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Proposal of a communication strategy for a business company
Duroňová, Petra ; Drnovský, Ivo (referee) ; Kruntorádová, Markéta (advisor)
The bachelor work is focused on the analysis of up to date conditions of Renocar firm, its outside and inside invironment. The teoretical marketing knowledge, mainly from communication sphere are the aim of my bachelor work. The particular analysises are used for Renocar invironment in the practical part of the bachelor work, then the new changes are formed on the basis of discovered informations which should lead to improvement of the firm communication.
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Marketingová komunikace sportovního klubu Karate K4 Hodonín
Šabová, Dominika
This bachelor thesis examines the marketing communication of the Karate K4 Hodonín sports club. The theoretical section provides a literature review encompassing fundamental concepts of marketing, sports marketing, and marketing communication within sports clubs. The practical segment includes an evaluation of the current situation and marketing communication of this registered association, alongside the collection of primary data through both qualitative and quantitative research methods. The goal of the bachelor thesis is to propose measures to improve marketing communication with the public, particularly with potential enthusiasts of the specific sport and existing members. Furthermore, measures related to the business activities of the observed subject will be suggested.
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Esports team as a tool of marketing communication
Zeman, Ondřej ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The thesis Esports team as a tool of marketing communication describes the phenomenon of electronic sport and its possible usage as a tool of marketing communication. The goal of the thesis is to describe possibilities that can be used by brands to reach a new relevant audience - gamers or fans of competitive gaming. The first part of the thesis, the theoretical chapter, focuses on describing terms from gaming or esports. That should help to understand the environment and audience of this kind of communication. The history of esports, main social media, and platforms or games are described there as well. In the analytic part, the thesis focuses on case studies of the esport team eSuba and their impact on client's marketing communication in 2021 and it also analyses interviews with selected representatives of esports organizations. In the end, the thesis should be a recommendation for communication experts who want to use the esports team to promote the brand.
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Comparison of e-sports and selected sports from the marketing perspective
Žežulka, Martin ; Halada, Jan (advisor) ; Vranka, Marek (referee)
The goal of this bachelor's thesis is to introduce the topic of electronic sports and the use of its marketing potential to the reader. It also focuses on its parallels with traditional sports and tries to show on examples of sponsoring, product placement, corporate social responsibilities, and pitfalls the differences and similarities of both fields. In the first part, the work deals with the phenomenology of sport, thanks to which it is possible to answer the question of whether esport can be considered a sport. Furthermore, the work deals with the history of esport in order to put the reader into the context of today's situation. The following chapters then explain the researched marketing tools and media on which we can watch sports and traditional sports. In the practical part, their specific implementations in both sectors are shown on specific examples.
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Comparison of benefits and drawbacks of sport sponsorship as opposed to traditional advertising
Belovski, Sašo ; Čáslavová, Eva (advisor) ; Foret, Miroslav (referee) ; Ševčík, Miroslav (referee)
Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...
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Koncept CSR a jeho efektivnost ve vybraných organizacích metodou KORP
Suláková, Jana
The subject of this thesis is corporate social responsibility in selected enterprises and its evaluation method KORP. The theoretical part is the definition of corporate social responsibility, social, environmental and economic sphere of CSR. Listed below are the benefits and concepts related to CSR. They are then discussed the various CSR activities and CSR evaluation methods. The last chapter contains an overview of the criteria and sub-criteria, which the author evaluates the method KORP. In the practical part, the author analyzes three international companies operating in different sectors. In the analysis, the author derives mainly from CSR reports of individual companies. According to the result of evaluation are suggested recommendations and are classified strengths and weaknesses.
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Product's offer of the cycling race Transbrody for sponsors
Stejskalová, Lucie ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Product's offer of the cycling race Transbrody for sponsors Objectives: The main aim of this thesis is to innovate the offer of the Transbrody bike race to sponsors. Based on the processed analyzes of interviews and the survey, to design options how to improve the current offer and complement the current offer with new options and products for new sponsors and sponsorship packages or new sponsors. This work will serve for the cycling club as a proposal to increase the offer for sponsors for future years. Methods: The work has used both quantitative methods and qualitative methods. Among quantitative methods, an electronic questionnaire survey designed for the sponsors of the race was used. As a qualitative method the method of semi- structured questionnaire with the marketing director of the race was used. Results: Based on an interview with the marketing director of the Transbrody race and a questionnaire survey for sponsors, it turned out that the sponsors of the race would also welcome a change in the current offer. It turned out that the organizers do not use sponsorship packages at all and do not work with sponsorship activation. It was recommended to create these packages. And for individual sponsors, the manner how to adjust the offer for a specific sponsor is described. At the same...
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The proposal for a sponsorship business concept for a selected extreme athlete
Jarešová, Kristýna ; Pecinová, Markéta (advisor) ; Ruda, Tomáš (referee)
Title: The proposal for a sponsorship business concept for a selected extreme athlete Objectives: The main goal of this thesis is to create the proposal for business cooperation for prospective sponsors of a selected extreme athlete. Methods: The thesis uses the method of in-depth interviews, electronic questioning and document analysis. In-depth interviews are done in cooperation with a selected extreme athlete for whom is the proposal created and also with his sponsors. Electronic questioning is used to map sponsoring of the extreme kayaking in the world and the respondents are world lead sponsored riders from the whole world. Secondary research, the data analyses, was made from the available primary electronic resources. Results: The result of thesis are two specific proposals from potential sponsors. The proposals were created on the basis of a detailed analysis of a selected extreme athlete whose profile and functioning of current sponsorship was illustrated by in- depth interviews with current sponsors. The questionnaires for the recent best riders were made for better orientation in field of sponsoring extreme kayaking. On the other side, there was also analysis of the companies of potential sponsors. The final proposals should be connecting of a philosophy of potential sponsor and unique...
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Comparison of benefits and drawbacks of sport sponsorship as opposed to traditional advertising
Belovski, Sašo ; Čáslavová, Eva (advisor) ; Foret, Miroslav (referee) ; Ševčík, Miroslav (referee)
Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...
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