20.500.12556/DKUM-58521 Marketing v športu na primeru Rokometnega kluba Slovenj Gradec 2011 Marketing in sports based on the case of Handball Club Slovenj Gradec 2011 V sodobnem športu je marketing izjemnega pomena, ne glede na to, ali govorimo o marketingu športne panoge, ekipe/posameznika ali o marketingu športnih produktov. Dobra marketinška strategija je dejansko pokazatelj urejenega delovanja in ambicij športnega subjekta, v našem primeru rokometnega kluba. Od marketinških aktivnosti je namreč odvisno finančno stanje v klubu, s tem pa tudi zagotavljanje optimalnih pogojev za trening, brez katerega ni rezultatov. Predmet tega diplomskega dela je marketing v športu, pri čemer se naloga osredotoča na primer Rokometnega kluba Slovenj Gradec 2011. V nalogi izhajamo iz predpostavke, da marketinška strategija kluba temelji na aktivnostih preko sodobnih elektronskih medijev, ne pa tudi preko tradicionalnih marketinških orodij. Diplomsko delo je sestavljeno iz teoretičnega dela, v okviru katerega obravnavamo opredelitve pojma marketing, športno organizacijo ter pojma marketinško komuniciranje. V praktičnem delu naloge pa najprej na kratko spoznamo Rokometni klub Slovenj Gradec 2011, nato pa v analitičnem delu analiziramo marketinške aktivnosti preko sodobnih elektronskih medijev, kasneje pa še preko tradicionalnih marketinških orodij. Na podlagi izvedene analize lahko ugotovimo, da se klub v svoji marketinški strategiji poslužuje obeh načinov, drži pa, da bistveni del marketinške strategije kluba temelji na aktivnostih preko Facebooka. In modern sports, marketing is of the utmost importance, regardless of whether we are talking about marketing the sport, team or individual or the marketing of sports products. A good marketing strategy is actually an indicator of orderly functioning of sport subject and its sports ambitions, in our case handball club. Financial situation of the club are depending on marketing activities and thereby also optimal conditions for training, without which there is no results. The subject of this thesis is marketing in sports, with focus on the case study of the Handball club Slovenj Gradec 2011. We assumed that the marketing strategy of the club based on activities through modern electronic media, but not through traditional marketing tools. The thesis consists of a theoretical part, in which we treat the definition of marketing, organization of sport and the concept of marketing communication. In practical part we briefly learn about Handball club Slovenj Gradec 2011, and then in the analytical part of the we first analyze marketing activities through modern electronic media, and then through traditional marketing tools. Based on the conducted analysis, the club's marketing strategy makes use of both methods, although it is true, that a substantial part of the marketing strategy of the club is based on activities via Facebook. marketing marketing v športu rokomet Rokometni klub Slovenj Gradec 2011 Marketing Sports marketing Handball Handball club Slovenj Gradec 2011 true true false [T. Potočnik] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-21 10:50:59 2016-08-03 12:33:37 2022-06-17 03:06:21 2019-07-11 10:42:33 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 12420636 URN:SI:UM:DK:U1T4QD5V VS_Potocnik_Tatjana_2016.pdf VS_Potocnik_Tatjana_2016.pdf 1 198753159B38CE888BFFFC571091E3EA 20359ecd34d75db80cc245cb72d84cf07306e05cdeca42269afcc209e2c03ee7 aaf383dd-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=94041 Ekonomsko-poslovna fakulteta 0 0 0