This diploma thesis deals with sport marketing - specifically with marketing strategies comparison of professional and amateur football clubs. Forms of commercial communications are described and specifics of sport marketing as well, then there SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou presented including their marketing strategies. In frame of this work there was performed survey focused on perception of the club among it's own fans. The results of the survey were also compared with results of survey from bachelor thesis of the same author - the aim was to assess the influence of amateur marketing department of FK Olympie Týn nad Vltavou on perception of the club.

As the objective of this work I set the marketing strategies analysis of Decasport retail store chain with sports equipment. Based on this analysis and evaluated survey I determined the suggestions and recommendations for improving the current marketing strategies. The marketing analysis consists of PEST and SWOT analysis as well as analysis of competition and communication. The survey is handled in comprehensive way, from brand awareness and its relationship of the potential customer to public company communication interference.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-16T17:13:03Z No. of bitstreams: 1 Dirceu Costa Jr.pdf: 1031848 bytes, checksum: 972fba7cf54639cda24e7a6479a95aef (MD5) / Made available in DSpace on 2016-05-16T17:13:03Z (GMT). No. of bitstreams: 1 Dirceu Costa Jr.pdf: 1031848 bytes, checksum: 972fba7cf54639cda24e7a6479a95aef (MD5) Previous issue date: 2015-12-17 / The sports fans are a group of consumers that grows along with the sports industry in Brazil and worldwide. These fans can be classified in several ways based on several factors. Some of these classifications bring this consumer relationship with the involvement of the product. Soccer fans can consume his team’s matches mainly in three environments: in the stadium, at home or in pubs. Therefore, the aim of this study is to understand the relationship between the level of involvement of soccer fans when consumed in different environments. For this research, we conducted semi-structured interviews with Ponte Preta and Guarani fans. The interviews were analyzed by content analysis technique and did not suggest a difference between the degree of involvement and the consumption environment, with fans more or less independent involvement of local consumption, but between the type of involvement and local football consumption. All respondents fans had high cognitive engagement with their teams, but only the fans who attend stadiums exhibited emotional involvement. / Os torcedores esportivos formam um grupo de consumidores que cresce juntamente com a Indústria esportiva no Brasil e no mundo. Esses torcedores podem ser classificados de diversas formas baseadas em vários fatores. Algumas dessas classificações trazem essa relação de consumo com o envolvimento do produto. Os torcedores de futebol podem consumir a partida de seu time principalmente em três ambientes: no estádio, em casa ou em bares. Portanto, o objetivo desse trabalho é conhecer a relação existente entre o nível de envolvimento do torcedor de futebol e os diferentes ambientes onde ele é consumido. Para isso foram realizadas entrevistas semiestruturadas com torcedores dos clubes Ponte Preta e Guarani. As entrevistas foram analisadas através da técnica de análise de contéudo e não apontaram para uma diferença entre o grau de envolvimento e o ambiente consumido, tendo torcedores com maior ou menor envolvimento independente do local de consumo, mas sim entre o tipo de envolvimento e o local de consumo do futebol. Todos torcedores entrevistados apresentaram alto envolvimento cognitivo com suas equipes, mas apenas os torcedores que frequentam estádios exibiram o envolvimento afetivo.

<p>Na uzorku od 118 ispitanika - raspoloţivih menadţera različitih nivoa u organizacionoj strukturi sportskih organizacija iz četiri izabrana kolektivna sporta (fudbal, ko&scaron;arka, rukomet i odbojka) u najvi&scaron;em rangu nacionalnih takmičenja, sprovedeno je ispitivanje relacija izmeĎu liderstva, organizacione kulture, resursa kojima sportske organizacije raspolaţu (ljudskih, materijalnih, finansijskih i informacionih), i podr&scaron;ke inovacijama za primenu marketing koncepta u timskim sportovima.<br />Na osnovu saţimanja prethodno razmotrenih dosada&scaron;njih istraţivanja o relacijama marketing koncepta sa ulaznim resursima koji uzrokuju njegovu transformaciju, formulisan je hipotetski teorijski model sa zadatkom da orijenti&scaron;e empirijsko istraţivanje. Jezgro modela je hipoteza o uslovljenosti marketing koncepta, op&scaron;tim statusom marketinga i okolnostima za njegovu primenu u organizaciji (sportska grana, takmičarski tip kluba, sportski objekti, kadrovi, finansije, sponzori, lokalna zajednica), i medijatorskim dejstvom tri op&scaron;ta faktora: Organizacionom kulturom učenja, Stilom rukovoĎenja i Inovacijama. Varijacijama povezanosti pomenutih dimenzija, dobijeni su modaliteti punog teorijskog modela.<br />Radi boljeg razumevanja funkcionisanja mehanizama delovanja izmeĎu komponenti u okviru polaznih osnova relacija marketing koncepta, u ovom istraţivanju kori&scaron;ćen je pristup koji je podrazumevao path analizu i analizu medijacije. Ovakav izbor je usledio zbog mogućnosti utvrĎivanja kako direktnog, tako i posrednog uticaja meĎu varijablama.<br />Rezultati statističkih analiza pokazuju da se moţe konstatovati da je Marketing koncept u timskim sportovima u Srbiji u odnosu na faktor karakteristika sportskog kluba direktno povezan sa statusom sportske grane, trži&scaron;nom pozicijom svakog kluba u svom sportu, sportsko-takmičarskim rezultatom i edukacijom menadžera. &Scaron;to se tiče Okruženja, kao drugog egzogenog faktora, direktan efekat se ispoljava posredstvom efekta sponzora, dok &scaron;ire okruţenje (lokalna zajednica) nema značajniji efekat. Od medijatorskih varijabli jedini direktni efekat prisutan je kod Organizacione kulture učenja.<br />Pored direktnih, utvrĎeni su i pojedini indirektni efekti sa punom ili parcijalnom medijacijom. Analiza indirektnih efekata pokazuje da interpretacija Marketing koncepta treba da uzme u obzir i značaj posrednih efekata takmičarskog tipa kluba na inovacije i kulturu učenja, inovacija i kulture učenja meĎusobno, i mesta na stil menadžmenta.<br />Stoga, moţe se konstatovati da je klima inovativnosti ključna tačka oslonca za organizacijske, liderske i kulturne promene u sportskim klubovima kojima oni mogu stupiti u savremeno poslovno i sportsko-takmičarsko okruţenje koje zahteva postavljanje sporta na princip marketing koncepta. Sa promenom inovativnosti u klubu, uspostavlja se medijaciona staza za klubove u sportskim granama već otvorene marketin&scaron;kim uticajima. Pomenutoj intervenciji u orijentaciji klime inovativnosti u klubu, doprinosi, takoĎe, tip kluba u pogledu njegove takmičarske orijentacije (varijabla tip kluba), pa i kori&scaron;ćenje imovinskog potencijala koji moţe da se stavi u funkciju marketin&scaron;kog poslovnog nastupa kluba (varijabla imovina kluba).<br />Sve navedeno u diskusiji pokazuje veliku zavisnost savremenih sportskih organizacija od marketinga - istraţivanja trţi&scaron;ta (publike, članstva i simpatizera, sponzora, medija) i nalaţenja efektivnih strategija (marketing miksa)... Organizacije koje ne uspevaju da primene marketing koncept u svoj menadţment, pokazuju manje uspeha - poslovnog, dru&scaron;tveno-političkog, ali i sportsko-takmičarskog. Uz ovu konstataciju, jasno se ukazuje da je budućnost sportskih klubova upravo usmerena na koncepte liderstva, marketinga, organizacione kulture i klime za inovacije na čijim se činjenicama temelji ovo istraţivanje. Ovi uticaji mogu doprineti postavljanju čitavog menadţmenta sportskih klubova na temelj marketing koncepta.</p> / <p>In a sample of 118 respondents &ndash; managers from various levels of the organizational structure of sports organizations engaged in four team sports at the highest level of national competitions (football, basketball, handball and volleyball), a study was conducted on relations between leadership, organizational culture, resources available to sports organizations (human, material, financial and information resources), and support to innovations regarding the implementation of the concept of marketing in team sports.<br />On the basis of summarizing previously reviewed earlier research on relations between the concept of marketing and the inputs that cause its transformation, a hypothetical theoretical model was formulated with a mission to direct empirical research. The core of the model is a hypothesis of dependence of the concept of marketing on general status of marketing and conditions for its implementation within the organization (sports branch, competitive type of the club, sports facilities, personnel, finance, sponsors, local community), and the mediating effect of three principal factors: Organizational culture of learning, Management style and Innovation. Through variations of connections between the aforementioned dimensions, we obtained different modalities of a full theoretical model.<br />For better understanding the mechanisms of mutual relations between the different components within the baseline concept of marketing relations, an approach which included path analysis and analysis of mediation was used in this research. This choice followed because of the possibility of determining both direct and indirect impacts between variables.<br />Results of statistical analysis show that it can be concluded that the concept of marketing in team sports in Serbia in relation to the factor of sports club characteristics, is directly connected with the status of the sport branch, the market position of each club in its sport, sports-competition result and education of managers. Regarding the Environment, as the second exogenous factor, the direct effect is manifested through the effect of sponsor, while broader environment (local community) has no significant effect. Regarding the mediating variables the direct effect is present only in a culture of learning.<br />In addition to direct, there are also some indirect effects with full or partial mediation. Analysis of the indirect effects shows that the interpretation of the Concept of marketing should take into account the importance of indirect effects of competitive type of the club to innovation and culture of learning, mutual effects between the innovation and culture of learning, and the effect of place to management style.<br />Therefore, it can be concluded that the climate for innovations is crucial fulcrum for organizational, leadership and cultural changes in sports clubs which could provide modern business, sports and a competitive environment which requires implementation of the concept of marketing principle in the sport. With the change of innovativity within the club, a mediating path will be set up for clubs in the sport branches already open for marketing influences. The type of the club in terms of its competitive orientation (variable type of the club), and the use of the property potential that could be used for the marketing-business performance of the club (variable assets of the club) also contribute to the mentioned intervention regarding the orientation towards the climate of innovation in the club.<br />All of the mentioned in the above discussion shows the great dependence of modern sports organizations on marketing &ndash; market research (audience, membership and supporters, sponsors, media) and finding effective strategies (marketing mix)... Organizations that fail to apply &ndash; to include a concept of marketing in their management &ndash; show less business, social-political, but also competitive success. This statement clearly indicates that the future of sports clubs is focused on the concepts of leadership, marketing, organizational culture and climate of innovation, which represent a basis for this research. These effects may contribute to placing the entire management of sports clubs on the foundation created by the concept of marketing.</p>

Purpose This paper is an account of collaborative action-based research that centered on a new NCAA Division I football program at a regional southeastern university, and the positive impacts the collaboration had on the multiple stakeholders involved in the research, which were the university’s sport management faculty, the athletic department, and sport management students. The paper aims to discuss these issues. Design/methodology/approach During the action research, these stakeholders moved through a cyclical process that involved reflection, planning, action, and evaluation. Through the action-based cyclical process that was utilized, each of these stakeholders were able to learn, adapt, participate, and make positive change. Findings Positive change occurred with the athletic department’s marketing efforts and game day operations, opportunities for sport management students to participate and learn, and development of relationships between two departments. Research limitations/implications The cyclical nature of this research model often leads to original hypotheses and research foci to be highly altered during various stages. Another limitation within collaborative action research can be the breakdown in communication among the many parties involved in carrying out this type of research. Practical implications While the significance of this study was initially to capture fan information surrounding a new NCAA Division I football program, the stakeholders quickly realized that the action-based research study had more to offer than producing marketing reports for the university athletic department. Inclusion of the students as equal stakeholders in this project proved vital to student learning and involvement. Having the students play such an important role throughout each cycle of the project allowed for additional networking outside the classrooms with potential employers, as well as in-depth discussions and involvement in the classroom when synthesizing and disseminating the marketing information that had been gathered. Originality/value The collaboration between two separate departments within a higher education institution was vital to the overall success of the research project. The overall intent of this paper is to provide a practical approach to collaboration among individuals working in different departments of an organization, as the findings from this research project revealed the overall success of the project was only possible through the collaborative effort and joining resources, abilities, areas of expertise, and capabilities.

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.

Title: Comparison of Proposals for Club's Sponsors in Czech League of American Football Targets: The main target of the thesis is to compare the proposals for the club's sponsors in the highest league of American football in the Czech Republic and suggest the recommendations for content of the proposals. Methods: Mixed research was used to achieve the target of the thesis, including an evaluation case study and an electronic survey. Results: The results of the research show the proposal of the Prague Black Panthers is the best processed. A long-term research is needed to prove it, but the results of the research show there might be a relationship between quality of the proposal, budget and the sports achievements of the club. The comparison of the current proposals with the sport marketing theory shows an inadequate proposal processing and lack of essential information which are important for the potential sponsors. Keywords: sport marketing, comparison, sponsorship, advertising, list of advertisement options, american football

Title: Marketing mix of Classic Ski School in Rokytnice nad Jizerou Objectives: The aim of the diploma thesis is to analyse marketing mix of Classic Ski School in Rokytnice nad Jizerou. The analysis includes comparison of given information with theoretical acknowledgement. The aim of the diploma thesis is to recommend some changes of marketing mix of Classic Ski School in Rokytnice nad Jizerou that could be helpful in following seasons according to the given comparison. Methods: The main method of collecting data needed for this diploma thesis is an interview. Interview was given personally and via mobile phone by management of Classic Ski School in Rokytnice nad Jizerou and by ski school's customers. There is also SWOT analysis provided in the diploma thesis, where internal and external factors of Classic Ski School are being evaluated. Results: While analysing the marketing mix of Classic Ski School in Rokytnice nad Jizerou, an insufficient usage of some parts of marketing mix - for ex. Packages, Programming - was found out. Interview has shown that customers are interested in buying packages of services. Additional partnership would be required for creating these packages. There were other parts of marketing mix shown as insufficient - portfolio of current products, physical evidence and...

Title: Presentation of partners on Petr Čech's football school 2010 Objectives: The objective of this dissertation is to evaluate the partners' presentation at Petr Čech's football school 2010. The is work trying to come up with the recommendations for organizing company SPORT INVEST Group, how it is possible to strengthen the partners' presentation and how to get a tool to maintain old partners and acquire new partners. Methods: The main method is interrogation by questionnaire. Work uses also observation and interview. Data obtained from these methods result in the SWOT analysis. Results: The dissertation shows that the most important thing for the connection to really work is to activate the sponsorship. The approach to the partners' presentation must be innovative. The name of Petr Čech included in the project is very attractive for both partners and participants. Keywords: marketing, sport marketing, sport event organization, Petr Čech's football school

The title: The communicative stratégy of F2 fitness center in Strakonice The aim: The main aim of this diploma thesis is to propose new measures of the communication strategy for the following years. To obtain the data, there will be an analysis of the current communication strategy and the related awareness of population of Strakonice in terms of F2 fitness center in Strakonice. Methods: In this diploma thesis, methods in both qualitative and quantitative research were used. In terms of qualitative research, there were interviews (structured interview according to instructions) with the head of the fitness center and participating observations at F2 fitness center. Quantitative research was used mainly for the method of personal interviewing the individual respondents. The total number of respondents interviewed is 211. Results: The result of the diploma thesis is the proposal of new measures regarding the communication strategy of F2 fitness center in Strakonice. The measures contain some novelty in the field of modern communication that F2 did not have at the time of writing this work. This primarily concerns digital marketing, involving social networks focusing on PPC and CPM advertisement and their mutual interconnection between individual accounts. New measures also include the use of other...