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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Segmentation in the context of audience development
 Kocianová, Barbora ; SULŽENKO, Jiří (advisor) ; KAŠPAR, David (referee)
The Diploma thesis – Segmentation in the context of audience development – examines approaches towards deepening relationship between audience and cultural organizations based on usage of segmentation models. These models provide better understanding of audience’s needs and their reasons to participate in cultural activities. The theoretical background follows historical perspective of audience development and its tools, the connection between marketing and audience development, criteria and types of segmentation and also cultural particicpation factors, which influence audience’s behaviour and their decision making. In order to elaborate on this topic thoroughly, the British audience segmentation models created by the organisations Morris Hargreaves McIntyre, Arts Council England and The Audience Agency are analysed. Author’s own segmentation model is presented along with recommendations for audience development tools suitable for each segment. This model is based mainly on interviews with representatives of aforementioned British organizations and on data collected via questionnaires from audience participating in Theatre Night 2014 in the Czech Republic.
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European Theatre Night in Czech Republic
 Brátka, Daniel ; SVOBODOVÁ, Doubravka (advisor) ; PROKOP, Petr (referee)
This thesis describes the development of the Czech part of the European Theatre Night project. The international project was started in 2010 by the initiative of the Croatian theatres that organised the national format of this event two years earlier. Theatres in the Czech Republic have been participating on the project since 2013 and it is organized by the Arts and Theatre Institute. The thesis describes the way how the Czech project have been organised so far, its main features, confronts it with similar projects - the Museum Night, the Night of the Churches. Defines the chances that the project is giving to the theatres and also the real benefits for the institutions. It summarizes important positive and negative factors that the organization of the project in the Czech Republic has been carrying and which the organizers and participants have been confronted with during the first two years of its duration.
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