20.500.12556/DKUM-94177 Marketinško komuniciranje športnih in e-športnih organizacij magistrsko delo Marketing communication of sports and e-sports organizations Magistrsko delo predstavlja marketinško komuniciranje, uporabo le-tega znotraj športnih in e-športnih organizacij ter razlike, ki jih lahko na področju marketinga opazimo med obema vrstama organizacij. Z metodo primerjalne analize in ankete smo ugotavljali, kakšne so glavne razlike med športnimi in e-športnimi organizacijami z vidika ciljnega občinstva, podobe in predstavitve blagovne znamke, sponzorstva, glavnih ciljev marketinga in prisotnosti na družbenih omrežjih. Ugotovili smo, da se športne organizacije pri marketinškem komuniciranju najbolj opirajo na sponzorstvo, očitna pa je tudi pogostejša uporaba tradicionalnih medijev. Nasprotno, e-športne organizacije najpogosteje uporabljajo digitalni marketing preko družbenih omrežij. The master's thesis presents marketing communication, its use within sports and e-sports organisations, and the differences that can be observed in the field of marketing between both types of organisations. Using the method of comparative analysis and survey, we determined the main differences between sports and e-sports organizations from the perspective of target audience, brand image and presentation, sponsorship, main marketing goals, and presence on social networks. We found that sports organisations rely most on sponsorship in marketing communication, and the more frequent use of traditional media is also evident. On the contrary, e-sports organisations most often use digital marketing via social networks marketinško komuniciranje šport e-šport marketing communication sport e-sport true true false [M. Turk] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-06 17:22:17 2025-09-23 13:43:14 2025-12-04 03:19:02 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VII, 66 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.77:659.1(043.2) 259795971 MAG_Turk_Marko_2025.pdf MAG_Turk_Marko_2025.pdf 1 8FAB9005F684F543C979AF0145E538CF 53441a71b89df7bc0f4080f7e0f60f3259c4f807f9ab0d1f53e2488bf7e951be 14a0f67a-76a4-11f0-a31f-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=195072 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0