Event Marketing as a part of the selected company Sales Promotion

Bc. Mariia Ruskykh

Bachelor's thesis

Abstract:

The aim of this thesis to explain how the event works as a promotional tool, what types of events exist and how it can be used in order to increase brand awareness. The planning process and the history of event marketing will reveal the purpose of organisational process with example of case study. Also, crucial role is playing evaluation, which requires control and sometimes involves unconventional methods.

Abstract:

The aim of this thesis to explain how the event works as a promotional tool, what types of events exist and how it can be used in order to increase brand awareness. The planning process and the history of event marketing will reveal the purpose of organisational process with example of case study. Also, crucial role is playing evaluation, which requires control and sometimes involves unconventional methods.

Keywords

Event management, Public relations, Database, 5W&, H strategy (who, what, when, where, why and how), SWOT (strengths, weaknesses, opportunities, threats), SERP (Search Engine Result Page), KPI (Key Performance Indicator)

Language used: English

Date on which the thesis was submitted / produced: 18. 4. 2017

Thesis defence

• Date of defence: 21. 6. 2017
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication