Marketing and Medializing Minor Sports

Ing. Tamara Savelyeva

Master's thesis

Abstract:

The purpose of the following research is to identify ways of promotion of self-defense organization, with the example of particular company, International Krav Maga Feredation in Czech Republic. The goal is to show which ways of marketing and media the company is using and how it affects customer loyalty. The aspects explored also shows customers’ motivation to choose particular courses. Nowadays the interest for the company is growing dramatically, however little research is made about the topic of self-defense. The main purpose was to identify the most profitable marketing channels. This has been done by combining marketing research of the company and online questionnaire for their customers. The results describes and compares various marketing channels and strategies used by the company. Author expects that the study will help companies within the field to allocate their resources efficiently to create the most effective marketing strategy. It is also a step to research more within the concept of self-defense and develop new ways of promotion.

Keywords

Self-defense, Krav Maga, sport, marketing, media, IKMF

Language used: English

Date on which the thesis was submitted / produced: 27. 7. 2015

Thesis defence

• Date of defence: 28. 8. 2015
• Supervisor: Mgr. Zdeněk Sloboda
• Reader: Mgr. Linda Kozáková

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication