|
|
Marketingová komunikace hokejového klubu
Kadlic, Vojtěch
Kadlic, V. Marketing communication of a hockey club. Bachelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis deals with the marketing communication of the hockey club HC Masaryk University, which plays university league ice hockey in the Czech Republic. The thesis contains a detailed description of the different parts of marketing. Furthermore, it uses the results to describe the individual questions of a questionnaire survey that led to the identification of the target group's prefer-ences regarding promotion. Based on the results from the questionnaire, appro-priate recommendations are proposed to improve the marketing communication of the club.
|
|
|
Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
|
|
|
Marketing communication of the DFL and Bundesliga
Kaminski, David ; Halada, Jan (advisor) ; Koblovský, Petr (referee)
This bachelor thesis examines the sports marketing strategies used by the German Bundesliga and its governing body, the Deutsche Fußball Liga (DFL), with an emphasis on communication channels and comparative analysis with key European rivals. The first part of the thesis discusses the theoretical foundations of sports marketing, the marketing mix in sport and target groups, followed by the historical context of the Bundesliga and the establishment of the DFL. Subsequently, the DFL's communication strategy for the 2021/22 season is examined, focusing on channels such as social media, website, media communication and the DFL Magazin. A comparison is made between the marketing strategies of the English Premier League, Spanish La Liga, Italian Serie A and French Ligue 1 to identify the unique strengths of the DFL and potential areas for improvement.
|
|
|
Perception of social media of volleyball extra-league clubs by volleyball fans
Vyhnalíková, Michaela ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Perception of social media of volleyball extra-league clubs by volleyball fans Objectives: The main objective of this bachelor thesis is to recommend a suitable social network structure for volleyball clubs based on a quantitative survey of volleyball fans. Methods: The questionnaire was distributed electronically and the research population was volleyball fans using social networks. Results: Based on a quantitative survey conducted on the use of social networks by volleyball fans, it was found that most clubs in the men's volleyball extra-league do not use the full potential of social media marketing. The most used networks are Instagram and Facebook, both by volleyball clubs and volleyball fans. After comparing the theoretical part with the data from the questionnaire, recommendations for a better social network structure of volleyball clubs were proposed. Keywords: social media marketing, quantitative research, volleyball, sports marketing, social media
|
|
|
Sales Promotion and Advertising of Company a Specific Section
Buriánek, Tomáš ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This Bachelor thesis deals with the issue of sales promotion and advertising of a sports club. The supporting documents for the work are drawn from both the specialist literature for the theoretical part and the club's supporting documents for the analytical part. In the described club I hold the position of marketing specialist, so in the design section I take the liberty of suggesting further possible steps to achieve the club's objective. Supporting the sale of the club means all its activities to take on and sell its brand. Individual activities that can generally be used in sports marketing are the content of the theoretical part of the work. The analytics section offers a contemporary marketing mix of a club that has recently undergone a major brand change. The conclusion of the work is focused on my proposals, which aim to promote the rebranding of the club within its environs.
|
|
|
Sponzoring v individuálních sportech
Šimková, Johanka
ŠIMKOVÁ, JOHANKA. Sponsorship in individual sports. Brno, 2019. Diploma thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. This master thesis focuses on sponsorship activities for athletes pursuing individual sports who do not have their own sport manager. The study investigates the issue from the perspective of both the athletes, looking for a sponsor, and the companies, offering the sponsorship opportunities. The athletes were questioned in a detailed survey while in-depth interviews were applied to address company representatives, aiming to determine factors leading to a match between the supply and the demand of the sponsorship. Based on outcomes of both surveys, practical recommendations for athletes are given in the thesis.
|
|
| |
|
|
Research on the satisfaction of fans of a selected football club
Navrátil, Daniel ; Kaprálková, Michaela (advisor) ; Ruda, Tomáš (referee)
Title: Research on the satisfaction of fans of a selected football club Objectives: The aim of the bachelor's thesis is to find out the satisfaction and loyalty of the fans of the football club Sparta Prague, and then to divide the fans into segments according to age categories. The practical implication is then to find out what is important for these segments, so that the club can prevent their dissatisfaction, or to ensure their satisfaction. Methods: Quantitative research through a questionnaire was used to obtain relevant data. The survey took place electronically. Results: From the conducted research and its results, it appears that individual segments of the club have reserves in certain areas that can be used for improvement. Keywords: sports marketing, quantitative research, surveying, loyalty, fan satisfaction
|
|
|
Analysis of marketing communication of SK Slavia Praha during the Covid-19 pandemic
Hlaváč, Marek ; Turková, Kateřina (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis analyses the marketing communication of the most successful Czech football club in recent years, SK Slavia Prague. Football has been the most popular sport in the Czech Republic for a long time, and the Covid-19 pandemic affected it greatly, as all competitions were interrupted for a long time and professional competitions were played in front of a limited capacity of spectators. In this thesis I analyse theoretical concepts from the world of sports marketing, the specifics of financing football clubs in the Czech Republic and the Covid-19 pandemic itself. In the practical part I analyse the marketing communication of SK Slavia Praha focusing on two periods during the pandemic, in the first period matches were not played at all and in the second period they were played without spectators or with a limited number of spectators in the stadium. In this thesis I analyse how the club's communication changed, which under normal conditions was aimed at getting fans to come to the stadium. I investigate what content the club created to retain and continue to attract fans. The result is a content analysis of two distinct periods, from which conclusions and recommendations for further communication of SK Slavia Prague are drawn.
|
|
| |
guest ::
