Návrh marketingové komunikace multikulturního projektu

Abstract

The diploma thesis focuses on the marketing communication of a multicultural project. The theoretical part defines the basic concepts related to marketing communication, the communication mix in the cultural environment and current trends with a focus on young audiences. The thesis also includes a description of the current marketing communication of the Mladý divák club, supplemented by an analysis of competing clubs and the external environment. The aim of the thesis was to design effective marketing communication for current and potential members of the club based on the conducted research. The practical part is based on quantitative research using two questionnaire surveys, through which attitudes towards membership and relationships with cultural institutions in the context of marketing communication were identified. Based on the knowledge and the data obtained, specific proposals are presented aimed at more active involvement of current members, increasing awareness among potential members and more effective cooperation between institutions involved in the multicultural project.