Management a marketing vybraného sportovního klubu

Abstract

The aim of this bachelor thesis is to analyze and suggest possible changes in the current marketing and management activities of the JMFS Ostrava club. The theoretical part consists of a detailed characterization of concepts such as the definition of the sport itself, management and marketing as well as in general and in the sports area and research methods and techniques that are further applied in the bachelor thesis. Those topics are based on literature, research articles, and other primary sources. The practical part deals with the study research that includes the marketing mix, interview, SWOT analysis and last but not least a comparison with the other local clubs. The last section of this bachelor thesis is devoted to evaluating and summarising achieved results of the presented study research that have become a matter of further suggestions for the club.