Original title: Sponzorský projekt McDonald's Olympic Hopefuls na podporu mladých sportovců.
Translated title: McDonald's Olympic Hopefuls sponsorship project supporting young athletes
Authors: Adamec, Richard ; Postler, Milan (advisor) ; Dlouhý, Jakub (referee)
Document type: Master’s theses
Year: 2008
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Diplomová práce se zabývá sponzorským projektem McDonald's Olympic Hopefuls. V prvních dvou částech jsou položeny teoretické základy pro vypracování diplomové práce, jsou zde vysvětleny pojmy týkající se marketingu, marketingové a komerční komunikace. Třetí část se zaměřuje na sponzoring, jeho typy a na hodnocení sponzorských projektů. Aplikační část popisuje historii projektu McDonald's Olympic Hopefuls. Obsahuje hodnocení projektu a doporučení do budoucnosti. This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.
Keywords: commercial communications; McDonald's Olympic Hopefuls; sponsorship; sponsorship evaluation; hodnocení sponzoringu; komerční komunikace; McDonald's Olympic Hopefuls; sponzoring

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/14352

Permalink: http://www.nusl.cz/ntk/nusl-10322


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses