Marketing sportovního klubu SHK Hodonín

Abstract

This bachelor´s thesis deals with the analysis of marketing of the Sports Club SHK Hodonín that is playing the 2nd ice hockey league. The thesis is structured into two principal sections. In the first one the author investigates the theoretical definitions of basic concepts (marketing, sport, sports marketing, marketing research, marketing mix) that are necessary to understand the issues in question. These basic concepts have been applied in elaboration of the second section, devoted to the research survey alone. In order to acquire the information there were utilized the SWOT analysis method, questionnaire survey and interview. The thesis conclusion describes the summarization of the results of survey, proposal and recommendation.