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Sponsoring of the World Cup 2010
Bužková, Lucie ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This thesis is devoted to the topic of sport sponsoring, specifically the sponsoring of the 2010 World Cup. The first part describes the marketing mix and sponsoring as a means of communication. The second part gives an account of the international football federation FIFA and its main product, the World Cup. The sponsoring of the World Cup is described from the point of view of those being sponsored and the sponsor. In conclusion, a survey is carried out which deals with the recognition of World Cup sponsors.
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Communication Mix of Prague International Marathon
Třesohlavý, Karel ; Skokanová, Dagmar (advisor) ; Vávra, Oldřich (referee)
This work is oriented on the sphere of marketing communicaion and is focused on the analysis of communication mix of the company Prague International Marathon. It deals with individual instruments of marketing communication used by this company, methods of marketing communication abroad and cooperation with sponsors of their events. The objective of this work is evaluation of used instruments, own recommendations and forecast of future development.
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Sponsoring in the financial area
Sýkorová, Eliška ; Postler, Milan (advisor) ; Medek, Milan (referee)
This thesis examines how can be sponsoring used in the financial area, especially in the insurance business. Definition of sponsoring as one of the tools of commercial communication is given and also the specifics of sponsoring in the financial area are described. This thesis also presents the main sponsored project of Kooperativa insurace company, especially it distinguishes the project of International music festival in Český Krumlov. There are also some suggestions for future improvement in this thesis.
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Sponsoring as a marketing tool
Šída, Rudolf ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
Sponsoring really deserves its place among marketing tools. Its significance indicates not only the fact that in real life it is being used increasingly by companies, it is also being paid greater attention in the literature. This work comes with a synthesis that seeks to promote the perception of sponsoring as a specific and comprehensive marketing tool. With comparison of sponsoring within the frame of marketing tools; a detailed comparison with a tool of PR, and with reasons for and against the inclusion sponsoring under the PR. Specific part is focused on new trends in sponsoring-related change in society, and defines the concept of CSR in the frame of social sponsoring. The practical use of sponsoring is studied on example of Czech Savings Bank (Česká spořitelna, a. s.), and describes various processes associated with the sponsoring of the ČS, then describes selected projects of sponsoring and in detail describes and reviews the project Bike for Life (Kolo pro život). The aim of sponsoring in the context of marketing tools is primarily to increase the value and perception of the sponsor`s brand. Enhance sponsor`s image and promote and contribute to a positive public opinion, the last part is therefore devoted to an overall evaluation of sponsorship activities of ČS with measures for their improvement.
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The Use of a Specific Sports Discipline for a Firm's Promotion and Advertising
Škaloud, Přemysl ; Král, Pavel (advisor)
Floorball is one of the most fastest develop sport not just in our republic, but in the whole world. The membership base has grown to more than four tens of thousands of registered floorball players. Thanks to this we had the opportunity in our country hold The World floorball championship 2008. The main goal of my thesis it to evaluate the attractiveness of sport to the public as well as possible partners in the sharing is at the top floorball action. Final results and conclusions will be able to use organizers of the final analysis the success of the championship in terms of reaching the public and floorball shift between the most sports in our country.
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Sport Marketing
Roubíček, Jan ; Horová, Olga (advisor) ; Šulák, Jiří (referee)
Following the base of available informations this writing is going to apply the sport sector facts on the selection of common marketing themes. This thesis doesn't include just existing and previously released facts, but it introduces some new theories as well, according to old ones. The goal of following thesis is to present facts of sport marketing generally and to demonstrate its application in practice. The main part will be implemented of the sector -- riscs and some ideas about the development in the future.
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Sponsoring as a part of the marketing communication
Francke, Michal ; Pešek, Ondřej (advisor) ; Šíma, Jan (referee)
In the first theoretical part this work is describing sponsoring as a conception, it attends to available definitions and basic informations. Afterwards this part is classifying sponsoring as a part of a marketing communication and describing its possible sorts. In the second half of theoretical part the work is following sponsoring as a tool used in real economic life. Practical part attends to case study in which the sports action International Swimming Championship Mosconi 2008 is analyzed from sponsorship aspect.
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Marketing of HC Sparta Praha
Krňávek, Tomáš ; Horová, Olga (advisor) ; Klimíček, Tomáš (referee)
The goal of this writing is to describe and enlighten chosen marketing facticities and issues using suitable examples from sport marketing practice. Next theme of the writing is an analysis of difference between income of czech and foreign professional football clubs. At least, but not at last, the writing contains an analysis concernig marketing activities of HC Sparta Praha.
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Company's Communication Strategy and Its Communication with Sponsors (Concrete Example)
Čopáková, Darja ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporitelna and University of Economics in Prague, description of the projects being realized and evaluation of their effectivity.
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