Bachelor's Thesis

Adaptation of Sportera to Current Marketing Trends and the Competitive Environment

Final Thesis 2.75 MB

Author of thesis: Stanislav Macák

Acad. year: 2025/2026

Supervisor: Ing. Jakub Ulč

Reviewer: doc. Ing. Pavla Marciánová, Ph.D.

Abstract:

This bachelor's thesis examines how Sportera, a Czech mobile application designed to connect people through sport, can adapt its social media presence to current digital marketing trends and the competitive environment in which it operates.
The research is structured around two phases. The first phase is secondary desk research, which analyzes the Czech sporting environment, the operational logic of social media algorithms, and benchmarks three direct competitors: Scorentino, Kam za sportem v Brně, and Playfinder. The second phase is primary qualitative research, consisting of five semi-structured in-depth interviews with physically active respondents aged 18 to 30, focusing on their content preferences, motivations, and receptiveness to User-Generated Content.
The findings reveal that the Czech sporting market is growing in participation and is digitally engaged, while none of the analyzed competitors maintains a consistent social media presence, representing a clear opportunity for Sportera. The qualitative research confirms that locally relevant short-form video content and User-Generated Content resonate most strongly with the target demographic.
Based on these findings, the thesis proposes a six-month organic social media content plan organized around three content pillars, a five-step UGC activation framework, and a set of measurable key performance indicators targeting growth to 1,000 followers on both Instagram and TikTok.

Keywords:

social media marketing, content proposal, User-Generated Content, community building, sports application, organic growth, TikTok, Instagram, Czech Republic

Date of defence

19.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaBznamka

Grading

B

Process of defence

In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full. Questions from committee members: 1. Ing. Havíř: You plan to create content for the social media. Does it mean you are going to travel around the country and taking material for the content? - answered 2. Ing. Havíř: Are you mainly focusing on Brno and Praha? - answered 3. Ing. Havíř: Are you going to use user-generated content? - answered 4. Ing. Bumberová: Do you think the performance metrics are the most important for the community? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Institute of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)

Supervisor’s report
Ing. Jakub Ulč

The aim of the thesis was to identify and propose digital marketing solutions that effectively integrate current and emerging marketing trends for the Sportera application. The objective is considered achieved. The theoretical section contains sources that are not properly cited (such as the AIDA model), but it meets the appropriate BP standards. The analytical section is of good quality, though with some reservations. For higher validity of external environment analysis, I would expect more data sources beyond the single NSA study. The proposal part is simplified but is informative for fulfilling the thesis’s objectives. I would have expected greater detail regarding the costs of individual proposals — at least an assessment of the person who will be responsible for creating the content. Financial indicators are not relevant to Sporter at this time, so I understand their absence. I negatively evaluate numerous formal issues: incorrect text indentation with large gaps between blocks, main chapters not starting on new pages, citation errors for internet sources, etc. The work contains some formal and content deficiencies. The plagiarism check shows 100% similarity due to upload timing — the work is original. I recommend the thesis for defense.

Q: What specific budget would be required to implement your proposed content strategy, and how did you determine that 1,000 followers is a meaningful target for Sportera's business objectives?
Evaluation criteria Grade
Splnění stanovených cílů C
Zvolený postup řešení, adekvátnost použitých metod B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry C
Praktická využitelnost výsledků C
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň D
Práce s informačními zdroji, včetně citací C

Grade proposed by supervisor: C

Reviewer’s report
doc. Ing. Pavla Marciánová, Ph.D.

Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The definition of the objectives is not very clear and lacks a consistent approach. The author supplements the objectives with sub-objectives, which, however, sometimes diverge from the primary and main objective of the work. The extent to which these objectives have been achieved is therefore debatable. C
Zvolený postup řešení, adekvátnost použitých metod Methodologically, the study is based on qualitative methods, specifically structured interviews with the target group. However, the author does not elaborate on or describe the evaluation or methods used to analyze the interviews. D
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The analyses conducted are limited to the descriptive phase; the analytical aspect of the research is missing, and there is no assessment of what the findings specifically mean for the company under study. This affects the interpretation of the results, which is highly subjective and lacks a solid rationale in the analyses conducted.  D
Praktická využitelnost výsledků The findings presented are applicable in practice; however, they are not supported by the analyses conducted. The author would likely have reached the same conclusions even without the analytical tools he cited.  D
Struktura práce, použitá terminologie a odborná jazyková úroveň The structure of the thesis leaves something to be desired, particularly in terms of the coherence and consistency of the chapters. The language is generally good.  C
Práce s informačními zdroji In some cases, literary sources are listed twice, contain errors or typos, and there is also a lack of consistency in citation style. D

Grade proposed by reviewer: D

Responsibility: Mgr. et Mgr. Hana Odstrčilová