The purpose of this master's thesis was to present the concept of marketing and dive into the
specifics of digital marketing, particularly from the perspective of its application within the sports
organization of the women's handball club Krim Mercator. The key question we were exploring was
how to effectively apply and enhance the modern marketing concepts and principles to improve the
marketing strategies the club already has, to achieve the specific goals set by the organization.
We approached the problem using a descriptive method, primarily utilizing scientific articles
available online, as they are more suitable for keeping up with the rapid evolution of media and
subsequently digital marketing.
Furthermore, we interviewed Jure Doler, the marketing director of RK Krim Mercator, to determine the
desired outcomes of the club's online marketing campaigns and set concrete objectives.
Using online tools for analyzing websites and social media profiles, we identified positive aspects and
sought opportunities for improvement on the website www.rkkrim.com and the Facebook profile of
RK Krim Mercator.
Lastly, based on these findings, and with the help of knowledge from the theoretical part, we
highlighted areas where the marketing strategy could be enhanced and developed a concrete six
month advertising plan tailored to the specific goals set during the interview.
|
