Súčasné trendy v propagácii divadiel vo svete a ich aplikácia na bratislavskú divadelnú scénu s prihliadnutím na jej stav a vývoj

Bc. et Bc. Uršula Mináriková

Master's thesis

Current trends in the promotion of theaters in the world and their application to the Bratislava theater stage, taking into account its state and development

Abstract:

Name and Surname of author: Bc. et Bc. Uršula Mináriková Institution: Masarykova Univerzita, Faculty of Philosophy, Department of music studies Program: Management in Culture Title of the work: Current trends in the promotion of theaters in the world and their application to the Bratislava theater stage, taking into account its state and development Chief of work: Ing. Filip Hrůza, Ph.D. Number of page: 98 Number of attachments: 2 Year of defence: 2020 Key words: marketing for theaters, integrated marketing communication by Kenneth E. Clow and Donald Baack, Theatre Astorka Korzo '90, marketing in theatre in Slovakia The work is devoted to mapping the possibilities of marketing and promotion in the field of theater. Based on the book Reklama, propagace a marketingová komunikace by Kenneth E. Clow and Donald Baack, he proposes specific solutions for a promotional and marketing strategy for actors in the field of dramatic art, especially for theaters, art ensembles and art agencies. In the second part, the work deals with a detailed analysis of a specific theater - Theater Astorka Korzo ’90 with an overlap to the Bratislava and Slovak scene. It points out the problems and shortcomings in the field of theater marketing in this area and proposes solutions.

Abstract:

Meno a priezvisko autora: Bc. et Bc. Uršula Mináriková Inštitúcia: Masarykova Univerzita, Filozofická fakulta, Ústav hudební vědy Odbor: Management v kultuře Názov práce: Súčasné trendy v propagácii divadiel vo svete a ich aplikácia na bratislavskú divadelnú scénu s prihliadnutím na jej stav a vývoj Vedúci práce: Ing. Filip Hrůza, Ph.D. Počet strán: 98 Počet príloh: 2 Rok obhajoby: 2020 Kľúčové slová: marketing pre divadlá, integrovaná marketingová komunikácia podľa Kenneth E. Clow a Donald Baack-a, Divadlo Astorka Korzo '90, marketing divadla na Slovensku Práca sa venuje mapovaniu možností marketingu a propagácie v oblasti divadelného umenia. Na zákade knihy Reklama, propagace a marketingová komunikace od autorov Kenneth E. Clowa a Donald Baacka navrhuje konkrétne riešenia propagačnej a marketingovej stratégie pre subjekty pôsobiace v oblasti dramatického umenia, zvlášť pre divadlá, umelecké súbory a umelecké agentúry. V druhej časti sa práca venuje podrobnej analýze konkrétneho divadla - Divadla Astorka Korzo ’90 s presahom na bratislavskú a celoslovenskú scénu. Poukazuje na problémy a nedostatky v oblasti marketingu divadla na tomto území a navrhuje riešenia.

Keywords

marketing pre divadlá, integrovaná marketingová komunikácia podľa Kenneth E. Clow a Donald Baack-a, Divadlo Astorka Korzo '90, marketing divadla na Slovensku, marketing for theaters, integrated marketing communication by Kenneth E. Clow and Donald Baack, Theatre Astorka Korzo '90, marketing in theatre in Slovakia

Language used: Slovak

Date on which the thesis was submitted / produced: 26. 8. 2020

Thesis defence

• Date of defence: 9. 9. 2020
• Supervisor: Ing. Filip Hrůza, Ph.D.
• Reader: doc. Ing. František Svoboda, Ph.D.

Masaryk University

Faculty of Arts

Master programme / field:
Culture Management / Culture Management