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Marketing strategy for the use of sports facilities in Psychiatric Institution Bohnice
 Novák, Marek ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
The thesis examines a suitable marketing strategy to use sporting venues located at the Psychiatric Institute of Bohnice that is ranked among the best in the Czech Republic in terms of size, provided and progressive services. Among the main priorities of the Bohnice institute management headed by MUDr. Martin Hollý is organising events for general public and thus contributing to popularise the institute premise. The aim is to destigmatise mental disorders and to change the view on psychiatry as a medical specialisation. Interconnecting life "behind the fence" with life "outside" helps to integrate mentally ill people from the institute back into a normal life. One of the examples is the use of sporting facilities by general public. The objective of the thesis is to propose possible measures and methods leading to the improved use of sporting venues mainly for general public, which will directly result in meeting the afore mentioned aim of the institute management. Key words: Marketing strategy, marketing mix, public relations, sporting venues, advertising, Psychiatric Institute of Bohnice.
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