Event marketing and its specifics in the automotive industry
| Thesis title: | Event marketing a jeho specifika v automobilovem prumyslu |
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| Author: | Vošta, Martin |
| Thesis type: | Bakalářská práce |
| Supervisor: | Říha, David |
| Opponents: | Przyczek, Jan |
| Thesis language: | Česky |
| Abstract: | Bakalářská práce se zabývá event marketingem a jeho specifiky v automobilovém průmyslu. Cílem práce je analyzovat event marketingové aktivity a zachytit jejich význam v komunikačním mixu konkrétní společnosti. Práce je rozdělena na teoretickou a praktickou část. Teoretická část se zaměřuje na složení komunikačního mixu a vymezení pojmu event marketing. Praktická část je zaměřena na charakteristiku společnosti Mercedes-Benz Česká republika s.r.o. a výzkum event marketingových aktivit této společnosti. |
| Keywords: | komunikační mix; Marketingová komunikace; event marketing; sponzoring |
| Thesis title: | Event marketing and its specifics in the automotive industry |
|---|---|
| Author: | Vošta, Martin |
| Thesis type: | Bachelor thesis |
| Supervisor: | Říha, David |
| Opponents: | Przyczek, Jan |
| Thesis language: | Česky |
| Abstract: | The thesis is focused on the event marketing and its specifics in the automotive industry. The aim of the bachelor's thesis is to analyze event marketing activities and to define their importance in the promotional mix of the specific company. The thesis is divided into two parts. The theoretical part of the thesis is focused on the promotional mix and its aspects and on the definition of the event marketing. The practical part of the thesis describes Mercedes-Benz Czech republic Inc. and is focused on the research of event marketing activities of this company. |
| Keywords: | Marketing communications; promotional mix; event marketing; sponzorship |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 3. 2. 2014 |
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| Date of submission: | 30. 4. 2014 |
| Date of defense: | 27. 6. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/46271/podrobnosti |