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Suggestion of Change of the Marketing Mix of the selected Ice Hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This Bachelor thesis deals with the usage of marketing mix of selected hockey club. Theoretical introduction of some marketing knowledge in the first part of the text is further used for an analysis of current marketing activities and approaches that the selected business in the sports industry applies. The analysis is done based on questionnaires and personal interviews with fans, who are considered to be customers. The thesis concludes with real suggestions for improvement of the club’s marketing mix taking into account the opinions and feedback from the fans with special focus on the improvement of sports services and the club’s image.
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Model of Sport Services in E-commerce
Moťka, Pavel ; Marvan, Jiří (referee) ; Dvořák, Jiří (advisor)
This diploma thesis deals with tools of electronic commerce. Author focuses on definition of electronic commerce, basic relation’s analysis, current trends, as well as the future perspective of e-commerce in its initial part. Information gained in that part is used to analyze a trading company operating in the field of sport service. Second part includes implementation proposal of new elements such as E-learning and E-shop into the company’s information system. These elements are supposed to increase competitive ability, to support marketing effort and to help to promote line of business.
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Marketing Mix of Hockey Club PSG Zlin
Šturma, Pavel ; Mucha,, Martin (referee) ; Mráček, Pavel (advisor)
Bachelor thesis deals with the analysis of the marketing mix of ice hockey club PSG Zlín. The theoretical part parses general marketing terms, marketing environment, marketing mix instruments and their application in case of a sports club. The second part introduces the club and analyzes marketing enviroment of the club and its current marketing mix. The last part contains suggestions for its possible improvements.
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Marketing Strategy Proposal
Krejčíčková, Lucie ; Linhartová, Babeta (referee) ; Chalupský, Vladimír (advisor)
The thesis focuses on the current marketing strategy of the professional hockey club HC Vítkovice Ridera with the aim of proposing changes in the marketing strategy that the club could use in the coming season. Based on theoretical knowledge, a situation analysis is developed, which evaluates the current state. This analysis is then supported by a questionnaire survey. The final part of the work is focused on recommendations for the club.
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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The Innovation of Marketing Plane of International Athletics Competition in the High Jump
Douchová, Tereza ; Kotyza, Petr (referee) ; Blahutková, Marie (advisor)
The bachelor thesis deals with the marketing plan of the Beskydská laťka. In the theoretical part a terminology of marketing. The practical part is focused on a design of marketing plan for Beskydská laťka. At First necessary information has to be gathered, which serves as a source for analysis of the current state of promotion and communication of Beskydská laťka. In the following part of the work there are suggestions described how to reach higher efficiency of the marketing plan and communication of this event. Based on the results of the analysis a proposal of a modernization marketing plan is carried out.
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Innovation Marketing Strategy of International Athletics Competition in the High Jump
Douchová, Tereza ; Kotyza, Petr (referee) ; Kysel, Jiří (advisor)
The bachelor thesis deals with the marketing strategy of the Beskydská laťka. In the theoretical part a terminology of marketing and marketing strategy is defined. The practical part is focused on a design of marketing strategies. At First necessary information has to be gathered, which serves as a source for analysis of the current state of promotion and communication of Beskydská laťka. In the following part of the work there are suggestions described how to reach higher efficiency of the marketing strategy of this event. Based on the results of the analysis a proposal of a modernization marketing strategy is carried out.
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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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Sponsorship proposal for potential partners of SC Xaverov Horní Počernice
Talašová, Zuzana ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Sponsorship proposal for potential partners of SC Xaverov Horní Počernice Objectives: The aim of this thesis is to create a new sponsorship proposal for potential sponsors of SC Xaverov Horní Počernice. The secondary goal is to analyse sponsorship proposals for their actual sponsors and suggest and recommend appropriate measures to improve the current partnerships. Methods: The main method used in this thesis was a semi-structured interview with the head of management of the club. To obtain additional information, a case study and analysis of documents related to the sponsorship of the club have been made. Results: Based on the analysis of the club's current state, it was found that there are no sponsorship packages or an inventory of assets for the sponsors. Therefore, a new collection of five sponsorship packages was created. Those can help the club's bargaining with the sponsors. Furthermore, an inventory of assets which are within the club's reach but are currently not being offered has been created. The club has been also advised to create a section on their webpage dedicated to their potential sponsors and to create the graphic design of the sponsorship proposal. Keywords: sport marketing, sponsorship, sponsorship package, football
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