Digitalni marketing i odnosi s javošću Nogometnog kluba Osijek

master's thesis

• Title (english): Digital Marketing and Public Relations of Football Club Osijek
• Author: Ema Stanković
• Mentor: Boško Picula (mentor)
• Committee member: Boško Picula (predsjednik povjerenstva)
• Committee member: Višeslav Raos (član povjerenstva)
• Committee member: Lidija Eret (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Digitalni marketing i odnosi s javnošću koriste sve organizacije kako bi ispunile svoje poslovne ciljeve. Tema je ovog rada prikaz korištenja spomenutih disciplina u radu Nogometnog kluba Osijek u zajednici u kojoj postoji. Nogometni klub Osijek, koristeći marketing, preko svojih kanala, poput web stranice i društvenih mreža, objavljuje razne pozive navijačima i simpatizerima na kupnju svojih proizvoda. Također, informiraju i pozivaju navijače na kupnju ulaznica i drugih proizvoda u svojoj ponudi, pozivaju ih na članstvo davanjem raznih pogodnosti. Dijele obavijesti vezane uz online i trgovinsku kupnju te koriste popularnost nogometaša u svrhu povećanja prodaje. Odnosima s javnošću Nogometni klub Osijek uspostavlja dugoročni odnos sa zajednicom, održavaju pozitivan odnos s medijima, njeguju prijateljstvo s navijačima, podižu svijest javnosti redovitim novostima vezanim uz NK Osijek te educiraju navijače koristeći različite platforme. U radu se posebno dalo na važnosti tehnikama u digitalnom, suvremenom svijetu. Prikazano je sportsko upravljanje i postojanje organizacije u svijetu Interneta te na koji način sportski klub koristi sve mogućnosti modernog svijeta. Analiza sadržaja doprinosi slici o funkcioniranju jedne sportske organizacije u digitalnome svijetu te objašnjava odnos između Nogometnog kluba Osijek i zajednice.

Abstract (english)

All organizations use digital marketing and public relations to complete their business goals. The topic of this master is the presentation of the use of mentioned disciplines in the work of the Osijek Football Club in the community in which it exists. Football club Osijek, using marketing, through its channels, such as its website and social networks, publishes various invitations to supporters to buy its products. They inform and invite fans to buy tickets and other products in their offer, invite them to membership through various benefits, they share notifications related to online and store purchases and use soccer players to increase sales. Public relations of Football club Osijek establishes a long-term relationship with the community, maintains a positive relationship with the media, cultivates friendship with fans, raises public awareness with regular news related to NK Osijek, and educates fans through all its platforms. The paper emphasized the importance of techniques in the digital, modern world. Presentation of sports management and existence in the world of the Internet. How a sports club uses all the possibilities of the modern world. Content analysis contributes to the picture of the functioning of a sports organization in the digital world and explains the relationship between the Osijek Football Club and the community

• Keywords: Nogometni klub Osijek; Osijek; Digitalni marketing; Odnosi s javnošću; Nogomet; Društvene mreže
• Keywords (english): Football club Osijek; Osijek; Digital marketing; Public relations; Football; Social media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:977721
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-09 13:03:39