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Cultural marketing of the city of Kutná Hora in the years 2009 to 2010
Kubová, Dagmar ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor's thesis on cultural marketing of the city of Kutná Hora in the years 2009 to 2010 discusses the marketing communication of the cultural objects of the city of Kutná Hora in the defining years 2009 to 2010. The first part of this thesis describes the marketing mix of Kutná Hora as a set of cultural objects, however it is aslo dedicated to the cultural objects of the city individually. The materials for this part were particularly the promotional materials of the city and of the objects aimed on culture. The second part of this thesis is dedicated to primary research which has been conducted with the citizens of the city of Kutná Hora. The subject of the research was mainly contentment of the citizens with options of the cultural life in the city and general contentment with the cultural marketing and information. On the results of this survey is aslo based the last part of this thesis, which evaluates the knowledge acquired in first two parts and trough so called SWOT analysis comes with suggestions and recommendations for improvement of marketing communication of the city in culture and cultural objects of the city. As a technics of material treatment are used description, primary reaserch according to the submitted questionnaires and in case of some materials has been also used...
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Cultural marketing of the city of Kutná Hora in the years 2009 to 2010
Kubová, Dagmar ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor's thesis on cultural marketing of the city of Kutná Hora in the years 2009 to 2010 discusses the marketing communication of the cultural objects of the city of Kutná Hora in the defining years 2009 to 2010. The first part of this thesis describes the marketing mix of Kutná Hora as a set of cultural objects, however it is aslo dedicated to the cultural objects of the city individually. The materials for this part were particularly the promotional materials of the city and of the objects aimed on culture. The second part of this thesis is dedicated to primary research which has been conducted with the citizens of the city of Kutná Hora. The subject of the research was mainly contentment of the citizens with options of the cultural life in the city and general contentment with the cultural marketing and information. On the results of this survey is aslo based the last part of this thesis, which evaluates the knowledge acquired in first two parts and trough so called SWOT analysis comes with suggestions and recommendations for improvement of marketing communication of the city in culture and cultural objects of the city. As a technics of material treatment are used description, primary reaserch according to the submitted questionnaires and in case of some materials has been also used...
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The importance of the cultural potential for marketing of the city Kutná Hora
Procházková, Barbora ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The Master thesis evaluates the influence of cultural potential for the marketing management of historical city Kutná Hora, identifies barriers to successful implementation of marketing strategy and suggests further approaches to overstep those barriers. Firstly, the thesis analyzes current application of marketing mix tools. In the next chapters the thesis summarizes the outputs of quantitative research and presents the suggestions for improvement the implementation of marketing strategies in the city. Data were collected by method of personal interviews. The research was divided into two parts - the first parts focuses members of civic associations active in the field of culture and tourism and their attitudes and opinions. Second part represents a research of the attitudes and opinions by city's visitors. The Master thesis verified its primary hypothesis: Municipality of Kutná Hora insufficiently cooperates with the entities active in the field of culture and tourism, in the creation of marketing and communication strategies.
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