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Marketing of a Nonprofit Project – Ladronkafest
Niklová, Magdalena ; Mikeš, Jiří (advisor) ; Vocel, Marek (referee)
The main topic of this bachelor thesis is the Marketing of a Nonprofit Project -- Ladronkafest. It focuses on the main characteristics of the nonprofit market, the differences between commercial and noncommercial markets, the entities operating in nonprofit business, main issues, problems and obstacles the marketing managers need to face. The main goal is to research marketing theories to learn and understand the tools the marketing and commercial communications offer and to apply them to a real project. The field research provides a comprehensive picture of the applied marketing and communication strategies in case of a concrete project, Ladronkafest, a leisure time festival, sport and cultural event. It describes the instruments employed and evaluates their effects. It also reviews the space given to nonprofit organizations participating on the project for their own promotion and concentrates on the benefits and consequences of the relationships with sponsors and other partnerships of this kind, such as partnership with media and suppliers.
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