Martial arts are regarded as a discipline that teaches moral principles. This vision allows many people to fully understand their characteristics and qualities (physical and otherwise). Nowadays martial arts are spread all over the world, thanks to the various founding masters who, over time, have dedicated their lives to teaching and spreading these practices. They are learned thanks to the sports centers that have been opened in each country and thanks to the passion that each practitioner dedicates to them. This allows the spread of martial arts within a country. But how does the advertising of each discipline happen in the various places? For example in Italy and the UK? The purpose of this thesis is to find out how each martial arts center (Italian and non-Italian) decides to advertise their business. Specifically, we will analyze different online sites to compare them and see which methods are used to disseminate the activities proposed by these centers. We will observe different aspects, in particular we will see: firstly the history and origins of martial arts to understand what they are and how they have spread over time, secondly we will understand what Marketing and what are its strategies for advertising this type of services, and finally we will analyze some online sites and compare them to understand what differences there may be.

Martial arts are regarded as a discipline that teaches moral principles. This vision allows many people to fully understand their characteristics and qualities (physical and otherwise). Nowadays martial arts are spread all over the world, thanks to the various founding masters who, over time, have dedicated their lives to teaching and spreading these practices. They are learned thanks to the sports centers that have been opened in each country and thanks to the passion that each practitioner dedicates to them. This allows the spread of martial arts within a country. But how does the advertising of each discipline happen in the various places? For example in Italy and the UK? The purpose of this thesis is to find out how each martial arts center (Italian and non-Italian) decides to advertise their business. Specifically, we will analyze different online sites to compare them and see which methods are used to disseminate the activities proposed by these centers. We will observe different aspects, in particular we will see: firstly the history and origins of martial arts to understand what they are and how they have spread over time, secondly we will understand what Marketing and what are its strategies for advertising this type of services, and finally we will analyze some online sites and compare them to understand what differences there may be.

Advertising martial arts and fitness centres in the UK and in Italy: A comparative study of online websites

POLESE, MIGUEL
2021/2022

Abstract

Martial arts are regarded as a discipline that teaches moral principles. This vision allows many people to fully understand their characteristics and qualities (physical and otherwise). Nowadays martial arts are spread all over the world, thanks to the various founding masters who, over time, have dedicated their lives to teaching and spreading these practices. They are learned thanks to the sports centers that have been opened in each country and thanks to the passion that each practitioner dedicates to them. This allows the spread of martial arts within a country. But how does the advertising of each discipline happen in the various places? For example in Italy and the UK? The purpose of this thesis is to find out how each martial arts center (Italian and non-Italian) decides to advertise their business. Specifically, we will analyze different online sites to compare them and see which methods are used to disseminate the activities proposed by these centers. We will observe different aspects, in particular we will see: firstly the history and origins of martial arts to understand what they are and how they have spread over time, secondly we will understand what Marketing and what are its strategies for advertising this type of services, and finally we will analyze some online sites and compare them to understand what differences there may be.
2021
Advertising martial arts and fitness centres in the UK and in Italy: A comparative study of online websites
Martial arts are regarded as a discipline that teaches moral principles. This vision allows many people to fully understand their characteristics and qualities (physical and otherwise). Nowadays martial arts are spread all over the world, thanks to the various founding masters who, over time, have dedicated their lives to teaching and spreading these practices. They are learned thanks to the sports centers that have been opened in each country and thanks to the passion that each practitioner dedicates to them. This allows the spread of martial arts within a country. But how does the advertising of each discipline happen in the various places? For example in Italy and the UK? The purpose of this thesis is to find out how each martial arts center (Italian and non-Italian) decides to advertise their business. Specifically, we will analyze different online sites to compare them and see which methods are used to disseminate the activities proposed by these centers. We will observe different aspects, in particular we will see: firstly the history and origins of martial arts to understand what they are and how they have spread over time, secondly we will understand what Marketing and what are its strategies for advertising this type of services, and finally we will analyze some online sites and compare them to understand what differences there may be.
Martial Arts
Marketing
Services
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12608/40759