| Abstract [eng] |
Master's thesis focuses on marketing communication tools for different market segments of Lithuanian martial arts sports federations. This work reasons the issues of Lithuanian martial arts sports federations’ orientation to the modern sports business trends being slow and difficult and not qualified enough for the marketing business. As a result, it cannot take advantage of the possibilities of marketing communication to influence market audience. The main objective of this work is to prepare a complex model of integrated marketing communications, which distributes itself to different segments of the sports market. The model is prepared in a few steps. In the theoretical study the development of integrated marketing communication conception was analyzed and the main parts of marketing communication conception were determined, the structure of the sports market and its segments was identified. The essential dimensions of the formative model were defined in the final part of the theoretical study. In the empirical part of this work these dimensions were specified. As a result of experts interview the audience of Lithuanian martial arts sports federations’ market was identified and the means of communication market which are applied to this audience were determined. Subsequently, the model, which reflects the differentiation of integrated marketing communication complex to diverse sports market segments, was made. Using the method of focus group, the adaptation of this model to Lithuanian sports market was evaluated. During this expert evaluation the main problems of the model’s adaptation, i.e. the lack of marketing knowledge and skills, as well as limited resources and the lack of managemental competence were identified. |
