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Communication of AC Sparta Praha,a.s. in 2009-2011
Soukup, Tomáš ; Halada, Jan (advisor) ; Křeček, Jan (referee)
In the opening chapters of this thesis are described the individual components of the marketing and communication mix and also the most important moments in the history of the AC Sparta Praha fotbal, a.s. The main objective of this thesis is the analysis and evaluation of the major factors of marketing communications and public relations methods of the club in 2009-2011 leading to the conclusion that Sparta Praha is from this point of view best functioning club in the Czech Republic. This was achieved by illustrating the development of the number of spectators at matches and number of fans on the social network Facebook and its consecutive comparison with the other club playing in the first Czech football league.
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The impact of placing parkour to the OG on the viewership of gymnastics and its popularity
Ryšavý, David ; Crossan, William Morea (advisor) ; Pecinová, Markéta (referee)
Title: The impact of placing parkour to the OG on the viewership of gymnastics and its popularity Objectives: The aim of this work was to find out whether the inclusion of parkour at the OG will have an impact on gymnastics viewership and its popularity. The partial goals were to find out the respondents' awareness of parkour and gymnastics and their viewership. Methods: The main goal of the bachelor's thesis required a primary data collection. The research used a quantitative method of questionnaire and could not be done without an operationalization, which was a part of the preliminary elaboration of the research procedure. The research file was selected by an available selection. The questioning was conducted in the electronic form on the Vyplnto.cz website. The research took place in May 2021 and the final research file contained 63 respondents. Results: It was found that the inclusion of parkour in the OG would affect the viewership of gymnastics and its popularity. Gymnastics are currently declining in popularity, while parkour is very popular, especially among teenagers. The teenagers are the ones on whom gymnastics should focus its promotional activities, as these individuals are interested in parkour. Keywords: traceur, popularity, contest, fan, independence
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Marketing Strategy Proposal
Krejčíčková, Lucie ; Linhartová, Babeta (referee) ; Chalupský, Vladimír (advisor)
The thesis focuses on the current marketing strategy of the professional hockey club HC Vítkovice Ridera with the aim of proposing changes in the marketing strategy that the club could use in the coming season. Based on theoretical knowledge, a situation analysis is developed, which evaluates the current state. This analysis is then supported by a questionnaire survey. The final part of the work is focused on recommendations for the club.
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Emotionality of the Game of Thrones Fandom in the Era of Convergence Culture
Holá, Markéta ; Reifová, Irena (advisor) ; Švelch, Jaroslav (referee)
This master's thesis deals with the topic of emotionality of the Game of Thrones fandom in the era of convergence culture. Game of Thrones, which had been on air since 2011 to 2019, became a hit show which gained millions of supporters and each new season was highly anticipated among public. During the course of all eight seasons, the show caused numerous heated controversies. Final season left both viewers and critics torn. This master's thesis is therefore interested in detecting and describing emotions of the Game of Thrones fan community during the time that the final season had been on air. Apart from emotionality, emphasis is also put on the characteristics of the show and its fandom. Reasearch was carried out online via the method of participant observation in six comments sections on the fan website Watchers on the Wall.com. Insomuch as fandom is connected to convergence culture, media convergence and audience participation, these topics are also covered. The term fandom is defined and the difference between audience and fandom is described. Last but not least, terms such as collective intelligence and knowledge community, which are also associated with fandom, are defined as well. All findings and the answers to research questions are then presented in the summary.
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Relationship of a fan, celebrity and fan community in a world of e-sports
Vlačiha, Tomáš ; Pospíšilová, Marie (advisor) ; Tesařová, Šárka (referee)
This thesis is about world of e-sports, which has become in few last years important theme in the field of sociology. The main goal of this thesis is to research relationships, which are created within online communities: relationship between a fan and e-celebrity and relationship within online communities. Results were accomplished by quality research and semi-structured interview with e-sports fans. With these interviews is then descripted evolution of fan relationship which was divided into three phases. The phases are: 1) Gamer relationship with close community of his friends, 2) Relationship between fan and e-celebrity, 3) Relationship between fan and a big community of fans. These phases explain how gamer becomes an e-sport fan.
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Marketing research of motivation to attendance of fans FK Dukla Praha on matches
Husák, Lukáš ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Marketing research of motivation to attendance of fans FK Dukla Praha on matches. Objectives: The main target of this thesis is to reveal the cause of low attendance at local matches of FC Dukla Praha, based on marketing research. Methods: Marketing research consists of qualitative methods. For acquiring the necessary data, methods of electronic questionnaire, personal enquiry and interview were used. FC Dukla Praha fans inquiry was conducted by a method of electronic questionnaire on server Vyplňto.cz. During FC Dukla Praha fans motivation factor measurement, a part of Al-Thibiti (2004) questionnaire was used. The people enquiry was conducted by a method of personal enquiry. The interview was conducted as an in-depth individual talk supervised by Ing. Vladimír Šmíro, marketing manager. The statistics analysis was implemented for the gained data interpretation. Results: The results of this research revealed many reasons that lead to descending number of the audience of FC Dukla Praha matches. The most serious ones are unsuitable terms and times of the matches, the whole generation of FC Dukla Praha fans outflow, unsuitable premises, quality of performances and difficult access to the pitch/stadium. The club received sufficient information and at present, they try to remedy this negative...
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Role of antiheroes in current television series Qualitative reception research of the series Breaking Bad
Turnová, Zuzana ; Reifová, Irena (advisor) ; Hladík, Radim (referee) ; Bednařík, Petr (referee)
The thesis thematizes the antihero phenomenon in current television series, whereas the phenomenon mentioned is attempted to be explained by a qualitative reception research regarding the television series called Breaking Bad. Therefore, the aim of this research is to understand the motivations of viewers for selecting and watching series featuring a main protagonist that might be described as an antihero. It is thus a type of audience research that is attempting to identify the aspects that are the most attractive for audience of these kinds of narratives. Furthermore this thesis is trying to clarify viewer's attitudes towards antihero as a type of serial character, as it becomes apparent that these characters are becoming more popular than ever before. The results of this research offer an evaluation of viewer's motivations for watching the series featuring antiheroes and identification of aspects that are the most attractive for audience of these kinds of narratives.
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