SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.
Annotation in English
SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.
Keywords
sports marketing, sponsorship, merchandising, marketing communication, ice sledge hockey, SHK LAPP ZLIN, research philosophy, data implementation, marketing activities, sponsors.
Keywords in English
sports marketing, sponsorship, merchandising, marketing communication, ice sledge hockey, SHK LAPP ZLIN, research philosophy, data implementation, marketing activities, sponsors.
Length of the covering note
71 s.
Language
AN
Annotation
SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.
Annotation in English
SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.
Keywords
sports marketing, sponsorship, merchandising, marketing communication, ice sledge hockey, SHK LAPP ZLIN, research philosophy, data implementation, marketing activities, sponsors.
Keywords in English
sports marketing, sponsorship, merchandising, marketing communication, ice sledge hockey, SHK LAPP ZLIN, research philosophy, data implementation, marketing activities, sponsors.
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Make a complete study of literature in the field of marketing communications and create sufficient facilities for a research.
Practical part
Analyze the current marketing activities of the sledge hockey team SHK LAPP ZLIN during home games.
Decide and choose the best way to promote the sledge hockey team focused on the general public.
Identify the most suitable local sponsors for SHK LAPP Zlín.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Make a complete study of literature in the field of marketing communications and create sufficient facilities for a research.
Practical part
Analyze the current marketing activities of the sledge hockey team SHK LAPP ZLIN during home games.
Decide and choose the best way to promote the sledge hockey team focused on the general public.
Identify the most suitable local sponsors for SHK LAPP Zlín.
Conclusion
Recommended resources
BAČUVČÍK, Radim. Marketing neziskových organizací. 1. vyd. Zlín: VeRBuM, 2011, 190 p. ISBN 978-80-87500-01-9.
COLLIS, Jill and Roger HUSSEY. Business Research: A practical guide for undergraduated and postgraduate students. 4th ed. Hampshire: Palgrave Macmillan, c2014, 548 p. ISBN 978-0-230-30183-2.
KOTLER, Philip and Gery ARMSTRONG. Principles of marketing. 15th ed. Massacusetts: Pearson, c2014, 695 p. ISBN 978-0-273-78699-3.
POSPÍŠIL, Pavel. Efektivní Public Relations a media relations. 1. vyd. Praha: Computer Press, 2002, 153 p. ISBN 80-7226-823-6.
SVOBODA, Václav. Public relations moderně a účinně. 1. vyd. Praha: Grada, 2009, 240 p. ISBN 978-80-247-2866-7.
Recommended resources
BAČUVČÍK, Radim. Marketing neziskových organizací. 1. vyd. Zlín: VeRBuM, 2011, 190 p. ISBN 978-80-87500-01-9.
COLLIS, Jill and Roger HUSSEY. Business Research: A practical guide for undergraduated and postgraduate students. 4th ed. Hampshire: Palgrave Macmillan, c2014, 548 p. ISBN 978-0-230-30183-2.
KOTLER, Philip and Gery ARMSTRONG. Principles of marketing. 15th ed. Massacusetts: Pearson, c2014, 695 p. ISBN 978-0-273-78699-3.
POSPÍŠIL, Pavel. Efektivní Public Relations a media relations. 1. vyd. Praha: Computer Press, 2002, 153 p. ISBN 80-7226-823-6.
SVOBODA, Václav. Public relations moderně a účinně. 1. vyd. Praha: Grada, 2009, 240 p. ISBN 978-80-247-2866-7.
