Využití marketingových nástrojů při tvorbě image fotbalových klubů

Abstract

The main objective of my Diploma was the use of marketing tools to create image of football clubs and the subsequent formulation of my recommendations for improving current situation. The work is divided into seven separate sections and includes attachments.

In the introduction there are characteristics of Jewelz company in which I currently work and subjects of its activities are the sports marketing, creation and transformation of image of the sport clubs and transforming sport clubs into successful business companies. There is also a short characteristics of both analyzed football clubs MŠK Žilina and MFK Ružomberok, their scope of sports, marketing activities and the evaluation image.

In the following part there are theoretical basis of image analysis, which is described by theoretical knowledge of sport marketing, corporate image and marketing research used in my Diploma.

In methodology of the research there are described exactly my steps to obtain the necessary information so I can then make an analysis image of football clubs. For this analysis, I used qualitative methods of marketing research, focus groups, depth interviews with marketing manager of a football club and a questionnaire investigation.

In the practical part there is an evaluation of marketing research, which consists of graphical representations of concrete results and their description. Based on these results, I was able to formulate realistic proposals for MŠK Zilina football club located in the last part. They are a part of the Jewelz’s portfolio and their use would help to improve the image the club MŠK Žilina. At the same time, these proposals seek to respect the financial situation and the possibility of the club.