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Online marketing communication of a selected sports club
Matušková, Romana ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Online marketing communication of a selected sports club Objectives: The main goal of this work is to propose measures to improve and modernize the marketing communication of the FbŠ Bohemians club in the online environment based on the identification of problem areas and shortcomings of current marketing communication. Methods: A qualitative method of data collection was used in the work. Specifically, a semi-structured interview was conducted with the marketing director, followed by three other semi-structured interviews with fans of the selected club. In addition to the interviews, an analysis of social networks and the club's website was also performed. Results: The result of the bachelor thesis is a proposal of measures to improve online marketing communication in the club. The most important suggestions include improving the writing of articles, especially those that are published after the match, continue using Facebook stories and publishing more content in the form of shorter videos. Suggestions for improvement are based on the identified shortcomings that resulted from the qualitative research. Keywords: marketing, marketing communication, online marketing communication, floorball, sport club
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Marketing mix of fitness center FreshKruháč during the pandemic situation
Pavelková, Simona ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of fitness center FreshKruháč during the pandemic situation Objectives: The main goal of this bachelor's thesis is to propose recommendations to improve operation of the fitness center FreshKruháč in crisis situation. Recommendations will be based on evaluation of individual tools of the marketing mix and on the identification of problematic areas during pandemic. Methods: The evaluation of the marketing mix was carried out by analysing the center's website and social networks. In addition, the interview was conducted with the center's management to identify information that was not traceable and to compile a list of strengths and weaknesses. The last method used was pairwise comparison, which determines the importance of the center's weaknesses and strengths during the pandemic. Results: Based on the evaluated marketing mix, a list of strengths and weaknesses was developed with the management of the center. The determination of their importance by means of a pairwise comparison method, which was carried out by the staff of the selected fitness centre, served as a basis for suggestions for improvement. The recommendations serve to make the centre more effective in the next potential crisis situation. On the contrary, the summary of the most important strengths provides...
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Athletes' dual career in the Czech environment
Klímová, Alžběta ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Athlete's Dual Career in Czech republic Objectives: The main aim of this thesis is to suggest an appropriate arrangement for program of the Czech Olympic Committee "Dual Career" and for the development of dual career issues in the Czech Republic. Methods: There was used secondary and primary sources in this thesis. The secondary sources stem from publicly available sources such as official website, annual reports, or previous research. As a primary source was used qualitative method of in-depth interviews with Czech athletes Lucie Charvátová, Ondřej Synek and program' manager Kateřina Neumannová. There was also used SPLISS research to characterize the current situation. Results: It was founded out the Dual Career has a great potential. However, there are currently insufficient financial and human resources for reaching the bigger part of the focus group. There was suggested the arrangements for improving the issue of dual career in this thesis. Czech society needs the implementation of changes at the legislative level. Also, there was recommended to establish cooperation with more universities and organizations offering employment to athletes. Keywords: athletes' career, transition of athlete's dual career, dual career
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Marketing research comparing fitness centers in Sedlčany
Procházka, Martin ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Ttitle: Marketing research comparing fitness centers in Sedlčany Objectives: The main objective of this bachelor's thesis is to determine the quality of services offered in two fitness centers that operate in the town of Sedlčany. This is the PeVan Gym and Vltavan Fitness Center. Method: In this bachelor thesis, the methods of a qualitative questionnaire with a combination of so-called mystery shopping were used. The methods will then be used to evaluate the data that will contribute to recommend improvements to the services and offers of these fitness centers. This work will draw from both primary and secondary data. The primary data were obtained using a qualitative questionnaire, which was conducted with visitors to the surveyed fitness centers. Results: The result of the work is a comparison of data obtained from qualitative research and mystery shopping. Furthermore, providing recommendations for proposals to improve the operation of fitness centers. Keywords: services, sport, quality, fitness, sports services, mystery shopping
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Congruence of Brand personality of selected tennis brand and brand personality of tennis player
Soumar, David ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Congruence of Brand Personality of Selected Tennis Brand and Brand Personality of a Tennis Player Objectives: This work aims to identify and analyse the brand personality of the brand. After identifying both brand personalities, the correlation will be used to determine if brands have the same characteristics and whether there is any dependence between them. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with the use of an electronic questionnaire. The research sample consisted of respondents with knowledge of the examined brands. Data were analysed using descriptive statistics (arithmetic mean, mode, standard deviations) and regression and correlation analysis. Results: Based on the research data, we can state that both examined brands are perceived as dynamic, active, and simple. Despite having the same characteristics classified as most descriptive, the dependency occurred only in one of the twelve examined characteristics. Keywords: brand personality, tennis, branding, corporate image, brand management
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Sponsorship proposal for potential partners of SC Xaverov Horní Počernice
Talašová, Zuzana ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Sponsorship proposal for potential partners of SC Xaverov Horní Počernice Objectives: The aim of this thesis is to create a new sponsorship proposal for potential sponsors of SC Xaverov Horní Počernice. The secondary goal is to analyse sponsorship proposals for their actual sponsors and suggest and recommend appropriate measures to improve the current partnerships. Methods: The main method used in this thesis was a semi-structured interview with the head of management of the club. To obtain additional information, a case study and analysis of documents related to the sponsorship of the club have been made. Results: Based on the analysis of the club's current state, it was found that there are no sponsorship packages or an inventory of assets for the sponsors. Therefore, a new collection of five sponsorship packages was created. Those can help the club's bargaining with the sponsors. Furthermore, an inventory of assets which are within the club's reach but are currently not being offered has been created. The club has been also advised to create a section on their webpage dedicated to their potential sponsors and to create the graphic design of the sponsorship proposal. Keywords: sport marketing, sponsorship, sponsorship package, football
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Evaluation of efficiency of professional football clubs
Krause, Veronika ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Evaluation of efficiency of professional football clubs Objectives: The aim of this thesis is to identify the efficiency of English Premier League football clubs in the 2015/16 to 2018/19 seasons using two selected data envelopment analysis models and compare the results. Subsequently, to define what optimisation of inputs and outputs would lead to maximum efficiency. Methods: The method of data envelopment analysis, based on linear programming, was used to determine the effectiveness. There were chosen two approaches to this method, each with a different set of inputs and outputs, both assuming variable returns to scale and focusing on inputs. Results: Two clubs were identified as being maximally effective throughout the whole period. Some relegated clubs were also rated as 100% efficient. The optimization of the variables primarily proposed a reduction of inputs. Keywords: football, efficiency, data envelopment analysis, decision making unit, DEA-BCC
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Marketing mix of a swimming pool in Kralupy nad Vltavou
Novák, Vojtěch ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title Marketing mix of the swimming pool in Kralupy nad Vltavou Targets The aim of this bachelor's thesis was to use the treasures obtained from the questionnaire survey to propose modifications and better solutions to improve the quality of services provided and increase customer satisfaction in the swimming pool in Kralupy nad Vltavou. Methods To obtain the necessary information, a quantitative survey was used, specifically a written survey through the SERVQUAL questionnaire, which was distributed at the swimming pool box office. This questionnaire compares and examines the expected quality of services in the company, which the customer imagines and the actual perceived quality of services provided. Results The customer satisfaction survey with the services in the swimming pool in Kralupy nad Vltavou clearly showed that clients are dissatisfied with most of the services provided. Therefore, if the swimming pool wants to achieve complete customer satisfaction, all researched areas need to be improved. The recommendations given at the end of this bachelor thesis could be used to improve and increase the level of services provided. Keywords questionnaire survey, SERVQUAL method, services, quality, customer
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Sport vs. eSport: motives of viewership from the fans' point of view
Hampel, Jiří ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Sport vs. eSport: viewership motives from the fans' perspective Objectives: The main aim of this bachelor thesis is to find common or different elements of sport and esports that motivate fans to watch it. The fulfillment of the main objective is preceded by the selection of appropriate motives. Subsequently, through proper and targeted exposure to individual motives, officials and individual managers can expand and manage the membership base. Methods: The research was carried out using a quantitative method of electronic questioning. An electronic questionnaire distributed through social networks was used to collect data, which enabled responses from 144 respondents. The research sample was composed of fans of sports and esports. Results: The research has provided a closer look at the motives that drive fans to watch sports and esports. The research also revealed the similarities between sports and esports industries, which will make it possible to apply marketing methods from sports to the emerging esports environment. The results of the research can also be used by marketers to select the most applicable themes and create targeted marketing messages. Keywords: fan, themes, tracking, player, games, claim
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The Effectiveness of Sponsorship of Selected Sports Events on Public Television
Hozák, Jiří ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: The Effectiveness of Sponsorship of Selected Sports Events on Public Television Objectives: The main objective of this thesis is to identify the effectiveness of selected sporting events from the perspective of television sponsorship and to propose an ideal sponsorship campaign. Methods: Multiple methods were used in this thesis, which consisted of several qualitative and one quantitative method. Among the qualitative methods, in-depth interview and unstructured interview were used. The quantitative method was then the analysis of secondary data, which formed the basis for the actual analysis and comparison of individual sporting events. These methods enabled the effectiveness of the sponsorship campaigns to be determined based on the cost per unique viewer reached at least once during the campaign. Results: The results of the thesis demonstrate the effective usability of sponsorship campaigns in television broadcasting and more specifically during sports broadcasts. Their effectiveness increases with the size and interest associated with the selected sporting event. The result of this comparison shows that for sporting events such as the hockey World Cup, the objectives are based on high viewership, which, however, increases the price and cost of sponsorship campaigns. For sporting events...
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