TY - THES AU - Gubser, Robin T1 - UEFA European Qualifiers 2016 T4 - The consequences of the new central marketing concept DA - 2015 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Burk, Walter AB - For the European qualification phase starting in 2014, UEFA implemented a new marketing concept. Instead of individual marketing by the associations, UEFA decided to market the national team matches of the qualification phase centrally under the name European Qualifiers. For the broadcasting rights it was possible to achieve a fully centralised concept for all associations and considering the commercial rights, UEFA allowed to chose between three different options. The football association of Liechtenstein, short LFV, is affected by the new marketing concept. The objective of this bachelor thesis is to analyse the specific impact of the new concept on one of the smallest members of UEFA, the LFV. The analysis is based on a wide literature review and five in-depth, expert interviews. The gained knowledge is then applied on the specific case of the LFV. The changes, benefits and drawbacks are elaborated and finally recommendations for future trends and developments are given. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -