|
| |
|
|
Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010
Vaicová, Ivana ; Dolanský, Pavel (advisor) ; Čeňková, Jana (referee)
At times, when even state-financed museums and galleries are forced to manage the entrusted financial resources responsibly, create their own profits and raise funds for their operations from other than public sources, marketing communications become an important tool for reaching out to visitors as well as potential sponsors and other supporters. It is understandable that in private organizations, which gain only a relatively small percentage of their total budget from the state grants, are the marketing activities even more important. The bachelor thesis "Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010" characterizes the DOX centre, one of the biggest czech private galleries, describes its activities, analyzes the competition, target groups, and especially its communication tools. The most important points are then summarized by a brief SWOT analysis. The contribution of the work lies mainly in the comparison of the theory of museum marketing mostly from foreign-language literature and marketing practice realized by the czech institution of DOX centre. The essence of the work consists of the analysis of the components constituting the promotional mix of the DOX centre in the given period of time, the segmentation of target groups, and the identification of...
|
|
|
Marketing Communication of The Brno House of Arts in 2007-2011
Jelínková, Adéla ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims to analyze the marketing communication of the Brno House of Arts from 2007 to 2011. The Brno House of Arts is one of the most important cultural institutions in Moravian region but the number of visitors decreases from year to year. The hypothesis is that underdeveloped communication strategy of the institution contributes to this unfavourable situation. One chapter is dedicated to the analysis of communication strategies of the closest gallery's competitors - Moravian Gallery and Wannieck Gallery. The core of the work is in the detailed description of the institution's communication mix with focus on its visual identity created in 2008. Evaluation of the gallery's marketing activities is based on adequate academic writing. Wide variety of relating pictures can be found in the appendix. Research conducted by the author explores knowledge and image of the Brno House of Arts in the public. The thesis is concluded with the summary of the communication activities of the institution and strives to answer whether they support its mission and vision positioning the gallery among prestigious European galleries.
|
|
|
Communication Activities Study of Artbanka Museum of Young Art
Havránek, Jakub ; Dolanský, Pavel (advisor) ; Skřivánek, Jan (referee)
This bachelor thesis describes the communication activities of Artbanka Museum of Young Art from 2011 to early 2013, when the institution ended its activities. The work describes in detail the subject of AMoYA, its origins, objectives, promotion and risks associated with its activities. Much of the work is devoted to describing the elements of the communication mix and the elements that AMoYA had available as part of its promotional activities.
|
|
|
Communication Activities Study of Artbanka Museum of Young Art
Havránek, Jakub ; Dolanský, Pavel (advisor) ; Skřivánek, Jan (referee)
This bachelor thesis describes the communication activities of Artbanka Museum of Young Art from 2011 to early 2013, when the institution ended its activities. The work describes in detail the subject of AMoYA, its origins, objectives, promotion and risks associated with its activities. Much of the work is devoted to describing the elements of the communication mix and the elements that AMoYA had available as part of its promotional activities.
|
|
|
Museum Marketing and Cultural heritage marketing as an Example of Museum of Decorative Arts in Prague
Petráková, Kristýna ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
The BA thesis titled Museum Marketing and Cultural Heritage Marketing as an Exemple of Museum of Decorative Arts in Prague (MDA) aims primarily to map the marketing communication of MDA and utilize the findings to illustrate the specific challenges that art marketing as such entails. The main focus is on the marketing and, above all, communication strategies of the Museum. For the purposes of communication, the Museum makes use predominantly of public relations activities. The communication of the MDA is lacking mostly due to the lack of financial resources. The Museum has annual budgets at its disposal and has to make the decision whether to invest into restoring its collections and research, or into marketing. In the concluding part of the thesis I address various propositions for communication improvement, most of which lean towards fundraising activities. As my sources I used predominantly the MDA websites and different sorts of printed materials published by the Museum itself.
|
|
|
Communication Activities of City Gallery Prague in the years 2011 and 2012
Černá, Eliška ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
This bachelor's thesis analyses communication activities of City Gallery Prague in the last two years. City Gallery Prague is one of the two most significant and most visited galleries in the Czech Republic and not merely because of its placement in the capital city its attendance numbers have rising tendencies. The work is concerned with all the components of the communication mix - advertising, public relations and online communication. A close attention is dedicated to the new website design which helped City Gallery Prague to build its visual identity. It also describes its competition and a real threat which other Prague galleries may represent for City Gallery Prague. One constituent of the thesis is a research conducted by the author. Its aim was to discover gallery's position among competitors and its popularity among young people.
|
|
| |
|
|
Marketing Communication of The Brno House of Arts in 2007-2011
Jelínková, Adéla ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims to analyze the marketing communication of the Brno House of Arts from 2007 to 2011. The Brno House of Arts is one of the most important cultural institutions in Moravian region but the number of visitors decreases from year to year. The hypothesis is that underdeveloped communication strategy of the institution contributes to this unfavourable situation. One chapter is dedicated to the analysis of communication strategies of the closest gallery's competitors - Moravian Gallery and Wannieck Gallery. The core of the work is in the detailed description of the institution's communication mix with focus on its visual identity created in 2008. Evaluation of the gallery's marketing activities is based on adequate academic writing. Wide variety of relating pictures can be found in the appendix. Research conducted by the author explores knowledge and image of the Brno House of Arts in the public. The thesis is concluded with the summary of the communication activities of the institution and strives to answer whether they support its mission and vision positioning the gallery among prestigious European galleries.
|
|
|
Marketing Communication of the National Museum in Prague in the year 2010
Červínová, Adéla ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
This Diploma Thesis "Marketing Communication of the National Museum in Prague in the Year 2010" deals with communication activities of the National Museum in Prague during the whole year 2010. It focuses on a wide range of communication channels and means typical for marketing communication by which the museum presents itself to the wide public. The thesis is based on the premise that this cultural institution of international importance applies art marketing methods not only to increase the awareness of its existence but also maintain its goodwill, gain new customers and popularize the sphere of cultural heritage of the Czech Republic. Attention is paid to the impact of the Museum's communication to its image in the media, current positioning and its influence on communication strategy. The description of communication strategy results from current communication mix consisting of advertising, direct marketing, promotion and public relations activities. Significant attention is devoted to one of the main activities of the Museum - exhibitional activity. On the example of the successful exhibition - "Story of the Planet Earth" there is researched the communication related to the exhibition including all accompanying programs and materials. In relation with the creation of added value - this...
|
guest ::
