Marketingové vyhodnocení alternativního festivalu Utopije

Event marketing is one of the modern forms of marketing. It creates a very effective tool for achieving greater company’s promotion and attracting new or retaining existing customers who will remember them thanks to the extraordinary experience, that the event will provide. The theoretical part deals with the definition of the concept of event marketing including its advantages and disadvantages, and its types and individual phases of event planning, which are necessary for successful event planning. At the same time, it includes current trends in event marketing and the knowledge of such trends often leads to the success of the event. The theoretical part is followed by a methodological one, which presents selected methods and procedures of research methods for main goals. The second year of the alternative festival Utopije was selected for the purposes of practical work, which was evaluated from three perspectives. The aim of this thesis was to provide analysis of event communication on social networks, the evaluation of the overall satisfaction of festival visitors based on quantitative research and to evaluate the success of the festival from the perspective of KPIs (Key Performance Indicators). The result of the diploma thesis is a summary of all data obtained about the festival, including recommendations for the future organization of the event. Based on the obtained data, marketing recommendations were written as well. An interview with the main organizer of the festival can be found at the end of the diploma thesis.