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master's thesis
STRATEGIJA MARKETING SADRŽAJA U SPORTU
Diplomski rad
2022. urn:nbn:hr:145:588079
Kujavić, Filip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Kujavić, F. (2022). STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:588079

Kujavić, Filip. "STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:588079

Kujavić, Filip. "STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:588079

Kujavić, F. (2022). 'STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:588079

Kujavić F. STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:588079

F. Kujavić, "STRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:588079

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Metadata
TitleSTRATEGIJA MARKETING SADRŽAJA U SPORTU : Diplomski rad
Title (english)CONTENT MARKETING STRATEGY IN SPORTS : Graduate paper
AuthorFilip Kujavić
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberMarija Ham (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Sport svakim danom okuplja i generira sve veći broj pratitelja. S razvojem digitalnih platformi, rastuća je potražnja za ekskluzivnim sportskim sadržajem. Takve okolnosti predstavljaju idealnu priliku za sportske organizacije da kroz marketinške kampanje i druge aktivnosti, putem sporta i zabave, plasiraju svoj proizvod. U radu se pojašnjavaju pojmovi kao što su marketing sadržaja i sportski marketing te prikazuje kako marketing utječe na sport, kako se može aplicirati marketinški koncept, koji su njegovi ciljevi, stanje sa sponzorstvom u sportu te koje su njegove specifičnosti uz malo veći naglasak na nogometu kao najpopularnijem sportu na svijetu. U radu se također naglašava utjecaj suvremene tehnologije na sport i sportske aktivnosti klubova. U sklopu rada provedeno je istraživanje fokusom na analizu uspješnosti najistaknutijih nogometnih klubova u Hrvatskoj, vlastitog sadržaja na web stranicama i društvenim mrežama klubova i kakve učinke te aktivnosti imaju na njihovu navijačku bazu i okolinu.
Abstract (english)
Sport gathers and generates an increasing number of followers every day. With the development of digital platforms, there is a growing demand for exclusive sports content. Such circumstances represent an ideal opportunity for sports organizations to market their product through marketing campaigns and other activities, through sports and entertainment. The paper clarifies concepts such as content marketing and sports marketing and shows how marketing affects sports, how the marketing concept can be applied, what are its goals, the state of sponsorship in sports and what are its specifics with a little more emphasis on football as the most popular sport in the world. The paper also emphasizes the influence of modern technology on sport and sports activities of clubs. As part of the work, research was conducted focusing on the analysis of the success of the most prominent football clubs in Croatia, their own content on the clubs' websites and social networks, and what effects these activities have on their fan base and the environment.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:588079
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Business informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-15 10:29:41