Marketing in Public Space

Kateryna Skutaru

Master's thesis

Abstract:

This master’s thesis has the practical nature, because nowadays there are a lot of public spaces where people can spend their time and companies can apply various marketing strategies to promote goods and services. The aim of the research is to study the theoretical bases of marketing in public places. Investigate the most effective and innovative types of public marketing. Choose one of the types of public place and analyze marketing strategies in it using the example of shopping centers. Develop an individual marketing strategy to increase the attendance and profitability of the largest shopping center in the Czech Republic. In the theoretical part, I would like consider the types of public places and features of marketing in them. The shopping center is an excellent example of a public place and on this example, we will consider the most important aspects for marketing. The essence of the most frequently used market analysis and application features. The importance of loyalty and satisfaction of visitors to the shopping center for effective marketing. Applications of ATL and BTL marketing. The most effective and creative examples of ATL and BTL activities. Examples of marketing in shopping centers in Ukraine and online promotion of shopping centers. In the practical part, an overview of shopping centers in Prague. SWOT analysis and selection of one shopping center for more in-depth analysis. My choice fell on Centrum Chodov, problems were identified through analysis SWOT and PESTEL analysis. I developed the individual BTL complex for Centrum Chodov.

Abstract:

This master’s thesis has the practical nature, because nowadays there are a lot of public spaces where people can spend their time and companies can apply various marketing strategies to promote goods and services. The aim of the research is to study the theoretical bases of marketing in public places. Investigate the most effective and innovative types of public marketing. Choose one of the types of public place and analyze marketing strategies in it using the example of shopping centers. Develop an individual marketing strategy to increase the attendance and profitability of the largest shopping center in the Czech Republic. In the theoretical part, I would like consider the types of public places and features of marketing in them. The shopping center is an excellent example of a public place and on this example, we will consider the most important aspects for marketing. The essence of the most frequently used market analysis and application features. The importance of loyalty and satisfaction of visitors to the shopping center for effective marketing. Applications of ATL and BTL marketing. The most effective and creative examples of ATL and BTL activities. Examples of marketing in shopping centers in Ukraine and online promotion of shopping centers. In the practical part, an overview of shopping centers in Prague. SWOT analysis and selection of one shopping center for more in-depth analysis. My choice fell on Centrum Chodov, problems were identified through analysis SWOT and PESTEL analysis. I developed the individual BTL complex for Centrum Chodov.

Keywords

Loyalty, satisfaction, BTL marketing, shopping center, public space.

Language used: English

Date on which the thesis was submitted / produced: 30. 4. 2018

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: Mgr. Jitka Cirklová, M.A.
• Reader: prof. PhDr. Karel Lacina, DrSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication