The MA Thesis makes a brief survey about one of interesting trends in museology - the interactivity. First part of the Thesis is devoted to the definition of interactivity in the relation with museums. Interactivity is understanded as a possibility for the visitors to be active and creative at the museum, to use more senses than only their eyes, the possibility to touch the exhibited objects. From all types of museums two are considered to be completely interactive or hands-on - Science Centers and Children's museums. The next part of the thesis is dedicated to the fundamental aspects of Arts Marketing and interactivity is assigned to the Product of museums as one of its aspects. An analyzis of some foreign and Czech interactive museums is also an important part of the Thesis.

Marketing has been part of everyday work in cultural institutions including museums since the end of the last century. Diploma paper is focused on the distribution (in the sense of marketing tool "Place") of museum services to the audience. The basics of museum marketing are outlined in the first theoretical part of the diploma paper. The second part is devoted to the role of distribution in museum marketing and to the analysis of new trends. This part is accompanied with the examples of best practices of everyday work of Czech and foreign museums. In the third part, the attention is focused on distribution of National Museum. First it describes its main insufficiency, afterwards it proposes the basic frame of distribution strategy for National Museum for the near future, when its main building will be closed down for reconstruction.

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As Taiwanese performing arts environment changes, some performing arts groups begin to co-operate with business companies and share marketing resources aggressively. On the other hand, since National Culture and Arts Foundation has launched Performing Arts Marketing Platform project in 2006, which has promoted several platforms to co-market with business companies and to gain benefits. However, this business model has not been developed throughly. The purposes of this study are to explore the theories of co-marketing alliances; to understand the influence of the marketing platforms during co-marketing alliances as arts intermediaries; to compare four cases of co-marketing alliances; to modify the co-marketing alliances models and to conclude some suggestions for business companies and Performing Arts Marketing Platforms to improve their cooperation. This study is based on four co-marketing alliances case studies, with observation and in-deep interviews to collect research data. The study concludes that except marketing concern and brand awareness, social responsibility, which helps performing arts organizations to gain more trusts from business companies, becomes another important motivation to form alliances. These motivations affect business companies for choosing their partners, managing the alliances, and evaluating the results. Furthermore, ¡§complementary possibilities¡¨ and ¡§alliance promoters¡¨ are two advantages for Performing Arts Marketing Platforms to built relationships with business companies. Since customers¡¦ cognitions and attitude are not easy to be evaluated, business companies can only measure the outcomes of the alliances through number of consumers, advertisement impression, overall revenue and return questionnaires, which are also difficult to distinguish from normal situations. Therefore, most of the business companies prefer to evaluate the alliance by managers¡¦ subjective judgments. In order to establish a steady alliance, a business company has to familiar with the diversity of performing arts and alternative alliance models beforehand. A Performing Arts Marketing Platform has to consider the needs of business companies, performing arts organizations and itself. The study also suggests a Performing Arts Marketing Platform should increase its advantages and emphasize equal partnerships. It can connect the resource from all the performing arts organizations it helps, and enhance alliance promoter¡¦s professional ability.

This thesis is based on an action research of ¡§2006 Performing Arts Marketing Platform¡¨ in Taichung City. Combining theories with practical work to analyze the performing arts marketing channels of Taichung, the researcher tried to improve the administration skills and to exam the possibilities of accomplish the project. Within nearly 10 months of project execution, the researcher served as the project manager and helped 20 performing groups to promote their productions in Taichung City. The data were collected by using shorthand notes, self-examination, responses from performing groups, evaluation forms, interviews, working journals, proceedings of meetings, etc. The results showed that the Performing Arts Marketing Platform of Taichung City was truly practicable. It not only increased the box office of performing companies, but also received positive responses from National Culture and Art Foundation and the performing companies. The researcher comprehended how the platform operated, and what are the effective marketing channels to promote performing arts in Taichung through the work. Two suggestions were raised from this study: It is important to take care every detail and use creative mind to develop a marketing strategy. In order to maximize marketing effect, the executor should fix the strategy according to the environment changes, and adopt governmental resources efficiently. Furthermore, the government should support the project continually, extend the outcomes and minimize the ¡§gap¡¨ between two projects. We should all face the difficult positions of arts administrators and diminish the insufficient manpower. Frankly, the spirit of this project is to create a platform for people to share their resources.

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The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.

The theme of this thesis is the competitive strategy of The Prague Loreto. Introductory part gives an overview of the development of Loreto and shows its cultural and spiritual values. This section also raises the fundamental question of this thesis -- the falling attendance of The Prague Loreto. Then the product structure, which consists of the cultural and spiritual products, is analyzed for understanding this problem. In the next chapter there are all visitors segmented into the specifics groups, it is analyzed its attendance and the SWOT analysis is created. Consequently the new competitive strategy is proposed. Last part of the thesis consists of the financial analysis, the progress chart and the costing of the new strategy.

The master thesis, "Marketing planning of regional gallery for fine arts," consists of two major segments; theoretical and practical. The first includes theoretical bases concerning marketing plans and most importantly, Arts marketing. The regional gallery of fine arts in Zlin can be given a practical definition with special focus on; characteristics, buildings, visitors, competi-tion, current marketing activities etc. The main attribute of this thesis and the initial goal con-sists of proposed communication solutions linked to the plan of exhibitions for the year 2012. Recommended communication regards the nature of exhibitions and using the suitable com-munication channel that finds the target group. The original proposal concerning the lower financial inputs while using targeted communication was proved. The effectiveness of rec-ommended solutions expressed by a higher number of visitors could be proved only after full application of proposed solutions.