Návrh marketingové strategie pro Ostravské muzeum se zaměřením na nové geoaktivity

Abstract

The diploma thesis focuses on the Museum of Ostrava. It addresses the design of a marketing strategy for the museum, with an emphasis on the development of geoactivities based on the geological and mining history of the Ostrava region. The aim of the thesis is to create a proposal for an innovative marketing strategy that will help increase the museum's visitor numbers, expand educational programs, and reach new target audiences. The theoretical part covers the history and present of the Ostrava Museum, the Quaternary geological period, and the sediments from this period – glacial erratics in the Moravian-Silesian region. The practical part includes a proposal for a marketing strategy, the creation of an educational program focused on glacial erratics in Ostrava-Poruba, and presents possible marketing tools to support various target groups. The results of the thesis may contribute to the modernization of approaches in museology and to greater public engagement in the cultural and educational activities of the Museum of Ostrava.