Návrh marketingové komunikace Vlastivědného muzea v Šumperku

The purpose of this diploma thesis is to propose a project aimed at improving and streamlining the current marketing communication of the Museum of Natural History in Sumperk. In the theoretical part, current knowledge about non-profit organizations and marketing concepts was presented, obtained from available literary sources. In the practical part, Museum of Natural History in Sumperk was introduced, together with analysis of marketing mix of their services and current marketing communication. Facts about marketing communication were obtained via questionnaire survey. PEST analysis, SWOT analysis and competition analysis were used to identify the organization's environment. Main benefits of the thesis are suggestions and recommendations presented in the final part together with a project aimed at improving the current marketing communication. The whole project was subjected to time, cost and risk analysis.