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.

This study is undertaken in response to the issue of incorporating traditional arts management effectively in online arts management via the websites of arts organizations. The aim is to investigate the introduction and implementation of websites in order to suggest effective and efficient approaches of management. This thesis contributes to online management and will enhance its perspective and enlarge its practice. The study presents the design and development of content analysis to analyse the content of websites in order to create both quantitative and qualitative measuring tools that are unlike currently available commercial evaluation tools, which use purely quantitative and automatic measures. The sample consists of 102 arts organization websites from six countries: Australia, Canada, France, South Korea, UK, and USA. In total seventeen arts organization websites from each country from the Yahoo regional directory have been examined. In this study, the website content analysis applied describes preliminary data that will shed some light on the current state of arts management, combining both on and offline application. The thesis articulates the three key functions that online and offline integrated arts management must incorporate in order to increase the value of utility and quality of their services delivered to audiences via the website. The framework of this study provides: 1. interactive communication dimensions between arts organizations and audiences via the website, 2. e-commerce features applicable to the website of arts organizations, and 3. other important and relevant features relating to arts management in websites in order to enforce the appropriate selection and allocation of different services, and to dynamically adapt to changes within those organizations. One of the most important contributions of this study may be that it has value for both academic and practical purposes in the implementation of arts management. As a result of this study, low levels of interactivity were identified in arts websites. This result suggests that online arts marketing is not as interactive as it could be, but undergoes a technological innovation phase towards more developed exploitation. In terms of e-commerce, successful introduction and adoption of websites has been identified. Other traditional arts management features that were not included in interactivity and e-commerce were well represented in the content of websites. The outcome confirms the potential of the website in arts management as an indispensable venue for interactive communication, e-commerce, and other important arts management tasks, such as arts education. By using content analysis, this study provides an evaluative measure for arts organizations that wish to use their websites more effectively, and it also affords a perspective on the current state of online and offline integrated arts management. The result of this study shows that arts management in the virtual venue is the same, or at least similar, to the real venue, and that websites allow arts organizations to coordinate online and offline integrated marketing management. This exploration of little known areas shows what visitors to the website actually communicate and contribute, which indicates that there is ample room for development and research in this area.

Metodologic part: strategic planning in the arts. Practical part: mission of the organization, external analysis, internal analysis -- analysis of the marketing research, strategies proposed on a basis of comparison of the external and internal analysis, implementation plans, financial evaluation of suggested strategies.

The theme of this master's thesis is "Marketing of the Vrchotovy Janovice Chateau". The Vrchotovy Janovice Chateau is one of the exhibitions of the National Museum outside Prague. The introductory part analyses the history of the castle from the point of view of its potential for marketing strategies. Another part deals with number of visitors of the castle as an important measure of successful marketing. Furthermore the thesis concentrates on application of the marketing tools and it analyses marketing of the castle by using SWOT analysis. The inseparable part of the thesis is a survey of the "chain guidance" and of the public awareness of the existence of the castle. The aim of the master's thesis is to evaluate the marketing potential of the Vrchotovy Janovice Chateau and its park, consider its current marketing tools and suggest improvement solutions for the future. Key words: Vrchotovy Janovice Chateau, Vrchotovy Janovice park, National Museum, Arts marketing, Chain guidance

The diploma work gives an overview of the development of cinemas with respect to traditional movie theatres and situates it to the present market when meeting some serious problems -- decreasing attendance, commercial multiplex competition and offen insufficient application of marketing knowledges. The work tries to find an answer of the question if the classical movie theatres are convicted to termination. To sort out the task it uses marketing tools with respect of the specific cinema's environment, analyzing recent situation and proposes new marketing methods of solution, which could lead to positive changes aiming primarily to increasing of attendance.

The subject of the Master's Thesis Arts Museum Marketing Strategy is a synthesis of theoretical basis from the arts marketing field and the development of marketing strategy of an art museum, supplemented by a specific analysis and draft of a new marketing strategy of the museum Villa and Collection Panza in northen Italy. The goal of this thesis is not only to summarise generally applicable theoretical concepts for the marketing strategy development or redesign of an art museum but especially its application on a particular example with a real potential of practical use. The theoretical part of this thesis was created by a systhesis of available literature while the practical part was primarily based on authors personal observation and interviewing from the position of a museum trainee.

This thesis deals with the role of the narrative in animation culture heritage. Its aim is to assess the effectiveness of the use of the narrative in the marketing of cultural monuments. The theoretical part describes the specifics of the art marketing and the culture product, focusing on the use of psychology and emotions in marketing and explains the theory of narratology and storytelling and its application for an animation of the narrative. The practical part includes a research and analysis of selected objects that use or do not use the story for self-promotion, and also investigates the marketing campaign of the CzechTourism Agency. Analysis of selected objects was personally accomplished by the author through the questionnaire survey. Based on the research probe, the thesis provides evidence of the narrative functionality in animation of the culture heritage and recommends convenient changes to existing marketing promotion.

This master thesis "Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors" consists of two major parts -- practical and theoretical. In the theoretical part there are explained terms such as arts marketing, marketing mix, marketing planning, situational analysis, marketing research, visitors of cultural institutions and targeted marketing. These terms are applied on the Gallery of the Central Bohemia. The main goal for this thesis is to produce complex situational analysis of marketing of the Gallery of the Central Bohemian Region, segmentation of the visitors and from these parts target on chosen segment of visitors.

Goal of this diploma thesis is to create a marketing strategy of the Prague Youth Philharmonic symphony orchestra including marketing concept definition, audience research and marketing communication project. The marketing strategy proceeds from internal and external SWOT analysis of the subject. Theoretical part of the thesis deals with classical marketing theory and its use in arts management praxis. It focuses on strategic marketing and its instruments.