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Marketing communications and the use of influencer marketing of PRIME, hydration drinks
Soukup, Richard ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
Influencer marketing is nowadays a very widespread and powerful tool used especially on social networks to implement marketing strategies. This paper discusses the use of influencer marketing in connection with the PRIME brand of beverages based on just two influencers. The thesis includes a description of the other marketing communication activities of this brand with an emphasis on sports sponsorship and collaboration with athletes. An analysis of the brand's competition in the United States has been conducted and reasons have been given for the brand's decision to target European sports clubs in particular. The aim of the thesis was to present the success the brand has gained in its short existence in the foreign market and to compare it with the general perception in the Czech market. The effect of influencer marketing and other communication tools of the brand on the Czech consumers, the awareness of the brand founders and the perception of the products offered were investigated using an anonymous quantitative online questionnaire survey conducted on 100 respondents. As a result, it was found that the Czech market is familiar with both brand founders and influencer marketing has an effect on 66% of all respondents, however, other communication tools of the brand do not have the desired effect...
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The issue of bronchial asthma in sports
Musil, Pavel ; Kinkorová, Ivana (advisor) ; Heller, Jan (referee)
Title: The issue of bronchial asthma in sport Objectives: The aim of this work is to provide a brief overview of the issue of asthma bronchial, its occurrence in physically active individuals, and the possibilities of using various procedures and techniques to minimize asthmatic problems Methods: Research Keywords: bronchial asthma, sport, Buteyko method
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Construction of gender identities in sports: Comparative study of yoga and MMA
Hoza, Matyáš ; Országhová, Kristína (advisor) ; Grygar, Jakub (referee)
In my work, I am researching strategies of gender identity construction in MMA and yoga. In the first part of work, the matter of masculinity construction, within the boundaries of yoga, is discussed. The most interesting concept shown is "second sport". In this concept masculine actors demean yoga as a sport and associate it with passivity. Strategies of construction are also researched with female fighters in MMA environment. In MMA the main concepts are fragile sex and intimacy. Female fighters show signs of refusal of violence. The creation of femininity and masculinity is then compared. The comparison is quite tricky, as the conditions are not the same for both genders. Masculine actors in yoga have no desire in practices of feminine gender, whereas female fighters need to practice femininity and masculinity. Even so, some correlations can be observed, for example the expression of gender through heteronormativity. In the second part of the work there are identified four models of masculinity, through which I am watching the evolution of manliness in martial arts sports. Masculinity models are working with the sense of dominance and aggression. For the creation of data, semi structured interviews and participant observation, were used.
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Oppression versus Empowerment: A Philosophical Analysis of Female Participation in Sport
Howe, Olivia Rose ; Parry, Silvan James (advisor) ; Schneider, Angela (referee) ; Edgar, Andrew (referee)
Název: Útlak versus posílení postavení žen: Filosofická analýza účasti žen ve sportu Cíle: Cílem této práce je na základě knihy feministické filosofky Simone de Beauvoir Druhé pohlaví definovat a kriticky analyzovat, co znamená pojmy "útlak" a "posílení postavení" žen. Zjištění, že útlak žen je systémový, internalizovaný a vykořisťovatelský, jsou aplikována do ženské kategorie ve sportu. Tato diskuse se zaměřuje především na zjištění, zda má sport tendenci utvrzovat útlak žen prostřednictvím svých pravidel a konvencí, kategorizace, finančně a emocionálně vykořisťujících praktik a prostřednictvím nových metod, jako je manipulace se zdravotními údaji. Na základě současných textů z oblasti kinantropologie je rovněž diskutováno téma sportu jakožto zdroje pro posílení postavení žen. Metodologie: Tato práce je čistě teoretickou studií, ve které byly shromažďovány, interpretovány a kriticky hodnoceny informace z filosofických textů, odborných článků, novinových článků a sociálních médií. Tato práce vychází z myšlenek knihy Simone de Beauvoir Druhé pohlaví, která poskytuje důkladnější filosofickou analýzu pojmů "útlak" a "posílení postavení". Práce rovněž vychází z teorie...
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The use of Canvas model in the context of the creation of a business with second-hand sports equipment
Kordíková, Barbora ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
1 Abstract Title: The use of Canvas model in the context of the creation of a business with second-hand sports equipment Objectives: The aim of this bachelor's thesis is to present a concrete Canvas model developed for a business with second-hand sports equipment. The finished model should show whether the establishment of such a business makes sense and what are its chances of success on the market. Methods: The thesis combines quantitative and qualitative research methods. First of all, it conducts a survey, and based on its results, interview questions are compiled. The final method that was used is the creation of a Lean Canvas model. Results: The result is a proposal for a Lean Canvas model for setting up a second-hand sports equipment store. Keywords: business, lean canvas, second hand, spo
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The ratio of won and lost hits and their influence on the result of the match in floorball Superleague
Geisler, Filip ; Běhanová, Michaela (advisor) ; Dragounová, Zuzana (referee)
Thema works: The ratio of won and lost hits and their influence on the result of the match in floorball Superleague Student: Bc. Filip Geisler Supervisor: Mgr. Michaela Běhanová Aims: The aim of my work is to try to find out if the ratio of won and lost hits has an influence on the final result between the Superleague floorball teams. I will also watch the ratio of hits performed according to the rules and against the rules, which is also related to the level of physical condition of a particular team. I will compare the results and try to find out if hits have an effect on the final result of the match. Methodology: I will use the quantitative method of observation for the research. I will watch ten floorball matches from first Czech floorball league and I will focus on hits. The ratio of won and lost hits and the ratio of hits made according to the rules and against the rules. Results: I will establish hypotheses that I will reject or not reject in the results of the work. Key words: floorball, sport, hits, match, ratio
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Comparison of media coverage of the 2010 and 2022 FIFA World Cups in Slovak media
Steindl, Richard ; Trunečka, Ondřej (advisor) ; Turková, Kateřina (referee)
Bachelor thesis deals with the comparison of the media image of the 2010 World Cup in South Africa and 2022 World Cup in Qatar. It compares it in two Slovak periodicals, in the SME newspaper and in the Šport newspaper. These two media are a fundamental part of the Slovak market and sport is one of their primary interests. The monitored period is the first 10 days of both championships. The theoretical part is devoted to sports journalism and its development. It also discusses social issues in sports and media coverage of high-profile events, which includes selected football world championships. It also describes in detail both World Cups, which the work research. In the practical part, using quantitative content analysis, the work classifies articles in selected periodicals into predetermined categories. Based on this, it compares which topics the selected newspapers covered in these periods. Furthermore, the work compares not only the topics, but also the authors and the scope that the media gave to the World Cups in individual years. The obtained results thus form and compare a complex media coverage of the championships in selected Slovak media. Richard Steindl
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Winter Olympics in Sochi: Russian national identity and the authoritarian state.
Bartoš, Marek ; Kolenovská, Daniela (advisor) ; Svoboda, Karel (referee)
The following thesis analyses the role of the organization of the XXII. Winter Olympic Games in Sochi in the process of consolidation of the Russian authoritarian regime and the formation of national identity between 2007 and 2014. The preparations for the Sochi Olympics and their implementation coincided with the transformation of the Russian political system, which was rapidly adapting to the consequences of Vladimir Putin's unconstitutional return to the presidency. This paper is based on the hypothesis that hosting a global sport mega-event (SME) such as the Olympic Games provides authoritarian regimes with the means to reinforce existing official discourses of identity and ideology, suppress domestic and foreign criticism, and create an environment for corruption to flourish. In this way, it contributes to the consolidation of the regime's power structures and the legitimacy of its rule. Systematic state support for national professional athletes, highlighting their achievements in international competition, and unprecedented economic and political investment in the success of the Olympics have the potential to reinforce patriotic sentiments and build positive links between the state and the citizen. An analysis of these mechanisms can contribute to the debate on the relationship between...
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Using regeneration procedurs in football by young and elite players
Pavlů, Adam ; Hráský, Pavel (advisor) ; Majorová, Simona (referee)
Author: Adam Pavlů Title: Using regeneration procedures in football by young and elite players Objectives: The main objective of this bachelor's thesis is to find out the use of individual regeneration procedures in active players in the adolescent and male categories. Next, find out how individual regeneration procedures affect the psychological and physical side of each player, how it makes them feel and how it affects their sports performance. Methods: The thesis is processed in the form of a systematic research. Domestic and foreign literary resources and scholarly foreign articles were used to process the theoretical part. I obtained the material basis for the processing of the practical part through the questionnairy survey. Results: The final use of regeneration procedures within this club is not very favourable. Less than three quarters of players (68,2 %) do not have the option of using any regeneration procedure. In terms of individual regeneration, exactly half of the players (50 %) do not use sports massage for recovery. The same statistics were shown for sauna regeneration. More than half of the players (54,5 %) also do not use whirlpool baths, hardening or other regeneration procedures. Conversely, most players had abundant representation of regeneration through movement. Most players...
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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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