Project management of marketing communications events with the use of econometric and decision-making techniques

Bc. Kristýna Kučírková

Diplomová práce

Abstract:

The diploma thesis fills in the knowledge gap between the project management of marketing communications events at ŠKODA AUTO a.s., and the simultaneous use of econometric as well as decision-making techniques when preparing events. The theoretical part is compiled of findings on project management, event management, and econometric as well as decision-making techniques, followed by the empirical part consisting of an overview of ŠKODA AUTO a.s. with the focus on Marketing Communications department. The own work comprises of the project management identification which is based on the outputs from quantitative and qualitative research. The results of the reseach are further applied within the demonstration of the practical usage of econometric and decision-making techniques on the examples of events tailored for ŠKODA AUTO a.s. company.

Keywords

event, marketing communications, econometric techniques, decision-making, project management

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management