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Marketing strategy for national cultural monument The old wastewater treatment plant in Bubenec
Krejčová, Karolína ; Kvítková, Zuzana (advisor) ; Netková, Jarmila (referee)
The main aim of this thesis is to create a marketing strategy for national cultural monument called The old wastewater treatment plant in Bubenec. First part of the thesis consists of the theoretical introduction to the marketing of the cultural organizations and to the logic of a marketing strategy. The practical part is focused on creation of the marketing strategy of cultural monument for 2017 step by step. It begins with the situation analysis and the objectives and strategy are set afterwards. The methods used for the purposes of this thesis are analysis, survey and observation. The crucial part of this thesis consists of the mentioned survey analyzing the visitor and the current offer. A marketing mix is created based on the collected data followed by the action plan and the budget. Defining methods of monitoring and evaluation in the last chapter serves to measure the effectiveness of the proposed strategy and objectives . The results for the first quarter of 2017 are evaluated at the end of the thesis.
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Applying project management principles on organization of the national holiday celebrations
Bílková, Lucie ; Hrůzová, Helena (advisor) ; Kašpárek, Ondřej (referee)
This thesis analyzes the causes of organizational problems arising during the preparation of national holiday celebrations. The theoretical part describes the cultural and non-profit sector, deals with the specific management issues of NGOs which organize cultural events, and explains the basic methods and principles of project management. The methodological part lays out the methods used for data collection and analysis. The practical part describes the celebrations of the Struggle for Freedom and Democracy Day on Národní Třída street in Prague, which are organized as a project. Data was collected using observation and interviews with team members and analyzed to discern specific issues facing the project team during the preparation process, and recommendations are provided to address these issues using project management methods.
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Cultural Events Organizers in the Context of Cultural Manangement
Horáčková, Aneta ; Matějů, Martin (advisor) ; Opletalová, Lenka (referee)
This thesis attempted to closer introduction of management executors of cultural events. The first of its aims was to contribute towards filling the gap in professional area that could extend much-needed discussion and allowed to build a professional interest in the so far unique work from organizational area of culture. Although the selected topic was a broad one, I tried to give at least partially a detailed account of this phenomenon. The work was devoted to presentation of terminological terms in the field, brief overview of European and Czech history of the management of cultural events and significant personalities in the history of organizing. The work dealt with the current management of cultural projects, including a lack of educational opportunities than abroad. It is true that in the recent past there was no existence of formal education as far as cultural management is concerned. Even though there have been slight changes, the situation is not ideal. This work assessed also appropriate skills, assumptions and key activities of the organizers. With the increasing prevalence of women organizers they were also given one of the chapters that attempted to express the specifics of women's organizational work. It is possible to predict the future from some current trends, and therefore it has...
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Analysis of Communication Activities of International Festival Prague Proms in the Year 2011
Havelková, Alžběta ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
2 Abstract The bachelor thesis "Analysis of Communication Activities of International Music Festival Prague Proms in the Year 2011" deals with marketing communication of International Music Festival Prague Proms, which was specifically used in the year 2011. The thesis decribes the festival from the perspective of its organisational structure and characteristic of main activities. On these basics analyses the work, by using a descriptive method, means of communication used in the year stated. It strives to illustrate if, and how much the cultural organisation keeps on techniques and strategies of marketing communiaction in connection with specific principles of art marketing. Particular communication techniques are compared and analyzed on their appropriateness for cultural organisation. Currently, when an interest in classical music declines, such cultural organisation as this have to fight for its customers and using of well-chosen marketing techniques is essential. The work deals with all aspects of the organisation that affect activities of communication mix used. An emphasis is put on its own history, core, product structure and background of the organisation. In the second part the work describes particular communication activities and compared them with general principles of art marketing and...
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Management of Professional Ensembles Engaged in Historically Informed Performance of Early Music
Dlasková, Aneta ; Šmíd, Ilja (advisor) ; Riedlbauch, Václav (referee)
This thesis is focused on current situation in historically informed performance of early music. The aim of the thesis is to describe this issue from a theoretical and practical perspective. First, the thesis focuses on the definition of historically informed performance and its development. Below it is mentioned the theory of management in cultural organizations. The practical part of the thesis is a descriptive analysis of professional ensembles Collegium 1704 and Collegium Marianum which describes its overall functioning. In the conclusion are mentioned not only answers at research question, but also there is expressed an attempt of prediction of future development of these ensembles with the entire field of historically informed performance. For this thesis were used information from professional publications, articles and other publicly available data and also from expert interviews with managers of ensembles, who also provided many internal documents.
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Personal audit of B-Original dance school
Šrámek, Adam ; Legnerová, Kateřina (advisor) ; Quigley, Martin John David (referee)
This bachelor thesis is focused on personnel audit of organization in cultural environment -- personnel audit of B-Original dance school. First (theoretical) part contains history of human resource management, its theoretical knowledge and notions, and specifics of culturally based organization. Second (practical) part is based on interview and it contains familiarization with the object of study, analysis of the current sutiation, SWOT analysis and recommendation that the dance school should follow.
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Corporate culture in cultural organizations
Drexler, Martin ; Tyslová, Irena (advisor) ; Hucková, Barbara (referee)
This bachelors thesis deals with the corporate culture and its forms in organizations that deal with cultural goods. This work describes particular cultural project from the aspect of two different approaches to corporate culture of two entirely different entities, first is the Prague's non-profit organization and second is a private company. Paper offers a definition of the two corporate cultures in two different types of organizations and also the analysis of their basic elements, which at the end, merge into a single cultural system. All the individual characteristics of different business environments are put into a broader context, where they are drawn to their particular impact on internal and external business processes in relation to the described cultural project. In the first theoretical part are basic concepts such as corporate culture, cultural organizations etc. The practical part of the text is focused on the specific case of a conflict of two different corporate cultures.
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The importance of industrial heritage and the possibility of its conversion for cultural purposes
Frolíková, Vanda ; Juračková, Simona (advisor) ; Tyslová, Irena (referee)
Bachelor thesis is devoted unused industrial premises and possibilities of their adaptation to a new post. The first part focuses on the value and potential of industrial heritage. It is compared the negative impacts of unused brownfield sites in the city with a positive contribution to their reuse. It is considered a possibility to use technical monuments as a seat of cultural organizations in the second part. The text mentions several international examples of this type of conversion. Subsequently, on the basis of mutual comparison of several Prague industrial sites used by cultural organizations have evaluated the pros and cons of their coexistence.
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Project management in culture: the international exhibition
Hořejší, Anna ; Švecová, Lenka (advisor) ; Knobloch, Iva (referee)
The topic of the thesis is project management in the cultural organizations. The general levels of this topic are desribed in the theoretical part. This part analysis the sphere of the contemporary Czech cultural institutions, their cooperation and their position between the traditional roles and the modern management. Specific aspects of the project management for the exhibition project are also described. The aim of the analytical part is to describe and analyse the concrete project of the exhibition "Tschechische Fotografie des 20. Jahrhunderts" (Czech Photography of 20th Century) in Bonn (organised in the international cooperation of two different cultural organizations), to analyse the project processes, strenghts and risks and to give some recommendations to the project. The key topic for all these aspects is the coordination or synchronisation of the organizators and the positive aspects and complications of this cooperation.
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