National Repository of Grey Literature 79 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
The New New Stage: Marketing communication of the New Stage of National Theatre between January 2010 and spring 2011 (brand relaunch)
Jančařík, Jonáš ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
The bachelor thesis "The New New Stage: Marketing communication of the New Stage of National Theatre between January 2010 and spring 2011 (brand relaunch)" deals with the marketing communication of the New Stage in the given period. It uses the topic as an example of the possibilities marketing and marketing communication has in the cultural sector. Prague's New Stage is a cultural institution with a deep history - it was open already in 1982. In the 80s it was used mostly for theatre pieces of the National Theatre, after 1992 it served for Laterna Magika. But in 2010 it entered a new era, in which its image is being changed completely. The New Stage - now (again) belonging to the National Theatre - is turning into a diverse institution hosting many different forms of art. Of course, this inner change has its impact on the outside, too. The established image of the New Stage is changing and its management is using marketing communication tools in order to manage this process effectively and with a positive outcome. In this thesis, the New Stage is analysed from a marketing perspective, the individual communication tools used are discussed and also the reception of the new concept in the media is analysed.
The Metropolitan Opera: Live in HD in the Prague Cinema Aero. Description and Evaluation of the Success of Marketing Activities during the First Two Seasons
Dohnalová, Kamila ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
The bachelor thesis on "The Metropolitan Opera: Live in HD in the Prague Cinema Aero. Description and Evaluation of the Success of Marketing Activities during the First Two Seasons." deals with the launch of a new product in Aero art-house cinema in Prague. The Met: Live in HD - series of live transmission of opera production from The Metropolitan Opera in New York - was launched in Aero as first world-wide successful alternative content. Success of the project is closely associated with the digitalization of cinemas in the Czech Republic and abroad as well. Principles of art marketing, by which we mean all marketing activities in the field of art and culture, creation and realization's background of the Met: Live in HD and profile of Aero Cinema and Aerofilms Film Distribution Company are introduced for better understanding of the topic. The operating methods was the study of the foreign and Czech literature, the contentual analysis of documents, the media monitoring, the qualitative observation and the description of product's marketing activities correlated with the visit rate of the transmissions and publicity. The literature refers to the art marketing, the non-governmental organizations marketing, the film marketing and strategies for art cinema development.
Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign
Pospíšilová, Andrea ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The bachelor's thesis "Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign" discusses the problems of marketing communication and the positions on the market of five selected sport-luxury brands with the concentration on the campaign Mestri di Sci of the brand Vist for the season 2012/2013. The term "sport-luxury brand" is delimited in the first half of the thesis and the sample of five ski brands (Bogner, Descente, Sportalm, Vist and Kjus) is chosen on its basis. These brands will at first undergo the analysis of the positioning within segments of luxury, sport, lifestyle and then they will undergo the description and mutual comparison of the applied marketing activities. The other half of the thesis is concerned with the campaign Maestri di Sci of the brand Vist. The visual aspect of the project will undergo an elaborate analysis founded on a semiotic analysis. Subsequently, the previous campaigns of the brand Vist are introduced as well as a visual characteristic of the rival ski brands, and at the same time both these realms will submit a comparison with the campaign Maestri di Sci.
The analysis of marketing communications of the Prague Spring International Music Festival 2009
Kyncl, Jan ; Dolanská, Nora (advisor) ; Čeňková, Jana (referee)
Bachelor thesis "The analysis of marketing communications of The Prague Spring International Music Festival 2009" deals with the method how basic marketing principles are applied in the field of arts. The major goal of this study is: 1. to make a list of the main features marketing of an art organization should include, 2. to name the reasons why marketing policy should be adopted by such organization's management, 3. to indicate conditions needed for success in arts marketing. The theoretical part is based upon the relevant art marketing publications available, and on the major marketing literature which creates a framework for modern marketing theory. The second part deals with the marketing campaign of the The Prague Spring International Music Festival 2009 which is widely considered to be the most significant cultural event within the Czech republic and Central Europe as well. The analysis consists of detailed description of the marketing planning proces, characterization of the campaign's communication mix, and the evaluation of it's effectiveness. There's also a short resumé at the end of the text which provides a brief review of festival camping. Complex overview of all the information gained by writing the diploma thesis and studying the subject is also included.
Place marketing of the town Český Krumlov
Juránková, Simona ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The purpose of my Bachelor thesis is to analyse the destination marketing of the town Cesky Krumlov and to suggest the optimal solution of the marketing communication to other member towns on the UNESCO List of World Heritage sites in the Czech Republic. The theoretical part of the thesis describes Cesky Krumlov as a cultural destination (product), the specifics of the destination marketing, the communication activities of organizations promoting Cesky Krumlov plus the role of the Destination management. Analytical part focuses on Cesky Krumlov's marketing strategy and promotion of first three "marketing phases" or "core marketing objectives". The thesis closes with a SWOT analysis.
Communication Activities of Prague Airport Since 2007 Till Present
Miketová, Daniela ; Dolanská, Nora (advisor) ; Köppl, Daniel (referee)
MIKETOVÁ, Daniela. Komunikační aktivity letiště Praha-Ruzyně od roku 2007 do současnosti. Praha: Univerzita Karlova, Fakulta sociálních věd, Katedra marketingové komunikace a PR, 2011. 60 s. Vedoucí diplomové práce: PhDr. Nora Dolanská, MBA. Abstract Diploma thesis "Communication Activities of Prague Airport since 2007 till Present" charts the way the company have been building its marketing communications activities in the studied period. Since the thesis depends on publicly available sources, it more fully describes the communication towards the public audiences while the communication towards partners is mapped only with regard to public information. Due to the same reason the thesis contains a very few facts about a communication between company and employees. The thesis tries to define the target audiences as they are addressed by the various components of airport's communication. It should be noted that at present there is integration of the various instruments of the marketing mix. For this reason advertising and PR can not be strictly distinguished, because these two components are interrelated to each other. Each campaign described in this work carries the attribute of communication and they are a compilation of tools turned to the public, partners and employees. Likewise, often there is a...

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