Marketingový plán Rodného domu Ferdinanda Porscheho

This thesis deals with the topic of marketing, specifically marketing planning. The aim of the thesis is to analyse the current situation of the Ferdinand Porsche Birth House and to design a new possible marketing strategy and tactics in the form of a marketing plan. The theoretical part is not devoted only to marketing and marketing planning, but also to the theory of museology and animation of a cultural heritage. The next practical part is based on the theoretical part. At first, the current situation of the Ferdinand Porsche Birth House is analysed, to which traditional marketing analyses are used together with a questionnaire survey. The situation analysis is followed by the formulation of the marketing plan for the year 2020. It consists of goals, marketing strategy, tactics and the schedule of specific measures in the conclusion. This thesis does not use only professional literature and other publicly available sources, but the key sources were also many internal materials provided by the management of the Ferdinand Porsche Birth House.