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Communication activities of Divadlo pod Palmovkou in the years 2012-2014
Losová, Anna ; Orban, Karol (advisor) ; Halada, Jan (referee)
This bachelor thesis Communication Activities of Divadlo pod Palmovkou between 2012 and 2014 analyses the marketing communication of the mentioned institution in the given period. The importance of theatre marketing and the function of theater as a medium of communication are also discussed. In the theoretical part, the basic terms used in cultural marketing are provided. This is followed by a detailed analysis of the various communication tools and methods used by Divadlo pod Palmovkou. The thesis describes Divadlo pod Palmovkou in the context of its moved history including two floods that hit the theater. In the given period, the management of Divadlo pod Palmovkou was changed after a very long time, resulting in a gradual change to its face. In the conclusion, the marketing communication of the theatre is critically evaluated and recommendations are suggested to overcome some of the shortcomings in this area.
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Branding The Artist: The Case of Jeff Koons
Legáthová, Lucia ; Ježková, Tereza (advisor) ; Katz, Philip (referee)
The general objective of this thesis is to develop the idea of an artist as a brand through the lens of contemporary theories on the relationships between branding and art. Over the last years, there has been a noticeable shift in the global art market, and art has become a subject to market forces and product life cycles, just like brands. This thesis attempts to provide new insights into the practice of branding within the art world, drawing from the case of Jeff Koons. The first part of the thesis offers a theoretical framework which will develop the understanding of art within the context of brand management. Building on the research outputs, the notion of the artist as a brand manager is proposed, placing the artists in the middle of the branding processes as creators of their own brands through the utilization of various marketing activities. The second part of the thesis analyzes the artistic career of Jeff Koons within a branding perspective. The case analysis provides the reader with a detailed description of the artist's career, public image and use of four selected branding practices. With the aim to expand the theoretical knowledge of branding within the art world, contribute to its generalizability and stimulate further research in this matter, this thesis seeks to answer the questions...
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Arts marketing and Communication of Prague City Gallery
Dusilová, Zuzana ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The bachelor thesis Art Marketing and Communication of Prague City Gallery is focused on the development in the field of art marketing and possibilities of its use mainly within the institution of gallery or art museum. It refers to the reciprocity of arts and marketing practice and defines the inter-connection in the field of art(s) marketing. The thesis uses marketing, media and cultural studies theories. It provides an insight into the historical evolution and improvement of the field of art marketing and reflects upon the tendencies of academic research and literature. The second part deals with a case study, which describes and evaluates communication activities of Prague City Gallery in the years of 2016 and 2017. The specific environment, in which the gallery operates, is defined and the subject is described as a cultural institution and cultural product situated within it, enriched by its new visual style and identity.
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Marketing Communication of gallery´s exhibitions
Chalupová, Kateřina ; Černá, Jitka (advisor) ; Prokůpek, Marek (referee)
Bachelor´s thesis focuses on the current possibilities of using communication tools in museums and galleries focusing on marketing communication and promotion of exhibitions. The aim of the thesis is based on a research to design more effective marketing communications gallery on the example of selected exhibitions in the DOX Center for Contemporary Art. The theoretical part deals with the terminology associated with the areas of arts management and marketing communications. Studies dealing with marketing communications, galleries and museums focusing the use of the new possibilities of communication and participation in social networks are also included in the theoretical part. The practical part is focused on the analysis of marketing communication of the previous exhibitions at the DOX Center for Contemporary Art. Included are three interviews, with Zuzana Masná, from the DOX Center, and with two bloggers: Sandra Kisić and Anna Stránská. The research is based on the analysis of communication studies research and personal interviews. At the end of this part I will suggest the new possibilities for the use of marketing tools and ways to update the current marketing communications on example of the current exhibition Big Bang Data.
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Museum Marketing and Cultural Heritage Marketing: Jewish Museum in Prague in the 21st century
Mašková, Martina ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
Bachelor thesis "Museum Marketing and Cultural Heritage Marketing: the Jewish Museum in Prague in the 21st century" deals with marketing activities and art marketing activities of the Jewish museum in Prague in the 21st century. The aim of the thesis is firstly evaluating the current art marketing communication of the museum using reference books and secondly giving a recommendation. The thesis guides through the history of the Jewish museum in Prague from the beginning in 1906 to the First and Second World War and communism to privatization. In the next chapter, marketing and commercial activities are introduced among 2001 and 2016. The third chapter's main topic is the art marketing concept along with its main principles and functions. The theory is contrasted with the practice. Afterwards, the recommendations are offered. The research showed that only Robert Guttmann's Galery (opened in 2001) and the Maisel synagogue (reconstructed 2014-2015) offer everything a good museum of the 21st century should offer. That means information boards, IT devices, enough seat places, suitable lighting and the right high of display cases. Due to the Conception of new expositions, all the buildings should be reconstructed in the future. Anyway, the main findings expose that the employees are often fired for trivial and no...
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Gamification of presentation of the cultural heritage
Hrzinová, Jana ; Papík, Richard (advisor) ; Šisler, Vít (referee)
The aim of this work is to present gamification and its uses in the context of museology and art marketing and its benefits for the presentation of cultural heritage. The first part explores general theory of gamification, it's basic elements, types of players, psychological aspects and motivation. It mentions also social impact and main criticism. Second part apply the concepts presented in the first part directly to the field of presentation of cultural heritage in museums and galleries. It focus on linking the traditional institution with it's virtual version in the context of convergence culture and participation with wider audience. Gamification design framework shows how museums and galleries can use gamification for practical use in exhibitions, digitized collections and promotion. At the third part it presents practical project with concept of gamification of history for the Faculty of Arts at Charles University.
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Communication activities of Divadlo pod Palmovkou in the years 2012-2014
Losová, Anna ; Orban, Karol (advisor) ; Halada, Jan (referee)
This bachelor thesis Communication Activities of Divadlo pod Palmovkou between 2012 and 2014 analyses the marketing communication of the mentioned institution in the given period. The importance of theatre marketing and the function of theater as a medium of communication are also discussed. In the theoretical part, the basic terms used in cultural marketing are provided. This is followed by a detailed analysis of the various communication tools and methods used by Divadlo pod Palmovkou. The thesis describes Divadlo pod Palmovkou in the context of its moved history including two floods that hit the theater. In the given period, the management of Divadlo pod Palmovkou was changed after a very long time, resulting in a gradual change to its face. In the conclusion, the marketing communication of the theatre is critically evaluated and recommendations are suggested to overcome some of the shortcomings in this area.
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Communication Activities of ZOO Prague in the Period 2010-12 and Their Historical Context
Kořínková, Markéta Maryam ; Orban, Karol (advisor) ; Strielkowski, Wadim (referee)
This thesis aims to introduce and analyse the basic methods of arts marketing and marketing communications used by nonprofit organizations using the example of Prague Zoo. Selected method of this thesis is the observation and subsequent description of the main communication and marketing techniques used by Prague Zoo in the years 2010 - 2012. This thesis describes the main subject of the communication campaigns introduced during this period and also explores the following. Analysis of selected historical events that have influenced the current form and communication of the observed subject. Introduces basic terminology and examples of marketing, arts marketing, marketing research, corporate identity, image, logo, crisis management and others. Explores the longstanding dispute over the logo of the Zoo with artist Cihlář which led to complete corporate design change which has been introduced on the occassion of the celebration of 80 years of founding of Prague Zoo and crisis communications during the flood in 2002. Very briefly describes the fundamental historical moments, beginning with its founding.
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Marketing communication of the galerie Rudolfinum in years 2009-10
Přibylová, Tereza ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
Diploma thesis "Marketing Communication of The Galerie Rudolfinum in years 2009-10" focuses on marketing strategies of Galerie Rudolfinum. The time frame for this thesis is delimited from 2009 to 2010 and so is the retrospective research of each material or information. In the introduction I will explain the crucial terms such as "art marketing" or "arts marketing", which are the areas of marketing in which Galerie Rudolfinum falls into. In the body you will find brief introduction to the whole Rudolfinum building (history, organization etc.) as well as description of Galerie Rudolfinum's place in the market environment. The thesis also presents complete marketing communication of Galerie Rudolfinum with the emphasis on detail analysis of communication strategy - so called communication mix. The sources and solutions for this diploma thesis were mainly description and analysis of the advertising outputs, statistic data from Galerie Rudolfinum and also its web page..
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