Marketingová analýza vybraných divadel pro děti

The thesis analyzes and evaluates marketing approaches and strategies of selected theatres for children - Divadlo Minor, Divadlo Drak, Naivní divadlo Liberec and Divadlo Polárka. The goal of this thesis is to describe particular marketing specifics of theatres aiming at child audiences. The theoretical part describes the terminology of arts marketing, marketing management along with marketing strategy, and the marketing mix. The practical part of the thesis contains data gathered using semi-structured interviews with the theatres’ employees. The situational analysis and the SWOT analysis are created using these data. Furthermore, the thesis contains a competitive analysis of each one of the theatres and the Porter analysis for the whole segment of theatre for children. Based on these analyses, the theatres are then compared to each other. The thesis then proposes particular marketing recommendations.