master's thesis
STRATEGIJA UPRAVLJANJA MARKOM U SVRHU JAČANJA IMIDŽA SPORTSKOG SUBJEKTA

Goran Šarotić (2016)
University of Split
Faculty of economics Split
Metadata
TitleSTRATEGIJA UPRAVLJANJA MARKOM U SVRHU JAČANJA IMIDŽA SPORTSKOG SUBJEKTA : diplomski
AuthorGoran Šarotić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Sport, sportski marketing, upravljanje markam i izgradnja imidža sportske organizacije osnovne su teme ovog rada koje autor želi približiti zainteresiranoj javnosti, kako u stručnim tako i u akademskim krugovima. Navedena područja imaju važnu društvenu ulogu koja svakim danom postaje sve veća, generator su vrijednih materijalnih i velikih financijskih sredstava te pružaju mogućnost profesionalnog usavršavanja i zaposlenja na visoko odgovornim i dobro plaćenim radnim mjestima. Upravljanje markama područje je marketinga koje zahtjeva kreativnost, razumijevanje tržišnih kretanja i zakona te zahtjeva visoku stopu odgovornosti, kako prema organizaciji, tako i prema ciljnom tržištu. Specifičnost upravljanja markom u sportu je nužnost odvajanja marke od trenutnog sportskog rezultata, što je veoma zahtjevno i nimalo jednostavno ako znamo da je sportski rezultat osnovni cilj postojanja sportske organizacije. Uvodnim dijelom rada ramatra se važnost sporta i sportskog marketinga u cjelini. Teorijski dio obuhvaća marketinšku teoriju i praksu upravljanja markama, odnosno odrednice imidža sportske organizacije. Istraživački dio posvećen je "HNK Hajduk Split", kao primjeru jake marke koja je zbog lošeg upravljanja upala u financijske probleme. Intenzivnim marketinškim aktivnostim i reorganizacijom poslovanja klub počinje ostvarivati dobit čime se ukazuje na važnost primjene sportskog marketinga u upravljanju modernom sportskom organizacijom. Uspješno upravljanje markom dovodi do rasta interesa za klub, što se očituje u rekordnom broju pretplatnika i članova, kao i u udvostručenim prihodima od sponzora i komercijalnih djelatnosti u protekle tri godine. Na kraju rada preporučuju se smjernice za još uspješnije upravljanje markom i dodatno jačanje imidža kluba.
KeywordsHajduk image brand sports strategy
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016
Parallel abstract (English)
Sports, sports marketing, brand management and image building for sports organizations are the main topics of this work that the author wants to bring to the interested public, both in professional and academic circles. These areas have an important social role that is constantly increasing, they generate valuable financial resources and provide opportunities for professional development and employment in the highly responsible and well-paid jobs. Brand management is an area of marketing that requires creativity, understanding of market trends and law and requires high levels of responsibility, according to the organization, and to the target market. Specificity of brand management in sports is the necessity of separating brand itself from current sports results, which is very demanding and not at all easy if you know that the sports result is the main objective of the sports organizations. The importance of sports and sports marketing is analyzed in introductory part. The theoretical part includes marketing theory and practice of brand management, and determinants of the image of sports organizations. Research is dedicated to "Croatian Football Club Hajduk Split", as an example of a strong brand, which is due to poor management fell into financial problems. With intensive marketing activities and reorganization of business, club begins to generate revenue which indicates the importance of the application of sports marketing in the management of modern sports organization. Successful brand management leads to the growth of interest in the club, which is reflected in the record number of season ticket holders and members, as well as in doubling revenues from sponsors and commercial activities in the past three years. At the end, there are recommended guidelines for more successful brand management and further strengthening the image of the club.
Parallel keywords (Croatian)Hajduk imidž marka sport strategija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:073717
CommitterIvana Gizdić