Communication strategies of selected regional radio station of Czech radio

This diploma thesis deals with the marketing communication of the Czech Radio Olomouc. The aim of this thesis is to present and analyze the communication of the regional radio station in the context of current knowledge from theory and practice and to propose a new communication strategy. The thesis is divided into three parts – theoretical, practical and project. The theoretical part deals with the radio market and its specifics, marketing communication and stratégy, marketing research and methodology of the work. The second part deals with the analysis of secondary data, content analysis of the communication channels of the station and the competition and quantitative research that was created for this thesis and its results. The project part deals with the actual design of the station’s communication plan.