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undergraduate thesis
Esport marketing
2021. urn:nbn:hr:251:576527
Klarić, Matea
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Klarić, M. (2021). Esport marketing (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:576527

Klarić, Matea. "Esport marketing." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:576527

Klarić, Matea. "Esport marketing." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:576527

Klarić, M. (2021). 'Esport marketing', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 22 September 2023, https://urn.nsk.hr/urn:nbn:hr:251:576527

Klarić M. Esport marketing [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2023 September 22] Available at: https://urn.nsk.hr/urn:nbn:hr:251:576527

M. Klarić, "Esport marketing", Undergraduate 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:251:576527

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Metadata
TitleEsport marketing
Title (english)Esports marketing
AuthorMatea Klarić
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Esport je nova natjecateljska i sportska disicplina koja se razvija ukorak s tehnologijom. Interes za esport natjecanja pronalazi se u svim dobnim skupinama te zbog toga esport natjecanja privlače velik broj gledatelja. Natjecanja se mogu podijeliti na više načina dok se ciljana skupina kod promocije natjecanja dijeli prema igri koja je predmet natjecanja. Zbog velikog interesa koji se pokazao za esport i esport natjecanja te velikog broja ljudi koji na njima sudjeluju, esport organizacije počinju otvarati radna mjesta jednaka konvencionalnim tvtkama. Sukladno tomu nastaje potreba za marketinškim stručnjacima, odnosno osobama koje će se baviti vođenjem esport kampanja. Takva radna mjesta iziskuju teorijsko znaje kao i sposobnost prilagođavanja promjenama i novim trendovima. Zbog toga je potrebno upoznati se s temeljnim stavkama marketinga kao što su 4P ili u slučaju esporta 7P, marketinškim planiranjem, određivanjem ciljane skupine i sl. kako bi se tradicionalni marketinški oblici mogli prenjeti u esport marketing. Porast esporta uvažen je i viđen kod većih brendova i korporacija koje esport vide kao novi način i novo mjesto oglašavanja. To je dovelo do uvođenja novih metoda oglašavanja povezanih uz video igre i esport koje se s vremenom usavršavaju i postaju zastupljenije čime pridonose razvoju esporta i esport marketinga.
Abstract (english)
Esports is a new competitive discipline whose development is influenced and assisted by the development of technology. Interest for esports championships can be found in all age groups, which is why esports championships attract a large number of viewers. Championships alone can be divided in a few different ways whereas target audience is mostly divided by fans and players of the game that's played at the championship. Since Esports communities have shown increasing interest for championships and similar events, Esports organisations have recognized the industry potential and opened new job positions and employment options. Those jobs could have usually only be found in traditional companies, one of them being marketing manager. Due to the job's nature, it is essential to become familiar with traditional marketing methods such as 4P or 7P, marketing planning and forming a target audience so that those traditional methods could be transfered into esports marketing and adjusted to it's needs. Large brands and corporations have recognized Esports as a new place and way of advertising. This has led to introducing new esports and video game related advertising methods which are being constantly perfected and more widely used, contributing to growth of Esports and Esports Makreting.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:576527
Study programmeTitle: University undergraduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera (sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2022-03-15 15:46:22