ANNUAL MARKETING CALENDAR: for the client Unihockey Basel Regio
Alanko, Nelli (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051912192
https://urn.fi/URN:NBN:fi:amk-2023051912192
Tiivistelmä
The aim of this bachelor´s thesis was to create an annual marketing calendar to meet the needs of the cli-ent. The calendar was commissioned by the Swiss floorball club Unihockey Basel Regio, and the goal was to create a compact tool which would combine theory-based knowledge and a practical solution. The goal was to make an easy-to-use tool, which would be feasible in the future as a basis for the association's annual marketing planning. The theory part of the thesis presents the marketing activities that are currently imple-mented in the association and discusses how they are organized in the form of an annual marketing calendar based on the need of the client.
The thesis was approached with a qualitative research method and the aim was to collect the research mate-rial from as many channels as possible. Semi-structured interviews, observation and benchmarking were used as data collection methods. After analyzing the data, the results were presented in the form of an annual marketing calendar, where four different periods linked to various themes guided the course of the calendar. These periods were transition period, preseason, regular season/ qualification and play off/ play out time.
The thesis meets the requirements of the assignment and the goals set for it were achieved. The applicability of the thesis to the marketing needs of other associations in the field also signals a successful final work. As further research proposals, a more in-depth analysis of the market situation was suggested, through which preparation of a detailed marketing plan would be possible.
The thesis was approached with a qualitative research method and the aim was to collect the research mate-rial from as many channels as possible. Semi-structured interviews, observation and benchmarking were used as data collection methods. After analyzing the data, the results were presented in the form of an annual marketing calendar, where four different periods linked to various themes guided the course of the calendar. These periods were transition period, preseason, regular season/ qualification and play off/ play out time.
The thesis meets the requirements of the assignment and the goals set for it were achieved. The applicability of the thesis to the marketing needs of other associations in the field also signals a successful final work. As further research proposals, a more in-depth analysis of the market situation was suggested, through which preparation of a detailed marketing plan would be possible.