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Strategic work with brand in Czech football clubs
Škvárová, Kateřina ; Opelík, Daniel (advisor) ; Crossan, William Morea (referee)
Title: Strategic work with brand in Czech football clubs Objectives: The main aim of this work is to map the situation in area of strategic work with brand in Czech professional football clubs and others related areas. Methods: This thesis used quantitative method for fulfilling its aim, represented by questionnaire survey. Clubs of FORTUNA:LIGA and selected clubs of FORTUNA:NÁRODNÍ LIGA were attended in the questionnaire survey. A wide range of question types were used within the survey, so it can provide as accurate mapping of the situation in clubs as possible. Results: This thesis allows situation mapping of strategic work with brand and its related areas. Furthermore, it provides insights from the club's perspectives on this area as well as areas related to this topic. Clubs expressed their perception of brand's potential, along with an overview their strong and weak spots. Keywords: sports marketing, brand, football, FORTUNA:LIGA, FORTUNA:NÁRODNÍ LIGA, League football association
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Analysis of video content of football clubs on social networks
Škvárová, Kateřina ; Crossan, William Morea (advisor) ; Veselý, Kamil (referee)
Title: Analysis of video content of football clubs on social networks Objectives: The aim of this work is to map, evaluate and compare work with video content of selected football clubs from the FORTUNA:LEAGUE on social networks. Then also map, evaluate and compare complex work of club on social networks. Methods: In this work was used method of content analysis of video content in combination with online monitoring of social networks and then comparison of the gain values between clubs. Methods were applied for 2 months or 1 year. Results: The work provides a complete and detail mapping of work with video content and social networks in the Czech highest football competition. It allows to detect weaknesses and strengths that allow to create sophisticated recommendations for each club in the future. Basic suggestions of recommendations were included in this work. Keywords: Czech football, Fortuna league, League football association, marketing communication
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