Marketing communication of a football club

This bachelor thesis deals with the marketing communication of the football club - MŠK Žilina. The aim of the thesis is to analyze current components of the club's communication with public. The theoretical part is discussing elements of marketing, knowledge of which is inevitable for writing of the practical part. Firstly marketing, its content and essence, are defined, which is followed by a brief description of the marketing's history. Furthermore, aspects of marketing communication are elaborated. The last section of the theoretical part deals with the area of sports marketing. Specifically the role marketing plays in sports, marketing communication in sports and lastly advertising and sponsoring in the sports. In the practical part, the theoretical knowledge discussed in the previous section is applied to the mentioned football club. Based on the analysis, the recent marketing communication of the football club is evaluated and procedures are designed for its improvement