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master's thesis
Marketing menadžment u sportu - studija slučaja NK Osijek
2021. urn:nbn:hr:251:118226
Bradarić, Antonija
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Bradarić, A. (2021). Marketing menadžment u sportu - studija slučaja NK Osijek (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:118226

Bradarić, Antonija. "Marketing menadžment u sportu - studija slučaja NK Osijek." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:118226

Bradarić, Antonija. "Marketing menadžment u sportu - studija slučaja NK Osijek." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:118226

Bradarić, A. (2021). 'Marketing menadžment u sportu - studija slučaja NK Osijek', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:118226

Bradarić A. Marketing menadžment u sportu - studija slučaja NK Osijek [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:251:118226

A. Bradarić, "Marketing menadžment u sportu - studija slučaja NK Osijek", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:118226

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Metadata
TitleMarketing menadžment u sportu - studija slučaja NK Osijek
Title (english)Marketing Management in Sport - A Case Study of the Football Club Osijek
AuthorAntonija Bradarić
MentorMarta Borić Cvenić (mentor)
MentorHrvoje Mesić (mentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberMarija Tolušić (član povjerenstva)
Committee memberMarija Šain (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Glavna tema ovoga diplomskoga rada je marketing menadžment u sportu, sa naglaskom na studiju slučaja Nogometnog kluba Osijek (u daljnjem tekstu NK Osijek). Objašnjena su pojmovna određenja sporta, sportskog marketinga i menadžmenta te spajanja ta dva pojma u jednu cjelinu – marketing menadžment u sportu. Potom je prikazana složenost sportskog marketing menadžmenta, koji se istaknuo na globalnom sportskom tržištu, kao vrlo poseban oblik marketinga te kao vlastiti predmet istraživanja. Nadalje u radu, opisani su povijest, rad i organizacijska struktura Nogometnog kluba Osijek. Empirijski dio ovoga rada usmjeren je na istraživanje sportskog marketing menadžmenta Nogometnog kluba Osijek, kroz dubinski intervju s voditeljem odjela marketinga Nogometnog kluba Osijek. Na kraju su diplomskog rada analizirane i objašnjene postavljene hipoteze, koje su primijenjene i razrađene kroz diplomski rad. Zaključak ovoga diplomskoga rada predstavlja važnost razumijevanja srži i posebnosti područja sporta, koju sportski marketing menadžeri trebaju posjedovati za uspješno poslovanje sportske organizacije te je opisan sažeti koncept sportskog marketing menadžmenta, koji čini vrlo posebnu ulogu na današnjem zahtjevnom i unosnom sportskom tržištu.
Abstract (english)
The main topic of this thesis is marketing management in sports, at the case study of the Football Club Osijek. The conceptual definitions of sport in general, sports marketing and management are explained, as well as the merging of two concepts into one whole - marketing management in sport. Then, the complexity of sports marketing management is presented, which stood out in the global sports market, as a very special form of marketing and as its own subject of research. Further in the paper, the history, work and organizational structure of the Football Club Osijek are described. The empirical part of this thesis is focused on the research of sports marketing management of the Football Club Osijek, through an in-depth interview with the head of the marketing department of the Football Club Osijek. At the end of the thesis, the set hypotheses were analyzed and explained, which were applied and elaborated through the thesis. The conclusion of this thesis is the importance of understanding the core and specifics of sports, which sports marketing managers should have for the successful business of a sports organization and describes a brief concept of sports marketing management, which plays a very special role in today's demanding and profitable sports market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:118226
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-28 15:04:53