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The use of graduates of the Physical Education and Sport study program at Charles University Faculty of Physical Education and Sport on the labor market
Omcirk, Vilém ; Čáslavová, Eva (advisor) ; Hobza, Vladimír (referee) ; Němec, Otakar (referee)
This dissertation thesis deals with the use of full-time Masters' graduates of the Physical Education and Sport study program at Faculty of Physical Education and Sport at Charles University on the labor market. In the theoretical part a review of the current state of knowledge about the use of graduates on the labor market was completed, especially university graduates. On the basis of this review the construct of the use of Charles University Faculty of Physical Education and Sport graduate was operationalized and the main tool of the survey, the electronic questionnaire, was compiled. The basic set of the survey was formed by the graduates of the full-time Masters' studies program between the years 2010 and 2015 in the fields of Secondary School Teaching (double-subject), Physical Education and Sport (single-subject), Military Physical Education and Sports Management. 346 responses from 671 questionnaires were obtained (52% return rate). In the result part collected data was first analyzed by the chi-square test on the basis of 3 identification variables (gender of the respondents, field of study and year of graduation) and subsequently individual results of the survey were presented. These results were mainly related to respondents' transition to the labor market after having finished Masters'...
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Management and Marketing Cocept of Production for the Development of Motorcycle Sport
Kraft, Jiří ; Čáslavová, Eva (advisor) ; Vávrová, Věra (referee)
Title: Management and Marketing Concept of Production for the Development of Motorcycle Sport Objectives: The aim of the thesis is to assess the options to connect a concept of motorcycle sport for all with a selected segment of sports tools production (motorcycles) by designing a management and marketing concept for a domestic motorbike manufacturer in this segment with the aim of its further development. The combined function and object based concept involves a functional aspect: evaluation of the connection of the concept of a sport for all with a selected segment of sports tools manufacturing; and the object aspect: to design a management and marketing concept for a domestic manufacturer in the selected segment. Methods: The author applies general scientific methods as well as specific methods used in economic sciences. The study uses experiment and questionnaire survey with abduction as empirical methods representing theoretical or, as the case may be, logical methods. Explanatory methods are represented by analysis, synthesis and abstraction; the quantitative data was used for the deduction of possible causal relations; induction was used to facilitate formulation of conclusions relevant for the objective of the thesis. An important working method is also comparison, especially time...
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Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies
Vilímovská, Barbora ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies. Objectives: Expression and evaluation of efficiency of advertising in Czech hockey league stadiums. Methods: Quantitative research among the Czech hockey league stadiums and comparison of acquired data within defined regional units. Used research methods are the descriptive analysis, qualitative polling, content analysis, calculation of media indicators and the comparison method. Results: Effectiveness of advertising in Czech ice hockey league stadiums was mathematically expressed, including statistic and graphic analysis. Index of effectiveness of stadiums and advert types was compared. Due to the low number of stadiums involved in research, the most and less effective advertising type and place was determinate only as a theoretical conclusion. Keywords: effectiveness, advertising efficiency, sport advertising, sport sponsorship
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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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Comparison of benefits and drawbacks of sport sponsorship as opposed to traditional advertising
Belovski, Sašo ; Čáslavová, Eva (advisor) ; Foret, Miroslav (referee) ; Ševčík, Miroslav (referee)
Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...
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An athlete as a subject of the international bussines and the proces of the price building
Veselá, Kateřina ; Kraft, Jiří (advisor) ; Čáslavová, Eva (referee)
Title: An athlete as a subject of the international bussines and the proces of the price building Objectives: My objectives for this Theses is to work on the the problematics of international transfer of athletes from club to club in soccer and ice hockey; and also evaluation of each aspect of the transfer, athletes values and their market price. Metods: In making of this Theses I used a method of description and theoretic reflection. To get more information I used the method of an interview. Results: Theses contains of information gathered from available literature connected with mentioned problematics along with information collected from my interviews with experts in sport industry. They together give us a new better way of explaining main principles of the "athlete transfer market". In my theses I am taking a closer look at all the factors of the "transfer price" of an athlete as well as the "price building module", especially its use in practice. The obtained benefit from my theses is a comprehensive view on the athlete transfers and the way of building their price. Key words: soccer, ice hockey, athlete pricing, value of and athlete, transfer price, price. Powered by TCPDF (www.tcpdf.org)
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Leadership in non-profit sports organisations
Říhová, Michaela ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Leadership in non-profit sports organizations Objectives: The main objective of the thesis is to find out how managementship and leadership in non-profit sport organizations in the territory of the Czech republic. The issue of managementshipu is focused on the specific requirements of employers on workers, their qualifications, knowledge and skills. Then on employee motivation including evaluation and remuneration of workers, non-financial incentives and their opportunities for further personal growth. The issue of leadership is focused on the characteristic features of the manager, his leadership style and role in the organization. Then the situational conditions of success and failure. Methods: Research issues managementshipu is carried out using a questionnaire. Another used method is the interview, which is focused on the issues of leadership. Interviews will be conducted with the managers in the management of non-profit organizations in the sport. Results: On the basis of the results of the questionnaire research, it was found that the essence of managementshipu in non-profit organizations are not fundamentally different from the general principles. Interviews have shown that non-profit organisations in the sport seek out similar types of personalities, prefer the same style of...
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Evaluation ofmarketing conception of Bosu Nymburk Sport & Dancehall
Šperková, Barbora ; Čáslavová, Eva (advisor) ; Višněvský, Andrej (referee)
Title: Evaluation of marketing conception of Bosu Nymburk Sport & Dancehall Objectives: The main objective of this work is to describe a marketing concept of Bosu Nymburk Sport & Dancehall and evaluate its marketing mix 7P. Another objective is to propose measures for improvement of this concept. Methods: Information about the operation of the fitness centre was obtained thanks to the attending offered lessons. To obtain another needful information, a semi- structured interview was conducted with the founder. To determine customer opinions was used a quantitative method electronic questioning. Results: Almost all aspects of marketing mix of Bosu Nymburk were evaluated positively. Thanks to the thesis, it was possible to acquire concrete measures to improve the services of the Bosu Nymburk Sport & Dancehall and eventual realization of this measures should make customers more satisfied. Keywords: sports marketing, sports services, marketing mix of services, marketing research
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Trends marketing on social networks and their use in sport
Kropáček, Josef ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee)
Topic: Trends marketing on social networks and their use in sport Objectives: The main objective is Diploma thesis is a study of current trends in marketing on social networks toward use in sports. Methods: In thesis were analyzed current trends in marketing on social networks with application to sport and used to analyze methods of monitoring, observation. Further, it was in sports topic also used semi structured interview with the PR managers of sports organizations and a questionnaire survey among people related to sport. Results: The result of this Diploma thesis is a conceived predictions and recommendations marketing trends on social networks for sport. Key words: Interview, marketing, marketing trends, social networks, sport marketing.
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Brand equity of professional sport club
Navrátilová, Iveta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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