The topic of this paper is the “analysis of marketing communication strategy on the example of a selected shopping center”. The key issue examined in the paper is insufficient awareness of the effectiveness of the strategic marketing management of the shopping center City Center one West in the context of marketing communication in the time of crisis caused by the COVID-19 pandemic. The main aim of this paper is to provide better insight into the importance of having a strategy as a crucial management tool, especially in times of crisis. The theoretical part of the paper briefly describes the concept of development and the importance of strategic management, as well as the strategic management of marketing communication. Also presented are the business activities of City Center one West, along with an analysis of its current strategy of managing marketing communication. As part of empirical research, the opinions, and answers of 100 shopping center tenants regarding marketing communication in times of crisis were collected through a questionnaire, while the opinions of 3 board members on the same topic were gleaned through an in-depth interview. Research findings point to the need of creating a proposal for a new marketing communication strategy for the shopping center that would stem from its existing mission and vision, with the conclusion that the new strategy should include the development and implementation of integrated marketing communication that would have a stronger basis in digital marketing and communication with target groups, online advertising as a form of marketing communication, as well as in communication on social networks and a more active cooperation with influencers. Seeing how the course of the crisis will develop, creative marketing tactics from the new strategy proposal would make it possible to keep up a stable business activity and competitiveness of the City Center one West shopping center and maintain brand awareness among its target groups.