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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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Current Trends in Arts Marketing: Example of National Theatre
Jeřábková, Kateřina ; Klimeš, David (advisor) ; Ježková, Tereza (referee)
This thesis reviews current theory and practice of audience development. It examines the effectiveness of audience development and ways of embedding it into marketing theory. The analytical part of this thesis presents how three theatre institutions employ audience development - the National Theatre, Na Zábradlí Theatre, and A Studio Rubín - as viewed by their respective marketing experts. It further analyses audiences' responses to special events, the most common format of audience development. It discusses the specifics of arts marketing, with a special focus on theatre marketing, and aim to define differences in marketing strategies between institutions of different status, financial structure, and size. In addition to discussing current and previous trends in audience development in the Czech Republic and abroad, it provides an overview of the theoretical debate on the topic. The thesis then presents field research into audience engagement activities from the perspective of their creators, but also examine how they are received by audiences, including how they affect theatres' public image and customer behaviour.
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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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Marketing campaign for José Cury
HUSÁROVÁ, Iva
My thesis is aimed at marketing campaign concerning the concert of José Cura organized within 19th International Musical Festival Český Krumlov and also at cultural marketing. The thesis is separated in practical and theoretical part. The theoretical part is specialized in cultural marketing and proceeds from findings of expert literature and information gathered from internet resources. The practical part deals with making of marketing campaign for concert of José Cura getting the data from the real campaing which was made for 19th International Musical Festival Český Krumlov.
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