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The Artist as Branded Goods
Forejtová, Veronika ; Postler, Milan (advisor) ; Johnová, Radka (referee)
The theoretical part is explaining the concept of brand, defines the differences between the brands and "brand", as well as the differences between the brands and the products. Also points to the importance of brands in marketing, types of brands and their elements. The greatest attention is paid to branding, priority of today's marketing. It focuses on the description of the main steps of the strategic brand management. Followed by a theoretical insight into the topic of art, marketing specifications in showbusiness, and outline of the contemporary art market, including the legal binding. Following the theory and the facts established in it, the practical part is set on monitoring a particular artist in the terms of application of principles of brand building. Thesis does not aim to provide an exhausting list of information from different areas, but rather to point out the possibilities of linking brand strategies and the arts. The goal is to assess whether the success in the field of art is linked with the quality of brand management strategy.
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Brand Strategy in the Art and Cultural Heritage markets
Hanušová, Petra ; Černá, Jitka (advisor) ; Johnová, Radka (referee)
The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.
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Specifics of Consumer Behavior on Cultural Heritage Market
Johnová, Radka ; Koudelka, Jan (advisor) ; Zamykalová, Miroslava (referee) ; Beck, Jiří (referee)
Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.
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Application of Marketing in Non-Profit Organization
Forejtová, Veronika ; Procházková, Markéta (advisor) ; Johnová, Radka (referee)
The theoretical part is explaining the concept of a non-profit organization, the conditions of its operation, including the legal bonding and the possibilities of utilization of financial resources. Followed by a theoretical insight on marketing and its differences in profit and non-profit sectors. The greatest attention is paid to one of the most common marketing methods, the 4P marketing mix. It focuses on the description of each of its components and their potential use in developing the marketing strategy of an organization. Following the theory and the facts established in it the practical part is set on monitoring a particular non-profit organization in terms of methods of application of marketing mix and also the possibilities of its financing. Thesis does not aim to provide an exhausting list of information from different areas, but rather to point out the possibilities of linking marketing with non-profit organizations. The goal is to assess whether the success of a non-profit organizations is linked with the quality of its marketing strategy.
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Analýza a návrh změn internetové propagace firmy Mlékárna Olešnice, RMD
Hlaváček, Vladimír ; Johnová, Radka (advisor) ; Šubrta, Václav (referee)
Cílem této práce je navrhnout případné úpravy v propagaci firmy Mlékárna Olešnice, RMD na internetu. Nejprve se tato bakalářská práce zabývá standardními způsoby propagace firem na internetu. Popisuje praktiky marketingu zaměřeného na vyhledávače (tzv. SEM ? Search Engine Marketing), tedy optimalizace stránek pro vyhledávače (SEO ? Search Engine Optimization) a kampaně ?Plať za proklik? (PPC ? Pay per click). Obě metody jsou vysvětleny a doplněny o další aspekt SEM ? sledování efektivity. Všechny tyto části jsou prakticky popsány na internetové propagaci firmy Mlékárna Olešnice, RMD.
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Návrh komunikační a informační strategie pro Českou asociaci létajícího disku
Balážová, Radka ; Johnova, Radka Mgr (advisor) ; Kučerová, Helena (referee)
Tato práce se zabývá analýzou České Asociace Létajícího disku. Obsahuje teoretickou část shrnující význam marketingové komunikace pro neziskovou organizaci a postup při vytváření komunikační strategie firmy. Zahrnuje marketingovou situační analýzu organizace, analýzu jejích informačních zdrojů, hodnotí povědomí jejích členů o činnosti organizace. Povědomí veřejnosti o existenci sportů, které tato organizace propaguje. Zabývá se komunikačním mixem společnosti a dává doporučení pro úpravu komunikačního mixu organizace. Formuluje požadavky na funkčnost informačního systému organizace
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