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Online Marketing of Cultural Organizations: Online Marketing Strategy for Divadlo v Řeznické Theatre
Havlíčková, Olga ; Kubaš, Mario (advisor) ; Hanzlík, Jan (referee)
The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.
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Promotion and management of club music scenes in selected countries of Central Europe.
Šubrt, Daniel ; Riedlbauch, Václav (advisor) ; Kubaš, Mario (referee)
The diploma thesis discusses the Czech club music scene in the context of the transformation of the music industry in recent years. The first section describes recent trends in the music market in the world and in the Czech Republic. The second part is devoted to the specifics of the management and promotion of Czech music scene at club level, defines classical models of contracts between artists, managers, record companies and other entities. The following chapter describes the possibilities of the multi-source financing of the club music scene. The next two chapters characterize cultural policies of Austria and Germany with a focus on creative industries and of the club music scene. The last part is devoted to a specific modelated project, an organization focused on music export and promotional activities.
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Technological progress and its impact on the music industry
Čupka, Martin ; Riedlbauch, Václav (advisor) ; Kubaš, Mario (referee)
This thesis deals with positive and negative effects of technological progress on the music industry. The first part presents important changes during the evolution of the music industry to its current status. Other chapters are trying to analyze current trends and their specific features in the field of production, distribution and promotion of music in the world and the Czech Republic. Special chapter is devoted to new forms of financing music project. The work also deals with the analysis of the current music consumption habits of music consumers in the Czech Republic and Slovakia. The last chapter deals with the approach of Czech and Slovak musicians to new possibilities in production, distribution, promotion and fundraising for the functioning of their musical projects. Key words:
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Happy Season - project on the support of regional music bands from the Pardubice region
Karas, Martin ; Riedlbauch, Václav (advisor) ; Kubaš, Mario (referee)
The thesis presents a project on the systematic development of possibilities of enhancing activities of amateur music bands in the Pardubice region. The goal is to investigate the situation of young bands with the regional scope of activities and based on the findings establish a project that would be able to support them in necessary areas. At the same time there is a goal to set project operation parameters so that the project would be economically stable. The thesis also surveys the possibilities of external financial support and proposes a strategy on the ways of obtaining these funds. The questionnaire survey which focuses on the project potential addresses concrete bands
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Strategic Analysis of the Creative Incubator Project
Špoková, Alexandra ; Kubaš, Mario (advisor) ; Kouba, Vojtěch (referee)
The aim of the Master's Thesis is the application of strategic analysis tools on the Creative Incubator Project in Pilsen. To define creative incubators and understand the recent emergence of business incubators specializing in the area of cultural and creative industries, the evolution of the concept will be described. The second part of the thesis starts with the presentation of the methodology and proposes possible applications of strategic management for creative incubators. The Creative Incubator Project in Pilsen is then described in greater detail and examined by selected methods of strategic analysis. To gain better understanding of macro environmental factors, the PEST analysis is applied. To describe micro environment, a series of analyses is used: Porter five forces model, Blue Ocean Strategy and stakeholder analysis. The strategic analysis is concluded with the SWOT analysis that sums up the findings of preceding chapters and should provide the incubator management with a sound base for strategy formulation.
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CULTURAL AND CREATIVE INDUSTRIES IN THE VISEGRAD GROUP
Hynková, Jana ; Kubaš, Mario (advisor) ; Kouba, Vojtěch (referee)
This thesis analyzes the state support of the cultural and creative industries in selected post-communist countries, now the Visegrad Group. The first part is devoted to the impact of the totalitarian regime on culture and cultural policy, economic transformation and current economic situation of individual countries with emphasis on chracteristics of the cultural and creative industries concept. The main part of the thesis deals with the issues of culture policy perspective of each state including the opportunities available under EU funds. The final section presents the summary of a comparative analysis along with pros and cons of the models in all countries.
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Television advertising and its production of the Czech Republic to the example of Armada Films Ltd. Company
Janovcová, Zuzana ; Hanzlík, Jan (advisor) ; Kubaš, Mario (referee)
The thesis talks about TV commercial and its production in the Czech Republic. The theoretical parts discusses briefly history of TV commercial and its forms and impact it has on us. Furthermore, the first part contains regulations effecting TV commercial and its production in the Czech Republic. The practical part focuses on the overall production of commercials in the Czech Republic and the introduction of Armada Films Ltd. Company together with the total cost of the ads produced. The major part contains a comparison of two TV commercial examples, which is subsequently evaluated.
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Proposal the Usage of 3D Technologies in Museum Branch
Paločko, Vladimír ; Kubaš, Mario (advisor) ; Vítek, Pavel (referee)
This thesis provides a theoretical study of museums and how today's available technologies for 3D visualization and virtual reality are used in present day museums to further its main objectives. It explores the technologies and proposes additional implementations by thorough analysis of the positive and negative effects and makes a brief overview on possible ways they may be financed.
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Specifics of the communication activities on the example of cultural non-profit organization Archa Theatre
Shin, Mayya ; Hucková, Barbara (advisor) ; Kubaš, Mario (referee)
The thesis is focused on the specification of the communication activities of non-profit non-governmental organization Archa Theatre o.p.s. The aim of it is to analyze, evaluate and compare communication activities of the organization, their strategies and tactics and then assign a proposal for its improvement. The theoretical part specifies a differences of communication features for the non-profit sector. The part is followed by a description of each element in the structure of communication mix. The practical part applies theoretical data and information to a specific example of the Archa Theatre. It is also dedicated to further detailed analysis of the impact of the communication activities of the theater. Thesis also includes set of advice, comments and recommendations in order to increase efficiency and effectiveness of these impacts in the future.
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New media and social networks and their influence on the music publishing industry
Štěpánková, Lucie ; Riedlbauch, Václav (advisor) ; Kubaš, Mario (referee)
Bachelor thesis "New media and social networks and their influence on the music publishing industry" focuses on the role played by social media in the music industry. The aim of this thesis is to introduce new media and social networks and determine their positive and negative effects in the field of music while outlining how such media can be used in marketing music. First part introduces social media, describes the term and states its definition. Furthermore analyzes the differences of social media in comparison to other forms of media and focuses on the introduction of different social media types. The following section defines the music industry and focuses on its development in the 21st century. Final part discusses the use of social media in relation to music industry in the time of adapting to the digital age.
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