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The use of social media in marketing of art museums and galleries
Petrová, Anna ; Hanzlík, Jan (advisor) ; Tyslová, Irena (referee)
This thesis deals with the possibilities of using social media in marketing of art museums and galleries. Its aim is to present marketing in social media, in particular the functioning of Facebook Pages, to art museums and galleries. The theoretical part is devoted to social media, describes the most important ones and focuses on how to use them in marketing, with the emphasis on the social network Facebook. The practical part of the thesis is based on the statistics provided by Socialbakers, company that measures effectiveness of social media marketing, and presents an analysis of selected activities of both Czech and foreign art museums and galleries on Facebook.
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Galerie v Praze a cestovní ruch
Sýkorová, Eva ; Netková, Jarmila (advisor) ; Nováček, Jan (referee)
Práce charakterizuje oblast kulturního turismu a analyzuje činnost galerií v Praze. Zabývá se otázkou financování galerií. Případové studie Galerie Rudolfinum rozebírá aspekty propagace výstavy. Diplomová práce pojednává také o galerijní pedagogice,aukcích a nových vývojových tendencích v oblasti umění.
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Marketing Strategy of Vernon Gallery
Dvořáková, Valérie ; Černá, Jitka (advisor) ; Burian Jourdan, Monika (referee)
The thesis pursues the following goals: firstly, it aims to map the status quo of marketing strategies of the Vernon gallery and to establish competitive advantages and disadvantages of the gallery in comparison with its competitors. Secondly, it considers whether the current situation in the gallery's marketing corresponds with relevant theoretical assumptions. Last but not least, the thesis aims to determine the gallery's potential weak points in the above-mentioned area and to propose solutions. The methods used involve analysis, comparison and theoretical-methodological application. The conclusion of the thesis involves several suggestions of which the Vernon gallery could take advantage in practice.
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Strategic planning and measurement of effectiveness in galleries
Matějková, Vendula ; Matyáš, Ondřej (advisor) ; Jindra, Petr (referee)
This thesis is concerned with strategic planning and measurement of effectiveness in the nonprofit sector. First part of the thesis discusses the process of strategic planning in nonprofit sector and methods that can be used by nonprofit organizations to measure effectiveness. Creation and use of the strategy map designed by Kaplan and Norton is also described. In the second part a strategy map is created for a Czech regional gallery and its subsequent use is proposed.
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