Home > Search Results: Rovňanová, Michaela
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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Brand value perception of the Czech Olympic Team
 Rovňanová, Michaela ; Voráček, Josef (advisor) ; Nachtigalová, Petra (referee)
Title: Brand value perception of the Czech Olympic Team. Objectives: The aim of the thesis is to find out the position of the Czech Olympic Team brand, including the perception of sponsors, and based on this finding to design a Customer Journey Map project for a selected partner, which would help improve the functioning, perception and attractiveness of this partnership with COT. Methods: The theoretical part was developed through the study of professional literature. The key for data collection was a quantitative method of electronic surveying on a representative sample of the Czech population and visitors to Olympic festivals. The comparison of data from individual waves of surveys provided the greatest benefit. Based on these results, the respondents' experiences were visually processed using a special Customer Journey Map method and specific recommendations were proposed. Research by the International Olympic Committee complemented our own information about the Olympic brand. Results: The brand of the Czech Olympic team is no stranger to the Czechs, they associate it with the Czech representation and have a positive attitude towards it. They perceive the brand as honest, positive and traditional. The most frequently mentioned partner of Czech Olympic Team is the former general partner Škoda...
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Marketing communication of the Czech Baseball association
 Rovňanová, Michaela ; Voráček, Josef (advisor) ; Procházka, Jan (referee)
Title: Marketing communication of the Czech Baseball Association Objectives: The aim of this work is to submit suggestions and recommendations for improvement of Czech Baseball Association marketing communication. Proposals and recommendations will be formed on the basis of an evaluation of the current situation of the Association's marketing communication. Methods: Both quantitative and qualitative methods were used for data collection. The biggest benefit was the personal questioning of fans at the beginning of the Czech major league, on the basis of which a questionnaire for electronic interviewing was set up at the September final matches of the baseball league. For more information about current marketing communication was used an analysis of internal documents, websites, social networks, and a participant observation of the Czech Baseball Association strategic marketing meeting was conducted. A semi-structured interview with an expert was also conducted on the topic of marketing communication of Czech Baseball Association. I compared the obtained data on marketing communication in selected periods and evaluated them. The theoretical part was elaborated on the basis of study of professional literature. Results: Federation has a great potential because it only uses marketing communication in a...
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