Event Marketing as a part of the selected company Sales Promotion (case study)

Bc. Adam Steger

Bachelor's thesis

Abstract:

Hlavním cílem bakalářské práce je představit nový nástroj marketingové komunikace - event marketing, který je považován za nejvyšší nástroj public relations. Důležitost event marketingu neustále roste nejen v České republice, ale i v zahraničí. Čtenář se seznámí s tématem event marketingu a jeho charakteristikou. Teoretická část práce definuje pojem event marketing, jeho charakteristiky a postavení v rámci komunikačního mixu. V praktické části je analyzována strategie marketingu společnosti Specialized Případová studie této společnosti se uskutečnila prostřednictvím rozhovorů s manažerem české pobočky Specialized a osobní účastí na akci.

Abstract:

The main goal of the bachelor thesis is to introduce new tool of marketing communication – event marketing, which is considered to be the highest tool of public relations. The importance of event marketing is constantly growing, not only in the Czech Republic but also abroad. The reader is introduced to the topic of event marketing and its characteristics. Theoretical part of the thesis defines the term event marketing, its characteristics, and position within the communication mix. In practical part is analyzed the event marketing strategy of company Specialized. A case study of this company was done through interviews with the manager of Czech branch of Specialized, and personal participation on the event.

Keywords

event, event marketing, marketing, customer, recipient, loyalty, customer satisfaction, quality, product portfolio, marketing mix, retail store, place, target group, analysis, cooperation

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2018

Thesis defence

• Date of defence: 19. 6. 2018
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Ing. Jiří Šnajdar

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication & Bachelor of Science in Business Administration