Komunikační strategie vybraného sportovního klubu
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Date
2019-10-31
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Abstract
Diplomová práce se zabývá komunikační strategií vybraného sportovního klubu a následnými optimalizačními návrhy, které povedou ke zlepšení daných komunikačních aktivit podniku. První část se teoreticky zaměřuje na téma marketingu, marketingové komunikace a poté také na oblast sportovního marketingu. Ve druhé části autor práce na základě svých zkušeností analyzuje úroveň využití nástrojů marketingové komunikace ve sportovním florbalovém klubu FBC Liberec. Zároveň se práce zaobírá i SWOT analýzou marketingové komunikace zmíněného sportovního klubu. na základě zjištěných informací autor práce popisuje tři návrhy, které si kladou za cíl zlepšení úrovně využití nástrojů marketingové komunikace v oblasti sponzoringu, public relations a prodeje merchandisingu v daném sportovním klubu.
The thesis deals with the communication strategy of the selected sports club and subsequent optimization suggestions that will cause an improvement in the communication activities of the company. The first part is theoretically focused on the topics of marketing, marketing communication and also on the field of sports marketing. In the second part of the thesis, the author analyzes the level of use of marketing communication tools in the sports floorball club FBC Liberec based on his experience. The diploma thesis also deals with the marketing communication SWOT analysis of the sports club. Based on the obtained information, the author describes three proposals that aim to improve the level of use of marketing communication tools in the field of sponsorship, public relations and merchandising sales in the selected sports club.
The thesis deals with the communication strategy of the selected sports club and subsequent optimization suggestions that will cause an improvement in the communication activities of the company. The first part is theoretically focused on the topics of marketing, marketing communication and also on the field of sports marketing. In the second part of the thesis, the author analyzes the level of use of marketing communication tools in the sports floorball club FBC Liberec based on his experience. The diploma thesis also deals with the marketing communication SWOT analysis of the sports club. Based on the obtained information, the author describes three proposals that aim to improve the level of use of marketing communication tools in the field of sponsorship, public relations and merchandising sales in the selected sports club.
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marketingová komunikace, nástroje marketingové komunikace, sportovní marketing, sponzoring, sportovní klub, marketing communication, sports marketing, marketing communication tools, sponsorship, sports club