Návrh marketingové komunikace pro flamencový festival

Abstract

The present thesis entitled „Marketing Communication Design for the Flamenco Festival“ explains, in its theoretical part, the theory of marketing communication, the communication mix and describes the trends in marketing communication in the 21st century. Also, the marketing of culture is addressed in more detail. The practical part of the paper analyses the characteristics of the flamenco festival market describing its Micro- and Macro-environments as well as providing a SWOT analysis. A research concerning the marketing communication is carried out in this part, the data collected via a questionnaire survey is analysed and a new strategy for marketing communication is suggested.