Marketing a management hudebního tělesa

The goal of this bachelor's thesis is evaluation of marketing and management activities of the musical ensemble, to determine strengths and weaknesses based on marketing research and process suggestions for improvement. To achieve the goal, primary and secondary research methods were used, specifically in-depth interviews with management members and a survey, and a competition analysis was also performed. Based on the research conducted, a SWOT analysis of the group was performed, as a synthesis of all the analyses performed. All the materials of the Hájíček ensemble will serve as a support for its future activities.