketing. The practical part includes an introduction to the company, an analysis of current marketing activities, an analysis of competitors, which is also conducted using Porter's Five Forces analysis. The practical part includes the researcher's own quantitative and qualitative research in the form of a survey. Subsequently, optimization of the already implemented marketing activities of the company is proposed, and new activities are also suggested, both in the online and offline environment. The benefit of this work will primarily be for the owners of the accommodation facility, who will be able to implement the proposed marketing tools to improve their company's position in the market.