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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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Marketing communication of Fyziofitness Černošice
Dohnalová, Barbora ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Marketing Communication of Fyziofitness Cernosice Objectives: : Aim of this thesis is to analyze and evaluate current marketing communication of Fyziofitness Cernosice from both the standpoint of its customers as well as its management. Based on gathered information, detailed concept of marketing communication is then presented, using mainly methods and tools of communication mix. Methods: To evaluate current marketing commmunications, both quantitave and qualitative methods of research were used. Clients of the fitness centre were asked to fill a questionaire and an interview with the owner of Fyziofitness Cernosice was conducted in order to better understand the current state of things. Results: The output of this thesis is an outline of marketing communication for the period starting June 2017, up until June 2018. This outline will then be presented to the management of the fitness centre and it will be used for this period of time. Keywords: marketing communication, communication mix, online communication, marketing research, developmental kinesiology in fitness
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Outdoor Training Club's Marketing Communication
Soukeníková, Karla ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Outdoor Training Club's Marketing Communication Goals: The aim of the thesis is to evaluate current club's marketing communication and come up with the suggestions of how to improve marketing communication, which would be benefit for the club and it helps acquire new potential customers. Methods: Electronic and written questionnaire, informal semi-structured interviews, document analysis. Results: Based on research and interview with the owner, I found that the current marketing communications is very weak and in terms of funds, it is necessary to focus primarily on its cheaper forms such as websites and social networks. The result of the work are suggestions for improvement of marketing communications. Keywords: marketing communication, communication mix, marketing, outdoor sports, social networks
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Marketing Research of the Nike Brand Value among the Top and Professional Athletes
Procházková, Barbora ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Marketing research of the Nike brand value among the top and professional athletes Goals: The main goal of the bachelor thesis is to find out more about the top and professional athletes awareness of the Nike brand in the Czech Republic. The Marketing research was performed through a questionnaire. An integral part of the thesis is to reveal athlete's relationship to the brand, their related associations, to evaluate Nike products as well as the Nike position towards the other competitive brands on the sports market. Methods: The practical part of this thesis, i.e. the marketing research, was conducted via written questionnaire, results of which were supplemented with information coming from the personal interviews. Such a combination of two methods was selected in order to provide an additional and more accurate information. The personal interviews allowed to answer not only questions like "what", but especially "why". Results: Results of the research will be used to evaluate as well as to formulate recommendations for the Nike brand. The practical part contains results descriptions and graphical presentations. The outcome the study might partially help and contribute to the eventual scientific publications. It also shows a potential to use Czech athletes in the public relations and...
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Marketing Plan of the Club Volleyball Nymburk
Kropáček, Josef ; Omcirk, Vilém (advisor) ; Voráček, Josef (referee)
Topic: Marketing Plan of the Club Volleyball Nymburk Objectives: The main objective is Bachelor thesis is creating marketing plan proposal for volleyball club Nymburk and building sponsorship package proposals for potential sponsors. Methods: Personal interview as a method was used in this Bachelor thesis. Through the interview the information about club, used for presentation of the club and situation analysis, have been obtained. A part of situation analysis is a SWOT analysis. The last two steps after implementation of SWOT analysis was creating marketing plan of the club and creating sponsorship package proposals. Results: The result of this Bachelor is a complete marketing plan for volleyball club Nymburk for the next season 2015/2016, which contains all the necessary formalities. Plan can be used by top management to improve their current situation. The results also contain sponsorship packages for potential sponsors. Key words: Interview, marketing, marketing mix, sponsorship, sponsorship package, sport marketing, SWOT analysis.
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Application of the theory Service-Profit Chain on the example of sport event Gigathlon Czech Republic 2016
Svárovský, Vojtěch ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Application of the theory Service-Profit Chain on the example of sport event Gigathlon Czech Republic 2016 Objectives: The main objective of this thesis is application of the theory Service-Profit Chain on the example of sport event Gigathlon Czech Republic 2016. Another partial task is to evaluate the internal and external environment of the race Gigathlon Czech Republic and on the basis of data analysis to determine the suggestions and recommendations for improvement that will be passed to race organizers. Methods: Using the theory of Service-Profit Chain and its individual parts, the sport event Gigathlon Czech Republic 2016 is analyzed. Data concerning internal environment of the event are obtained using methods of semi-structured interview with the main event organizers. To analyse the external environment is used the online questionnaire distributed among the participants of the race. These methods are supplemented by own participant observation during the sport event. Results: After application of the theory of Service-Profit Chain on the example of Gigathlon Czech Republic in 2016 it is not possible to fully confirm all the supposed relationship between different parts of the chain. Despite the fact that the internal environment and services do not completely correspond to the ideas...
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Proposal of PR activities for the project Football for development
Mlynářová, Kateřina ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Proposal of PR activities for the project Football for Development Objectives: The aim of this work was to analyze the realized PR activities of the project Football for development with regard to its stakehoalders, and subsequently propose concrete actions for improvement as a base for the communication strategy. Methods: A discriptive case study was used for evaluating the PR outcomes from 2016. The other method used was interviews with chosen stakehoalders, ie. representatives of the partner organizations and volunteers of the project from previous years. Results: The results showed that the PR activities are fully done in a more or less functional way. However the majority of them encounter some weaknesses whose solutions are presented with regard to future activities of the project in the final part of the thesis. Keywords: public relations, Football for development, campagin, non-profit organizations, social problems
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Marketing mix of HC Enegie Karlovy Vary
Štrobl, Adam ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of HC Energie Karlovy Vary Objectives: This thesis is based on a questionnaire responses obtained from HC Energie Karlovy Vary fans. Its objective is focused on evaluation of their opinions on the marketing mix, their subsequent interpretation, and finally even development of recommendations for improvement based on previous analysis. Methods: Two methods are used to analyse the marketing mix. The first method is qualitative participant observation. The second method is a quantitative, electronic questionnaire that is used to obtain relevant data about the marketing mix. Results: Over ten recommendations for improvement were created based on the analysis of the marketing mix. Product and promotional type is most of them. The main recommendations concern enhancements of the supporting program, changes in attitude of the security guards, and efforts to increase the contact between fans and club. Keywords: marketing, ice-hockey, marketing mix, marketing research
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Compilation and Validation of the Teambuilding Program for High School Students.
Ornstová, Kateřina ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Compilation and Validation of the Teambuilding Program for High School Students. Objectives: The main objective is the compilation and validation of the teambuilding program m for improving the atmosphere and communication in a selected high school class. Methods: Different methods were used In this bachelor thesis. For detecting atmosphere in the high school class a questionnaire was used. Sociometric investigation was used for mapping relations and an interview was used for completion of information necessary for the compilation of the teambuilding program. Results: It was detected that the program in its current form fulfils expectations. For further usage notes were written regarding improvement in particular areas which should lead to better results. Keywords: cooperation, team, sociometric, questionnaire, interview, high school students.
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The Competency profile of tennis coach
Králík, Jan ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Competency profile of tennis coach Objectives: The aim of this work is to create competency profile of ideal tennis coach which based on evaluation by tennis experts. Methods: At first data for the research was obtained by studying the written sources and was subsequently extended and modified thanks to interviews with tennis coaches. 4 level-point Likert scale without central tendency was chosen for evaluating the importance of the data. Respondents were exclusively tennis coaches. They were asked about the importance of competencies in person and also by social networks. Results: The most important competencies for ideal tennnis coach were identified in accordence to results of the evaluation. These competencies were chosen to be in competency profile. Keywords: evaluation, coach, competency, tennis
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