Návrh komunikační kampaně studentské akce

Abstract

This Bachelor thesis deals with the creation of a communication campaign for the University Band Contest student event. It focuses on the communication strategy of the long-lasting event, which is divided according to the current stage of the competition. To create the proposal, 8 in-depth interviews were conducted with respondents who are part of the event's organizing team. The in-depth interview discusses three main themes, namely the prestige and concept of the competition, addressing student bands and reaching an audience. Research suggests that the current marketing strategy has gaps and is unefficient. The work also includes proposals for modifying the communication campaign and improving efficiency.