Analýza marketingové komunikace hudebního tělesa

Abstract

This bachelor thesis focuses on the marketing communication analysis of the musical ensemble Big band Vratimov, with a specific emphasis on the digital platforms Instagram and Facebook. The primary objective of the work is to evaluate the existing communication activities of the orchestra and, based on the analysis of user preferences, determine the extent to which these activities meet the expectations of the respondents

The theoretical part of the thesis defines the basic concepts of marketing communication, the specifics of marketing and in the cultural sector, The practical part includes a characterization of the ensemble, an audit of its communication channels, and a comparative analysis with selected regional competitors. The core of the thesis is a quantitative research study conducted via an online questionnaire (n = 109), which examines the behavior, attitudes, and expectations of the respondents..

The research confirmed a high level of audience loyalty and identified a dominant interest in service information about concerts, combined with a demand for authentic behind-the-scenes video content. Data analysis also proved the high effectiveness of the Reels format, which shows significantly higher organic reach than static posts. Based on these findings, the conclusion of the thesis formulates proposals for optimizing the content strategy, implementing an editorial plan, and strengthening the synergy between offline and online communication.