The work deals with the event marketing strategy of Birell that holds a leading market position in the Czech Republic in the sale of non-alcoholic beer. As part of building a new brand image Birell participates in a number of sports events. By trying to raise brand awareness and build a reputation among consumers. The main goal is to create event plan for 2017. The operational objective is to propose adjustments to the existing event strategy. The theoretical part is devoted to the integration of event marketing communication mix and basic typology. Then it describes all processes in the planning, execution and evaluation of events. There is presented a research in the practical part as well as creation of evaluation criteria used to assess bids for the year 2017.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262330 |
| Date | January 2015 |
| Creators | Kolda, David |
| Contributors | Král, Petr, Tereková, Kristýna |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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