Marketingové a komunikační strategie muzeí v komunikaci s mladým publikem: srovnávací studie mezi Albertinou a Národní galerií v Praze

Building a young audience is an investment in the future of the museum. The museum should be able to reach out to young people, persuade them to act and create such an ambience that the young visitor will leave with a positive experience. This diploma thesis deals with how we can effectively reach the 15-25 age group today and how we can systematically build such an audience over the long term. The theoretical and methodological framework of the thesis provides a comprehensive insight into the issues of creating a marketing and communication strategy, building a young audience, describing Generation Z, current marketing communication trends and best practices of other museums. The aim of the practical part of the theis is the description, analysis and comparison of communication strategies aimed at young audiences used by two collection-building institutions - the National Gallery in Prague and the Albertina Museum in Vienna. Based on analysis, questionnaire survey conducted by a quantitative method, comparison and subsequent inductions,recommendations that can lead to a more effective process of building a young audience are presented to both museums.