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master's thesis
Sportski marketing i brendiranje igrača u sportu
Koprivnica: University North, 2023. urn:nbn:hr:122:858346
Hegedušić, Izabela
University North
University centre Varaždin
Department of Multimedia, Design and Application

Institutional repository: University North Digital Repository

Cite this document

Hegedušić, I. (2023). Sportski marketing i brendiranje igrača u sportu (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:858346

Hegedušić, Izabela. "Sportski marketing i brendiranje igrača u sportu." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:858346

Hegedušić, Izabela. "Sportski marketing i brendiranje igrača u sportu." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:858346

Hegedušić, I. (2023). 'Sportski marketing i brendiranje igrača u sportu', Master's thesis, University North, accessed 03 December 2024, https://urn.nsk.hr/urn:nbn:hr:122:858346

Hegedušić I. Sportski marketing i brendiranje igrača u sportu [Master's thesis]. Koprivnica: University North; 2023 [cited 2024 December 03] Available at: https://urn.nsk.hr/urn:nbn:hr:122:858346

I. Hegedušić, "Sportski marketing i brendiranje igrača u sportu", Master's thesis, University North, Koprivnica, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:122:858346

Metadata
TitleSportski marketing i brendiranje igrača u sportu
Title (english)Sports marketing and player branding in sports
AuthorIzabela Hegedušić
MentorRobert Geček (mentor)
Committee memberAndrija Bernik (predsjednik povjerenstva)
Committee memberRobert Geček (član povjerenstva)
Committee memberMario Periša (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Multimedia, Design and Application)
Koprivnica
Defense date and country2023-04-25, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Graphic Technology
Processes of Graphic Reproduction
Abstract
Marketinški plan strukturirano je i vrlouvijek široko područje, ali sportsko brendiranje je uže područje kojim će se baviti ovaj diplomski rad. Uspon digitalnih medija izazvao je transformacije i nove pojave u različitim područjima. U ovo digitalno doba grane poput osobnog sportskog brendiranja i nacionalnog brendiranja dobile su nove prilike za razvoj. Istraživanje je usmjereno na marketing Rukometnog kluba Rostocker Handball club, prvu ekipu Rostocker Dolphins i pojedinačne igračice. Sport, digitalni marketing i društvene mreže termini su koji su prisutni svuda oko nas. Ovaj diplomski rad će se usredotočiti na poboljšanje osobnog brendiranja rukometašica i kluba, prikazati će se sveobuhvatne i funkcionalne usluge koje je klub koristio kako bi primjenili osobno brendiranje na učinkovit i profitabilan način putem društvenih medija i njegove prednosti za sportaše. Zadovoljavanje sportskih ambicija, društvenih potreba i interesa pojedinaca uvijek je bilo u sukobu s objektivnim materijalnim i financijskim potporama u bilo kojem društvu. Sportski marketing je pomoć u traženju izlaza iz začaranog kruga u kojem novca uvijek nedostaje, a upravo financije određuju kvalitetu i kvantitetu sportskog stvaralaštva.
Abstract (english)
Marketing plan is a structured and very broad area, but sports branding is a narrower area that will be dealt with in this thesis. The rise of digital media has caused transformations and new phenomena in various fields. In this digital age, branches such as personal sports branding and national branding have received new opportunities for development. The research is focused on the marketing of the Rostocker Handball club, the Rostocker Dolphins first team and individual players. Sports, digital marketing and social networks are terms that are present all around us. This thesis will focus on improving the personal branding of handball players and the club, it will show the comprehensive and functional services that the club used to implement personal branding in an efficient and profitable way through social media and its benefits for athletes. Satisfying the sporting ambitions, social needs and interests of individuals has always been in conflict with objective material and financial support in any society. Sports marketing is a help in finding a way out of the vicious circle in which money is always in short supply, and it is finances that determine the quality and quantity of sports creativity.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:122:858346
Study programmeTitle: Multimedia Science
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra inženjer/inženjerka grafičke tehnologije (magistar/magistra inženjer/inženjerka grafičke tehnologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-23 11:19:07