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Marketing Communication of Dejvice theatre from 2010 to 2020
Procházka, Jiří ; Ježková, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis is focusing on development of the marketing communication of Dejvické divadlo between 2010 and 2020 and factors influencing audience motivation to visit this theatre. Specificaly it is focused on six media titles - the recording of production of Teremin, movies Díra u Hanušovic and Kvarteto and series Čtvrtá hvězda, Dabing Street and Zkáza Dejvického divadla. Theoretical part describes historical context of existence and functioning of Dejvické divadlo and defines marketing methods used in art marketing and theatre marketing based on the literature. Practical part analyses marketing tools and methods used by Dejvické divadlo during examined period and presents results of quantitative research focused on image perception of Dejvické divadlo and possible influence of mentioned media projects, which members of art ensemble of Dejvické divadlo participated on.
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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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The role of the manager in working with children and student audience in the world of theatre
Lišková, Kristýna ; Riedlbauch, Václav (advisor) ; Černá, Jitka (referee)
This master thesis is concerning the role of the manager in working with children and young audience in the world of theatre. The first chapters undertake the definition of the theatre for children and theatre played by children and brief history of this genre in the Czech Republic. It describes the history and rich tradition of festivals and parades in this area for different age categories until presence. The following chapters are dedicated to the relationship of theatres with their both audiences, current and potential. The thesis also appoints different possibilities of working with the audience and its development, its active engagement through interactive elements and impulses and building the long-term relationship with them. It defines the role of the manager in working with children and young audiences, it describes the activities of organisations concerning the theatre for children, dramatic education and concerning working with the audience and its development. In following chapters, there is description of specific needs of children and student audience and their characteristics. In next chapter there, is the analysis of the level of using marketing instruments and managerial attitudes in theatres, and the possibilities of financing activities of theatres aimed at children audience and youth. By studying the literature and conduction of my own quantitative research, I learnt about the level of cooperation between theatres and schools, and I evaluated the attitude of theatres towards children and youth audience and I was curious if the theatres are nurturing their future spectators.
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Theatre Marketing Management
Mitošinková, Barbora ; Černá, Jitka (advisor) ; Holubová, Renáta (referee)
The aim of this thesis is to explore how does the marketing management of major Czech drama scenes reflect strategies and concepts described in the theoretical approaches to marketing, particularly in the specialized foreign literature. The goal is the marketing analysis of the most significant theaters in the Czech Republic, research the functionality and importance of marketing plans, strategies and tools, analysis of marketing management, awareness of audience and customer care. The methods used are literature search, description of known marketing concepts (marketing mix, segmentation, positioning, audience building, and audience development), and comparison of different approaches to marketing management, qualitative research, analysis of data obtained through research and expert interviews.
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Online Marketing of Cultural Organizations: Online Marketing Strategy for Divadlo v Řeznické Theatre
Havlíčková, Olga ; Kubaš, Mario (advisor) ; Hanzlík, Jan (referee)
The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.
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