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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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Possible Ways of Managing Events
Caltová, Tereza ; Koudelka, Jan (advisor) ; Chodura, Přemysl (referee)
The first goal of the thesis was to apply a specific approach to event management by Swen Damm (described in theoretical part) for characterizing a particular event, local committee conference of non-profit student organization AIESEC, Lets Prague Conference Spring 2017. The author sourced mainly from the expert interviews with the conference manager and email communication with other members of the conference team. The second goal was to evaluate the event on the bases of differentiation from the picked approach. The third goal was to get answers for research questions from random participants of the event in form of depth interviews and mystery shopping and reveal the possible differences between the answers of the interviewees. Based on the second and the third goal, a list of recommendations was created, accepted by the organization and added to the materials for the next conference.
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