Sponzoring jako nástroj budování značky
Abstract
Tato diplomová práce se zabývá analýzou značky a vybraných nástrojů marketingové komunikace podniku v bankovním sektoru. V první části jsou vysvětlena teoretická východiska značky a marketingové strategie v online prostředí včetně sponzoringu a dalších marketingových nástrojů z online prostředí. V praktické části je představen vybraný podnik z oblasti bankovního sektoru, včetně historie, spolupráce formou sponzorství pro jinou značku a soubor online marketingových nástrojů, kterými je tato spolupráce komunikována včetně její analýzy. Cílem této diplomové práce je pomocí analýzy současného stavu a primárního výzkumu zhodnotit stávající online marketingovou strategii v oblasti sponzoringu, zjistit postoj lidí ke sponzoringu, a následně na základě těchto výsledků optimalizovat stávající marketingovou strategii.
This diploma thesis is focused on the analysis of a brand and chosen communication tools of a company in a banking sector. The first part explains brand, its iportance and significance for a company and marketing mix for service sector, including selected online communication tools, spoThis diploma thesis is focused on the analysis of a brand and chosen communication tools of a company in a banking sector. The first part explains brand, its iportance and significance for a company and marketing mix for service sector, including selected online communication tools, sponsorship especially. In the second part the chosen company is introduced, along with history and analysis of its current online marketing strategy and communication of sport sponsorhip. The aim of this thesis is to analyze existing online marketing strategy in the area of sponsorship, to determine people's attitudes towards sponsorship and then optimize the current marketing strategy based on these results through primary research.nsorship especially. In the second part the chosen company is introduced, along with history and analysis of its current online marketing strategy and communication of sport sponsorhip. The aim of this thesis is to analyze existing online marketing strategy in the area of sponsorship, to determine people's attitudes towards sponsorship and then optimize the current marketing strategy based on these results through primary research.
This diploma thesis is focused on the analysis of a brand and chosen communication tools of a company in a banking sector. The first part explains brand, its iportance and significance for a company and marketing mix for service sector, including selected online communication tools, spoThis diploma thesis is focused on the analysis of a brand and chosen communication tools of a company in a banking sector. The first part explains brand, its iportance and significance for a company and marketing mix for service sector, including selected online communication tools, sponsorship especially. In the second part the chosen company is introduced, along with history and analysis of its current online marketing strategy and communication of sport sponsorhip. The aim of this thesis is to analyze existing online marketing strategy in the area of sponsorship, to determine people's attitudes towards sponsorship and then optimize the current marketing strategy based on these results through primary research.nsorship especially. In the second part the chosen company is introduced, along with history and analysis of its current online marketing strategy and communication of sport sponsorhip. The aim of this thesis is to analyze existing online marketing strategy in the area of sponsorship, to determine people's attitudes towards sponsorship and then optimize the current marketing strategy based on these results through primary research.
Description
Subject(s)
Marketingová strategie, značka, sponzorství, marketingový výzkum, sociální sítě