Načrtovanje marketinških akcij za hokej na ledu

Sojer, Tom

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Title:	Načrtovanje marketinških akcij za hokej na ledu
Authors:	ID Sojer, Tom (Author) ID Vukovič, Goran (Mentor) More about this mentor... ID Kajzer, Špela (Comentor)
Files:	VS_Sojer_Tom_2026.pdf (6,78 MB) MD5: 31394A410057A8244E9DEEB8C7EE1C5D
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	Diplomska naloga obravnava načrtovanje marketinških akcij v hokeju na ledu ter njihov vpliv na prepoznavnost športa in zanimanje javnosti. Marketing je v sodobnem športnem okolju ključni dejavnik razvoja, saj omogoča učinkovito komunikacijo z navijači, povečuje vidnost športa in prispeva k pridobivanju sponzorskih sredstev. Namen raziskave je bil analizirati stanje marketinga hokeja na ledu v Sloveniji in oblikovati predloge za učinkovitejše marketinške aktivnosti. Raziskava temelji na pregledu literature, analizi dobrih praks iz tujine, intervjuju s predstavnikom Hokejske zveze Slovenije in anketi med navijači. Rezultati kažejo, da imajo digitalni mediji, zlasti družbena omrežja in videovsebine, ključno vlogo pri promociji hokeja. Hkrati je bil kot osrednji problem prepoznan pomanjkljiv in nesistematičen pristop k marketingu, kar vpliva na nižjo prepoznavnost športa in slabši obisk tekem. Na podlagi ugotovitev naloga predlaga integriran marketinški načrt, ki temelji na digitalni komunikaciji, izboljšani navijaški izkušnji ter aktivnem vključevanju lokalne skupnosti in mladih.
Keywords:	športni marketing, hokej na ledu, promocija, navijači, digitalni marketing
Place of publishing:	Maribor
Year of publishing:	2026
PID:	20.500.12556/DKUM-97999
COBISS.SI-ID:	286266627
Publication date in DKUM:	28.07.2026
Views:	249
Downloads:	3
Metadata:
Categories:	FOV
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	08.05.2026

Secondary language

Language:	English
Title:	Planning marketing campaigns for ice hockey
Abstract:	This thesis examines the planning of marketing activities in ice hockey and their impact on the sport’s visibility and public interest. In the modern sports environment, marketing represents a key driver of development, as it enables effective communication with fans, increases the visibility of the sport, and contributes to the acquisition of sponsorship resources. The purpose of the study was to analyze the current state of marketing in Slovenian ice hockey and to propose improvements for more effective marketing activities. The research is based on a review of relevant literature, an analysis of best practices from abroad, an interview with a representative of the Ice Hockey Federation of Slovenia, and a survey conducted among fans. The results show that digital media, particularly social networks and video content, play a crucial role in the promotion of ice hockey. At the same time, the main problem identified is the lack of a systematic and strategic marketing approach, which leads to lower visibility of the sport and lower game attendance. Based on the findings, the thesis proposes an integrated marketing plan that focuses on digital communication, an improved game-day experience, and the active involvement of the local community and youth.
Keywords:	sports marketing, ice hockey, promotion, fans, digital marketing

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