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National Repository of Grey Literature

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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor) This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season. Detailed record

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