Sport management

• Номер работы:
  434042
• Раздел:
  Все работы   →   Дипломные работы   →   Управление персоналом (Менеджмент)
• Год добавления:
  04.01.2017 г.
• Объем работы:
  51 стр.
• Содержание:
  TABLE OF CONTENT
  
  
  CHAPTER 1. INTRODUCTION 3
  1.1 Research problem 3
  1.2 Research purpose 3
  1.3 Research question 3
  1.4 Methodology 4
  1.5 Hypothesis 7
  1.6 Literature Overview 7
  1.7 Structure of the thesis 7
  CHAPTER 2. THEORETICAL FRAMEWORK OF MARKETING ACTIVITY OF SPORTS CLUB 8
  2.1 Sports club as object of promotion 8
  2.2 Value of marketing in promotion of sport 11
  2.3 Features of marketing technologies in promotion of sport 15
  2.4 Creation of image of sports club 17
  2.5 Brand as component of image of sports club 18
  CHAPTER 3. ANALYSIS OF MARKETING ACTIVITY OF PROFESSIONAL FOOTBALL CLUB «PARIS SAINT-GERMAIN» (FRANCE) 20
  3.1 Characteristic of «Paris Saint-Germain» football club 20
  3.2 SWOT- analysis of «Paris Saint-Germain» football club 29
  3.3 PEST- analysis of «Paris Saint-Germain» football club 30
  3.4 Analysis of five competitive forces of Porter 31
  3.4 Assessment of use of marketing tools of «Paris Saint-Germain» football club 33
  CHAPTER 4. DIRECTIONS OF IMPROVEMENT OF MARKETING ACTIVITY OF «PARIS SAINT-GERMAIN» FOOTBALL CLUB 39
  4.1 Innovative mechanisms of realization of marketing strategy 39
  4.2 Assessment of economic efficiency of the offered actions 41
  CHAPTER 5. CONCLUSION 45
  BIBLIOGRAPHY 46
  APPENDIX 48
  
  
• Выдержка из работы:
  Некоторые тезисы из работы по теме Sport management
  
  1.1 Research problem
  
  Nowadays in modern economy sport and business are closely interconnected. For their further joint development it is necessary to perform a clear understanding of characteristics and functions of modern sports marketing. Sport in the last decades became an object of the market relations, in a research it is considered as the independent and effectively functioning institute of market economy (Wood, 2015). Though, certainly, in the industry of sport there are specific features of development, and also the certain separate problems interfering its effective and high-quality development. For this reason creative development and a research of the problems connected with dynamic market transformation of the industry of sport, its complex analysis acquire special sharpness and relevance as it allows revealing the general qualitative tendencies of development of the industry of sport at the present stage of formation of all market economy (Brown, 2016).
  Management of sports clubs, promotion of its participants, the organization of specialized actions is connected with formation of positive image of the sports clubs, drawing attention of media, maintenance of interest of wide audience (Brown, 2016).
  
  1.2 Research purpose
  
  The aim of this thesis is to analyze features of marketing activity of sports club to provide deeper understanding of the creation of marketing strategy.
  Moreover, I would like to make practical analysis of promotion of professional football club «Paris Saint-Germain» and to offer the directions on improvement of its marketing strategy.
  ..........
  CHAPTER 2. THEORETICAL FRAMEWORK OF MARKETING ACTIVITY OF SPORTS CLUB
  
  2.1 Sports club as object of promotion
  
  
  Sport club is an organization which is carrying out activity in the field of sport with purpose of athletes training, holding sporting events, education or other kind of activity connected with sport (Newman, 2013).
  As J. Beech and S. Chadvik note , «the sport is a difficult, diverse and fascinating phenomenon, millions of people and the organizations – athletes, businessmen, journalists, advertisers, the state organizations, the noncommercial companies, sports clubs, and at last the audience and fans are involved in it. That is why tasks of sports marketing are incredibly difficult, and their decision demands an integrated approach, the highest professionalism and solid theoreti-cal preparation».
  Business cooperates with sport more and more actively, many large companies are partners of the international and national federations on sports, professional leagues and clubs, and also organizers of sports competitions. The sport for business is very effective channel of promotion of the production and services. Scales of development of the world industry of sport characterize the following indicators of obtaining the income today. Total revenue of global sports market 2005-2017 is given on Figure 2.1.
  .....