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Regulation of marketing communication
BENDOVÁ, Kristýna
The main aim of the bachelor thesis was to propose changes in marketing communication regarding radio broadcasting which would complete existing legislative arrangements and the Commercial code. These own propositions and recommendations took into consideration the dangers of marketing communication for drivers and were suggested on the basis of situation analysis in the area of regulatory norms, self-realized questionnaire survey and conducted interviews with representatives of three most listened radio stations in the South Bohemia region.
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Sposorship in the company adidas
Laštovičková, Zdeňka ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The diploma thesis deals with the sponsorship strategy of the company adidas from local as well as global perspective. The aim of this thesis is to evaluate the sponsorship strategy of the company adidas and suggest possible changes and suitable measures how to make the sponsorship strategy of the company adidas ČR s.r.o more profitable and effective. The work is divided into four chapters. The first part of the thesis is devoted to the theoretical definition of sponsorship and its goals, advantages, forms and types. Second chapter introduces the company adidas AG. The another part of the work is focused on the sponsorship strategy of the company adidas AG and adidas ČR s.r.o. The work analyzes the sponzored portfolio of sport teams, individuals and events. The last part of the thesis verifies discovered results via questionnaire survey. Based on these outcomes recommendations and changes are suggested to the sponsorship strategy of the company adidas ČR s.r.o.
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Economy of sports events
Francke, Michal ; Novotný, Jiří (advisor) ; Kotáb, Jiří (referee)
This thesis deals with the topic of the economy of sports events. In The practical part describes three different sports events: Mácháčský pohodář, Jablonecký běh do pohody and Tygří skiatlon. On each of them is demonstrated one of the specific activities leading to the organization of medium-sized sports events (from 100 to 500 participants). The main goal is to reveal (in detail) the issue of the organization, financing and promotion of sports events and thus provide readers with guidance for future events of similar structure. The work is further discussed the issue how to organize the event with the aid of project management. The next task is to analyze and evaluate the economic impact of selected sports events to the region in which it is held. The result of this analysis was finally confirm the hypothesis that medium-sized sports events, in our case Mácháčský pohodář, have a relevant economic impact on the area in which they are organized.
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Financing of sports industry in Czech Republic
Bednářová, Hana ; Hálek, Miroslav (advisor) ; Takáčová, Hana (referee)
The work deals with the history and development models in European financing for professional sport, the characteristics of models and variations in the Czech Republic. Resolves issue of different types of income and their different impact on taxation revenue structure of the companies active in sport, especially ice hockey and football, and different assessments of economic indicators from other businesses as well as displaying different items in the accounts. It also focuses on changes in financing in connection with developments around the lottery company Sazka. The aim is to quantify the importance of sponsorship and advertising use in sport funding and show a concrete example of the hockey club HC Slavia Praha.
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Evaluation of Chosen PR Campaign
Olivová, Linda ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee)
OLIVOVÁ, Linda, Evaluation of Chosen PR Campaign, Bachelor's Dissertation, University of Economics, Prague, Thesis Advisor Ing. Jitka Odehnalová, PhD., Prague 2012, 34 pages Bachelor's dissertation, using the theory of public relations, analyzes and evaluates PR campaign of event called Drum & Walk 2. The event was organized by the company H.E.A.T. Program as a PR event, which was supposed to offer an experience connected with the product. It should improve the overall brand image. The aim of the thesis is to analyze used PR tools, especially media relations, which were built continuously before and after the event and the impact of them on the brand image. Controlled factors are relationships both with customers and business partners which are represented by the amount of visits of the fitness centers and demand of the product MaxerRunner, which is exclusively used during fitness H.E.A.T. Program lessons. The thesis is divided into three parts. The first one, theoretical, describes the basic concept of public relations such as media relations, sponsorship and PR events. There are used analytic methods such as Pyramid Model of PR Research by McNamara. Above all the Barcelona Principles are taken into account. The second part, analytical, describes the concept of Drum & Walk 2 and its relevant elements of communication process such as target group, aims, communication channels, sponsorship and organization of events. In this part there is the analysis of business communication process as well as the press releases, which were published before and after the event in addition to their analysis in terms of theory. The third part, aimed at suggestions based on the analytical part, is about describing the effects of PR campaign on relationships with customers and business partners as well as company's image. This part contains both conclusions of the thesis and the author's proposal.
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Communication Strategy of launching a new product on the market
Przyczko, Jan ; Hesková, Marie (advisor) ; Svoboda, Petr (referee)
The main subject of the thesis is a marketing communication strategy in the automotive industry. First part of the thesis defines theory of marketing communication strategy and instruments of the communication mix. The practical part describes Mercedes-Benz Czech republic Inc. and propose marketing communications based on marketing situational analysis and analysis of an external and internal environment.
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Marketing of a Nonprofit Project – Ladronkafest
Niklová, Magdalena ; Mikeš, Jiří (advisor) ; Vocel, Marek (referee)
The main topic of this bachelor thesis is the Marketing of a Nonprofit Project -- Ladronkafest. It focuses on the main characteristics of the nonprofit market, the differences between commercial and noncommercial markets, the entities operating in nonprofit business, main issues, problems and obstacles the marketing managers need to face. The main goal is to research marketing theories to learn and understand the tools the marketing and commercial communications offer and to apply them to a real project. The field research provides a comprehensive picture of the applied marketing and communication strategies in case of a concrete project, Ladronkafest, a leisure time festival, sport and cultural event. It describes the instruments employed and evaluates their effects. It also reviews the space given to nonprofit organizations participating on the project for their own promotion and concentrates on the benefits and consequences of the relationships with sponsors and other partnerships of this kind, such as partnership with media and suppliers.
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Valuation of Sponsoring Activities of Partners of Competition Series Kolo pro život
Hájková, Lucie ; Postler, Milan (advisor) ; Adam, Jiří (referee)
This thesis deals with sports sponsorship, concretely with an evaluation of the sponsoring activities of partners for a series of competition mountain bikes called Kolo pro život. The first chapter of the theoretical section explains the definition of sponsorship and types of sponsorship. The second chapter deals with sports sponsorship, strategy and effectiveness. In the practical section starting with the third charter I introduce the competition series Kolo pro život. The fourth chapter focuses on the partners of the competition series, where I analyse the motivation of sponsorship, their goals, marketing activities, target groups etc. In the fifth charter I prove my two hypothesis, which I specified before my research started. In the conclusion I suggest improvements for the future.
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Allocation model of Miss Sport project
Kyselý, Ondřej ; Novotný, Jiří (advisor) ; Steinich, Michal (referee)
The goal of the diploma thesis is to create allocation model for Miss Sport project. This project is a platform, which allows effective association of sponsors and female athletes, who are members of the project. It results in decision tree, whose biggest advantage is in transparency and rate of decision making. One of the objectives is to analyze most important criteria, which are necessary to segment female athletes. One part is a list of aspects, which are important to sponsorship, but they are not included in allocation model directly. Research target is focused on evaluation of attractiveness of female athletes as one of the criteria, which are important for potential sponsors.
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Business Plan of a Dance Studio
Minařík, Martin ; Tyll, Ladislav (advisor) ; Krause, Josef (referee)
The thesis is concerned with the topic of preparation of a business plan and it is divided into two parts. The first part describes the most important features of a business plan and provides essential economic and managerial theoretical background. The second part applies those rules to a particular business plan of a newly opened dance studio. The business plan is mainly focused on a product portfolio, possible threats and financial planning. An offer for a prospective sponsor is also included in the second part of the thesis. The main methods used for the preparation of the business plan are expert estimate, benchmarking and survey.
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