The Diploma Thesis deals with the marketing activities of the Garden Food Festival Olomouc. The objective of the thesis is to design specific marketing activities for the forthcoming year of this festival on the basis of the comparison with the foreign festival and the festival´s marketing, especially the marketing mix and communication. The theoretical part is dedicated to the history and significance of food festivals in the Czech Republic; furthermore, it introduces the areas of the marketing of services where the marketing mix and communication play a leading role. The subsequent practical part presents the comparison of a domestic food festival with a foreign one. To fulfil the objectives of the thesis, analysis of the marketing mix and communication as well as SWOT analysis is selected. The conclusions drawn are supported by a questionnaire survey about the awareness of the festival and its marketing. On the basis of the analyses performed and the data collection in the questionnaire survey, the concluding part of the thesis proposes specific features that the food festival could include in its marketing activities in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:358841 |
| Date | January 2017 |
| Creators | Knytlová, Magdalena |
| Contributors | Kvítková, Zuzana, Indrová, Jarmila |
| 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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