Marketing in Public Space

Eva Pilmaierová

Bachelor's thesis

Anotácia:

In this bachelor’s thesis focused on ‘marketing in public spaces’ I will try to investigate the marketing use of public spaces in Prague. In the first part of my thesis, I will examine the general notion of public spaces, its’ limitations and regulations specific to the Prague and the Czech Republic. The specification on how the information for the practical part is going to be gathered and analyzed is included at the end. This thesis will also apply a case study research in the selected areas of Prague. The results of the research will be collected by the research methods of observation and assisted survey. The aim of my thesis is to analyse how are the public spaces utilized in marketing campaigns, mainly throughout the advertising, and how customers perceive it. The summary of bachelor’s research should provide some insights and recommendations on advertising in the municipality of Prague.

Abstract:

In this bachelor’s thesis focused on ‘marketing in public spaces’ I will try to investigate the marketing use of public spaces in Prague. In the first part of my thesis, I will examine the general notion of public spaces, its’ limitations and regulations specific to the Prague and the Czech Republic. The specification on how the information for the practical part is going to be gathered and analyzed is included at the end. This thesis will also apply a case study research in the selected areas of Prague. The results of the research will be collected by the research methods of observation and assisted survey. The aim of my thesis is to analyse how are the public spaces utilized in marketing campaigns, mainly throughout the advertising, and how customers perceive it. The summary of bachelor’s research should provide some insights and recommendations on advertising in the municipality of Prague.

Keywords

Advertising, marketing, public spaces, research, shopping centre

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 13. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2018
• Vedúci: Mgr. Jitka Cirklová, M.A.
• Oponent: PhDr. Ilona Toufarová

University of Finance and Administration

Bachelor programme / odbor:
Economics and Management / Marketing Communication & Bachelor of Science in Business Administration