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Marketing strategy of the project Radegast Index
Loudová, Kristýna ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth- year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The task of the work was to find out the awareness of the Radegast Index project and its connection to hockey. Consequently, design a marketing strategy that resulted from the results of questionnaires, interviews and SWOT analysis. Methods: Research of the Radegast Index project was conducted through electronic questionnaire. Other research methods were a semi-structured interview with a Radegast brewery specialist and a SWOT analysis of the project. Results: The result of this diploma thesis is a proposal of a marketing strategy, which is designed to raise awareness of the connection of the brand Radegast with extraleague hockey and the Radegast Index project. This strategy, which contains two different financially demanding directions, is designed to match the results of marketing research. in which we have found a strong knowledge of the project among hockey fans, but outside of this community, project awareness is very low. Both draft strategies are therefore designed to address the target segment outside the ice...
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Manifestations and rate of patriotism and fanfare in daily newspapers on the example of the czech and the slovak national hockey team
Moravec, Vít ; Macková, Veronika (advisor) ; Trunečka, Ondřej (referee)
The thesis examines whether Czech and Slovak printed national daily newspapers reveal expressions of patriotism and fanfare in ice-hockey news reports. Sports matches between two nations, which once formed one state, have all the requisites for being more special and prestigious than regular matchups. For this reason, these two events have been selected as suitable for analysis: the final match in the 2000 World Championship between the Czech Republic and Slovakia (5:3) and the 2012 semifinal between the same opponents (1:3). The theoretical part introduces concepts of nation, nationalism, national identity, national symbols, myths, stereotypisation and fanfare. In the empirical part, a discourse analysis is performed for their examination and application on a research sample, which consists of texts from the time of the given matches between the Czech and Slovak national teams. As an assistant method, a quantitative content analysis has been chosen to provide answers to questions concerning the number and location of articles in each country's newspapers. The results of the analysis proved that Czech and Slovak printed daily newspapers frequently reveal expressions of patriotism and fanfare in the period under review, distinctively using the first person of the plural "we" or a tendency...
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Marketing strategy of the project Radegast Index
Loudová, Kristýna ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The main task of the work was to find out the awareness of the Radegast Index project and the association of Radegast with hockey at all. Then design the strategic solutions resulting from the results of questionnaires, interviews and SWOT analysis and can serve to improve the project itself. Methods: The research of the Radegast Index project and the association of Radegast with hockey was conducted using a questionnaire. Another important part of the research was the interview with the Radegast brewery brand specialist and the SWOT analysis of the project. Results: As a result, I will propose Marketing Strategies that will raise awareness of the connection between Radegast and the ice hockes as well as the Radegast Index. Keywords: Hockey, Radegast, strategic solutions, SWOT analysis
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Violence in czech football and hockey stadiums
Sekan, Tomáš ; Pokorný, Ladislav (advisor) ; Dlouhý, Martin (referee)
TITTLE: Violence in Czech Football and Hockey Stadiums AUTHOR: Bc. Tomáš Sekan DEPARTMENT: Department of Physical Education SUPERVISOR: PaedDr. Ladislav Pokorný ABSTRACT: The thesis 'Violence in Czech Football and Hockey Stadiums' is focusing on the supporters' violent and agressive behavior during competitive games in the Czech Republic. This thesis is studying all parties involved (football hooligans, police officers, a psychologist) and concentrating on the public opinion on this specific subject and stadium visits themselves. Interviews, questionnaires, observation and content analysis were all used for the purposes of this thesis. Subsequently, the thesis is analyzing available resources to understand what actions are currently being taken by football and ice-hockey associations to fight the violence, and if these actions can be considered successful. KEYWORDS: Violence, football, hockey, stadium, crowds
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Comparison of effectiveness of advertising expenses during broadcasts of main hockey events
Kozlová, Natálie ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: Comparison of effectiveness of advertising expenses during broadcasts of main hockey events Objectives: The main goal of this dissertation is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Another goal to find out how much TV viewers are able to associate a hockey event with the name of advertiser is by the questionnaire. The final goal is to evaluate the type of event which is the most convenient for the advertiser from the point of view of the advertising price, viewer ratings and memorizing the viewer. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the chosen hockey events. Four chosen hockey broadcasts are Winter Olympic Games 2014 in Soci 2014, World Championship 2015 in Czech republic, World Cup 2016 in Toronto and World Championship 2017 in Paris and Cologne. The effectiveness is evaluated by method Cost per Thousand which gives the...
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Advertising campaign of the event Týden hokeje on Facebook
Veselá, Anna ; Voráček, Josef (advisor) ; Švábová, Hana (referee)
Title: Advertising campaign of the event Týden hokeje on Facebook Purpose: The main objective of this thesis is to prepare, implement and analyze the results of the Facebook advertising campaign for the event Týden hokeje, which is a part of the four-year project of the Czech Ice Hockey Association called Pojď hrát hokej. Methods: Methods in this thesis relate to two areas: advertising on social network called Facebook and qualitative research. Due to the specifics of Facebook advertisements this thesis also provides instructions for creating an advertising campaign on this network using the tools of Power Editor software. Efficiency metrics provided by Power Editor were used to evaluate the campaign on the grounds of given research queries, whereas Microsoft Excel was used to process the data of the metrics. In order to summarize all channels of marketing communication of the project and to incorporate the Facebook campaign into their enumeration, a qualitative research in the form of an informal interview with the project manager was carried out. Results: As a result, this thesis brings a stepping stone for creating Facebook advertising campaigns connected with further promotion of the event Týden hokeje. A manual for creating other campaigns is included, together with the feedback and detailed...
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Skate training in pupils 9-10 years
Krátký, Ondřej ; Arnošt, Pavel (advisor) ; Vojta, Zdeněk (referee)
Title: Training of skating technique for pupils 9 - 10 years Objective: Analyze the system and the theoretical methods for ice skating in ice hockey. From the information obtained, then create a stack of training exercises to develop skating skills for pupils aged 9 - 10. Methodology: In the theoretical part of the thesis was used the method of research. Another method was the compilation of information from the acquired sources of literature, electronic resources and articles. The descriptive-analytical method was used in the main part of this work. Results: The result is a stack of training exercises for the development of skating skills for pupils aged 9- 10 years. Key words: Skating, hockey, didactics, younger school age, exercise
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Sponsorship in the Sports Industry
Konečný, Daniel ; Tripes, Stanislav (advisor)
The bachelor thesis deals with sponsorship in the sports industry, focusing on the process of sponsoring and the interaction between the sponsor and the sponsored subject. The main aim of the thesis is to analyze the approaches of the studied sports clubs to the sponsorship and to identify the current situation in this field. The method for obtaining the information necessary for the successful elaboration of this bachelor thesis was semi-structured interviews with the competent representatives of the studied clubs. As a result of this thesis, besides the analysis of the current situation, is also propose the procedures that should lead to an improvement of the current situation in the sphere of sponsorship.
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Marketing and communication strategy of the hockey club HC Sparta Prague
Babincová, Tereza ; Chylíková, Hana (advisor) ; Liška, Tomáš (referee)
The aim of the bachelor thesis is to analyze the current marketing and communication strategy of the hockey club HC Sparta Prague, especially its marketing activities and projects and its communication with the public. Also the aim of the thesis is to find out the awareness of the club's fans of these activities and subsequently to evaluate the current marketing and communication strategy based on the author's own marketing research and to suggest own ideas on improvement this strategy. The theoretical part is focused on defining terms as marketing, marketing and communication mix, SWOT analysis and the specifics of the sport marketing and the importance of promotion and sponsorship in the sport branch. The practical part contains basic information about the hockey club HC Sparta Prague and its history, its SWOT analysis and analysis of current marketing activities and projects. At the end of the thesis is evaluated the marketing research, which was made by the author among the fans of the club. On the basis of the research are suggested own ideas for improvement the marketing and communication strategy of the club.
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