Zhodnocení marketingové komunikace studentského festivalu

Abstract

The topic of this thesis was the evaluation of the marketing communication of the student festival Majáles Ostrava. In recent years, the festival has been struggling with a decline in attendance and the arrival of new competitors. The main aim of the research was to evaluate the current form of marketing communication of the student festival Majáles Ostrava. The data was secured by means of quantitative research, through electronic questioning. Several hypotheses were also established and evaluated. Thanks to the questionnaire survey and the internal information obtained, several shortcomings were revealed. The very first one was that the awareness of the Ostrava Majáles is not very good. The evaluation of the selected communication channels of the festival also revealed some shortcomings. With regard to the website, the author of the thesis recommends focusing mainly on its technical aspect in order to measure who buys tickets to the festival. The individual elements of the communication channels were rated relatively well. Furthermore, it was found that not all forms of advertising used by the majáles are effective, such as advertising on Seznam or Google. Interesting shortcomings were also found when evaluating the posters for the 2022 and 2023 majales. Individual suggestions for improving marketing communications were identified.