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Arts and Business: Creative Incubators
Mitošinková, Barbora ; SULŽENKO, Jiří (advisor) ; ŽÁKOVÁ, Eva (referee)
New ways of financing cultural and creative projects are an intensely debated issue across all stakeholders in culture: managers, artists, students, researchers, public administration at all levels, etc. This thesis therefore discusses the topic of collaboration between artists and entrepreneurs. It explores the possible forms of such cooperation (sponsorship, donorship, corporate philanthropy, linking platforms, artistic intervention), focusing in particular on creative incubators - a promising option for linking the cultural-creative industries and the private and business sector. The nature and potential of this relationship is then analysed on cases of emerging and already active creative incubators in the Czech Republic.
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Theatre Marketing Management
Mitošinková, Barbora ; Černá, Jitka (advisor) ; Holubová, Renáta (referee)
The aim of this thesis is to explore how does the marketing management of major Czech drama scenes reflect strategies and concepts described in the theoretical approaches to marketing, particularly in the specialized foreign literature. The goal is the marketing analysis of the most significant theaters in the Czech Republic, research the functionality and importance of marketing plans, strategies and tools, analysis of marketing management, awareness of audience and customer care. The methods used are literature search, description of known marketing concepts (marketing mix, segmentation, positioning, audience building, and audience development), and comparison of different approaches to marketing management, qualitative research, analysis of data obtained through research and expert interviews.
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The Use of Guerilla in Culture
Mitošinková, Barbora ; Černá, Jitka (advisor) ; Krejčí, Hana (referee)
The main topic of my bachelor thesis is the use of guerilla in culture and my research objective is to find out whether there exist assumptions, reasons, and inspirational positive experience supporting the use of guerrilla marketing in cultural organizations. I try to analyze guerrilla marketing in the context of cultural organizations and its possible application with respect to the decreasing efficiency of traditional marketing. Because of the strong interdependence between guerrilla and traditional marketing I explore this relationship by means of the marketing mix. Then I present the results of the survey based on responses from cultural organizations, contributory organizations in particular. The questions addressed to cultural organizations were focused on their knowledge of guerrilla marketing and their current, past or planned use of guerrilla marketing. I present two case studies: one from Italy, the other one from the Czech Republic to show inspirational and positive experience with guerrilla. In conclusion I deal with preparation, implementation and evaluation of my own guerrilla campaign. My desire to contribute to the discussion about guerrilla marketing in culture is, among other things, motivated by my personal favor and preference of imaginative, unique and functional marketing.
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