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Marketing strategy of professional sports club
Bíma, Miroslav ; Tahal, Radek (advisor) ; Kuchár, Róbert (referee)
This Master's Thesis is focused on sports marketing of professional ice hockey club, which plays the highest league in the Czech Republic. It is ice hockey club called Pirates Chomutov. The aim is to show the status of marketing in a professional hockey club and describe it, analyze the process of changing club's identity and the relocation of this club into a new arena, analyze the marketing environment and create own proposals and recommendations that could be used in future. The theoretical part is based on knowledge of the issues and describes the specifics of the sports marketing and management, marketing environment, marketing mix of this club and the current trends in marketing. The practical part is focused on the process of changing club's identity, organizational and budget structure, analysis of marketing environment and marketing mix with an emphasis on communication. Own proposals, ideas and recommendations are presented at the end of this part. Contribution of this work is revelation of the issues and trends that relate to sports area, studying the topic in one of the fastest growing ice hockey clubs in the Czech Republic. All is completed by own proposals and recommendations.
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