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Marketing of FbŠ Bohemians and its influence on the popularization of floorball in the Czech republic
Dobisík, Jan ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
This bachelor thesis deals with the topic of marketing floorball in the Czech Republic. Floorball is still a semi-professional sport in the Czech Republic, so the thesis mainly focuses on activities that help the popularization of floorball in the country. The clubs and organizations in the country are aware of the rapid growth and untapped potential of the sport. Hence, they use several tools to not only popularize themselves, but also to bring floorball closer to the professional realm. One of these tools is marketing. Marketing is widely used by the research subjects of this thesis, the Český florbal organization and FbŠ Bohemians, a club author of this thesis is a member of. The thesis consists of an introduction of the basic concepts of marketing and sports marketing, an analysis and evaluation of the activities of the aforementioned subjects, and a quantitative research. The research uses a questionnaire survey to gather the views of FbŠ Bohemians fans on marketing activities and the overall communication of the club. In the conclusion, author evaluates not only the analysed activities, but also the very idea of conducting such research in the floorball environment and its limits. In addition to mapping the marketing efforts of the aforementioned to develop and popularize floorball, this...
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Comparison of market leaders and their direct competition with the primary focus on Alza.cz and CZC.cz
Veverka, Martin ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the direct competitors of leaders in various markets and their marketing strategies and practices. In the theoretical part, important factors of brands such as branding and positioning are discussed and these theoretical terms are interspersed with practical examples. The practical part then uses in-depth interviews and analyzes to describe the marketing strategy of CZC.cz, which it uses against its more successful competitor Alza.cz. The goal of the thesis is to find out whether profiling to the position of the second most successful company in a given segment is advantageous for brands and whether there are any connections between different industries and strategies.
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2018 Men's World Floorball Championships and its influence on popularity of Floorball in the Czech Republic
Bílek, Filip ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The purpose of this work is to describe event marketing as a part of the communication mix, to demonstrate its potential and conduct a research to find out if the event 2018 Men's World Floorball Championship helped to boost popularity of floorball in the Czech Republic. Secondary research will answer the question whether hosting the 2018 Men's World Floorball Championship increased the viewership of Czech Tipsport Superleague. The work will present the essence of event marketing, floorball and its history and data from the organization of the 2018 Men's World Floorball Championship. In the practical part, this bachelor thesis will focus on the measurability of popularity and viewership of floorball in connection with 2018 Men's World Floorball Championship. Using a quantitative survey on the impact of the 2018 World Floorball Championship on the popularity of floorball in the Czech Republic, descriptive statistics from the SportCal study - GSI Event Study - IFF Men's World Floorball Championships 2018 and a comparison of TV-viewership of men's top domestic floorball competition 2018/2019 thesis finds out the effectiveness of organizing large international sports events on the domestic popularity of the sport. The main benefit of this work is the result of research that will help answer the...
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