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undergraduate thesis
MARKETING U SPORTU NA PRIMJERU FORMULE 1
Završni rad
Split: University of Split, Faculty of economics Split, 2021. urn:nbn:hr:124:965467
Batinović, Sandro
University of Split
Faculty of economics Split

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Batinović, S. (2021). MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:965467

Batinović, Sandro. "MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:965467

Batinović, Sandro. "MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:965467

Batinović, S. (2021). 'MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 04 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:965467

Batinović S. MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2025 January 04] Available at: https://urn.nsk.hr/urn:nbn:hr:124:965467

S. Batinović, "MARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:965467

Metadata
TitleMARKETING U SPORTU NA PRIMJERU FORMULE 1 : Završni rad
AuthorSandro Batinović
MentorBiljana Crnjak-Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom završnom radu prikazan je marketing u sportu na primjeru Formule 1. Istraženi su problemi financiranja momčadi i općenito sporta te način na koji se privlači pozornost gledatelja, sponzora i ostalih relevantnih strana za sport. Provedena je analiza ključnih elemenata marketinškog miksa kojom upravlja FOM (Formula One Management) te analiza poslovnih i marketinških strategija koje momčadi i FOM provode u svrhu poboljšanja sporta ili utjecanja na njegovu održivost. Drugo poglavlje bavi se poimanjem i značenjem marketinga te marketingom u sportu. U trećem poglavlju opisane su specifičnosti koje čine sport jedinstvenim, ravnoteža tradicionalnih i novih lokacija te momčadi i njihove karakteristike. Sljedeće poglavlje se osvrće na promociju i kvalitetu komunikacije i promociju između sudionika sporta i navijača, putem televizije i interneta. Posljednja dva poglavlja analiziraju odluke koje poboljšavaju stanje u momčadima, bilo direktno putem raznih sponzorstva ili indirektno razvojem tehnologije koja je primjenjiva u srodnim industrijama.
Abstract (english)
In this thesis sports marketing is presented focusing on the case of Formula 1. Phenomena like team financing, sports financing in general and the methodology of creating value for fans, sponsors and other parties were the focal point of the thesis. An analysis of the key elements of the marketing mix controlled by FOM (Formula One Management) was conducted, together with the analysis of business and marketing strategies employed by F1 teams and FOM in order to improve the sport or have an impact on its sustainability. The second chapter presents already established knowledge in marketing and sports marketing. In the third chapter intricacies such as event locations, teams and their characteristics, and general uniqueness of the sport are examined. The following chapter is a revision of various decisions and strategies used in the sphere of promotion (via TV, Internet, etc.) in order to create value for fans. The final two chapters explore various sponsorships and business strategies employed by the teams in order to directly or indirectly benefit from them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:965467
Study programmeTitle: Tourism
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-05 14:28:08