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The Analysis of Event Marketing by Student Organisation

By Martina Ježková


This diploma thesis deals with the analysis of the marketing communication in non-profit organization focusing on organizing events and related event marketing. The aim of the analysis is to prepare the groundwork for the creation and implementation of new, unique event that will fill in the accompanying programme of a specific project. The work is divided into three parts: theoretical, analytical and proposal. The analytical part focuses on cultural activities in public spaces with focus on students and the public in order to prepare a unique event. Based on this analysis, the specific event is designed and incorporated into the communication mix of company. The diploma thesis also describes detailed implementation and assesses the whole progress of the event

Topics: marketing neziskových organizací; neziskový sektor; SWOT analysis; non-profit sector; students; Marketing; marketingová situační analýza; marketingové prostředí; kultura; marketing environment; SLEPT analýza; studenti; marketing of non-profit organizations; marketing situation analysis; event marketing; majáles.; SWOT analýza; culture; SLEPT analysis; event; majales.
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Year: 2014
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