Sponsoring as a part of a marketing communication

My diploma thesis is named Sponsoring as a part of a marketing communication. How it is perceptible already from the title, the main theme of the whole work is relatively young tool of marketing communication - sponsoring. In theoretical part of my diploma work I firstly attend to the marketing communication and marketing mix , consequently in one chapter I lightly mention mark plus its identity. Then I concentrate directly on the sponsoring plus the explication of CSR -- Corporate Social Responsibility. Practical volume of my work is bent on the company Skoda Auto. Skoda Auto is a firm with more than centenary tradition. Skoda Auto is the biggest inland employer and together with the company CEZ belongs to the group of biggest sponsors in Czech Republic. Part of my diploma thesis is a questionnaire aimed for the fact - how the public perceives the company Skoda Auto