The thesis focuses on a field of museum marketing, particularly on a marketing mix issue. The marketing mix is described on an example of an exhibition cycle named DEATH which took place in five object of the National museum during a period from 18 June 2014 until 31 March 2016. The DEATH was the last from a row of exhibition cycles which prevailed during the closing of the Historical building for the reason of its complex reconstruction. A descriptive analysis of the marketing mix of the DEATH exhibition cycle is conducted in the thesis. Application of marketing tools is subsequently evaluated through detailed analyses which will identify weaknesses. At the same time recommendations are developed to improve the National museums marketing mix and make it more efficient.

The thesis cocnsists of three parts. First, concern on musuems and marketing generally, point out the importance of the audience survey. Second part is a essence of this thesis. Gives information about National museum and its marketing. Part is the survey of National museum audience. The last part brings a suggestion of project based on results of surveys. This project is meant to make the exhobition of National museum more attractive for visitors.

The diploma thesis deals with a case study of the development of a mobile audio guide for the expositions of the National Museum. In the theoretical part, the author focuses on defining the basic concepts related to the topic of a case study of a mobile guide for cultural institutions, which include concepts such as culture, digital culture and its connection with technology. Subsequently, the author deals with a general introduction of mobile applications, the history of such designed applications and also the first examples of the use of mobile applications in galleries and museums. The main emphasis is placed on the procedures of mobile application development with a focus on the individual phases of the process, chronological sequence and at the same time technological extensions that can be used to achieve a more intensive visitor experience. The third chapter includes the current state of mobile applications of foreign museums. The practical part describes in detail the process of designing a mobile application in the form of a case study of a mobile guide for the National Museum. The main aim is to critically evaluate and compare the real way of development in a specific cultural institution, which can differ significantly from the theory. In specific cases, it is also described what...

The purpose of the research study was to find about who the National Museum visitors are and what is their five reasons and motives to visit the National Museum. To get a better understanding about finding out who are the National Museum visitors a qualitative method was used in the form of a questionnaire that dealt with questions about the respondent’s demographic background and open questions related to finding out more details about the respondents’ reasons to visit the National Museum that is an art and design museum. The data that was gathered from the questionnaire was analysed through the use of a thematic analysis to find specific themes based on the female and male respondent’s answers. The results indicate that most of the respondents who took part in the questionnaire on the 5th of April 2019 at the National Museum are a mix of female and male between the age 20-72 years from Sweden and other countries, all of them have a higher education (High School, Bachelor and Master Degree) and have studied art, history of art or design. The reason that many of the respondents choose to visit the museum and what attracted them to the National Museum was foremost for they all share an interest in art and design. The National Museum itself is an interesting place to be at because many of the female and male respondents have an appreciation in the art and design collections and exhibitions that is displayed at the museum. The National Museum offers a free admission and entry so many of them could visit the museum either by themselves or with a companion, and many of the respondents like how the National Museum teaches history about the art and design.

(in English): The aim of this dissertation is arranging of the library fund of zámecká knihovna Mladá Vožice. The main purpose of this paper is to define this fund with respect to the provenience and its content. Contemporary conditions of the library are outlined in the Introduction. In the following chapters the history of the castle as well as the history of the noble families involved in establishing of this collection is being described. The main emphasis lays on the family of the collections founders -the family of Küenburg. Fourth chapter describes history of the library on the basis of provenance research. In accordance with this is the identification of the books owners from Küenberg, Spiegefeld and Schönfeld family. In the same manner different families and persons with no direct lineage to Küenbergs are characterized. At the same time this part of the work engages the characteristics of the fund in respect to particular members and partially also including the content characteristics, which are being elaborated properly by means of thematic groups in the following chapter. The information about arrangement of the fund are mentioned on the basis of the archive material and sources. Conclusion is made as a summary of the work, including the overview of its aims and achieved results.

[pt] Museu Nacional: memória e patrimônio cultural pós-trauma é uma pesquisa que busca aprofundar as camadas que compõem o Museu Nacional antes e depois do incêndio em 2018. As questões levantadas partem do trauma ocorrido e dos relatos desse evento, mas também da história do Museu sob a ótica do patrimônio, entendendo a evolução do seu conceito e as diferentes correntes de conservação a nível nacional e internacional. A pesquisa prioriza a teoria geral dos valores de Alois Riegl, que defende necessidade de conciliação entre elementos do passado e do presente na cidade contemporânea, assim como analisa o cenário atual do patrimônio cultural em uma sociedade globalizada. Procura destrinchar os elementos da discussão patrimonial capazes de valorizar uma edificação, e o porquê da sua necessidade de preservação que o torna único e insubstituível, tal qual a significação cultural. Além disso, trata de se aprofundar no tema da memória coletiva – descrita inicialmente por Maurice Halbwachs – social e individual, relacionando-as fenomenologicamente com a formação da identidade e o lugar. O trauma entra na pesquisa sob uma perspectiva temporal, uma nova variável na relação e identificação entre as pessoas e o Museu, antes e depois do incêndio, buscando direções e referências para a reconstrução. Por fim, a pesquisa promove uma análise da conjuntura atual e o projeto conceitual divulgado para a reconstrução do Museu Nacional e os objetivos por trás da proposta. / [en] Museu Nacional: memory and post-trauma cultural heritage is a research that seeks to deepen the layers that make up the Museu Nacional before and after the fire in 2018. The questions raised come from the trauma that occurred and the reports of this event, but also from the history of the Museum from the perspective of heritage, understanding the evolution of its concept and the different currents of conservation at national and international level. The research prioritizes Alois Riegl s general theory of values, which defends the need to reconcile elements of the past and present in the contemporary city, as well as analyzing the current scenario of cultural heritage in a globalized society. It seeks to unravel the elements of the patrimonial discussion capable of valuing a building, and why its need for preservation makes it unique and irreplaceable, just like its cultural significance. In addition, it seeks to deepen the theme of collective memory – initially described by Maurice Halbwachs – social and individual, relating them phenomenologically to the formation of identity and place. Trauma enters the research under a temporal perspective, a new variable in the relationship and identification between people and the Museum, before and after the fire, seeking directions and references for reconstruction. Finally, the research promotes an analysis of the current situation and the conceptual project disclosed for the reconstruction of the Museu Nacional and the objectives behind the proposal.

This thesis deals with identification and analysis of weak points of current management of National museum's collections and aimes to apply selected logistic technologies and to propose efficient logistic network operating in actual situation of Central depository Terezín II. The issue is handled in connection with moving of the museum collection, which represents not only unique project in the history of modern museum praxis but also an appropriate opportunity for reengineering and improving of existing procedures connected with legal mission of the most important and largest museum institution in the Czech Republic.

O Museu Nacional de Belas Artes e sua documentação museológica constituem o principal objeto de estudo desta pesquisa, que procura investigar em suas origens, junto à Academia Imperial de Belas Artes/Escola Nacional de Belas Artes, as ações de tratamento documental que essas instituições utilizaram. Partindo da premissa de que a criação do Museu Nacional de Belas Artes deuse no século XIX, a pesquisa tem por objetivo mapear as proximidades e distanciamentos, sob o enfoque documental, entre tais instituições. / The National Museum of Fine Arts and its museological documentation are the aim of this research, which investigates its originis by the identification of the documentation processes developped at the Imperial Academy of Fine Arts, renamed National School of Fine Arts. Considering that the creation of the National Museum of Fine Arts emerged from the debates on the foundation of an Art Gallery inside the Imperial Academy of Fine Arts in the 19th century, this research explores the similarities and differences between these institutions from the point-of-view of the documentation of their collections.

O Museu Nacional de Belas Artes e sua documentação museológica constituem o principal objeto de estudo desta pesquisa, que procura investigar em suas origens, junto à Academia Imperial de Belas Artes/Escola Nacional de Belas Artes, as ações de tratamento documental que essas instituições utilizaram. Partindo da premissa de que a criação do Museu Nacional de Belas Artes deuse no século XIX, a pesquisa tem por objetivo mapear as proximidades e distanciamentos, sob o enfoque documental, entre tais instituições. / The National Museum of Fine Arts and its museological documentation are the aim of this research, which investigates its originis by the identification of the documentation processes developped at the Imperial Academy of Fine Arts, renamed National School of Fine Arts. Considering that the creation of the National Museum of Fine Arts emerged from the debates on the foundation of an Art Gallery inside the Imperial Academy of Fine Arts in the 19th century, this research explores the similarities and differences between these institutions from the point-of-view of the documentation of their collections.

The libraries of Lichnowsky noble family are currently composed of the sections. The first one is the main family line library stored in Hradec nad Moravicí castle and the latter is the one originally from Chuchelná castle. This thesis focuses on 16-18th century prints as parts of the above mentioned libraries. The aim here is the content and provenance analysis of the library fund of Lichnowsky within the suggested periods of time. At the front, the attention is on signature lines and on the question, whether the Chuchelná library contains books that once belonged to private property of Lichnowsky family. In the following chapters, it is explained why the scale of the analysis is limited to the selected centuries. The answer also reflects the general topic of understanding castle libraries. The focus is also on the history of the noble family of Lichnowsky. After localization of the library itself, major parts of the thesis follow, which chapters comprising the content and provenance analysis of the libraries. The provenance chapter has two parts. The first one identifies members of Lichnowsky family behind provenance traces inside the books, whereas the major role is played by Robert Lichnowsky, largely responsible for operating and maintaining the family library. The latter part focuses on...