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Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague
Jindrová, Jana ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague Objectives: The aim of this thesis is to analyze the current marketing communication of Faculty of Physical Education and Sport, Charles University in Prague and based on the obtained data to create proposals for the improvement of current marketing communication or suggest new instruments that will help to streamline existing marketing communication. Methods: To analyze the current marketing mix of the faculty is used a qualitative research in the form of group discussions with current students of the faculty and pre-prepared written questioning for the staff of the Marketing department of the faculty. Results: The main outcome of this thesis is the evaluation of current marketing communication and creation of its improvement for example by adding new communication instruments, streamlining of the current marketing communication instruments. Keywords: Marketing, marketing communication, communication mix, non-profit organization, marketing of school, group discussion
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Draft concept in the highest women's basketball league in the Czech Republic
Klečková, Markéta ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Draft concept in the highest women's basketball league in the Czech Republic Goal: The primary goal of this thesis it to suggest a new concept of women's basketball league. This concept can be only applied in case that the current status of the highest women's basketball league proves inefficiency and that has to be changed. But first of all must meet the secondary requirements of the work, which are - Evaluation of competition level and comparison of competition system in season 2010/2011 versus season 2014/2015. Methods: In a research and completion of the project were used methods from expert sources, analysis, synthesis and comparison. In addition to these methods were used primary and secondary collection of data along with descriptions of expert sources in chapters of theoretical bases. In other chapters were used analysis of effects extending Women's basketball league. Primary qualitative surveys were a source of data analysis and syntheses as a base for the change of concept for season 2019/2020. By comparison, we were finding inspiration in other international basketball league. Results: In this thesis was found, that the current status doesn't follow prior expectations. For this reason was suggested a brand new concept for the whole competition that will be applied for the first...
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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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Typology of Visitors of Handball Club HC SPORTA Hlohovec
Špániková, Lucia ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Topic: Typology of Visitors of Handball Club HC SPORTA Hlohovec. Object: The main aim of this thesis has been to design the typology of visitors of Handball Club HC SPORTA Hlohovec handball club. Methodology: The data have been collected by means of quantitative marketing research. The basic set was represented by 484 attendants at three different matches men's first league. In the synthetic part of thesis the typology has been devised via by methods of k-means. Results: The results of questionary research are presented through graphs in the analytical section. The synthetic section of the thesis is devoted to the description of the character of each of the four suggested segments. Key words: handball, sports viewer, typology, segmentation, k-means.
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Marketing Plan of FK Mladá Boleslav for Season 2015/2016
Matoušková, Veronika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing Plan of FK Mladá Boleslav for Season 2015/2016 Objectives: The main objective of the thesis is to analyze the current marketing plan of FK Mladá Boleslav - detect shortcomings, and then propose an enhanced version. Methods: Two structured interviews were led to obtain the needed information, the first one with head of marketing department Michal Hrdlička, and the second one with FK Mladá Boleslav fan Vojtěch Tichý. Another method used was the document analysis applied to 2015/2016 marketing plan and annual report. Results: While analyzing, it was found that some relevant parts of the marketing plan were missing. Its enhancement proposal, which mainly includes the efficiency improvement of some promotional strategies, is created so in order to correspond with the current situation, and to be feasible. Key words: Sports marketing, football club, marketing plan of services, marketing mix.
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Nike Brand Equity Marketing Research
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Nike Brand Equity Marketing Research Objectives: Using marketing research to find out about Nike brand equity through perception of individual product attributes by their current or potential customers. Within the thesis, these customers are members of generation Y currently living in Prague. Methods: Quantitative research - electronic questioning. Results: In terms of product, to Prague generation Y Nike currently represents the most famous and the most used sports brand. The reason is its (product) above-average quality, design, and also its great availability. Results' objectivity is embodied by the fact that the total majority of this generation chose itself as typical Nike product user. Keywords: Brand, Nike, brand equity, brand as product, generation Y.
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Marketing research - sponsoring of the UEFA Champions League in the Czech Republic
Souchová, Dominika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing research - sponsoring of the UEFA Champions League in the Czech Republic Objectives: The main objective of this research was to determine if there is awareness about the sponsorship of the Champions League in football among the wider public. Primarily, on the basis of questionnaire, it was investigated if the public during watching this football competition perceives sponsoring and specific sponsors of Champions League, if the public knows all these sponsors, and if so, which seems to be the most important. It was also investigated a public interest in the Champions League and in football in general. Methods: The thesis is based on theoretical knowledges that bind to this topic. To determine the general knowledge of sponsorship of the Champions League in football was used survey questionnaire method. The results are presented in tables and graphs. Results: Marketing research of sponsorship of the UEFA Champion League has revealed, that overall 82% of the survey respondents knew at least one of the six official sponsors of the Champions league. The research results have shown, that even the best - known sponsor is a Dutch beer producer - Heineken, who also appears to be the most important. Keywords: Marketing research, sponsor, Champions League, football
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Marketing communication HC Talent Plzeň
Pašková, Barbora ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing communication of HC Talent Plzeň Objectives: The aim of this bachelor thesis is to propose new measures to improve the marketing communication of the handball club Talent Plzeň based on an analysis of the current marketing communication with club fans. The partial aim of the thesis is to define, based on interviews and collected information, strengths and weaknesses in the club's marketing communication. Methods: Methods of qualitative nature were used in this thesis. The methods include an analysis of relevant documents, billboards, posters, websites, etc., observations and semi-structured interviews with one of the co- owners and the manager of the club and the selected spectators of the matches. Results: The analysis of the current marketing communication with the fans of HC Talent Plzeň revealed some strengths and weaknesses. On their basis a proposal of the marketing communication for the season 2015/2016 has been created. The result of this bachelor thesis is the proposal based on the real possibilities of the club, current trends in modern sport marketing and events in the society. Keywords: marketing, communication strategy, communication mix, handball
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Management of Prague Minifootball Asociation
Doležel, Jiří ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: MANAGEMENT OF PRAGUE MINIFOOTBALL ASOCIATION Objectives: Main objective of the thesis is generation of suggestions for improvement of PSMF. Secondary objectives of the thesis are development of strategic plan and an action plan for its attainment; establishment of organisation goals, generation of proposal for amendment of the charter or other organisation documents; analysis of various aspects of association management. Methods: The thesis utilises methods of document analysis, observation and unstructured interview. Following documents were selected for analysis: charter, propositions for Hanspaulska league, competition and disciplinary rules. The observation refers to STDK and secretariat. A total of two interviews were conducted with the chairman of the executive committee Karel Filip. Results: As a result of the analyses, problems were identified in the areas of planning, organisational structure and marketing. A strategic plan was developed along with suggestions for changes in management positions. The findings along with this thesis will be presented to the chairman of PSMF, Karel Filip, who can together with the executive committee deal with them. Key words: Prague Minifotbal Association, Management, Sequential functions of management, Nonprofit sports organization
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Financial analysis of German and Italian Football League Clubs and their comparison
Krejčová, Lucie ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Financial analysis of German and Italian Football League Clubs and their comparison Objectives: The aim of this work is to find out the financial situation of chosen football clubs playing German and Italian League and compare them. Methods: In this thesis was used a method of analysis of financial document for getting the required data. At these data was applied creditworthy and bankruptcy models as one of financial analysis methods. Because of the possibility of comparison, the data were monitored in four consecutive years. Results: Application of bankruptcy and creditworthy models has brought many new results for selected German and Italian football clubs. Most of them would have to leave the current competitive business environment. But the environment of sport industry is very specific and clubs despite the unhealthy economy kept alive. The only exception is the economic situation of Bayern Munich. Not only excels in sports results, but also in this analysis, it is the only club where we can talk about "financial health". Keywords: creditworthy and bankruptcy models, Football Leagues, German, Italy
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