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.

This thesis is focused on choral traditions in the city of Karlovy Vary. It maps music and social life in the city from the 19th century to the present, including some of the major personalities in music. It also concentrates on all the important choir bodies that were or still are active and which were important for the cultural life of the city. Emphasis is placed primarily on the Karlovy Vary Choir, the longest-performing choir in the city, including all choirmasters who participated in the running and artistic leadership of the choir. Memories of the oldest members of the choir, emeritus or still active, are also incorporated. At the end of the thesis, the repertoire of the choir and the pictorial attachment are presented.

This dissertation deals with the aesthetic opinions of conductor Rafael Kubelík as evidenced in the materials available in archives and cultural institutions in Munich as well as in the recollections of Bavarian Radio Symphony Orchestra members from the time of Kubelík's direction of that ensemble. The study includes an overview with commentary of the repertoire performed by Kubelík in subscription concerts by the Bavarian Radio Symphony Orchestra, which along with Kubelík's comments and in comparison with the programme of other guest conductors indicates Kubelík's programming activities and probably his musical preferences. This study also discusses Kubelík's interest in opera and his ideas on its staging and production. Other chapters deal with Kubelík's qualities as a conductor and the specific demands he made on his performers. It also includes a curriculum vitae of Rafael Kubelík and a number of recollections by people who knew him, all of which serve to fill out the overall picture of Kubelík's personality.

The present diploma thesis deals with the specifics of employment relationships of symphonic orchestra players in the Czech Republic. Individual chapters outline many aspects of this activity from historical view of orchestral tradition on the territory of the present Czech Republic, up to individual internal mechanisms of the functioning of symphonic orchestras, like the establishing of employment relationship on the competitive basis, the position of functional players within the system of orchestra work, the schedule of working hours and job description of an orchestra player, care for employees, health hazards of that profession etc. The basic activity of symphonic orchestras is their concert activity, where concerts take place on a domestic stage of each orchestra, but very often also as concert tours for economic, educative and comparative purposes. The author of this thesis elucidates the role of a conductor as the main manager, who is responsible for the artistic result of the whole orchestra. This part of the thesis is complemented by an exclusive interview with maestro Jiří Bělohlávek, the Music Director and Chief Conductor of the Czech Philharmonic Orchestra. The author also deals with the role of the artistic board, the main advisory body of the orchestra management on artistic issues. Other...