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Public relations of the SportFotbal company
Kvasnička, Tomáš ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Public relations of the SportFotbal company Objective: The main aim of the diploma thesis is to analyse the current state of the Public Relations (PR) activities of SportFotbal in relation to the target public and make recommendations for improvement. Methodes: In the process of assembling information some internal documents of SportFotbal were used. In addition to these interviews with the marketing and business manager were conducted. This formed the basis for the format adopted and influenced the assumptions of the company towards stakeholders. Through informal interviews and discussions with the management of the company, further information about the functioning of the company was obtained. Results: The outcome of the analysis of the SportFotbal Public Relations for the year 2017 is clearly stated in the presented diploma thesis. The results of in-depth interviews, analysis of texts and documents indicate that the public relations medium was not sufficiently utilized in the environment considered. Based on these findings, proposals were drawn up for the effective use of public relations of the medium for the year 2018. The concept adopted is a plan for organizing events for interest groups. Other avenues were created by way of the use of online communications. An important component of...
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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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Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company
Procházková, Barbora ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company Objectives: The main target of this diploma work is to create proposals for better utilisation of sponsored athletes in marketing communication that will be created on the basis of an overall analysis of General Sport Ltd. sponsorship issue. The proposals will be supported on the internal information and the company's datas and so they will be better implemented in practice. Methods: In this work there was mainly used a written and oral survey method. To evaluate the overall relation to the sponsorship and the utilisation of sponsored subjects there was also used a method of an in-depth interview that helped to gain greater inoformation. Basic facts about the company were being detected during the personal interviews with the company's executive directors. Combining these two methods of questioning was chosen for its additional character and greater gaining information. Results: The results of the entire work, based on both the information received from the sponsor and the information from the sponsored sides, show that the GS sponsorship system is insufficiently sophisticated. It lacks a clear structure, clear rules that are not respected by either side. The most...
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HC Slavia Praha ice hockey benefits
Šafránek, David ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: HC Slavia Praha ice hockey benefits Objectives: The aim of this paper is to identify and describe individual benefits of product ice hockey match HC Slavia Praha. There is also the aim to find out viewers satisfaction with partial benefits that come out from observing the home match of HC Slavia Praha. The accumulated data is used to create recommendation which might help to increase satisfaction and viewers audience as well. Methods: Marketing research that was used to find out viewers satisfaction with partial benefits of HC Slavia product was realized via quantitative method. Data was collected by observing as well as questioning. Techniques of personal, written, and electronical questioning of a great deal of respondents were used to reach satisfying amount of data that showed viewers satisfaction with partial benefits of matches. Results: It was found out from collected data that HC Slavia Praha home match viewers are mostly satisfied. For viewers, the most important part of a match is sport performance as well as atmosphere on the stadium. Accompanying program is also the important part. Based on the data from the research, there were specific suggestions and recommendations for increasing viewers satisfaction made. The recommendations were mostly about food, viewers' comfort, and...
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Aspects of social media use by basketball clubs
Němec, Jiří ; Ruda, Tomáš (advisor) ; Crossan, William Morea (referee)
(En) Title: Aspects of social media use by basketball clubs Objective: The main goal of the thesis is to propose fitted and simply applicable activities to improve the social media communication among cooperating club fans and other target groups of users. In order to reach the goal it was necessary to study a suitable literature and analyze external and internal data that monitor their activity on social media. Methods: questioning (electronically), in-depth interview, data analysis (external and internal), monitoring of clubs social media activities, scoring model Results: Within the determined parameters, BK JIP Pardubice got the best review of all seven cooperating clubs. Last season the club had the best content on Facebook page. The club also got lots of positive points in matter of Total Page likes, Talking About, Engagement and Impressions. On the other hand, the clubs Orli Prostejov and NH Ostrava got the pretty poor review. The best Instagram profiles had clubs NH Ostrava and USK Prague. On the other hand, Orli Prostejov received the least points because of non-existing club Instagram account. Based on the gathered knowledge, there were made some recommendations as: Definition of measurable goals Before start of the season determine relevant value of parameters such as Total Page Likes...
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A comparison of the organizational structures of the Czech and Slovak baseball federations
Jarošík, Richard ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: A comparison of the organizational structures of the Czech and Slovak baseball federations Objectives: The main objectives of this bachelor thesis are to obtain and analysis the data regarding the organizational structures two different national federations of baseball and their economic results from 2016. After analysis and comparison of data, recommendation for their improvement are proposed. There it was important to focus on their diversity, and then compare the competences and activities of each section. Based on the information received, the thesis contains proposals for innovations in both federations. Methods: The main method of collecting data for this thesis, was studying the legislative and publicly available documents of both organizations, and deep interviews with high-ranking members of the board for both organizations. A voice recorder was used for the interviews. In the next part of the thesis I used comparison analysis. The comparison includes the spread of structures, number of organizational levels, activities and delegation of authority, and the competencies of each section, as well as a percentage budget statement. After that proposals for improvements are given in the synthetic part. Results: The comparison of organizational structures of both federations proved that...
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Marketing Research of the Nike Brand Value among the Top and Professional Athletes
Procházková, Barbora ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Marketing research of the Nike brand value among the top and professional athletes Goals: The main goal of the bachelor thesis is to find out more about the top and professional athletes awareness of the Nike brand in the Czech Republic. The Marketing research was performed through a questionnaire. An integral part of the thesis is to reveal athlete's relationship to the brand, their related associations, to evaluate Nike products as well as the Nike position towards the other competitive brands on the sports market. Methods: The practical part of this thesis, i.e. the marketing research, was conducted via written questionnaire, results of which were supplemented with information coming from the personal interviews. Such a combination of two methods was selected in order to provide an additional and more accurate information. The personal interviews allowed to answer not only questions like "what", but especially "why". Results: Results of the research will be used to evaluate as well as to formulate recommendations for the Nike brand. The practical part contains results descriptions and graphical presentations. The outcome the study might partially help and contribute to the eventual scientific publications. It also shows a potential to use Czech athletes in the public relations and...
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Proposal of PR activities for the project Football for development
Mlynářová, Kateřina ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Proposal of PR activities for the project Football for Development Objectives: The aim of this work was to analyze the realized PR activities of the project Football for development with regard to its stakehoalders, and subsequently propose concrete actions for improvement as a base for the communication strategy. Methods: A discriptive case study was used for evaluating the PR outcomes from 2016. The other method used was interviews with chosen stakehoalders, ie. representatives of the partner organizations and volunteers of the project from previous years. Results: The results showed that the PR activities are fully done in a more or less functional way. However the majority of them encounter some weaknesses whose solutions are presented with regard to future activities of the project in the final part of the thesis. Keywords: public relations, Football for development, campagin, non-profit organizations, social problems
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Business plan for the establishment of fitness club Health+Prague fit club, s.r.o.
Johanidesová, Šárka ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Business plan for the establishment of fitness club Health+Prague fit club, s.r.o. Objectives: The main aim of this thesis is to develop a business plan of the newly emerging fitness centre in downtown of Prague and to verify the feasibility of the project. Methods: The first part explains important terms, structure and principles necessary on this issue by using the method of synthesis. In the second part methods of financial analysis and scoring model for analysing competition are used. Results: Business plan for establishing a new fitness club in central Prague showed that the club has the potential to thrive in the market. All analysis results are displayed using tables. In comparison with direct competitors it offers comparable products at highter prices. It offers to customers a large space filled with quality training opportunities, as well as relaxation. Keywords: Business plan, fitness, business, financial plan, marketing, management.
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The analysis of the issue of hosting the Olympic Games
Veselá, Veronika ; Crossan, William Morea (advisor) ; Kolář, František (referee)
Title: The analysis of the issue of hosting the Olympic Games. Objectives: The aim of this thesis is to describe the functioning of the Olympic Movement, the development of the Olympic Games size, the development of the Olympic Marketing, the bidding process for the Games and to examine this reality in light of the problems each subject creates. Identify positive and negative aspects of the Olympic Games through SWOT analysis. Furthermore, this thesis aims to determine how the Olympic Agenda 2020 is changing the function of the Olympic Movement, the Olympic Games and how it contributes to the future sustainability of games. Used methods: This thesis is a theoretical paper that has a descriptive and analytical nature, so the main method used is an analysis and study of documents, literature and web sources. The information was analyzed and comprehensively processed. Results: Identified problems can be summarized in these points: Decreased interest in bidding for the Olympics due to non existing government guarantees, rejection of Olympics from residents, negative perception of gigantism. Hosting the Olympics is historically linked with cost overruns, for the Summer Games of 230%, for the Winter Games of 94%. China is expected to become the sport epicenter. Gigantism threatens Olympic ideals and...
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