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Use of social networks in the marketing activities of professional hockey clubs
Velíšková, Aneta ; Čáslavová, Eva (advisor) ; Opelík, Daniel (referee)
Title: Use of social networks in the marketing activities of professional hockey clubs. Objectives: The main objective of the bachelor thesis is to propose recommendations on how to use three selected social networks - Facebook, Instagram and YouTube in the most effective way for two selected clubs from the Czech hockey top league. Methods: In this thesis the method of descriptive analysis of social networks, namely Facebook, Instagram and YouTube, was used. In addition, an electronic questionnaire via Survio.com was used. Results: Based on the social media analysis and the evaluation of the electronic questionnaire focused on the satisfaction of fans with the functioning of the clubs on social media, it was found that most fans are satisfied with the approach of the clubs and the published content, and no major problems were detected on their part. However, there is still space for improvement and recommendations have been put forward to improve the use of social networks. Keywords: social networks, marketing analysis, Ice hockey, Tipsport Czech Extraliga, fans
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Marketing of the club FK ERA-PACK Chrudim to fans
Houdková, Romana ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
Title of thesis: Marketing of the club FK ERA-PACK Chrudim to fans Aims of the thesis: The main aim of the thesis is to suggest a new concept of the communication, which is supposed to improve communication process between fans. Methods: personal questioning, written questioning, marketing analysis, SWOT analysis Results: By using selected methods it was found, that the current marketing communication of the club is sufficient. On the base of this fact there was established the concept of communication and suggestions for improving of the current communication in the club. Key words: fans, FK ERA-PACK Chrudim, marketing communication, marketing research, situation analysis
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Public Relations tools and activities of ice-hockey team HKM Zvolen
Macejková, Deana ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Public Relations tools and activities of ice-hockey team HKM Zvolen Goals: The objective is to analyze and appraise Public Relations tools and activities of ice- hockey club HKM Zvolen which are aimed at target group of fans. As a follow-up to the executed analysis and appraisal other possible solutions of effective communication with fans, that would lead to improvement of club's name, increasing its popularity among the public and mainly enlargement of fans basement connected with higher fans attendance of home games, will be suggested. Methods: The determinated objective is achieved by using analysis of documents and texts followed by descriptive analysis which were the base for creating summary of Public Relations tools and activities towards fans basement of ice-hockey club HKM Zvolen. To gain more detail information, which is not accessible to the public, cooperation with club's management in form of interview was very helpful. Results: The result of this paper is elaborated analysis and summary of PR communication of ice-hockey club HKM Zvolen with its fans during the previous season 2013/2014. On the basis of findings fan relations plan for long-term part of league for coming season 2014/2015 has been created. Fan relations plan was presented in front of management of ice-hockey...
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Celebrity stalking
Kolínská, Viktorie ; Podaná, Zuzana (advisor) ; Krulichová, Eva (referee)
As Meloy (1998: 4) says: "Stalking is an old behavior, but a new crime. Postmodern society which is evolving not only in real environment but also in multimedia cyber-space brings much more instruments and trends where stalking can be realized. I focus my bachelor work on celebrity stalking, a specific type of stalking in which celebrities are the victims. Scholarly research on stalking exists and focuses on domestic violence, working environment, or other kinds of harassment. Celebrity stalking cases, however become public through the media especially from particular cases, mainly those of foreign celebrities, presented as tabloid articles. Because of the lack of formal research on celebrity stalking, I analyze the common forms and connections in celebrity stalking. My research is based on 5 qualitative interviews with celebrities who are victims of stalking. I try to define relationship between respondents and their fans where I am focusing on break point of change from common fan into chaser. Then I show manifestations of celebrity stalking compared with "common stalking". Keywords: Celebrity stalking, stalking, celebrity, media, funs 2
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Marketing communication of the club TJ JM Pedro Perez Chodov toward the fans
Noha, Jakub ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title of the thesis: Marketing communication of the club TJ Pedro Pérez Chodov toward the fans Objectives: The main objective of the thesis is to determine the current situation of marketing communication of the club Pedro Pérez Chodov toward the fans and point to the proposals, which would lead to its improvement. Methods: Written interview, personal interview, situation analysis, evaluation and interpretation of facts. Results: By using the information obtained from the research, there was found, that the current marketing communication of the club TJ JM Pedro Pérez Chodov is sufficient. Despite the fact, there are still some areas for progress. Therefore there are presented proposals that could lead to an improvement of the current marketing communication toward the fans. Key words: Floorball, TJ JM Pedro Pérez Chodov, fans, marketing communication, situation analysis, personal interview, written interview.
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Marketing communication of the SK Slavia Prague
Hančl, Josef ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Marketing communication of the SK Slavia Prague Objectives: The following bachelor thesis is focused on the analysis and evaluation of the current marketing communication of football club SK Slavia Prague. Based on the detected state, proposals and measurements are made to improve its marketing strategy. Methods: In the practical part of this thesis, quantitative methods, such as analysis of official webpages, social media profiles, documents and various texts, are used. Marketing research is based on interview with an employee of Slavia's marketing department and semi-structured interviews with 3 fans of the club. Results: This thesis has revealed that the club could work with some communication tools more effectively. It has been found that some communication tools the club does not use at all. Important part of this thesis is proposal of possible options how to improve marketing communication between the club and supporters. Keywords: Communication mix, football, fans, public relations
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"All for one, one for all, but it needs to make sense" Etnography of majorettes sport fans
Soukup, Anna ; Halbich, Marek (advisor) ; Ezzeddine, Petra (referee)
Baton twirling is a sport industry with a specific fan base. The fan community typically consists of parents and supporting friends of the baton twirling children. Baton twirling represents a significant socializing environment for both children and their enthusiastic parents and friends - fans. The social status and the role of fans within this community are subject to a symbolic capital in the form of experience and knowledge of "how-to-do-it". During the training and competition period, the hierarchy is changing within the group of fans that were monitored, which provides the community members with either a dominant or, alternate, subordinate position. The changing of the "leaders" in the role of the fans' base brings along high emotions and usually also short-term conflicts in social interactions. In other situations, a hierarchy is not created and the group members perceive each other as equal and support each other in the achievement of their common goal. The researcher has been exposed to the environment she describes and to the emotions and tensions existing therein, and she has separated her own personal perceptions, attitudes and biases with the aim to correctly reflect her experience in the research. The ethnographic research of an athlete's group, or its fans' base, respectively, has...
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Media image of fans culture in Gambrinus liga stadiums in season 2013/2014
Michovský, Václav ; Halada, Jan (advisor) ; Trunečka, Ondřej (referee)
This Bachelor's thesis aims to describe the media image of fans culture in Czech football stadiums in season 2013/2014. Many events happened in this particular season of Gambrinus League that then turned attention of media, the Czech Football Association and the general public to hooliganism. Especially, it was the disturbance during the half-time break of Baník Ostrava vs Sparta Prague match. After the match, the Czech Football Association decided to follow safety standards strictly and told the referees to interrupt matches when vulgar chants or offensive banners appear. However, this attitude of the Czech Football Association made football fans even more angry and tension in the stands escalated. This brought three other significant affairs, which this paper includes - the Prague derby between Sparta and Slavia, Teplice vs Sparta match and the Česká pošta Cup Final. The research is based on the observations from the following media: Mladá fronta DNES, the most read Czech broadsheet, and Sport - the only Czech daily newspaper focused solely on sport.
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Communication FC Vysočina Jihlava with sports fans
Novotný, Zdeněk ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Thesis title: Communication FC Vysočina Jihlava with sports fans The new conception considering communication policy between FC Vysočina Jihlava plc and sports fans in a case of promotion to the first league is fundamental goal of this thesis. This concept is supposed to lead to improvement in the field of communication with sports fans. Complementary assignment is the analysis and evaluation of current situation in communication with fans. This relation is one of the crucial points of sports club management. The examination of current state of affairs is based not only on SWOT analysis, but also on results of marketing research. This research is another complementary task of this thesis. Keywords: FC Vysočina Jihlava, a.s, fans, communication, marketing, market research, SWOT analysis
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Behaviour of the football fans-media image and its counterparts
Fiala, Tomáš ; Záruba, Robert (advisor) ; Trunečka, Ondřej (referee)
This work deals with the development of football fans under the influence of the media. Approaching, what factors affect the behavior of fans at the stadium and beyond and what are the consequences of their actions. Thesis is based on the methods of investigation of processes and interactions. Basic sources of information in addition to the observation of the author and literature are interviews with personalities from the football society. These include sports journalists, club officials and fans themselves. The work is divided into two parts. The first provides a theoretical basis, which describes the development of football fans after the Velvet Revolution, the non-media effects on behavior and the possible consequences of their interactions. The second part is based primarily on interviews and tries to answer the research question if the media play a crucial role in the development and behavior of football fans. In the final analysis, the author will, based on his knowledge, apart from its answer, offer opportunities for further development, as well as a theory, which factors may contribute to the future behavior of fans. Powered by TCPDF (www.tcpdf.org)
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