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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The marketing strategy of The Musical Production
 Humlová, Jana ; Černá, Jitka (advisor) ; Jílková, Petra (referee)
This thesis deals with an arts marketing with a focus on musical theater. The theoretical part defines basic elements of the marketing process, with the main emphasis placed on marketing mix and its specifics in context of musical production. In this part of the thesis there is also description of marketing research. In favour of smooth transition to practical part, at the very end of theoretical part there is a summary of main competitors. The practical part is focused on the company operating in the theater Hybernia and on its marketing and communication activities. Based on the theoretical presumptions the marketing research had been realized and it had examined the customers of this company. The output of the research, analysis of the marketing mix and analysis of the competitors serve as basis for creating innovations in marketing mix.
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The audience research of the Strašnice theatre
 Humlová, Jana ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
This bachelor thesis focuses on marketing applied by theatres. Firstly there is a definition of marketing in general and then the thesis focuses on differences in marketing applied by cultural organizations, especially by theatres. Then it shows diverse types of theatres. Afterwards the thesis becomes less theoretical and gets more concrete and it explains the term marketing mix on example of Strašnice theatre. The practical part is represented by a marketing research. The purpose of the research was to characterize a typical customer of Strašnice theatre. Based on the marketing mix and the information gained from the research there is made a SWOT analysis. At the very end of the thesis there are several suggestions how to improve theatre's marketing mix.
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