The aim of this thesis is to analyse and evaluate the communication strategy of Pilsen city, respectively to analyse the non-profit corporation Pilsen 2015, which relates to the preparation and implementation of the project "Pilsen - European Capital of Culture 2015". Framework of my thesis has been defined by two reference periods. The first one is the candidacy period, which starts from September 2007 (when the City Council approved the intention that Pilsen city would compete for the title of European Capital of Culture 2015), until the publication of the results in September 2010. The second period has started with Pilsen victory in the competition and lasts until now (until the end of the month April 2015). The main focus of the work is based on the communication towards the inhabitants of the city of Pilsen and the region. Firstly a theoretical concept of city marketing is described. The thesis focuses on the analysis of the basic documents of the city development, which are closely related to the EHMK. The next section presents a historical development of the project and the process for selecting the cities as well as the circumstances of the project preparation and subsequent candidacy and the basic vision and goals in the application for the competition. Then the thesis analyses the...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:339558 |
| Date | January 2015 |
| Creators | Hlaváčová, Šárka |
| Contributors | Suk, Pavel, Köpplová, Barbara |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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