Marketing and communication strategy of Olympic games in Sochi
| Thesis title: | Marketingové a komunikační strategie olympiády 2014 v Sochi |
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| Author: | Sokolova, Anna |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Mikeš, Jiří |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá jednotlivými formami komunikace zimní olympiády v Soči, která proběhla v období od 7. do 23. února 2014. Tuto olympiádu provázela řada pozitivních i negativních emocí. Ale z hlediska marketingové komunikace byla olympiáda v Soči nepochybně inovativní, unikátní a efektivní. Cílem práce je analýza marketingových a komunikačních strategií olympiády 2014 v Soči a návrh zlepšení do budoucna. Pozornost je zaměřena na efektivnost marketingové komunikace partnerů olympiády. |
| Keywords: | Soči; marketingová strategie; Zimní olympijské hry; olympijský marketing |
| Thesis title: | Marketing and communication strategy of Olympic games in Sochi |
|---|---|
| Author: | Sokolova, Anna |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Mikeš, Jiří |
| Thesis language: | Česky |
| Abstract: | The Master Thesis deals with different forms of communication during Winter Olympic games in Sochi, which took place from 7 to 23 February 2014. The Olympic games were accompanied by a lot of positive and negative opinions. But undoubtedly Games were innovative and effective from a marketing communication perspective. The aim of this thesis is to analyse marketing and communication strategies of Olympic games in Sochi and suggest improvements for the future. Emphasis is put on effectiveness of marketing communications of Olympic partners. |
| Keywords: | Olympic marketing; Sochi; marketing strategy; Winter Olympic Games |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 4. 12. 2013 |
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| Date of submission: | 20. 6. 2014 |
| Date of defense: | 10. 9. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/45755/podrobnosti |