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master's thesis
Strateško upravljanje marketinškim aktivnostima u sportskoj industriji
Diplomski rad
2024. urn:nbn:hr:145:096385
Bilušić, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

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Bilušić, I. (2024). Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : 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:145:096385

Bilušić, Ivan. "Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:096385

Bilušić, Ivan. "Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:096385

Bilušić, I. (2024). 'Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 21 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:096385

Bilušić I. Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 21] Available at: https://urn.nsk.hr/urn:nbn:hr:145:096385

I. Bilušić, "Strateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:096385

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Metadata
TitleStrateško upravljanje marketinškim aktivnostima u sportskoj industriji : Diplomski rad
Title (english)Strategic management of marketing activities in sports industry : Graduate paper
AuthorIvan Bilušić
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2024-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad istražuje specifičnosti upravljanja marketingom u sportskoj industriji, analizirajući ključne aspekte poput učestalosti sudjelovanja potrošača u promotivnim aktivnostima, percepciji sportskih oglasa na društvenim mrežama, angažiranosti na društvenim mrežama u vezi sa sportskim sadržajem, te utjecaju sponzorstava na kupovne odluke. Korištenjem teorijskih modela poput tradicionalnog i proširenog marketinškog miksa te suvremenih digitalnih alata, rad nudi uvid u učinkovitost različitih marketinških strategija. Empirijski podaci prikupljeni kroz anketu pružaju konkretne preporuke za sportske brendove kako bi optimizirali svoje marketinške napore. Zaključeno je da uspješan sportski marketing zahtijeva holistički i integriran pristup, s fokusom na potrošača, autentična sponzorstva i korištenje digitalnih platformi za povećanje angažmana i lojalnosti.
Abstract (english)
This paper investigates the specifics of marketing management in the sports industry, analyzing key aspects such as the frequency of consumer participation in promotional activities, the perception of sports ads on social networks, engagement on social networks related to sports content, and the influence of sponsorships on purchasing decisions. Using theoretical models such as the traditional and expanded marketing mix and modern digital tools, the paper offers insight into the effectiveness of different marketing strategies. The empirical data collected through the survey provides concrete recommendations for sports brands to optimize their marketing efforts. It was concluded that successful sports marketing requires a holistic and integrated approach, with a focus on the consumer, authentic sponsorships and the use of digital platforms to increase engagement and loyalty.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:096385
Study programmeTitle: Business economy; specializations in: Management
Course: Management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar / magistra ekonomije (sveučilišni magistar / magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-16 14:53:35