Access restricted to higher education institution's students and staff
undergraduate thesis
Marketing u sportu

Iva Balić (2016)
Metadata
TitleMarketing u sportu
AuthorIva Balić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Tema ovog završnog rada je „ Marketing u sportu“, kroz koju ću približiti definicije samog marketinga i marketing miksa, sportskih proizvoda i usluga, promocije i sponzorstva sportskih proizvoda i sve ih ujediniti u sportski marketing. Kroz obilježja društvenog i sportskog marketinga obuhvatiti i obilježja „sportskog tržišta“. Sportski marketing kao poslovna funkcija odnosi se na koncepciju potražnje za sportskim proizvodima i uslugama, koncepciju zadovoljenja te potražnje, koncepciju sportskog proizvoda, koncepciju razmjene. Popularizacija industrije sporta pridonijela je razvoju koncepcije marketinga u sportu. Primjena te koncepcije nezaobilazan je dio upravljanja sportskim klubovima, savezima, ligama, sportskim priredbama i općenito industrijom sporta. Kod nas je sportski marketing još u nekim granicama neistražen, tj. tu postoji prostora za velike korake. Ta činjenica se odnosi ponajviše na sportske klubove, a manje na proizvođače sportske opreme. Podaci nam pokazuju kako se više mora poraditi na edukaciji sportskih djelatnika, a ne samo trenera. Profesionalniji pristup bi privukao i veće sponzore. Sport je u raznim oblicima ljudska svakodnevna aktivnost i vrlo važan dio ljudskog života. Kod većine se susreće u obliku rekreacije i amaterskog bavljenja sportom, ali vrlo važan dio predstavljaju oni pojedinci koji se profesionalno bave sportom. Odabrala sam ovu temu završnog rada jer je sport bitan dio mog odrastanja i ima veliku važnost u životu djece i odraslih. „Marketing u sportu“ je tema kroz koju ću spojiti znanje koje sam stekla na kolegijima smjera Marketing koje su mi pružili profesori, te iskustvo i znanje koje sam stekla kroz dugogodišnje bavljenje sportom.
Keywordssport marketing concepts marketing mix markets
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-20
Parallel abstract (English)
The subject of this essay is Marketing in Sport, which I will use to bring together the definitions of marketing and the marketing mix, sporting goods and services and promotions and sponsorships. As an essential part of the sport business world, the concept of marketing in sport is based on the market needs for sporting goods and services. The rapid increase of fitness' popularity in the past couple of years has contributed towards the development of sports marketing. Implementing its concepts is a crucial way of managing sports clubs, unions, leagues, competitions and the industry in general. Locally, sports marketing is still undetermined in many ways and there's a lot of room for growth and improvement. This is mostly correct for sports clubs, and not sporting goods manufacturers. According to research, individuals working in the sports industry need more education. A more professional approach would also attract big sponsors. In many ways, every day physical activity is a very important part of our lives. In most cases, it comes in forms of recreation and doing amateur sports as a hobby. The important element though are professional athletes. I chose this subject because physical activity was an important part of my childhood, and because it plays an important role in the lives of children and adults. Through it, I will bring forth my knowledge gained from the marketing modules and the experience I've built while practising sports over the years.
Parallel keywords (Croatian)sport marketing koncepcija marketing mix tržište
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:359116
CommitterGordana Kradijan