Economic analysis : The case study of the Karlovy Vary International Film Festival

Thi Huyen Trang Nguyen

Bakalářská práce

Abstract:

The thesis is devoted to Karlovy Vary International Film Festival (KVIFF), one of the oldest A-list film festivals. KVIFF is considered the most prestigious film festival in all of Central and Eastern Europe. The work presents description and evaluation of communication activities of Karlovy Vary International Film Festival from 2010 to present. The bachelor thesis is divided into theoretical and practical parts. The theoretical part focuses on the definitions of the terms film, film festivals, communication, marketing mix and principles. The practical part is devoted to a detailed analyses of the past and current state of the festival and its communication and promotion activites. Methodology used in both parts include description methods with reliance on survey methods. The aim of the thesis is to identify and evaluate individual features of marketing and communication mix and examine all promotional channels of the festival. sources:The Story of a Festival – Eva ZaoralováMarketing Management – Philip Kotler Website of the Karlovy Vary International Film Festival Key concepts in event management – Bernadette Quinn Film Festivals: History, Theory, Method, Practice - Marijke de Valck (Editor), Brendan Kredell  (Editor), Skadi Loist (Editor)

Keywords

Film, Festival, Marketing, Promotion, Culture

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Petr Procházka, MSc Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration