Application of the Double Diamond framework to prepare the communication strategy of a great sports event

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14510%2F19%3A00110776" target="_blank" >RIV/00216224:14510/19:00110776 - isvavai.cz</a>

Result on the web

<a href="https://journals.muni.cz/studiasportiva/article/view/11494/10798" target="_blank" >https://journals.muni.cz/studiasportiva/article/view/11494/10798</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5817/StS2019-1-10" target="_blank" >10.5817/StS2019-1-10</a>

Result language

angličtina

Original language name

Application of the Double Diamond framework to prepare the communication strategy of a great sports event

Original language description

Any sports event is characterized by the process of planning, organization and implementation and evaluation itself. This system applies to both single and repetitive, small or larger sports events. The planning process itself applies to all components – sports, technical, financial, process-law, and mar-keting communications.There are several marketing communication goals, but they all focus on end-users, fans, their desires, needs and interests in each sporting event. To maximize the benefits of marketing communications, careful preparation and a creative concept in the editorial plan must be prepared.Different procedures are used to prepare the communication strategy. This article aims to introduce the universal Double Diamond framework, which was used to prepare the communication strategy on the web and social medias for the World Cup in biathlon in Nové Město na Moravě held from December 20 to December 23, 2018, to familiarize with the possibilities of using social tools networks and to present the results achieved with these instruments.This study describes the framework theoretically and then shows possible practical outputs from the whole process.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Studia Sportiva

ISSN

1802-7679

e-ISSN

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Volume of the periodical

Vol. 13

Issue of the periodical within the volume

01/2019

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

13

Pages from-to

100-112

UT code for WoS article

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EID of the result in the Scopus database

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