Analýza marketingovej komunikácie Medzinárodného filmového festivalu Karlovy Vary

Bc. Lenka Ilavská

Master's thesis

Analysis of marketing communication of the Karlovy Vary International Film Festival

Abstract:

The master’s thesis "Marketing Communication Analysis of the Karlovy Vary International Film Festival" presents the Karlovy Vary International Film Festival and the marketing communication tools used by the festival. The main objective of the thesis was to evaluate the marketing communication of a specific film festival and based on the analysis, to develop proposals and recommendations to increase the effectiveness of the marketing communication of a specific film festival. The methods of mixed qualitative and quantitative research, analysis, synthesis, description, deduction, induction and comparison, trend analysis and SWOT analysis were used to fulfil the objective of the work. The data for research were obtained by desk research using publicly available information on the Internet, on social networks, in the press as well as from internal documents and statistics and using the technique of structured interviews. The thesis shows that the Karlovy Vary International Film Festival uses the whole range of marketing communication tools, both classic and modern. In the proposal part, proposals and recommendations of the author are created to improve the effectiveness of the marketing communication of the festival. The master’s thesis "Marketing Communication Analysis of the Karlovy Vary International Film Festival" presents the International Film Festival, which is held annually in the city of Karlovy Vary, and the marketing communication tools used by the festival. The main objective of the thesis was to evaluate the marketing communication of a specific film festival and based on the analysis, to develop proposals and recommendations to increase the effectiveness of the marketing communication of a specific film festival. The methods of mixed qualitative and quantitative research, analysis, synthesis, description, deduction, induction and comparison, trend analysis and SWOT analysis were used to fulfil the objective of the work. The data for research were obtained by desk research using publicly available information on the Internet, on social networks, in the press as well as from internal documents and statistics and using the technique of structured interviews. The thesis shows that the Karlovy Vary International Film Festival uses the whole range of marketing communication tools, both classic and modern. In the proposal part, proposals and recommendations of the author are created to improve the effectiveness of the marketing communication of the festival.

Abstract:

Diplomová práca „Analýza marketingovej komunikácie Medzinárodného filmového festivalu Karlovy Vary“ predstavuje Medzinárodný filmový festival Karlovy Vary a marketingové komunikačné nástroje, ktoré festival využíva. Cieľom diplomovej práce bolo zhodnotiť marketingovú komunikáciu špecifického filmového festivalu a na základe vykonanej analýzy vypracovať návrhy a odporúčania na zvýšenie efektivity marketingovej komunikácie konkrétneho filmového festivalu. Pre naplnenie cieľa práce boli použité metódy zmiešaného kvalitatívneho a kvantitatívneho výskumu, analýzy, syntézy, deskripcie, dedukcie, indukcie a komparácie a analýzy trendov a SWOT analýzy. Dáta pre jednotlivé výskumy boli získavané pomocou desk research verejne dostupných informácií na internete, na sociálnych sieťach, v tlači ako aj z interných dokumentov a štatistík a pomocou techniky riadených rozhovorov. Práca ukazuje, že Medzinárodný filmový festival Karlovy Vary využíva celú škálu marketingových komunikačných nástrojov, ako klasických tak moderných.V návrhovej časti sú zhotovené návrhy a odporúčania autorky práce pre zlepšenie efektivity marketingovej komunikácie festivalu.

Keywords

filmový festival, Karlovy Vary, KVIFF, marketing, marketingová komunikácia, marketingový mix, film festival, marketing communication marketing mix

Language used: Slovak

Date on which the thesis was submitted / produced: 23. 11. 2022

Thesis defence

• Date of defence: 2. 2. 2023
• Supervisor: doc. Ing. Dagmar Jakubíková, Ph.D.
• Reader: Ing. Štěpán Chalupa, Ph.D.

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.

Master programme / field:
Hospitality Management, Tourism and Marketing / Marketing Management in Hospitality and Tourism Industry