Event Marketing of Multiplex Cinema
| Thesis title: | Event marketing multikina |
|---|---|
| Author: | Šulcová, Klára |
| Thesis type: | Bakalářská práce |
| Supervisor: | Černá, Jitka |
| Opponents: | Horáčková, Petra |
| Thesis language: | Česky |
| Abstract: | Tato bakalářská práce se zabývá event marketingem českých multikin a jeho využitím v oblasti komunikace. Hlavním předmětem teoretické části je vymezení pojmu event marketing. Nechybí vysvětlení jeho interakce s jednotlivými složkami komunikačního mixu ani popis procesu plánování eventů. Dále se autorka zmiňuje o realizaci událostí a event controllingu. Součástí teoretické části je také interpretace kupního rozhodovacího procesu. Cílem práce je analýza současného event marketingu multikina Premiere Cinemas a zároveň celkové zhodnocení pražského event marketingového projektu Premiere Ladies. V práci jsou použity rozhovory hloubkové a expertní, metoda mystery shoppingu a SWOT analýza. Na základě provedené metodiky jsou součástí práce konkrétní návrhy pro zlepšení event marketingového projektu Premiere Ladies. |
| Keywords: | Event; Marketing; Event Marketing; Marketingová komunikace; Multikino; Filmový marketing |
| Thesis title: | Event Marketing of Multiplex Cinema |
|---|---|
| Author: | Šulcová, Klára |
| Thesis type: | Bachelor thesis |
| Supervisor: | Černá, Jitka |
| Opponents: | Horáčková, Petra |
| Thesis language: | Česky |
| Abstract: | This bachelor thesis is focused on event marketing of multiplex cinemas in Czech Republic and its usage in the communication field. The main subject of the theoretical part is the definition of event marketing, along with an explanation of interaction with elements of communication mix and description of the event planning process. Subsequently, the author mentions event realization and event controlling. The next element is an interpretation of purchase decision-making process. The target of this thesis is to conduct an analysis of modern event marketing of multiplex cinema Premiere Cinemas while also conducting an overall evaluation of an event marketing project called Premiere Ladies in Prague, a subsidiary of Premiere Cinemas. Also incorporated and utilized are interviews with costumers and expert interviews, the mystery shopping method and SWOT analysis. The outcome of this bachelor thesis are suggestions for improvement for the event Premiere Ladies, based on mentioned methodologies. |
| Keywords: | Event; Marketing; Event Marketing; Marketing Communication; Multiplex Cinema; Film Marketing |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| 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: | 23. 3. 2018 |
|---|---|
| Date of submission: | 13. 5. 2020 |
| Date of defense: | 15. 6. 2020 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/65575/podrobnosti |