Analysis of marketing communication of the Czech Athletic Association

The topic of this bachelor thesis is the Analysis of marketing communication of the Czech Athletic Association. The aim is to create a comprehensive picture of all marketing activities of the Czech Athletic Association and to confirm or refute the basic hypothesis that this thesis deals with. The hypothesis of this thesis is that despite the huge membership base, the historical and current successes of Czech athletics on the international field and the prestige of athletics as the "queen of sports", neither Czech athletes as individuals or Czech athletics as an organization achieve nearly as much attention from the public and e.g. sponsors as we would expect on the basis of these facts. This thesis consists of two parts. The first theoretical part explains the basic concepts related to marketing communication with which individual communication tools are introduced. Next, the theoretical part deals with media in general, social media and platforms, non-profit organizations, the Czech Athletic Association as a non-profit organization and its history and also presents the methodology of this thesis. The second practical part includes the analysis of the individual data collected. This data comes from an interview with the head of the marketing department of the CAA, the actual questionnaire survey, the digital platforms on which the CAA operates and the viewership of athletics on Czech television. These data are processed in the practical part and based on the results of these analyses, specific proposals and recommendations for improving the marketing communication of CAA are developed.