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Online marketing. Leveraging social media to promote classical music
 Christovová, Aneta ; RADOK ŽÁDNÁ, Ingeborg (advisor) ; KREJČA, Tomáš (referee)
This thesis is focused on online marketing and it’s features within the classical music context. The introduction briefly presents the Internet, marketing and online marketing. The thesis adresses following questions: using online tools, what can we do to let young people know about classical music? Which social media are ideal to connect with specific focus groups? Is leveraging social media at Czech music scene internationally competitive? Social media are introduced on a level of a common user, the analysis shows the suitability of various media for classical music institutions (orchestra, opera house, festival, interpret). While preserving the specificity of it, classical music is here seen as a (marketing) product. The thesis shows summary of all social media which are usefull for communication with people who use them. It also poses fundamental rules for effective use of social media.
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2 Christovová, Anežka
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