National Repository of Grey Literature 397 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
Optimization of tennis club marketing communication depending on the Covid-19 pandemic
Bouček, Dominik ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Optimization of tennis club marketing communication depending on the Covid-19 pandemic Objectives: The main objective of this thesis is to make an optimized proposal of marketing communication which can help to Tenis Centrum Dobříš handle their communication with customers during the pandemic rules and during the time with no limitations. Methods: Qualitative research and analyzes of secondary data were used to achieve the main objective of this thesis. Focus group with owners of the club and a few coaches was used as qualitative research. Based on the obtained data, the current state of marketing communications was evaluated, and which led to the creation of optimized communication. Results: The analysis revealed that the Tenis Centrum Dobříš does not use the potential of individual communication tools independently of the Covid-19 pandemic. Optimalization of the communication tools was design for the club especially for online communication tools. It can be used in times of pandemic restrictions but also in times when the club can operate without any restrictions. Keywords: Marketing, communication, tennis, Covid-19
Marketing communication of the Czech ski school of amputees non-profit organization
Poulová, Barbora ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Marketing communication of the non-profit organization Czech ski school of amputees Objectives: The main goal of the diploma thesis is to create a proposal to innovation marketing communication of a non-profit organization Czech ski school of amputees z.ú. First it is necessary to find out the current state of communication of this organization. Afterwards, how does the founder perceive the current communication situation and how it is perceived by the founder of the organization, its clients and an independent expert on marketing communication. Then, according to the findings, propose recommendations for their innovation. Methods: The work uses the method of qualitative research using the literature. It is important to mention the work procedure. For this work were chosen two types of interviews - in-depth interview and interview in a mini-group. Three groups were used as a research set, where one group was interviewed by the mini-group type and the other two were interviewed by the in-depth type. The first group contained three non-profit clients and the remaining two interviews were conducted with an independent marketing communications expert and the founder of the Czech ski school of amputees z.ú. Results: The perception of current marketing communication is relatively insufficient from...
Marketing communication on social networks of sports organizations
Tauchenová, Natálie ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Marketing communication on social networks of sports organizations Objectives: The aim of this thesis is to create suggestions and recommendations for sports associations how to use social media as an instrument for communication and promotion. Methods: Three methods were used in this work. The first method is an in-depth interview with managers of three sports associations. The second method is content analysis, which focused on the published content on social networks of sports associations. The third method is comparison. It compared the results of an in- depth interview and content analysis of each sport association. Results: The results showed that of the communicated topics of sports associations, the topic of national teams and Czech players playing abroad is the most attractive for followers. As for the type of post, a photo, as well as graphics or short video were evaluated as the most attractive on Facebook and Instagram. Furthermore, the research yielded results on the frequency of publishing, content promotion and the use of influencers from the community around the sports association. Sports associations are currently affected by the situation around Covid-19, which was confirmed by research results and showed changes in communication that the associations had to make due to the...
Marketing research of the Mizuno brand value
Hrušková, Karolína ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Mizuno brand value Objectives: The main objective is to determine the value of the Mizuno brand in terms of the perception of Czech customers from the volleyball market. To meet the main goal, it is necessary to find out what consumers have experienced with the brand. Based on the results of the research, measures will be proposed that could lead to an increase in the perceived value of the Mizuno brand on the Czech market. Methods: Marketing research was proven by a quantitative method of electronic surveying. An electronic questionnaire was used to collect data, through which 358 respondents record their answers. The research sample was composed of volleyball equipment users who answered questions related to Aaker's two dimensions of the brand, namely brand knowledge and brand loyalty. Results: Research has generally shown very positive results for the Mizuno brand. It is the most popular and most often associated brand with volleyball. Mizuno has a leading competitive position, which it should constantly protect from brands such as Asics and Nike. Of the two categories examined, the value of the Mizuno brand appears to be a stronger knowledge of the brand, as almost everyone in the volleyball field is aware of it. Brand elements are also well known among respondents,...
Marketing research of purchasing behaviour of sportsmen during the Covid-19 pandemics
Večlová, Barbora ; Procházka, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing research on purchasing behaviour of athletes during Covid-19 pandemic Objectives: The main objective of this bachelor thesis is to find out, how Covid-19 pandemic affected purchasing behaviour of athletes and their sports activity. It also analyses transfer of purchasing of sports products and transfer of sports activities to the online. Methods: In this bachelor thesis is used a quantitative research method, specifically an electronic method of questioning. Based on its results are compared two periods: one year period before the beginning of illness Covid-19 in the Czech Republic and one year period after the beginning of illness Covid-19 in the Czech Republic. Results: Based on the data obtained from the questionnaire survey, it was described how the purchasing behaviour and sports activity of the respondents changed due to the Covid-19 pandemic. Detailed results are described in the chapter called Results. The results of this bachelor thesis can help companies adapt their business to this new market situation. Keywords: purchasing behaviour, athletes, sports products, pandemic, Covid-19, marketing research
Marketing communication of long-distance trail Hřebenovka
Ježová, Aneta ; Voráček, Josef (advisor) ; Brtník, Tomáš (referee)
Title: Marketing communication of long-distance trail Hřebenovka Objectives: The main purpose of this thesis is to create a proposal of marketing communication for Czech long-distance trail Hřebenovka. The secondary purpose is to redesign the Hřebenovka's website and design a layout of a mobile application. Methods: The main method chosen for this thesis was an online focus group with beginners and experienced hikers in form of a videoconference. Content analysis of the website was used for evaluation and subsequent redesign proposal of the website. Results: The result of this thesis is a proposal of a marketing communication for a long-distance trail Hřebenovka for year 2022. The proposal contains design of the website and application, design of posts on social networks, example of cooperation with an influencer and design of additional subjects. Key words: trek, digital marketing, website, focus group
Marketing research of Kappa brand value
Michálek, Lukáš ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing research, Kappa
Nutritional supplements as authorized doping
Nožičková, Gabriela ; Nekola, Jaroslav (advisor) ; Voráček, Josef (referee)
Title: Nutritional supplements as permitted doping Objectives: The main goal of this thesis is to find out for what specific reasons users of additional resources are willing to invest their money in the purchase of supplements, and also what is the decisive factor in choosing a particular type of product. Methods: To find out the knowledge of people sports at a professional or amateur level in the field of nutritional supplements, the method of questionnaire sociological survey was used. This method was used in order to determine the awareness of athletes about this topic, their possible influence by advertising or product prices, and also to ensure the complete anonymity of respondents. Results: This thesis describes the topic of nutritional supplements among athletes across all possible sports. We have found that the sports population has a very good overview of nutritional supplements, but at the same time it does not give as much of the right balance of their food. Keywords: sport, management, marketing, nutritional supplements, doping, prohibited substances
Marketing mix of Nikon Golf Academy and suggestions for its improvement
Opelík, Daniel ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of Nikon Golf Academy and suggestions for its improvement Objectives: The aim of this work is to optimize marketing mix of the company Nikon Golf Academy, which focuses at providing services to customers in Prague and its surroundings. The analysis of the current marketing mix of the company, specifically of the 7P's (product, price, place, promotion, people, process, presentation), should bring proposals and suggestions for the improvement of its current marketing mix. This will help the company to attract higher amount of clients and bring bigger prosperity. Methods: In this thesis a method of qualitative analysis and a secondary data analysis is used. The quantitative analysis and its results focuses on the marketing mix of the company. First of all the marketing mix is analysed from the company's perspective. Thereafter the issue is analysed from the customers point of view perceiving of the components of the marketing mix. The secondary data analysis is applied to study the current marketing mix. Results: The company management and their clients evaluated the current marketing mix mostly as positive. The result of the research points out the fact that changes are needed. The following parts of the marketing mix were proposed: product, price, promotion and process. Product...
Marketing communication of the Grand Prix Brno in modern gymnastics
Šebková, Anna ; Voráček, Josef (advisor) ; Gabrielová, Linda (referee)
Title: Marketing communication of Grand Prix Brno in rhythmic gymnastic. Objectives: The objective of this bachelor thesis is to propose a plan to improve the promotion of the Grand Prix Brno competition in rhythmic gymnastic, focusing on the use of social networks, based on the analysis of the marketing communication of the competition 2017. This proposal will be shown in detail on a concrete example of Instagram, as currently the most developing a social network. Methods: In order to determine the marketing communication of the competition, the method of document analysis was used in this work. In addition, a descriptive case study was used, the subject of which was the marketing communication of Grand Prix Brno in rhythmic gymnastic 2017. Results: The marketing communication of the Grand Prix Brno in rhythmic gymnastic 2017 was described. It was found to communicate mainly through the media, namely television, radio, print, outdoor advertising and the Internet, which do not include targeting the target group. Based on this, a plan for promotion of competition was created on the Instagram social network as the most dynamically developing social network. This proposal can be used by the organizers for the next Grand Prix Brno 2018. Keywords: rhythmic gymnastic, competition, promotion, Instagram

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3 Voráček, Jakub
1 Voráček, Jan
2 Voráček, Jiří
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