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Digital marketing communication of Spikeball Inc. and It's perception in Europe
Čejka, Ondřej ; Ruda, Tomáš (advisor) ; Opelík, Daniel (referee)
Author: Ondřej Čejka Title: Digital marketing communication of Spikeball.inc on social media. Goal: The main goal of the thesis is to assess digital marketing communication of the Spikeball.Inc on social media. Based on the results of content analysis, there will be created suggestions, which should lead to the improvement of the marketing communication and increase of it's reach. Methods: In this thesis, qualitative research methods are used within theoretical part of the thesis. These include a literature search on sports marketing, digital marketing, social-media marketing and content marketing. Within the practical part of the thesis, the content analysis is used as the main research method. Content analysis combines both qualitative and quantitative methods. This analysis focuses on the digital content, which is published by Spikeball.inc on the digial platforms the company utilizes. It devides this content into groups based on it's type, form and origin and it is reckoned how many posts are in which group. In the following step these criterion are measured: average number of comments, views and likes. Based on the output of this analysis, recommendations for the enhancement of the social media marketing communication are created. Results: The result of the work is analysis of Spikeball's...
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Potential Impact of Financial Rules on the Economic Behavior of LaLiga and Premier League Clubs in the Transfer Market
Knop, Gerhard Benjamin ; Krause, Veronika (advisor) ; Ruda, Tomáš (referee)
Title: Potential impact of financial rules on the economic behaviour of LaLiga and Premier League clubs in the transfer market Objectives: The aim of this thesis is to evaluate the potential impact of FFP rules on the economic behaviour of Spanish LaLiga and English Premier League clubs in the transfer market. Methods: Qualitative methods are used in this paper, namely in-depth document analysis and comparison of documents and financial ratios. Furthermore, the Chow test was performed. Results: The research concluded that the FFP rules have a positive impact on the economic behaviour of Spanish LaLiga and English Premier League clubs in the transfer market in terms of their financial sustainability. Keywords: financial rules, Financial Fair Play, LaLiga, Premier League, transfer market
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Research of image of professional darts players
Veleba, Vojtěch ; Viplerová, Tereza (advisor) ; Ruda, Tomáš (referee)
Title: Research of image of professional darts players Objectives: The main aim of this work is to analyse the general factors influencing the image of athletes in the darts industry, to evaluate how these factors contribute to the formation of the image of a professional darts player and to create recommendations for athletes in the darts industry how to effectively influence and improve their own image. Methods: The work uses a quantitative method of electronic survey. The questionnaire was constructed based on the MABI (model of athlete brand image) and was suitably modified and supplemented to fit the questions into the darts environment. Data collection took place in May 2024 and statistical methods were used for evaluation. Results: The results show that the image of athletes is very subjective, and everyone may like something different about athletes. However, it can be argued that factors such as logo, player performance or physical fitness do not play as big a role in the darts environment in building the image of players as physical attractiveness, relationship with fans or choice of walk on song. Keywords: athlete brand image, darts, professional darts players, darts fans, analysis, marketing research
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Factors influencing attendance at Superleague floorball matches
Šnajberková, Vanda ; Ruda, Tomáš (advisor) ; Viplerová, Tereza (referee)
Title: Factors influencing attendance at Superleague floorball matches Objectives: The aim of this thesis is to determine the factors that influence the attendance of spectators at the highest men's floorball competition in the Czech Republic. The sub-objectives are to trace the basic characteristics of floorball spectators and the effect of charging for broadcasts on attendance at the Superleague. Based on the findings, recommendations will be proposed to clubs and Czech floorball to help increase attendance at Super League matches. Methods: The thesis uses both quantitative and qualitative research. As a quantitative method, an electronic questionnaire survey was used to collect data from clubs across the country. The research sample is floorball Superleague visitors, specifically 1400 respondents. The questionnaire was completed a total of 1104 times. The thesis evaluates a total of 602 responses as it was not possible to include some respondents in the research due to ethical considerations. The questionnaire measures the importance of each factor that influence attendance on a five-point scale. The factors are divided into three headings: economic, social and sport. Semi-structured interviews were used to supplement the results of the questionnaire survey. Four representatives of superleague...
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Corporate social responsibility - a case of FK Dukla Praha
Hrubeš, Jiří ; Kaprálková, Michaela (advisor) ; Ruda, Tomáš (referee)
Title: Social responsibility of FK Dukla Praha Objectives: The purpose of this bachelor thesis is to find out how FK Dukla Prague works with the concept of social responsibility based on the theoretical part and semi-structured interviews with Dukla employees. Another purpose is to find out the awareness of FK Dukla Prague fans about socially responsible activities of the club. The thesis also aims to establish recommendations for the club based on the research. Methods: First, a research of secondary data is conducted in this work. This is followed by qualitative and quantitative research methods. The qualitative method is in the form of semi-structured interviews with 3 club workers. Then the following method is a questionnaire survey carried out with fans of FK Dukla Praha. Results: Finding out how FK Dukla Praha works with the CSR concept brought some interesting findings. CSR is not part of the club's strategy or values, and these are mostly one-off projects without long-term goals and plans. Fans have some awareness of CSR projects that could be better communicated and promoted. The club's activity is mainly devoted to projects in the social area, while respondents see a lack of involvement in the environmental area. These results are the basis for the recommendations for the club, the main...
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Customer satisfaction in a selected fitness center
Čechová, Adéla ; Viplerová, Tereza (advisor) ; Ruda, Tomáš (referee)
Title: Customer satisfaction in a selected fitness centre Objectives: The central aim of this bachelor thesis is to propose recommendations that will lead to an increase in the quality of services provided through the analysis of customer satisfaction in a selected fitness centre. The main aim is to achieve a higher level of customer satisfaction and to strengthen the overall position of the fitness centre in the market. Methods: In the bachelor thesis, the SERVQUAL questionnaire method is used to compare the actual level of provided services with customer expectations. Subsequently, the obtained results are then presented graphically for better clarity and readability. Results: The results of the study indicate the overall satisfaction of customers in the selected fitness centre with the services provided. However, it appeared that some areas of service did not meet customer expectations. However, it has been revealed that certain areas of the services did not meet customer expectations. This difference between expectation and reality provides valuable insights for identifying areas where services can be improved, thereby enhancing overall customer satisfaction. Customers are most satisfied with the fitness center environment and promotional materials. Negative gaps arose in the employee...
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Financial analysis of a selected tennis center
Peterka, Adam ; Ruda, Tomáš (advisor) ; Krause, Veronika (referee)
Title: Financial analysis of a selected tennis center Objectives: The main objective of the work is to perform a financial analysis and, according to the information found, to determine recommendations that will be used for the following years. Methods: For this thesis, quantitative data from the tennis facility's financial statements from 2018 to 2021 was used. Horizontal and vertical analysis of the balance sheet and profit and loss, difference and ratio analysis was performed. Lastly, a bankruptcy model was calculated. Microsoft Excel was used to calculate and analyze the data. Results: The analysis confirmed that running a business in a sports environment is challenging. The results were particularly affected in 2020 and 2021, when the sports sector suffered from the effects of the COVID-19 pandemic. The overall picture of the financial health of the selected tennis center was not encouraging, as the company reported losses in most of the indicators monitored. Based on these findings, specific measures were suggested to improve the situation in the coming years. Keywords: tennis, tennis center, financial analysis
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Legal and tax aspects of financing ČEZ Basketball Nymburk, a.s.
Calta, David ; Ruda, Tomáš (advisor) ; Lukavský, Martin (referee)
Title: Legal and tax aspects of financing ČEZ Basketball Nymburk, JSC Objectives: The main objective of this thesis is to delineate the form of financing sports bussiness company in Czech republic, its legal definition and tax liability. A partial objective is to evaluate the economic situation of the Basketball Nymburk, JSC in terms of revenues and costs, which will lead to determine the economic result. This information will serve to estimate potential tax obligations. Another partial objective is to depict the impact of legislative and tax aspects on the economic situation. Methods: A classification analysis and a method of induction were used in this thesis. Analysis was used to obtain the necessary information from the law. The induction method was used to define the financing of Basketball Nymburk with respect to legal and tax obligations and also depict their impact on the economic situation of the sports organization. Results: Analysis has shown that company hasn't prospered in recent years. In 2013 the economic loss was 2 154 thousand Czech crowns and in 2014 there was another economic loss of 6 700 thousand Czech crowns. It was found out, that the company, in past three years, paid taxes only in 2013, despite its negative economic result. The reason is tax deductible expenses. It was also...
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