Digital Marketing of Nordic Walking

Sophia CIERNY

Bachelor's thesis

Abstract:

The aim of this study was to analyze the digital marketing strategy of the international Nordic Walking federation INWA. The digital marketing strategy was mainly analyzed form the social media perspective how the federation and its country members are active on the social media, what platforms and tools are they using for their digital marketing strategy. The thesis is divided in to six chapters, which contains 8 pictures, 1 table and 8 graphs. The first chapter gives a short introduction to the topic and the sport Nordic Walking. This chapter explains what kind of recreational sport Nordic Walking is. The first chapter includes also a section explaining history of Nordic Walking and the founding of INWA. The second chapter gives a short introduction in to what digital marketing is, its methods and what are the current trends on the market. The third chapter defines the objectives of the thesis, both the primary objective and the secondary objectives. Fourth chapter takes us through the methodology of the thesis, it describes what methods where used for this thesis and how the collection of primary and secondary data has been collected and analyzed. Fifth chapter describes the results and outcome of the questionnaires, the overall analyzes of the thesis and its strengths and weaknesses for improvement. A last chapter is the conclusion which gives a summary of the main part of the text, concluding statements, recommendations and solutions to the topic.

Abstract:

The aim of this study was to analyze the digital marketing strategy of the international Nordic Walking federation INWA. The digital marketing strategy was mainly analyzed form the social media perspective how the federation and its country members are active on the social media, what platforms and tools are they using for their digital marketing strategy. The thesis is divided in to six chapters, which contains 8 pictures, 1 table and 8 graphs. The first chapter gives a short introduction to the topic and the sport Nordic Walking. This chapter explains what kind of recreational sport Nordic Walking is. The first chapter includes also a section explaining history of Nordic Walking and the founding of INWA. The second chapter gives a short introduction in to what digital marketing is, its methods and what are the current trends on the market. The third chapter defines the objectives of the thesis, both the primary objective and the secondary objectives. Fourth chapter takes us through the methodology of the thesis, it describes what methods where used for this thesis and how the collection of primary and secondary data has been collected and analyzed. Fifth chapter describes the results and outcome of the questionnaires, the overall analyzes of the thesis and its strengths and weaknesses for improvement. A last chapter is the conclusion which gives a summary of the main part of the text, concluding statements, recommendations and solutions to the topic.

Keywords

Digital marketing, Nordic Walking, INWA, Social Media, Content Marketing, Website optimization, Facebook

Language used: English

Date on which the thesis was submitted / produced: 24. 7. 2018

Thesis defence

• Supervisor: Mgr. Jiří Skoumal, Ph.D.

PALACKÝ UNIVERSITY OLOMOUC

Faculty of Physical Culture

Bachelor programme / field:
Physical Education and Sports / Coaching and sports