Comparison of Marketing and Communication Strategy of the Prague International Marathon and Valencia Marathon
Sašo Belovski
This work studies and compares the marketing and communication strategies developed and applied by the Prague International Marathon and the Valencia Marathon. Both organizers of these events share associable attributes, among which the fact that they are holders of IAAF Road Race Label recognitions and hence are relevant and convenient for comparison. The work first defines the ‘high level’ corporate mission and goals that these organizations want to achieve. Then, it continues to analyze how these goals are translated into marketing objectives, how the communication mix looks like, and which concrete actions are taken to implement this integrated system. Relevant information is gathered by direct involvement in and influence on the planning and implementation of these strategies, correspondence and personal interviews with relevant decision makers, available literature, as well as by having access to all the organizations’ publications, reports, and other documents. The result of this paper offers concrete practical examples of how the marketing and communication departments of two marathon and long distance running organizers function, which could be utilized by other marathon organizers and academic workers.
JEL klasifikace: G30
Reference:
[1] Annual Report 2012. Prague International Marathon. Internaldocument, 2013
[2] CAPALBO, C. Founder and president oftheorganizingcommitteeofthe Prague International Marathon. Personal interview. Prague. 17.2.2013
[3] ČÁSLAVOVÁ, E. Management a marketing sportu. Praha: Olympia, 2009. 226 s. ISBN 978-80-7376-150-9.
[4] Corporate Mission. Prague International Marathon. Internal document, 2013
[5] Entry Fees 2013.Prague International Marathon. Internal document, 2013
[6] Foreign analysis 2013. Prague International Marathon. Internal document, 2013
[7] HENDL, J. Úvod do kvalitativního výzkumu. Nakladatelstvi Karolinum. Praha, 1999. ISBN 80-246-0030-7
[8] IAAF Road Race Labels. Regulations 2013. https://iaafmedia.s3.amazonaws.com/competitioninfo/9b7ed99b-fc8a-43b1-b67d-c660687dc830.pdf
[9] Internal Directives of the Company. Prague International Marathon. Internal document, 2013
[10] KOTLER & co. Principles of Marketing. Fifth European edition. Pearson Education Limited, 2008. ISBN: 978-0-27371156-8
[11] Marketing presentation 2013.“World Class Distance Running in the Czech Republic”. Prague International Marathon. Internal document, 2012
[12] PIM report. Volkswagen Prague Marathon Event Report. Prague International Marathon. Internal document, 2011
[13] Press Kit. Divina Pastora Valencia Marathon, a constantly growing event. Valencia, 17.11.2013
[14] Úplný výpis z obchodního rejstříku, vedeného Městským soudem v Praze, oddíl C, vložka 36777. 10.2.2013
https://or.justice.cz/ias/ui/pdf-$vypis.pdf?subjektId=isor%3a58848&typ=full&klic=8vymsy
Specific sources – online websites
[1] Marathon Divina Pastora Valencia, 2013.
Cited 11.11.2013 http://maratondivinapastoravalencia.com/en/nuestra-historia/
Cited 11.11.2013http://www.mediomaratonvalencia.com/mediomaraton_ING/reglamento.asp
[2] SD Correcaminos, 2013. cited 14.11.2013. http://correcaminos.org/
[3] IAAF, 2012. cited 25.11.2012. http://www.iaaf.org/about-iaaf/history
cited 25.11.2012. http://www.iaaf.org/disciplines/road-running/marathon
cited 25.11.2012.http://www.iaaf.org/about-iaaf/
Citation out of norm – Personal interviews
[1] BORAO, P. President of AIMS. Personal interview. Prague. 26.9.2012.
[2] CAPALBO, C. Founder and president oftheorganizingcommitteeofthe Prague International Marathon. InformalPersonal interview. Prague. 1.11.2013