Marketing Hokejskega kluba Triglav Kranj

diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Žan Zupan (Author), Goran Vukovič (Mentor), Miha Marič (Co-mentor)

Abstract

Marketing v športu je relativno mlada disciplina, ki je v slovenskem športu dokaj neizkoriščena. Poročanje o stanju športnih društev in organizacij, ki se v današnjih časih soočajo s problemom pridobivanja potrebnih (finančnih) sredstev za izvajanje športnih programov in splošnega transparentnega poslovanja, lahko zasledimo v večini medijev. Pomanjkanje (finančnih) sredstev je v Kranju v zadnjih letih privedlo delovanje večine lokalnih športnih panog na polprofesionalno oziroma amatersko raven, posledično pa sta se zmanjšala interes potencialnih sponzorjev in pokritost medijske pozornosti. V prvem delu smo predstavili teoretične trženjske temelje ter posebnosti marketinga v športu, ki se v tujini uporablja že vrsto let. Za praktični primer smo vzeli Hokejski klub Triglav Kranj, v nadaljevanju HK Triglav, kjer se prav tako srečujejo s težavo izvajanja učinkovitega marketinga. V nadaljevanju smo na kratko predstavili trenutno delovanje oziroma aktivnosti Hokejskega kluba Triglav Kranj ter izpostavili probleme s katerimi se v klubu trenutno soočajo kot so, na primer, težavnost pridobivanja potencialnih sponzorjev, nezadostna medijska pokritost in nezanimanje za kranjski hokej. V drugem delu smo na podlagi raziskave oblikovali predlogo, ki bi lahko pripomogla k izvajanju učinkovitejšega marketinga v hokejskem klubu Triglav Kranj. Pri oblikovanju predloge smo se osredotočili predvsem na oblikovanje dodatne ponudbe na športnih dogodkih kot so tekme, oglaševalsko aktivnost in oblikovanje predloge za potencialne poslovne partnerje. S pomočjo raziskave smo ugotovili pomanjkanje aktivnosti na področju oglaševanja, predvsem slabo izkoriščenost na socialnih omrežjih. Poleg oglaševanja smo ugotovili tudi, da si obiskovalci hokejskih tekem v Kranju želijo dodatno ponudbo – v tem primeru ponudbo hrane in pijače v času tekem. Na podlagi ugotovitev smo oblikovali predlogo, ki bo pripomogla k odpravljanju teh pomanjkljivosti.

Keywords

hokejski klub;marketing v športu;sponzorstvo;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[Ž. Zupan]
UDC:	339.1
COBISS:	8050195
Views:	664
Downloads:	90
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing in hockey team Triglav Kranj
Secondary abstract:	Sport marketing is relatively young discipline especially in Slovenian sport industry and is fairly unexploited. Majority of sport organizations nowadays are faced with a problem of obtaining the necessary funds for implementing their programs and overall running businesses. Lack of sponsorship funds in last couple of years had impact sport organizations in Kranj to a semi-professional or amateur level which leads in even smallest interests of sponsorships and media exposure. In the first part we explained theoretical fundations and some special features in sport marketing which is in use for several years by larger sport organizations all over the world. This case study is focused on a home town hockey team Triglav Kranj who is struggling in marketing area. We started with brief introduction of hockey club Triglav Kranj and reveal the problems which are faceing in a home town team such as difficulty of gaining sponsorship funds, lack of media exposure and in general lack of interest for hockey in Kranj. In second part we focused on forming a template which could be beneficial for marketing activity in hockey club Triglav Kranj. In template our focus was mainly on forming additional offering at hockey games, advertising and forming template for sponsorship deals. In our research we found lack of advertising activity, specially on social media. In addition to advertising, hockey fans in Kranj would like to enjoy the game with food and drink offerings during the hockey games. Based on our researchs we formed a template which will assist marketing activity in Hockey team Triglav Kranj.
Secondary keywords:	Hockey team;Sport marketing;Sponsorship;research;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	47 f.
ID:	10956619