Communication strategy of Škoda Museum

The aim of the thesis is to formulate recommendations for improving the current communication strategy of the Škoda Museum based on a literature search, analysis of the competitive environment and primary research on the communication preferences of visitors to the Škoda Museum. The sub-objectives of this thesis are to identify the typical visitor of the Škoda Museum and to determine the suitability of the current communication strategy. To achieve the objectives of the thesis, existing secondary data sources and primary data obtained through own research will be used. The thesis will also include the weaknesses of the primary research conducted. The thesis consists of eight chapters. The first one presents the practices and trends in developing a successful communication strategy, the second one focuses on the strengths and weaknesses of communication tools, the third chapter focuses on the trends in modern marketing communication, the fourth chapter builds on the third chapter and examines the trends of marketing communication in the museum context and the communication preferences of museum visitors. Chapter five will introduce the firm. The sixth chapter focuses on Skoda Muzeum's communication strategy and the analysis of direct and indirect competitors. Chapter seven presents the primary research methodology and evaluation. Chapter eight formulates suggestions and recommendations for the company.