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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Case study of the center of moderrn and contemporary art Kunsthalle Praha
 Melíšek, Matyáš ; Černá, Eliška (advisor) ; Vranka, Marek (referee)
The bachelor thesis focuses on a case study of the Center of Contemporary and Modern Art Kunsthalle Prague by analyzing the marketing mix and interpreting the data obtained through a questionnaire survey. The theoretical part of the thesis presents a brief history of the institution and analyses the 4P tools based on the theory defined by marketing theorist Edmund J. McCarthy. The analysis also defined the institution's competitors and added a subsection on online marketing. The practical part deals with the evaluation of data collected through a questionnaire survey in order to answer predefined hypotheses concerning the attendance of both Kunsthalle Prague and other cultural institutions. The survey was conducted among current and incoming university students and recent graduates. Using a combination of quantitative and qualitative research, data was collected that could be statistically interpreted to find causal relationships between them. The aim of this bachelor thesis is to present the history and communication mix of the aforementioned modern and contemporary art center, but above all to define the relationship between this institution and university students. Whether this institution represents an attractive place for them to visit and why.
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